Preparation of Camera-Ready Contributions to SCITEPRESS Proceedings

Aulia Safira Putri, Mayang Verina Sinuraya

Economic and Business Faculty, Mulawarman University, Samarinda, Indonesia
{f_author, s_author}@ips.xyz.edu, t_author@xy.mu.edu

Keywords: The

Abstract: The problem is caused by the number of online shopping services that can change more spending money
among students to always buy items that someone buys goods not based on what he needs but become
desirable, which has become a pleasure and a life that causes a person to be wasteful and more consumptive.
This study involved 50 respondents in the scope of students from the faculty of economics and business at the
Mulawarman University.

1 INTRODUCTION
Now internet is really popular around the world, people use it not only to get connected but they also using
internet to go communities, and a lot of people using it for business. In indonesia there is a lot of online
shopping start from by websites or using application like instagram,twitter and other’s . in indonesia itself they
starting to relapce the traditional market by techology and it’s really giving best oppurtunity for the online
technology developer. By this online business there is a lot advantages for both for costumer or the seller.

Online business give a lot of advantages for both costumer and seller, because it more effecient and more easy
to promotion and less cost, also in online shopping the seller doesn’t need a building and it can make easier for
the costumer and seller because the costumer doesn’t need to come to the store when they need something to
buy, they don’t need to go far away because they actually can buy it online besides that costumer can reach a
wider area.

User of online shop are usually are youngblood, somelike a student besides student some of the user of online
shopping can be also from a worker, because when online shopping it’s not only for the stuff that we reach
from far away maybe from go-jek there is kind of online shopping for groceries where you can tell them to go
shopping and bring that to your house. Usually this kind of shopping used for they are the one who doesn’t
really have a time for purchase their daily need because of bustle that they have all day. Student are one of the
most using online shopping for their want’s, because they like effecient thing and really easy to do.

So with the online shop among young people now a high desire for goods that are owned will be more easily
achieved, by reason of having a unique and attractive items, items that are still rarely used, limited edition
items or goods that become a trend in a certain place . Without them knowing they forget that the items they
want are items that are not too useful for themselves they only make a waste of themselves without thinking
about what they will buy provided they satisfy their desires.

The rise of consumption through online shops by students is one of the background problems in this study.
Generally students do shopping online not based on mere needs, but for the sake of pleasure and lifestyle that
causes someone to be wasteful or better known as consumptive or behavioral consumerism.
1.1 Research Question
As the whole process of online purchase is through the Internet, in the virtual environment, there are
many factors that are difficult for online consumers to control, such as online security, and after-sales
service. Some people believe that these problems could directly influence their attitude in adopting
online shopping. Many people believe that it is too complicated to process online shopping and that it
is impossible to physically check the quality of the merchandise. Thus, the research questions of this
study are shown as follows:
i. How often consumers use online shop to fullfil their want’s ?
ii. Knowing are online shop more often used by student rather than conventional store in
business and economic faculty ?
iii. What are the factors that could influence student to repurchase item’s on online shop ?

1.2 Purpose of Study

The purpose of this study is to know the costumer thought about online shop that start to change the
conventional one, it used to know how much often that actually student use the online shop to
purchase their want’s and factor’s that can influece the student to buy or purchase item’s from online
shop.

2. THEORY
2.1 Online Shopping
Today, internet usage is growing every day and has been used every day. Based on the survey results
of APJII (Association of Indonesian Internet Service Providers) in 2017 internet users in Indonesia
amounted to 143.26 million of the total population of Indonesia as many as 262 million people,
equivalent to 54.68%. interesting is the use of the internet in the economic field, especially online
purchases have reached 32.19%. online shopping is the choice of many people in shopping for
secondary needs such as clothing and cosmetics. This is because online shopping offers convenience
for internet users to be able to shop for goods anywhere, without the need to go directly to the store.
Changing the pattern of buyers from offline shopping to online shopping is nothing but one of the
effects of increasing internet usage. The last fact is very important to identify the influence of online
shopping on shopping behavior. There are several reasons why consumers prefer online shopping
rather than offline shopping (Ollie, 2008), namely:
a. time
Consumers prefer online shopping because the time used is relatively small compared to shopping
offline which requires a relatively long time and in the online shop the goods sold are usually
included in the specifications of a very complete item.
b. Availability of goods on the market
There are times when an item that consumers are looking for is very difficult to find in a consumer's
residence.
c. Price
In some onilne stores, prices can be cheaper than prices available in offline stores.

