Information Technology Reference
In-Depth Information
Table 11.8 Unattractiveness of the online shops
High school
students
University
students
Unattractiveness and anxieties of the online shops
w
2
ð
1
Þ
P-value
We cannot confirm the goods' quality or details
before purchasing
254 (73 %)
124 (79 %)
2.35
0.126
Risk of difference between goods' online
appearance and that of actual goods
169 (48 %)
90 (57 %)
3.54
0.06
Risk of receiving inferior goods
195 (56 %)
64 (41 %)
9.69
0.002
Annoying advertisements after purchasing
82 (23 %)
50 (32 %)
3.99
0.046
Risk of personal information theft
106 (30 %)
46 (29 %)
0.05
0.823
Risk of nondelivery of purchased goods
92 (26 %)
33 (21 %)
1.62
0.203
Difficulty in canceling purchase orders
55 (16 %)
30 (19 %)
0.89
0.344
Too long from purchase to delivery
65 (19 %)
21 (13 %)
2.08
0.15
Complex purchasing procedure
60 (17 %)
19 (12 %)
2.09
0.148
No supply of goods in stock at many online shops 74 (21 %)
18 (11 %)
6.83
0.009
Too many items to recognize what I want
24 (7 %)
13 (8 %)
0.32
0.569
Others
9 (3 %)
1 (1 %)
2.1
0.148
shopping online, the student market clearly prioritizes availability, followed by
convenience, with price only third on their list of perceived advantages. The goods
sold in rural physical shops often offer less variety than those in urban shops,
although physical shops are the primary channels of purchase for students. Thus,
they may regard online shops as a complement of the physical shops. Therefore,
small and micro online shops do not need to engage in price competition; instead,
they can focus on product differentiation.
Table 11.8 displays the students' perceived disadvantages and anxieties when
shopping online. Seventy three percent of high school students and 79 % of
university students selected “We cannot confirm goods' quality or details before
purchasing,” the highest ranked disadvantage, which overshadowed the students'
second- and third- ranked negative perceptions. Fifty six percent of the high school
students selected “Risk of receiving inferior goods” and 48 % of them selected “Risk
of difference between goods' online appearance and that of actual goods.” These
were elements of the second and third ranked disadvantage. Fifty seven percent of
university students selected “Risk of difference between goods' online appearance
and that of actual goods,” as the primary element of the second ranked disadvantage.
High school students gave a high priority to “Risk of receiving inferior goods” and
“No supply of goods in stock at many online shops” than university students. These
differences are statistically significant at 1 % level. And university students gave a
high priority to “Annoying advertisements after purchasing” than high school
students. This difference is statistically significant at 5 % level.
Because more than 70 % of the students selected “We cannot confirm goods'
quality or details before purchasing” as the primary disadvantage of online shop-
ping, online shops face a tremendous obstacle. Overcoming this fundamental
characteristic of online shipping requires ingenuity, and technical solutions to the
problem may include increasing the amount of
information about product
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