Consumer intention to shop online: B2C E-commerce in developing countries

Abstract

The development of dot com companies in 90s opened a new door of sales and revenue generation for the businesses world wide. The number of online shoppers increased dramatically within a very short span of time. While some people found it a convenient and sophisticated way of shopping, others remained reluctant to adopt this medium. Different factors are considered responsible for this variation in online behavior. Most of the researches on this topic are conducted in the developed countries so there is a need to study the phenomenon from the developing countries perspective. Based on existing literature on the topic a research model was developed which was further tested by means of a survey.

Full text

Middle-East Journal of Scientific Research 12 (4): 424-432, 2012
ISSN 1990-9233
© IDOSI Publications, 2012
DOI: 10.5829/idosi.mejsr.2012.12.4.2278
Corresponding Author: Shakeel Iqbal, Iqra University, Islamabad, Pakistan.
424
Consumer Intention to Shop Online: B2C E-Commerce in Developing Countries
Shakeel Iqbal, Kashif-ur-Rahman and Ahmed Imran Hunjra
11 2
Iqra University, Islamabad, Pakistan
1
UIMS-PMAS-University of Arid Agriculture Rawalpindi and
2
Iqra University Islamabad, Pakistan
Abstract: The development of dot com companies in 90s opened a new door of sales and revenue generation
for the businesses world wide. The number of online shoppers increased dramatically within a very short span
of time. While some people found it a convenient and sophisticated way of shopping, others remained reluctant
to adopt this medium. Different factors are considered responsible for this variation in online behavior. Most
of the researches on this topic are conducted in the developed countries so there is a need to study the
phenomenon from the developing countries perspective. Based on existing literature on the topic a research
model was developed which was further tested by means of a survey.
Key words: Online Shopping Electronic commerce Trust Perceived advantages Perceived risks
INTRODUCTION reported to have the fastest rate of growth of online
The term “e-commerce”, also referred to as “e- (_38.66 billion) or 7.3% of retail sales (+24% over 2010).
business”, has been defined by many authors in different Online sales in theUK were £50.34 billion (_59.4 billion) or
ways. It is defined as “an electronic environment that 12.0% of UK retail trade. In 2008, online was equivalent to
makes it possible to buy and sell products and services only 8.6% of retail sales. Online retail sales in the US have
and information on the internet” [1]. A broader definition a market share somewhere around 9%. The main benefits
would be conducting business transactions, maintaining claimed for online shopping include convenience,
business relationships and sharing information over the competitive pricing and variety of selection, borderless
internet [2, 3]. access to goods and services and better access to
E-commerce has opened the doors of opportunities information[7, 8, 9]. Some of the important impediments to
for virtually all businesses whether they are operating at e-commerce growth include shortage of experts on
national or international level. One of the most befitting consulting, designing, training and execution of e-
uses of World Wide Web (WWW) is consumer retailing: commerce, security and privacy concerns of the buyers
Business-to-Consumer (B2C) selling. Using WWW and slow speed of downloading information [10, 11].
retailers can offer their goods and services all over the Jarvenpaa, Tractinsky and Vitale [12] classified the
globe by means of virtual stores. With the help of virtual studies conducted on e-commerce into two categories:
stores, any business can offer goods and services to technology-centered and consumer-centered.
customers via electronic channel with pretty less cost as Technology-centered studies focuses on analyzing
compared to what is required in traditional brick-and- technical aspects of web-based stores and relate these
mortar stores [4, 5]. aspects to the consumer acceptance of these stores.
