Research Methodology

The methodology research used in this study is survey questionnaire which conducted among 70 Malaysian citizens in order to understand and collect primary data from Malaysians of how various factors influence consumer decisions and behaviours for online shopping in Malaysia. Secondary data such as online sources also collected from internet for this study.

The questions in the survey questionnaire are used to see how various factors can affect the decisions and behaviours of respondents on online shopping in Malaysia. About the writing of questions, the researchers were discussed by lecturer and referred to the example of previous researchers’ survey questionnaire which was given by lecturer and the online resources.

The researchers used an online survey by online google form instead of a printed survey questionnaire because the online survey is more convenient than printed survey which can collect faster. The respondents were carried out by random convenience sampling. The pie chart was done based on the responses of respondents.

For the secondary resources, the researchers are collected the information from internet and previous relevant research of the data via various journal, video and news sites.

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1270130683000Based on the questionnaire, there were 70 people who took part in the survey. This survey questionnaire is conducted in order to understand Malaysians’ decisions and behaviours for online shopping. Results showed that there are various factors affect consumer decisions and behaviours which are collected from different age groups, gender and occupation. Below are the results of each question as shown in pie charts.

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The majority of respondents that took part in the survey were aged 19-29 (48.6%). By comparison, 15.7% of respondents were from under age 18, 11.4% of respondents were from age 50-59. Age 40-49 and age 60 and above group of respondents consisted of the same percentages which were 8.6%. The rest 7.1% of respondents were aged 30-39.


-2730562484000Above of the pie chart, the majority of the gender of respondents that took part in the survey was female at 62.9% and the rest were male at 37.1%.

In terms of occupations, about 57.1% of respondents were student who took a large portion, 31.4% of respondents were employed, 8.6% of respondents were retired and the rest of 2.9% respondents were unemployed.

254012001500In the first question, the commodities that respondents spend the most time for shopping or browsing were clothing which were 65.7% of respondents included 46 respondents. Next, about 47.1% of respondents which were 33 respondents (the second highest) spend the most time on shoes for shopping or browsing. The third most time that respondents spend for shopping or browsing was electronic gadgets at 35.7% of respondents which were 25 respondents and 32.9% of respondents (23 respondents) on hobbies or toys. About 30% of respondents (21 respondents) spend the most time on accessories for shopping or browsing, 17 respondents at 24.3% on electronic appliances, 10% of respondents which were 7 respondents on furniture and 2 respondents at 2.8% on food for shopping or browsing. The rest was 1 respondent at 1.4% spend the most time on book, cooking, baby nursing and vegetable for shopping or browsing.

Based on the result of the first question, it is believe that the majority of the respondents spend the most time on clothing for shopping or browsing were female which was 38 of female and 8 of male in 46 respondents(65.7%). The reason why the result came out of that may be female and male had different online shopping habits on commodities which survey find that male was more likely to buy the electronic gadgets which was 16 of male more than 9 of female in 25 respondents (35.7%) and electronic appliances which was 11 of male more than 6 of female in 18 respondents (24.3%). Some research found that women like to purchase clothing , shoes, accessories and hobbies or toys on online because of the better price and product variety which physical outlets only keep those common and most selling goods but online shopping showcase variety from their stock and different outlets and online shopping are also offering a lower price that the consumers have various options to compare prices from different stores based on the author of Vinay Prajapati at 2018. Therefore, most of the respondents that chose accessories, shoes and hobbies or toys were female which were 27 female out of 33 respondents, 19 female out of 21 respondents and 20 female out of 23 respondents. It was also clearly to see most of the female were shopaholic than male which the online shopping created a platform for female to purchase more. Furthermore, the rest of respondents chose the commodities which were fewer respondents chosen like food because most of the foods are not fresh when the food delivered to respondents and the price is more expensive than outlet because of the shipping fee.


For the second question, the most visited online shopping platform was Shopee which consisted 41.4% of respondents to visit it. By comparison, 24.3% of respondents visited the most on Taobao and 21.4% of respondents visited the most on Lazada. About 3 respondents which occupy the 4.3% of respondents visited the most on Zalora and 2.9% of respondents which were 2 respondents visited the most on Amazon. The rest online shopping platforms were 11 Street, Asos, H&M, Pull&Bear, Popular, Mysale and Tesco which were only consisted 1 respondent (1.4%of respondents) to visit it.

Through the survey about the question 2, it was clearly to see Shopee was the most online shopping platform that respondents visited. However, the following online shopping platform that respondents visited the most was Taobao. An argument can be made for the young generations were more likely to visit the Shopee which included 21 respondents from age under 18 and 19 – 29 more than the respondents who visited the Taobao were only 8 respondents. It is because Tabao is a foreign shopping app but Malaysians are more prefer to use local shopping app such as Shopee. This is because Shopee offer most of the shipping fee cheap or free and the products are delivered quickly because the products mostly are from Malaysia. Furthermore, according to the feedback of a respondent from age 19-29 who visited the most on Shopee, the respondent answered that shipping fee of Shopee was cheaper than Taobao because the online products were directly transported to the respondent who was only need to pay one time of the shipping fee but Taobao was need to pay the second payment of shipping fee because the shipping fee was separately to the warehouse of Malaysia. Based on the feedback, the researchers found that in Taobao, if the order is received, the seller will transport the goods to the authorised warehouse for international shipping, the consumers need to pay the shipping fee separately to the warehouse according to the research from the website HYPERLINK “″ which the author is  HYPERLINK ” o “author profile” Sufen Tan. Analysis also shows that the younger generation were less to visit on Lazada which only included 3 respondents at 21.4% of respondents because some of the products in Lazada were more expensive than Shopee therefore younger generations were more preferred to visit on Shopee because of the compared prices. While the rest of respondents which consisted of younger and older generation, visited the unpopular online shopping platforms which did not exist in the option of the survey because some online products were only specify in some online shopping platform such as based on the result of survey, a respondent visited the Tesco online shopping platform for browsing the vegetables which the respondent was wanted and was also convenient than to buy the vegetables in physical outlet.


