Amalan Pembelian Secara Atas Talian dan Faktor-Faktor Mempengaruhi

Farhan Mat Arisah; Shamsul Azahari Zainal Badari; Ahmad Hariza Hashim

doi:10.47405/mjssh.v1i3.21

Farhan Mat Arisah Fakulti Ekologi Manusi, Universiti Putra Malaysia (UPM)
Shamsul Azahari Zainal Badari Fakulti Ekologi Manusi, Universiti Putra Malaysia (UPM)
Ahmad Hariza Hashim Fakulti Ekologi Manusi, Universiti Putra Malaysia (UPM)

DOI: https://doi.org/10.47405/mjssh.v1i3.21

Keywords: pembelian atas talian, faktor mempengaruhi, tingkahlaku pembelian atas talian

Abstract

Sesuai dengan perubahan gaya hidup yang semakin sibuk, kaedah pembelian secara atas talian (online) kini semakin mendapat tempat di hati pengguna. Pembelian secara atas talian dipilih sebagai langkah mudah untuk berbelanja bagi mendapatkan barang keperluan tanpa perlu beratur panjang di kaunter. Objektif kajian adalah untuk mengkaji amalan pembelian secara atas talian dan faktor-faktor yang mempengaruhinya. Selain itu, kajian juga bertujuan meneliti perbezaan amalan pembelian secara atas talian mengikut faktor latar belakang terpilih (jantina, stratum, generasi, etnik, pendapatan isirumah, tahap pendidikan dan zon). Populasi kajian ini terdiri daripada pengguna yang berumur dalam lingkungan 17 tahun ke atas yang dipilih secara convenience melalui kaedah ‘mall intercept’. Hasil ujian-t menunjukkan terdapat perbezaan yang signifikan (t=-3.156, p = 0.001) untuk skor amalan pembelian di atas talian di antara responden lelaki dan wanita. Keputusan ujian ANOVA juga menunjukkan terdapat perbezaan skor purata yang signifikan dari segi generasi [F(3, 1298)= 3.475, p = 0.016], etnik [F(4, 1291)= 3.678, p = 0.006] dan pendapatan isirumah [F (4, 1227)= 6.935, p = 0.000] manakala tiada perbezaan dilaporkan bagi tahap pendidikan, zon dan stratum apabila nilai p > 0.05. Dapatan kajian turut menunjukkan hanya lima faktor utama yang menjadi pilihan pengguna sebelum melakukan pembelian secara ats talian, iaitu faktor keselamatan, produk yang ditawarkan, risiko, boleh dipercayai dan pengalaman pengguna. Justeru, pendekatan yang berbeza perlu dilakukan oleh peniaga bagi memenuhi citarasa pengguna sasaran seterusnya mampu mengembangkan lagi empayar perniagaan mereka.

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