A rapid growth is witnessed in the area of e- These technical specifications include its user interface
commerce, but online sales generated via this medium are [13-15], usability of its website [16], information sharing
still very low. According to Center for Retail Research [6] with consumers [17-7] and security measures [19, 20].
online sales inGermany were £38.18 billion (_45.07 billion) According to the technology-centered view, the low
which accounted for approximately 9.0% of its total retail volume of online sales is primarily due to the
sales (+13% over 2010). In France, a country which is unproductive use of technology by online vendors.
retailers in Europe, 2011 online sales were £32.75 billion

Middle-East J. Sci. Res., 12 (4): 424-432, 2012
425
Alternatively, consumer-centered view focuses on percent of the companies had LAN (Local Area Network).
consumers’ perception and beliefs about online shopping. However, around 99 percent of the respondents were still
A consumer’s retail channel selection is very much of the opinion that e-commerce means being able to make
effected by many features which include service quality, and receive payments through the Internet and any other
product perception, trust and shopping experience. activity through Internet is not considered e-commerce
According to consumer-centered view, socio- [30, 31]. E-commerce in Pakistan is facing many challenges
demographic factors are important determinants of (e.g. governmental, organizational and technological), that
consumer acceptance of virtual stores: an idea supported is why growth and pace of e-commerce is slow. According
by literature on consumer behavior with respect to face- to Moreno [32] “low computer education, technology
to-face shopping [21, 22]. According to consumer’s sensitization, lack of basic understanding of how-to use
centered view the success of virtual stores depends upon Internet, high cost of computers, lack of understanding of
the consumer’s willingness to purchase online. English language, unstable political and legal
Various researchers have investigated the factors environment, poor regulatory framework for eBusiness
affecting online shopping behavior of customers [23-25]. and brain drain are notable barriers of eBusiness in
Most of the researches conducted on the subject are Pakistan”. Another objective of current research is to
carried out in developed countries of the world. In this investigate the impact of constructs of online shopping
study, we have attempted to look at the phenomenon from upon customer’s intention to purchase online.
the developing countries perspective. Developing
countries have their own peculiar features which need to Research Theory and Model
be considered while studying customers’ intention to Perceived Advantages: In many of the previous studies
purchase online: low credit card and bank account Technology Acceptance Model (TAM) is used to study
penetration, wider digital divide, shortage of electricity this behavior. TAM identified two main variables i.e.,
supply, lack of trained manpower to develop and support perceived usefulness (PU) and perceived ease of use
web sites, low income, poor telecommunication (PEOU) affecting a consumers decision to adopt a new
infrastructure and lack of computer skills among the technology. The former is “the degree to which a person
public [26-28]. Another important reason of conducting believes that using a particular system would enhance his
this research is the suggestion extracted from Kuan et al. or her job performance” [29], while the latter is “the degree
[29] that the relationship between actual website quality to which a person believes that using a particular system
dimensions and customer intention to purchase need to would be free of effort” [33].
be investigated, an aspect which is mostly ignored in Validity and reliability of the two constructs (PU and
previous researches covering website quality. PEOU) of TAM is supported in a number of studies [34-
The purpose of this paper is to find out the customer 37]. PEOU in context of e-commerce is consumer’s
perceptions about business to consumer e-commerce in expectation to effortlessly use WWW for online shopping
developing countries particularly Pakistan. According to [23]. Previous researches have shown that PEOU is an
a survey conducted to determine the preparedness of important factor affecting consumer attitude towards
local and multinational firms for e-commerce and to seek adoption of a certain technology [32, 34]. PU in context of
their expert views about the future of e-commerce in e-commerce is the customer’s perception that shopping
Pakistan, it was discovered that although local businesses via WWW will be more beneficial as compared to face-to-
realize the potential of selling on the Internet (83 percent) face shopping and will ultimately result in better selection
still majority (55 percent) had no short-term plan to start of products with respect to quality and prices. Combining
selling online. None of the surveyed companies was these two variables of TAM with time saving, another
doing B2C e-commerce (only one company was reported advantage claimed for online shopping, we came up with
doing B2B). One positive sign discovered was that some our first variable affecting online shopping i.e., Perceived
firms (39 percent) took first step in moving towards e- advantage of online shopping. The first hypothesis that
commerce by establishing their websites on the internet. we would like to test is:
The other pre-requisites for e-commerce found were that
90 percent of the surveyed businesses had their e-mail H1: A customer’s intention to shop online is positively
address, 94 percent had access to the Internet and 58 related to perceived advantages of online shopping.

