Factor Influencing the Consumers' Intention to Purchase Online - Essay Example

3 Overview The methodology may refer to the approach and measures used to gather statistical data, and the calculations used to arrive at the specific results (Reis, 2000). Walker (1996) in supporting this statement stated that methodologies allow researchers to retain the questions under investigation and may involve numerous methods of collecting data in targeting information from participants towards investigating how different elements relate in understanding the research question. To meet this goal and accomplish the objective and aims of a research the methodology becomes the backbone in the entire investigation. All calculations and investigations in a research have to apply the best methodology, such as having the correct data collection method in arriving at the appropriate result of the intention to carry out this research. 3.2 The Conceptual framework of research The conceptual framework in this research can be derived from the literate review and other theories on consumer decision making, the attitude of individuals towards online shopping and the behaviour of most consumers in online shops, e-marking configuration and the quality of the website. Consequently, the framework in this case aims at establishing the objectives of the research as presented in chapter 1 Figure 3.1 Conceptual Framework 3.3 Research Design The research will use a survey, which is a method of systematically collecting data using questionnaires. In this research, it would be easier to use online questionnaires in social sites such as Facebook, in personal mails or even in university mails. Burns (2000) noted that a descriptive survey in such a research may be more appropriate where a huge number of respondents will be identified and their frequencies in online shops counted. Such an approach will make it possible to determine the characteristics of consumer beliefs, behaviours and attitudes in such online shops. In this approach, theories used in the literature review will be tested and quantitative methods used to verify such theories. The survey design will also make it possible to have responses from a huge number of consumer respondents at much shorter periods and at much lower costs (Creswell, 2002). Such a method will be effective in determining factors that influence consumers in making a purchase decision. The questionnaires will offer a good basis on which the quantitative analysis of data will be carried out in using scientific methods to investigate the relations between the various factors that affect online purchasing decisions among Thai consumers; this will lead to better understanding of the research question. 3.4 Research Approach As outlined in the literature review, the research will certainly answer the research question and support it with theories and quantitative analysis. This will involve laying out the conceptual framework of the research using theories and then using data obtained though a survey to verify the reliability of the theories used in defining the behaviour of Thai consumers in online buying. 3.4.1 Quantitative approach The quantitative research approach in finding the required information will define measure and explain the required phenomena in more details. Such an approach will help in formalising and organising the data inform of a scientific method, where quantitative data analysis will helped in connecting the methods used to a scientific research approach. For instance, much of the information obtained will be expressed in numerical terms rather than in words, which will bring out a more detailed scientific relationship among the data collected (Yin, 1994). In addition, as Burney (2008) asserted, a deductive method can link with and find out answers by using theories that are socially investigated. For instance, the research uses theories and a detailed framework to lay out the procedure after which the data collected is used to figure out the relationship, which is also a quantitative research approach. As a scientific approach, quantitative data analysis offers reliable investigations on how sets of data relate to one another by using scientific tools to investigate how several factors in the on line buying process affect consumer decisions. 3.5 Research Strategy Saunders et al (2009) in doing a research it is vital to select the best methods that has to answer the formulated research question, and link this with the methodology and research gaols expected. In addition, Saunders explained that research has to select the most viable research strategy that would offer the required answer to every research questions elected and in meeting the research objectives. However, there is need to combine a survey strategy with a case study at the same time, which offers more validity to the data collected, leading to better result that can be verifiable. In choosing to use a questionnaire, the researcher selected the most appropriate research approach in this study, which will involve using a questionnaire in an online survey. In this research methodology, the most significant factors affecting consumer decision making when purchasing goods online in the Thailand market will be examined. 3.6 questionnaire design and research structure Dillman (2000) defined a questionnaire as the survey technique that broadly involves collecting data and reflects on the values, the behaviours of consumers when purchasing and exploring other concepts that may be related to consumer decision-making process when purchasing goods. This research uses a broader approach in data collection and in the research question; the research involves observing consumers’ behaviours and collecting their responses using social networks such as Facebook and Twitter and through personal and other emails. The main advantage in this approach is that it will facilitate collection of data from a vast area where a huge numbers of respondents would be involved, which may not be possible to attain using other data collection methods. However, the main challenge in this approach is that the researcher may be unable to determine the needs of the targeted population in the inquiry (Sekaran & Bougie, 2009). The questionnaire was designed using Google docs, where a web-based survey was first developed as the basic template in designing the questionnaire. Such an approach will facilitate transferring of Thai consumers and respondents from other nationalities that have experience in online purchasing in the Thailand retail market and determining the factors that lead to their purchasing decisions. According to Sekaran and Bougie (2010), the questionnaire may be reliably sent through mails due to the high possibility of reaching the expected respondents. However, there is a problem in that some respondents may not be comfortable receiving such questionnaire through emails and will certainly ignore it without giving any reason. Part 1: Consumer general information The first part of the research will involve gathering individual data from 240 Thai consumers and other people from different nationalities, who have an online experience in purchasing products in the Thailand market. This may be referred to as cataloguing information or individual information, as these types of questions are usually placed at the start or last part of a survey (Oppenheim, 1998). The main motivation is that this section has to ensure validity and authenticity of the study as framed by the researcher; as a result, it is possible to