Abstract

Despite many previous empirical investigations in the area of e-shopping, it is not clear why the adoption of e-shopping in one country is faster than in another country. This study investigates the motivation of e-shopping between two different countries from a qualitative approach. In particular, this paper compares between consumer perception of e-shopping in the United Kingdom (UK), a developed country and Malaysia, a developing country. The study explores the differences of behavioural aspect between consumers in the UK and Malaysia in terms of motives and reasons in conducting e-shopping. Focus group discussions were conducted with consumers, who were residing in the UK and Malaysia; who have adopted e-shopping for at least a year. Focusing on the actual consumers’ shopping experience and not their shopping intention, this approach gives more advantage in identifying the actual motives and reasons of adopting e-shopping. The study found that most of the motives and reasons of adopting e-shopping are associated with some of the innovation attributes by Rogers (that is, relative advantages, complexity and compatibility). E-shoppers are price sensitive, while trust and strong brand name are influential to e-shoppers. The lack of the motives and reasons explained why the adoption of e-shopping is slower in Malaysia. The study confirms that the motives and reasons of adopting innovation are consistent with Rogers’ Diffusion Theory. The findings will help practitioners to recognise factors that drive consumers to buy online and facilitate business to develop successful e-marketing strategies.

Key words: Marketing, e-shopping, consumer behaviour, technology adoption, focus group.