Does Consumers’ Demographic Profile influence Online Shopping?: an Examination using Fishbein’s Theory

Abstract

Using questionnaire survey, this study examines whether demographic profile could influence the consumers’ attitude towards online shopping behavior. Five demographic profile variables that could be linked to attitude were chosen: gender, age, job designation, marital status and salary. The results show that all variables are important determinants to online shopping behavior. Such results support Fishbein’s attitude theory that states demographic profile as important variable in influencing attitude towards an object. The findings of this study provide some understanding to the service providers and the government on the effect of demographic profile on online shopping. Of consequence, such understanding would help them in finding and implementing suitable strategies to enhance online shopping.

Keywords: online shopping; part-time students; Fishbein’s attitude theory