Feedback of the survey respondents on the question 3 what respondents preferred to buy products from, 61.4% of respondents were preferred to both of the online shopping and physical outlet. While 28.6% of respondents were preferred to physical outlet and only 10% of respondents were preferred to online shopping.

Looking at the result of the question 3, most of the respondents were preferred to buy products from both of the online shopping and physical outlet. In fact, the researchers found that most of the consumer uses a hybrid shopping system where the consumers visit a physical outlet to determine exactly what they want, after that they will search online for a better price. Example, this is particularly true in categories, such as clothing, which the consumers want to touch, feel and try on the product and then they will visit a physical outlet, find the exact product they want and search on the online to find the best price based of the findings of research from the website , according to the author Russ Henneberry. Beside of the previous result by the survey, majority of the respondents were mainly prefer to purchase products from physical outlet while only 10% of respondents were preferred buy products from online shopping. The result that came out was because the researchers found that younger generations were more prefer shopping in physical outlet due the products can try on the spot which can confirm the size were fit and the quality of the products were more assured compare to online shopping while the rest of the respondents said that the online shopping were convenient to purchase products than physical outlet.


When asked how often respondents shopped online, 41.4% of respondents which included 29 respondents said they will spend once in a few months on online shopping. About 24.3% of respondents which were 17 respondents said they will spend once a month and 15.7% of respondents which were 11 respondents said they will spend once a year on online shopping. By comparison, 10% of respondents which included 7 respondents were lower than the previous result which the respondents chose the option of few times a week. Then, 2 respondents at 2.9% of respondents chose the option of once a week to shop online and also 2 respondents answered they will shopped online if necessary. While the rest of respondent which occupy with the same percentage (1.4%) of respondents answered with their own opinion which spend sometimes or not specific and once in a while when interested for shop online.


Based on the survey result, the question 5 was to ask about an approximate amount of respondents spend per year on online products. Majority of respondents which occupy 52.9% of respondents, included 37 respondents stated they spend RM100 to RM499 per year on online products. Next, 24 respondents which occupy 34.3% of respondents said they pay RM99 and below per year while 7 respondents made up 10% of respondents were spend around RM500 to RM999 per year on online products. The rest of 2.9% of respondents which consisted 2 respondents were said spend RM1000 and above per year on online products.

After analysing the responses of question 4 and 5, the researchers can see clearly that respondents who spent once in a few months and RM100 to RM499 per year on online shopping mostly were younger generations and students which were 17 respondents out of 29 respondents and 25 respondents out of 37 respondents .This show that the respondents of younger generation and students not spend too much time and money on online shopping because they did not had the ability to earn money therefore did not had permanent source of income to online shopping. Based on the result, it can be said spend less time on online shopping, meaning spending less money on online products. Furthermore, the respondents who spend once a month and RM99 and below per year on online shopping also mainly were student which 12 respondents out of 17 respondents and 12 respondents out of 24 respondents based on the previous reason.

From the survey, most of the respondents who spend RM500 to RM999 per year on online shopping were employed because they had ability to earn money and stable income to shop online who did not need to worry about economic problem but they mainly spend once a year on online shopping may be they more likely interested on physical outlets due the responses of the question 3. While the rest of 2 respondents who spend RM1000 and above per year for online shopping were student and unemployed. The reason why the result came out of that may be the 2 respondents were born in a rich family who did not need to worry about the price of online products therefore they mainly spend a few times a week on online shopping according to the reason. About this result, the researchers finding that it is proven which spend more time on online shopping, spending more money on it. The rest respondents who answered the question 4 were spend lesser time than previous result on online shopping which chosen the other option, it is argued that the respondents were more likely shop in physical outlets because the consumers still need to touch, see and feel the product before purchase it according to the research of website.


Tan, S. (2016) How to buy from Taobao in Malaysia? [Blog] May 30. Available at: [Accessed 29 November 2018]

Prajapati, V. (2018) 7 Reason Why You Should Prefer Online Shopping? [Blog] Feb 26. Available at: [Accessed 29 November 2018]

Lim, J. Y., Tang, K. N. and Hang, L. M. (n.d.) Fashion Shopping in Malaysia: Perceptions and Behaviours of Multigenerational Consumers towards Purchasing Clothing and Accessories Online. Available at: file:///C:/Users/ASUS/Desktop/LCS/FIAD1605%20Online%20Shopping%20PS%20(Joe%20Yi,%20Lai%20Man,%20Ker%20Nee).pdf [Accessed 30 November 2018]

Henneberry, R. (2018) How To Cash In On The 5 Reasons People Buy Products Online. CRAZYEGG [Blog] February 20. Available at: [Accessed 30 November 2018]

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Cite this page

SURVEY FINDINGS (2). (2019, Dec 09). Retrieved from

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