Middle-East J. Sci. Res., 12 (4): 424-432, 2012
426
Perceived Risk: Risks in online shopping can be divided H2: A customer’s perceived risk is negatively related to
into two categories: Product risk and Information security
and privacy risk. Product risk “is allied with the
consumers’ belief whether the product would function
according to their expectations” [38]. They assert that this
risk is high when the product is technologically complex,
high priced or ego satisfying i.e., its use is observed by
others. Previous researches show that people prefer face
to face buying in case of those products where fashion,
size and price of the product matters [40]. In case of online
shopping a consumer has a fear that the color of the
product or quality may not be the same as it appears on
the computer screen. Bhatnagar, Misra and Rao [39]
found that the decision to purchase goods or services
online largely depends upon the perception of risk. They
also concluded that costly and ego-centric items i.e.,
those items that reflects someone’s personality e.g.
clothing and cologne, are less likely to be purchased
online.
In several studies conducted on e-commerce it was
found that the privacy and security concerns are
important factors influencing a consumer’s decision to
purchase online. Some of these studies show that these
concerns are an important barrier restricting customers
from shopping online whereas in some studies this
relationship could not be established. Helander and
Khalid 2000 [41] discovered that online shoppers did
considered information security an important factor
affecting their decision to shop online but there were
some other factors affecting their decision as well e.g.,
cost of the item, product availability and convenience.
Similarly, in another study it was concluded that security
concerns did not affected either the decision to purchase
online or the amount spent in online shopping [42].
Online sellers collect detailed information about a
buyer. This information includes personal as well as
financial data, which is used by the online companies in
formulating their marketing strategies [43]. The
information collected from the buyers provides a
marketing edge to the online sellers, but this act is often
viewed by the buyers as an invasion of privacy [44].
There are two types of concerns for the buyers about
information provided to online sellers: (1) The personal
information provided may be leaked out to others due to
improper seller controls [45]; (2) the personal information
may be sold to third parties without the consent of the
buyer [46]. Some customers will not be interested in
engaging online transactions due to these concerns. Our
second hypothesis is:
intention to shop online.
Perceived Trust: A lot of research is made on trust with
respect to e-commerce but review of trust related literature
reveals that there is no universally accepted scholarly
definition of trust [47]. Trust has been defined in context
of organization theory, economics, social networks and
information systems [48]. For the purposes of e-commerce
trust can be defined as “a trustor’s expectations about the
motives and behaviors of a trustee [49]. A consumer’s
trust in online seller is one of the most important factors
affecting the decision to purchase online or not [8, 50, 51].
Generally people abstain from purchasing online from a
vendor whom they do not trust [50].
Review of e-commerce literature reveals the following
three dimensions of trust: Integrity, Benevolence and
ability [52, 53]. Integrity with reference to business to
consumer (B2C) commerce means that online vendor will
be fair, consistent and reliable in fulfilling his commitment
to the buyer. Benevolence refers to the company’s
intention to keep customer’s interest ahead of its own and
to work for the welfare of the customers [47]. Ability
means the online company has the appropriate skills and
competence to fulfill the customers’ demand [54]. In
several studies on e-commerce it was revealed that lack of
trust on online seller is one of the major reasons why
people do not shop online [4, 27]. People are reluctant to
provide their personal information over the internet. They
fear that this information may be misuse or shared with
unwanted people and agencies. This leads to our third
hypothesis:
H3: A customer’s perceived trust in Internet shopping is
positively related to his intention to purchase online.
Risk and trust are knitted together [55]. One of the
consequences of trust is that it reduces the consumers’
perception of risk [56]. It is observed that trust reduces
the perceived risk of a customer of being mistreated by an
online vendor [57], whereas lower perceived risk influence
the attitude of customers towards online stores [12].