describe their individual information (Sekaran & Bougie, 2009). In this step, the statistics would be examined to understand the characteristics of Thai consumers through general descriptors, which include gender, age, highest education level, income and occupation. Part 2: Consumer’s experience with online purchasing in Thailand retail industry The second part of the questioner deals with consumers’ experience with online retail purchasing of goods and services in Thailand, which has a close relation with consumers’ behaviour. This part the research will concentrate on purchasing behaviour, which relates to the frequency of the purchases, the payment channel preference and the information that is gathered from such consumers when making online purchases. The research is motivated by the need to know the behaviour of customers when making online purchases; the knowledge that such consumers have in online purchases and how often such Thailand consumers make online purchases. This information is necessary in understanding consumers’ behaviour in Thailand’s online retail market. Part 3 Factors affecting customers attitude towards online shopping in Thailand This study will also assess the impact of various factors identified in the literature review in influencing attitudes of Thai consumers towards online shopping. The factors identified in the literature review include website factors (perceived trust and risk, perceived ease of use and perceived usefulness) as well as e-marketing mix. Apart from assessing the effect of these factors, this research will seek to identify any other factors influencing attitudes of Thai consumers towards online shopping. In doing so, the study will be seeking to identify personal preferences of Thai consumers towards online shopping. The knowledge will enhance understanding of the most effective e-marketing strategies that should be applied to Thai consumers. The factors will be rated using a 5-poinnt likert-type scale between 1 = strongly disagree and 5 = strongly agree, this type of scale allows for respondents to rate statements based on their level of agreement (Bryman and Bell, 2003). 3.7 Collected Data 3.7.1 Primary Data Primary data refers to data that is collected for the first time and thus, it happens to be original in nature, as Saunders et al (2009) explain, primary data can be collected using questionnaires, through observation or through interviews. Researchers widely use questioners and interviews to collect primary both quantitative and qualitative data, in the present study, the researcher will collect primary by administering questionnaires on the target population sample (Thai Consumers). 3.7.1 Secondary data Secondary data refers to data that has been collected at an earlier data for a specific purpose (Collis and Hussey 2007). Usually, secondary data is collected through desk-based research; one advantage of use of secondary data is that it saves time and money (Sekaran, 2003). However, secondary data may not be very reliable in some cases mainly because it may not fit appropriately fit in the current research situation (Saunders et al. 2007). As mentioned, secondary data is data collected for another purpose at an earlier data and hence, it may be old and irrelevant to the current situation. Despite that, secondary data remains vital in giving direction to a study. In this study, the researcher derived secondary data from books, journal articles, newsletters and internet sources. The data collected from these sources is contained in the literature review and has aided identification of variables for this study. Such data derived from secondary sources was essential in outlining theories that underpin this research and inlaying the right research framework, which on which this research is based. 3.8 Data Analysis In this study, the researcher examined the applicability of both qualitative and quantitative techniques of data analysis. Qualitative analysis is applied on qualitative or non-numerical data and the results are presented in non-numerical format. On the other hand, quantitative analysis is applied on numerical or statistical data and the results are presented in numerical format. In this study, the data collected using questionnaires will be transformed into numerical data and will be analysed using quantitative techniques. The researcher will use expressive statistics such as means and percentages and will illustrate the results using charts and tables. The results will also be analysed using SPSS. Statistical analyses of collected data will bring out the essential trends that investigate the reliability of theories on consumer behaviours in online buying. Scientific data trends are important in obtaining a reliable data pattern that effectively answers the research questions and investigates the reliability of qualitative theories as offered in the literature review. 3.8.1 Ethical issue While collecting primary data, the researcher will address all traditional ethical issues of confidentiality, privacy, access, and acceptance. The researcher will seek permission from all relevant authorities before engaging in data collection and will inform the participants advance regarding the purpose of the research. The participants will be noticed that their personal identities will not be disclosed; in addition, any respondent will participate at their own volition and consent. In case a respondent wishes to leave in the course of the research, the respondent will be a liberty to withdraw without giving any reasons for their decisions. 3.9 Reliability and Validity Reliability of a data collection instrument reflects its constituency and stability within a given context (Maylor & Blackmon, 2005). Reliability is dependent on the extent to which a data collection instrument produces consistent results from a series of researches utilizing the same sample (Collis & Hussey, 2003). In this study, the researcher used the test-retest coefficient method to test the reliability of data collection instruments used in this study. Validity of data collection instruments implies a judgement on whether the components of a study reflect the variable, theory or concept of study (Denscombe, 1998). In other words, validity implies the extent o which data is representative and relevant to the current study (Widersheim & Eriksson (1997). To ensure high level of content validity, the researcher conducted extensive research on the subject matter and ensured that the instruments accurately measure the intended factors as per the objectives of the study. The researcher also incorporated the opinions of supervisor in order to ensure that high level of validity of the instruments is attained. 3.9.1 Pilot testing In order to enhance validity of the instrument a pilot study will be conducted, Pre-testing helps to enhance reliability of the instruments so that the vague statements on the questionnaire can be refined or removed altogether (Fink, 2003; Saunders et al., 2009; Pallant, 2010). A pilot study will be conducted to 20 Thai consumers of products offered online to pretest the questionnaire and ensure that potential respondents understand it; the 20 consumers will be selected randomly. Areas of difficulty in the instrument will be identified and corrective measures taken in consultation with the supervisor as a way of ensuring the reliability of the instrument. The pilot respondents will eventually be excluded from the list of final sampled respondents as a further measure to ensure credibility of the methodology employed. Read More