E-commerce - Cape Peninsula University of Technology

Chapter 4: Data analysis and interpretation Page 66
experience on the Internet that go against the Internet as the preferred
medium for shopping. Some of the most frequently discussed
limitations of e-retailing were security and privacy concerns, speed of
access, mass penetration, and lack of navigation standards. This
research has surveyed e-customers on their reasons for not engaging
in e-shopping. The survey results have consistently listed security,
ability to judge quality, privacy, and easier to buy locally as the top four
most frequently sited reasons for customers not purchasing from the
Internet. However, most of the customers seemed to be much less
concerned about security, thus elevating inability to judge quality to the
most frequently cited reason for not purchasing from the Internet.
The research also noted several other reasons that e-customers do not
purchase from the Internet: unfamiliar vendor, not enough information,
lack of socialization with customers, and a preference for human
contact as opposed to a machine.
The survey not only identified the limitations but also identified the
benefits and reasons that e-customers do shop on the Internet as: 24
hour availability, convenient means of shopping, availability of local
and international manufactured goods and time saving. These
reasons according to most of the customers, have contributed in
improving their shopping experience. However, some respondents
use the Internet for other reasons, such as read news and research
and not for shopping. It is noted that whatever reason an e-customer
uses the Internet; it could be seen as a change in the customer's
original shopping pattern. (Hence, the research question 2 is
answered.)
However, further research should be undertaken to determine the
extent e-retailing has affected e-customers' attitude toward traditional
retailing and their intention to shop in the traditional shop.