Based on this fact the fourth hypothesis is formed as:
H4: A customer’s perceive trust in online shopping
reduces his perceived risk.
Computer/Web Knowledge/Experience: It has been
concluded in some previous studies that income level,
gender, computer experience and use of other face to face

Online Shopping
Intention
W e bs i t e /
Internet
Quality
(H7)
Pe r ce ived Advantage s
(H1)
Perceived Risks (H2)
Computer/Web/knowle
dge/ Experience (H5)
H6
H
4
Trus t (H3 )
Middle-East J. Sci. Res., 12 (4): 424-432, 2012
427
shopping methods affects a consumer’s decision to knowledge/experience are the ones, which are related to
purchase online [42]. Lack of internet experience restricts the customers’ personality. But based on our observation
the buyers from engaging in online transactions [48]. [58] and review of existing literature website/internet quality is
in their study on Singaporean market studied the also an important factor affecting customer’s intention to
effect of education, internet experience and network purchase online. We have treated as a mediating variable
speed on the willingness to shop online. They found as it is something that is not related to the customer’s
computer education and internet experience as important personality like the four variables we discussed above.
factors affecting online shopping, whereas internet speed Online vendors can communicate with their
was not found to have significant affect on online customers through their websites, therefore, the
shopping behavior. appearance as well as information contents can influence
H5: A customer’s computer/web knowledge/experience of a website have been identified in marketing literature
positively influences attitude towards online that affects the frequency of visits to a website such as:
shopping. layout, readability, graphics, appeal and ease of use [61].
It has been found in prior studies on e-commerce that offer ease of navigation [62] and poorly designed web
people’s predisposition towards computers is an sites had a negative impact on sales [42]. Web site
important factor affecting adoption and usage of online designs play a very crucial role in attracting as well as
[59, 60]. A consumer’s past experience on the internet in retaining customers [63].
general or shopping on the internet in particular might
have generated knowledge and consequences that affect H7: The effect of customers’ perception (on online
his behavior and belief with respect to online shopping purchase) on their online shopping intention is
[12]. influenced by internet quality.
H6: A customer’s computer/web knowledge/Experience Online Shopping Intention: Online shopping intention
positively influences trust in online shopping. used in this study refers to a customer’s willingness to
Moderating Variable: Website/Internet Quality (IQ): services or comparing prices. This variable is
The four variables discussed above i.e. perceived operationalized keeping in view the previous researches
advantage, perceived risk, trust and computer/web on this topic [64].
a consumers purchase intentions [47]. Different features
The customers are comfortable with those web sites that
use internet for making an actual purchase of goods and
Fig. 1: Proposed Model for online shopping intention.

PAD
PRSK
TRS
CK
WB INT
.10
.14
.59
.26
.00
.09
e1
e2
e3 e4
e5
e6
.44
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428
Methodology RESULTS AND DISCUSSION
Sample: The data was collected by means of
questionnaires distributed in the urban areas of twin cities Table 1 shows a seven (7) model fitness criteria.
of Rawalpindi and Islamabad. Convenience sampling The model chi-Square (Chi) and associated significant
technique was used for data collection. Questionnaires value indicates that this criteria does not fulfill the
were mostly distributed among professionals, minimum requirement of model fitness as the significant
businessmen, civil servants and university students. A value is less than level of significance (P<.05) indicating
total of 390 questionnaires were distributed among the discrepancies factors in the model. Another fitness
sample population out of which 353 were received and 341 measure is goodness of Fit index (GFI), by convention the
were found to be suitable and processed for analysis. value of GFI equal to or greater 0.90 is acceptable. This
Instrument and Measures: A questionnaire based survey (GFI > 0.90) and AGFI is variant of goodness of fit which
was used in this study. All the questions (other than
related to demographic characteristics) were measured on
a seven-point Likert scale where I was the least level
agreement and 7 was the highest level of agreement. The
scale was adopted from the previous researches such as
perceived advantages [65, 66], perceived risk [39, 45];
trust [53]; computer/web knowledge, website and internet
quality [63] and intention to purchase [64]. To check the
reliability and validity of questionnaire a pre-test was
conducted where this questionnaire was distributed
among 50 respondents. Once the results of per-test were
found satisfactory the questionnaire was distributed
among the target population.