2.2 Shopping Behaviour

Online Shopping behavior is a kind of individual’s overall perception and evaluation for product or
service during online shopping which could result in bad or good way. (Moshref et al. 2012).The
general appraisal towards online behavior has been hugely boosted with the increasing technological
advancements experienced throughout the years. According to UCLA Centre for Communication
Policy (2001), online shopping has become the third most popular internet activity, immediately
following e-mail using or instant messaging and web browsing. Online shopping behavior relates to
customer’s psychological state regarding the accomplishment of online buying (Li and Zhang, 2002).
According to information gathered from previous studies, online shopping behavior is a multi-
dimensional construct and has been conceptualized in different ways. According to Gozukara et al.
(2014), the first dimension refers to consumer’s attitude towards a utilitarian motivation
(convenience, variety seeking, and the quality of merchandise, cost benefit, and time effectiveness).
The second dimension states about hedonic motivation (happiness, fantasy, escapism, awakening,
sensuality & enjoyment), and Baber et al. (2014) mentions the third one as perceived ease of use, and
usefulness. And also, Li & Zhang (2002) mentioned that there are two different types of perceived
risk involved in determining consumer’s behavior during online shopping process. It is further
described as the first category of perceived risk involved in online product and service i.e. financial
risk, time risk, and product risk while the other category of perceived risk involved in e-transactions
including privacy and security (Li & Zhang, 2002). Many researchers (Kumar & Dange, 2014;
Samadi & Nejadi, 2009; Hassan et al. 2006; Subhalakshami & Ravi, 2015) argued that perceived risk
like financial risk, product risk, non-delivery risk, time risk, privacy risk, information risk, social
risk, and personal risk have a negative and significant effect on consumer’s online shopping
behavior. Another dimension of consumer’s behavior is trust and security on e-retailers, Monsuwe et
al. (2004) suggested that positive shopping experience builds consumer’s trust on e-retailers and
reduces the perceived risk.

2.3 Factor Influence Online Consumer Behaviour

Kumar & Dange (2014) mentioned that there are two components of perceived risk that are involved
in online shopping which are uncertainty and the significance of the consequences of particular
purchase.. Uncertainty is related to the possible outcomes of positive or negative behavior and
undesired results of these consequences. Uncertainty is also linked with the possible loss of money
while making a financial transaction for a particular product on the internet (Kumar & Dange, 2014).
Financial transactions on the internet are linked to various risk factors (Adnan, 2014). Furthermore,
Adnan (2014) mentioned that the customers perceive different risk factors before transferring money
to online merchant. These factors could be financial loss, security and privacy. Naiyi (2004) claimed
that different dimensions of perceived risk such as e-retailer source risk, purchasing process & time
loss risk, delivery risk, financial risk, product performance risk, asymmetric information risk, and
privacy risk regarding online shopping intentions have negatively impacted consumer’s online
shopping behavior.
3, Research methodology

Survey research design was adopted for the study. The survey is considered useful because it is
important in obtaining information from the population about their opinion and behavior towards a
subject. According to Ohaja (2003, p. 11) "The survey is a study of the characteristics of a sample
through questioning that enable the researcher to make generalization concerning his population of
interest. "This research will use quantitative methods. Quantitative research methods are research
methods dealing with numbers and anything that is measurable in a systematic way of investigation
of phenomena and their relationships. It is used to answer questions on relationships within
measurable variables with an intention to explain, predict and control phenomena (Leedy 1993). An
entire quantitative study with confirmation or disconfirmation of the hypothesis tested.

3.1 population and research sample

Ohaja (2003, p.75) sees population as “all those persons or things that
fall under the umbrella of the topic or that can be examined to address
the research problem or meet the research objectives.the population of
this study is the students of econnomic and business mulawarman
university.Student samples are well suited to e-shopping research, because
they are computer literate (Balabanis and Reynolds 2001; Fiore et al.
2005) “shoppers of tomorrow” (Dennis et al. 2002a: 283). The profile of
students is closer to that of the online customer population than is the
profile of the general population and accepted as suitable subjects for
technology acceptance studies (King and He 2006). Respondents involved in this study
were 50 students at the Faculty of Economics and Business, Mulawarman University..

Research Question 6 : Shopping at online stores more efficient than offline stores

Table 6

Response Frequency Percentage

Yes 35 70

No 15 30

Total 50 100

From the data above, it can be concluded that as many as 35 people or 75% of people think that shopping at an
online shop is more efficient because online shops can be accessed anywhere while using the internet.

Research Question 7 : Online shopping sites provide guidance on ordering ?

Table 7
 Response Frequency Percentage

Yes 47 94

No 3 6

Total 50 100

The table reveals that as many as 47 people or 94% agree that the online
shopping site provides guidance on making orders, while the remaining 3
people or 6% say no

Research Question 8 : Is the consumer's personal data information

maintained properly ?

Table 8

Response Frequency Percentage

Yes 48 96

No 2 4

Total 100 100

the data proves that although many people have doubts about the security
issues of personal data when using an online shop, 48 people or 96% agree
that their personal data is well maintained

Research Question 9 : The online shop site provides a refund option ?

Table 9

Response Frequency Percentage

Yes 41 82

No 9 18

Total 100 100

from data above 41 people or 82% agreed that online shopping sites provide
refund options for customers, while 9 people or 18% disagree
Research Question 10 : Are online shop users easier to get discounts and
promotions ?

Table 10

Response Frequency Percentage

Yes 48 96

No 2 4

Total 100 100

from the data above, as many as 48 people or 96% agree that oline shop
users are easier to know and get discounts, while as many as 2 people or
4% disagree.