Factors That Affect The Consumer Adoption Of E-Shop Tesco In Kuala Lumpur, Malaysia

Wong, Jessie Siao Chieng (2014) Factors That Affect The Consumer Adoption Of E-Shop Tesco In Kuala Lumpur, Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Factors That Affect The Consumer Adoption Of E-Shop Tesco In Kuala Lumpur, Malaysia.pdf - Submitted Version Download (321kB)

Abstract

In the era of globalization electronic marketing is a great revolution. Over the last decade maximum business organizations were running with technological change. Online grocery shopping was one of the Internet business applications that received much attention in the past few years. Therefore we had decided to study factors that affected the consumer adoption of E-shop Tesco. The aim of this study was to investigate which factors were defined that had influence consumer to adopt E-shop Tesco to buy their grocery through online. Technology Acceptance Model (TAM) was employed to provide a theoretical framework on this study. Descriptive research was an appropriate choice to describe and measure the factors affect the consumer adoption of E-shop Tesco. Quantitative research method was selected to provide a basic for the design of questionnaire. A data collected from questionnaire survey. The questionnaire was carried out 150 respondents who located in Kuala Lumpur. Furthermore, data collected through questionnaire survey was interpreted into analyses by using the SPSS version 18.0 system. From the data analysis result, the findings of the result showed the factors were found positive relationship to the affect consumer adoption of E-shop Tesco. In the conclusion, discussion explained the research objectives had achieved in study and recommendation had been discussing in this research as well as for the further research. It was suggested E-shop Tesco expected to achieve online grocery shopping strategy in order to attract more online shoppers look forward their online performance.

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