Information Technology Reference
In-Depth Information
Table 11.7
Priorities of advantages of online shopping
Priorities of advantages of online
shopping
High school
students
University
students
w
2
ð
1
Þ
P-value
Purchasing goods not sold at nearby
physical shops
202 (58 %)
108 (69 %)
5.60
0.018
Shopping at home
178 (51 %)
94 (60 %)
3.54
0.060
Price/cheapness
175 (50 %)
85 (54 %)
0.74
0.389
Large variety of items
142 (41 %)
77 (49 %)
3.17
0.075
Open 24 h
122 (35 %)
77 (49 %)
9.15
0.002
Referring reviews and reputations
106 (30 %)
59 (38 %)
2.63
0.105
Purchasing at one's own pace
88 (25 %)
49 (31 %)
2.02
0.155
Delivery by other people
64 (18 %)
43 (27 %)
5.39
0.020
Easy searching of goods
92 (26 %)
38 (24 %)
0.25
0.620
Easy comparison of goods
59 (17 %)
34 (22 %)
1.67
0.197
Rich information about goods
41 (12 %)
32 (20 %)
6.61
0.010
Easy purchasing procedures
41 (12 %)
23 (15 %)
0.85
0.357
Rich information about other goods
52 (15 %)
21 (13 %)
0.19
0.660
Availability of rare goods
65 (19 %)
21 (13 %)
2.08
0.150
Speedy purchasing
23 (7 %)
18 (11 %)
3.49
0.062
Acceptable waiting time for delivery
41 (12 %)
8 (5 %)
5.44
0.020
Others
4 (1 %)
1 (1 %)
0.28
0.594
same the goods at online shops. This finding may reflect non-users' high
expectations from online shops.
11.4.2 Advantages and Disadvantages of Online Shopping
Understanding users' and potential users' perceptions of the advantages and
disadvantages of online shopping will contribute to online shopping market devel-
opment. Table
11.7
shows students' priorities of the advantages of online shopping.
Fifty-eight percent of high school students and 69 % of university students selected
“purchasing goods not sold at nearby physical shops”, which makes it the highest-
priority feature. Approximately half the students selected as the second and third
highest priority features, “shopping at home” and “price/cheapness,” respectively.
The fourth, fifth, and sixth priority features were, respectively, “Large variety of
items,” “open 24 h,” and “referring reviews and reputations.” University students
gave more priority to “Purchasing goods not sold at nearby physical shops,” “open
24 h,” “Delivery by other people,” and “Rich information about goods” than high
school students, and high school students gave more priority to “Acceptable waiting
time for delivery” than university students. These differences are statistically
significant at 5 % level.
The results imply that students can largely obtain the goods that they want to
purchase locally, but would shop online if the products are unavailable from nearby
physical shops. Although cheaper pricing is usually a primary reason for people