Reliability of the data was checked by means of
Cronbach Alpha which was found to be 0.779 was above Fig. 2: Results of the Proposed Model (SEM)-with
the general acceptable limit (0.70) described by [67]. The Mediating Variable
data was analyzed by Statistical Package for Social (PAD=Perceived Advantages; PRSK=Perceived
Sciences (SPSS 17.0) and AMOS 7 software. For testing Risk; TRS=Trust; CK=Computer Knowledge,
of hypothesis structural equation modeling (SEM) was WB=Website/Internet Quality and INT=Intention
used. to Purchase Online)
criteria fulfill the minimum acceptance level of Model Fit
Table 2: Proposed Model Fit Indices-With Mediating Variable
CMIN DF P CMIN/DF GFI AGFI NFI CFI RMSEA
41.168 8 0.000 5.146 0.977 0.962 0.900 0.934 0.045
(GFI= Goodne ss of Fit Index, AGFI = Adjusted goodness of Fit Index, NFI = Norms Fit Index, CFI= Comparative Fit Index, RMSEA = Root mean Square
Error of Approximation)
Table 3: Hypotheses Testing Based on Regression Weights-With Mediating Variable
Variables Estimates S.E. Critical Ratio P-value Results
WB <---PAD 0.256 0.042 4.961 0.000 Supported
WB <---PRSK 0.101 0.033 3.947 0.012 Supported
WB <---TRS 0.137 0.046 2.390 0.017 Supported
WB <---CK 0.001 2.050 .009 0.993 Not Supported
INT <---WB 0.594 0.060 13.629 0.000 Supported
TRS <---CK 0.437 0.027 8.955 0.000 Supported
PRSK <--TRS 0.091 0.068 2.685 0.042 Supported
(PAD=Perceived Advantages; PRSK=Perceived Risk; TRS=Trust; CK=Computer Knowledge, WB=Website/Internet Quality and INT=Intention to Purchase
Online)

Middle-East J. Sci. Res., 12 (4): 424-432, 2012
429
adjusted goodness of fit index for degree of freedom. customer’s perceived risk is negatively related to
Further criteria includes CFI (Comparative Fit Index) is customer intention to shop online), whereas, H3 is
revised form of NFI (Norm Fit Index). The suggested value supported by the results of the study. Further this study
for NFI and CFI is equal or greater 0.90. According to [68] concludes (H5, H6 and H7) are valid and confirm that WB
RMSEA value below 0.05 show good fit of the model. and INT, CK and TRS and TRS and PRSK are positively
Based upon the aforementioned criteria five model fit and significantly related to the each other.
indices fulfill the criteria of proposed model fitness.
Table 2 shows the result of hypotheses testing after DISCUSSION
the introduction of moderating variable. The analysis
highlights the relationships between perceived advantage The constructs used in perceived advantages
(PAD) and website/internet quality (WB), perceived risk (perceived ease of use and perceived usefulness) have
(PRSK) and WB, trust (TRS) and WB, WB and Intention been studied with reference to e-commerce adoption in
to purchase online (INT), Computer Knowledge (CK) and different studies and different conclusions are drawn
TRS and TRS and PRSK are statistically significant about them [69]. In a study conducted on online shopping
(P<.05). However, the relationship between Ck and WB among grocers in Germany, perceived advantages was
and is insignificant (P>0.05). The result further reveals found to have a significant impact on adoption behavior
that perceived advantages, website and internet quality and also concluded that there was no significant influence
and customer knowledge/experience play a very important of perceived risk on online shopping intention. In a study
role in customer’s online shopping intention. Perceived conducted by [70] compared the online shoppers with
advantages of online shopping greatly influence people non-online shoppers. Online shoppers revealed several
intention to purchase online. Customer perceived advantages of shopping online including
knowledge/previous experience play a very important role product reviews, saving time and convenience. Credit
in establishing trust which enforces the previous card security was the main concern for non online
researches on the issue. Trust usually results in reduction shoppers.
