Why Consumers are Hesitant to Shop Online: The Major Concerns towards Online Shopping

Abstract

Online purchases have become a new trend of shopping among university students in today's Industrial Revolution 4.0. But, not all university students are open to shop online. Therefore, this study aims to explore the major concerns towards online shopping that stops non-online shoppers to purchase online. The study aims to provide the needed information to understand the barriers for university students to shop online. A total number of 154 valid surveys were collected in local universities using convenience sampling. Statistical procedures of descriptive was used to analyze the collected data. The main findings of this study are that non-online shoppers are unlikely to buy online because they prefer to shop traditionally and self-assess the quality of the goods before they buy. This study also discusses the implications of the study to practitioners in which the traditional sellers should provide the comfortable shopping environment, improve the behavior and skills of salespeople, and offer after-sale services to their customers to remain competitive with online vendors.