Chapter 4 discussion and analysis - Dissertation Example

these variables have no significant differences between grocery items and insurance (p > 0.05). Therefore, these variables should not be rejected because these factors significantly affect the purchasing behavior of online consumers when it comes to buying online grocery items and insurances. With regards to the length of time for transaction, several studies revealed that online shoppers are more likely to purchase online grocery items and insurances because of its convenience, reduced physical effort concerning the travelling from home to grocery store outlets or meeting a sales agent in buying insurances, and lesser amount of time it takes to complete a transaction (Kaufman-Scarborugh and Lindquist 2002; Verhoef and Langerak 2001; Keh and Shieh 2001; Raijas 2002).

Likewise, the study of Yang et al. (2007) reported that security and privacy, the ease of use of the website, brand-name recognition, and pleasure associated with the purchase assistance provided online also positively affects the buying behaviours of online consumers. On the contrary, statistics result indicate that offering a wider choice of products (t = -4.321, p = 0.000), easy comparison of prices (t = -2.021, p = 0.046), sufficient information about the products (t =