of perceived risk which is weakly supported in this It is also reported in one of the studies on the topic
research. that as the respondents’ sense of computer competency
It is evident from the analysis that perceived increased to the level of expert, the more likely they were
advantage intensifies website/internet quality by 26%. to make purchases online [71]. This study shows that
The critical ratio (CR=4.961) indicates that perceived some characteristics of online trade firms, such as security
advantage is believed as an important determinant in and privacy policies, service quality and warranties, have
ensuring web/internet quality in online-shopping. The a more direct influence on trust, while the quality of the
table further depicts the regression co-efficient (Beta) Web site has an indirect influence on consumers’
value is 0.101 between perceived risk (PRSK) and satisfaction. Among all these variables, satisfaction with
website/internet quality (WB) and the relationship is the previous purchases is undoubtedly the main
pointed from the analysis that if there is one degree determinant for trust, which reinforces findings of
change in perceived risk there would be almost 10% previous studies.
change in website/internet quality and p-value (p<0.05) The results obtained from another study on the topic
suggests that there is significant and positive relationship [72] confirm that the intention to shop on the Internet is
between these two variables. The results further positively influenced by general attitude toward the
demonstrate that trust and web/internet quality ( = 0.046, system and negatively influenced by the risk associated
P<.05) remain positive and significant. There is a strong with the Web. In addition, perceived usefulness is the
positive relationship between website/internet quality and main determinant of attitude toward e-commerce, for both
intention to purchase online shopping as ( = 0.594). Internet buyers and non-buyers. However, some
Whereas, the relationship between computer knowledge significant differences can be seen between both
and trust is the second highest regression co-efficient considered samples.
(= 0.437).
The results of the study show that the hypothesis H1 Practical Implications: It is concluded that a customer’s
is proved that customer’s intention to shop online is perception about advantages of online shopping and his
positively related to perceived advantages of online trust on online vendor are the two most important
shopping and the result of this study not support H2 (A variables affecting his intention to purchase online.

Middle-East J. Sci. Res., 12 (4): 424-432, 2012
430
Online vendors should focus on developing trust 3. Turban, E., J. Lee, D. King and H.M. Chung, 2000.
by adopting different steps. E-vendors can play a
significant role in gaining customer trust. The success
of e-Bay largely depended on institution-based
structural assurances that it incorporated in its
e-commerce strategy [73]. The institution-based
structural assurances can be incorporated into the
company’s Web site to increase trust-assurances such
as statements of guarantees, contact telephone
numbers and Better Business Bureau seals. Finally,
convincing the consumers that the e-vendor has nothing
to gain by not being trustworthy also builds trust.
Convincing consumers of this might be achieved, as in
other business interactions, through increased publicity
of legal action taken by the authorities as well as by
meaningful sanctions for untrustworthy vendors by
consumer protection agencies such as the Better
Business Bureau [74].
Another important finding of this research is that
customer’s knowledge and experience with computers and
specifically with internet is very much helpful in building
their trust on this medium. The growth in the number of
internet users will be helpful in increasing e-commerce
activity provided online vendors establish a trustworthy
relationship. The policy makers should ensure that online
buyers are provided suitable protection against theft of
personal and confidential information and malpractices of
online vendors. Strict regulations need to be introduced
to ensure the security of customer information and
finances.
Limitations and Future Research: This research is
conducted in Pakistan which is one of the developing
countries. Shopping online is not very much common
though it is becoming popular. Majority of the population
doesn’t own a credit card and therefore, they are not able
to shop online. People mostly are accustomed to face to
face shopping in which they can see and feel the item as
well as they can bargain over the prices. The results of
this model might not be the same when used in a
developed country or where people have more tendencies
to use credit cards.
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