Exploratory study of buying fish online: are Malaysians ready to adopt online grocery shopping?

Abstract

This study is one of the first attempts to investigate consumer behaviour towards e-groceries shopping in the Malaysian context. It seeks to explore Malaysian consumers' general attitude towards buying fish on the internet. Past studies shows that online shopping has certain advantages as compared to physical shopping. However, this study found that consumers' attitudes are unfavourable to the idea of purchasing fish online. The majority of the respondents agreed with statements used to identify the factors that impede online fish purchasing and disagreed with items measuring factors that influence or motivate online fish purchasing.