The Influence of Online Security, Protection, Website Credibility and Behaviour on the Intention to Purchase Online in Malaysia
Internet is highly accessible in Malaysia. According to the nationwide survey conducted
by Nielsen, Malaysians spend more time browsing the internet as compared to the
previous years. Online shopping is now widely accepted as an alternative to traditional
onsite shopping. A few months ago, CyberSecurity and Microsoft Malaysia launched a
campaign to promote a safer and responsible use of online services and technology.
This is just one of the various online security measures that are taking place in
Malaysia. This country is also the home of EC-Council in Asia. The International Council
of E-Commerce Consultants (EC-Council) is a member-based organization that certifies
individuals in various e-business and security skills. They provide not only IT security
training but also awareness of current issues and trends in information security. Known
auction and online shopping sites in Malaysia includes http://www.ebay.com.my and
http://www.lelong.com.my. They have gained popularity and credibility due to positive
customer reviews. Previous buyers & sellers who used these websites would use these
sites repeatedly if their previous online shopping experience was a positive one. Social
networking sites like Facebook are also gaining popularity in network marketing so
some are convinced to buy from their own group of friends. Some payment methods
used by Malaysian online shopping sites are Credit Cards, Financial Process Exchange
(FPX), Cash Bank-in, Online Fund Transfer, Zero Interest Payment Cheque, and
Paypal. Ebay Malaysia has explained their various payment options on their website
since every buyer or seller would differ on their preferred payment method. However,
they recommend that online users should find options that are secure, convenient &
traceable in case of disputes. Their suggested payment options includes PayPal,
Personal or Cashier’s Cheques, Money Orders, Bank Deposit, Bank Deposit Express,
Cash on Delivery (C.O.D.). Paypal can be used to send payments securely and
instantly in different countries and currencies. It is accepted worldwide on various online
stores. Financial info of buyers is not shared with sellers. PayPal Buyer Protection is
offered by eBay. Personal or Cashier’s Cheques are traceable because of the mailing
address. It can provide a proof of payment. However, sellers need to wait for funds to
clear. In cases of fraud, it is difficult to recover. Money Orders are also traceable due to
the specified mailing address. It also provides a proof of payment. The disadvantages
are similar to Cheques that a seller must wait for funds to clear and in cases of fraud it
is difficult to recover. Bank deposit or wire transfer payments are sent directly from a
specific bank account to another bank account. It is convenient and immediate since
payment is directly deposited into the seller’s bank account. Its downside is during
cases of fraud since payment would be difficult to recover. Bank Deposit Express is a
quick and easy payment method since deposit is made directly into the seller’s bank
account and minimal or no bank fees are involved. The disadvantage is its difficulty to
cancel or recover the said amount in cases of fraud. Cash on Delivery (C.O.D.) is easy
to use since items will be directly delivered to you. You only pay if you receive the item.
Based on Paypal’s online shopping survey, online shopping in Malaysia is expected
to reach 1.7 billion USD in 2014. That is triple the current online spending of
Malaysians. The study has revealed that 47% of the Malaysians have granted priority
to payment security, 37% to purchases and 31% decided not to share financial details
with the merchant. Only 21% have found receiving orders in time important, while 17 % have considered that the cheapest method of payment is the most important.” Most of the local online purchases have been made for airline tickets, books, cosmetics, fashion items, movie tickets, bills payment and other financial services. Foreign websites are used by Malaysians for their music, games, and movie downloads purchase. They still prefer local websites that offer high quality products with wider selection options and low prices. They purchase on foreign websites if those products could not be found locally. Those with positive attitude towards online shopping have a higher level of online purchase intention. Online shopping becomes enticing if online merchants would focus on improving their products to have a wider options for selection, affordable price, safe online transactions wherein customer data are kept in private and confidential. If a consumer is convinced that online purchasing is reliable & safe, then that consumer would not be hesitant to purchase online. In general, Malaysia’s web purchase-related factors depends on privacy, security, brand reputation, good online experience, word-of-mouth, and quality of information. Online security remains as the top concern for buyers.
The Nielsen Company. (2011). Usage of Internet Increased to 41% with Consumers Aged 20-24 Spending an Average of 22.3 Hours Per Week Online . Available: http://my.nielsen.com/news/20110413.shtml. Last accessed 7th July 2011.
The Paypers. (2011). Malaysia: Online shopping expected to reach USD 1.7 billion in 2014. Available: http://www.thepaypers.com/news/e-commerce/malaysia-online-shopping-expected-to-reach-usd-1-7-billion-in-2014/744135-25. Last accessed 7th July 2011.
The Star/Asia News Network. (2011). Malaysians spent 9mil shopping online in 2010 . Available: http://www.asiaone.com/Business/News/Story/A1Story20110422-275037.html. Last accessed 7th July 2011.
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