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CHAPTER FOUR
DATA ANALYSIS AND FINDINGS
This chapter describes the analysis of data followed by a discussion of the research findings. The findings relate to the research questions that guided the study.
Data were analyzed to identify, describe and explore the relationship between Internet experience, online shopping ease of use and usefulness, attitude towards Internet shopping and online purchase intention. Furthermore, some additional tests to cover other parts of the theoretical framework were performed o find other factors that may be of influence to the results and to check consistency in the answers.
4.1. Sample Structure
A total of 236 responses were received, however, 226 responses are usable for this study and meet the requirements. Remaining 10 responses are invalid, because respondents have never bought goods or services online. Below is the analysis according to gender, age, educational background, occupation, monthly income, and average weekly Internet usage of the 226 e-shoppers. Next, there is a summarizing table with the characteristics of the respondents (Table 4.1)
Gender
Out of 226 respondents, 127 are women (56,2%) and 99 are men (43,8%).
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Age
The 226 participants are clustered into seven age groups, namely: “less than 18”, “18 to 24”, “25 to 34”, “35 to 44”, “45 to 54”, “55 to 64” and “65 or more”.
There is only one respondent under 18 years, which accounts for 0,4%. In the age group “18 to 24” there are 46 respondents, which accounts for 20,4%. The majority of respondents falls into the age group of 25 to 34 years. In this group there are 119 respondents, which is more then half of the sample size and accounts for 52,7%. In the group age of 35 to 44 there are 33 respondents, which accounts for 14,6%. There are 15 respondents in the group age of 45 to 54, which accounts for 6,6%. In the last two groups, “55 to 64” and “65 or more”, there are 9 and 3 respondents respectively, which accounts for 5,3% in total.
Education
The level of education was divided into three groups: “elementary”,
“secondary” and “higher education”. Among 226 respondents, only one falls into the
“elementary education” group (0.4%). There are 47 respondents in the group of
“secondary education”, which accounts for 20,8%. The majority, which is 178 of respondents, are found in the “higher education” group – 78,8% of the sample.
Occupation
Occupation is identified by 4 items: “student”, “unemployed”, “IT related” and
“non IT related”. Among the respondents, there were 45 students, which accounts for 19,9%. 6 of the respondent reported to be unemployed (2,7%). There are 15 respondents working in the IT field (6,6%). And the majority of respondents indicated to have non-IT related work. This group consists 160 respondents, which accounts for 70,8% of the sample.
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Monthly Income
Monthly income was divided into six groups: “no income”, “below 500 USD”,
“500 - 1000 USD”, “1000 - 1750 USD”, “1750 - 3500 USD” and “above 3500 USD”.
There are 38 of respondents who reported to have no income, which accounts for 16,8%. The majority of respondents fall into the range between 500 and 1000 USD. In this group there are 75 respondents, which accounts for 33,2%. The next group consists of 57 respondents, whose monthly income ranges between 1000 and 1750 USD (25,2%). Among the respondents, there are 28 reporting 1750 to 3500 USD of monthly income, which accounts for 12,4%. There are only 7 respondents earning monthly above 3500 USD – 3,1% of the sample.
Average Weekly Internet Usage
Participants reporting hours spent on the Internet per week, where clustered into seven groups: “less than 5 hours”, “5 to 10 hours”, “10 to 15 hours”, “15 to 20 hours”, “20 to 25 hours”, “25 to 30 hours” and “more than 30 hours per week”. Only 19 respondents use the Internet less than 5 hours per week (8,4%). There are 35 respondents who indicated the weekly internet usage in range between 5 and 10 hours, which accounts for 15,5%. Into the next group “10 to 15 hours” fall 23 participants (10,2%). The next group “15 to 20 hours” consists of 29 respondents (12,8%).
Following are the groups of heavy internet user. There are 26 respondents, who use the Internet for 20 to 25 hours per week, and 27 respondents who use the Internet for 25 up to 30 hours per week, which accounts for 23,4% in total. The last group, but not the least, is the group of 67 participants, who weekly spend more than 30 hours surfing the web (29,6% of the sample).
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Online Buying Frequency
Online buying frequency were ranged from “Never/almost never”, “Less than once a month”, “About once a month”, “A few times a month”, “A few times a week”,
“About once a day” to “Several times a day”. 10 respondents reported that they never or almost never buy online (4,4%). There are 75 respondents, who buy on the Internet less than once a month, which accounts for 33,2%. 60 respondents shop online about once a month, which is 26,5%. 65 respondents purchase products or services via Internet a few times a month, which is 28,8%. There are 12 respondents who shop online a few times a week (5,3%). There are 2 e-shoppers who buy online about once a day and 2 e-shoppers who buy online several times a day, which accounts for 1,8%
in total.
Table 4.1 Characteristics of respondents (total = 226)
Number of respondents Percentage (%) Gender
Female 99 43.8
Male 127 56.2
Age
Less than 18 1 0.4
18 - 24 46 20.4
25 - 34 119 52.7
35 - 44 33 14.6
45 - 54 15 6.6
55 - 64 9 4.0
65 or more 3 1.3
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Number of respondents Percentage (%) Education
Elementary 1 0.4
Secondary 47 20.8
Higher education 178 78.8
Occupation
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Heavy Internet users and Regular Internet users
As a result of the analysis of the online buying frequency, there are two key groups within the sample: 106 (46,9%) of regular Internet users, those who use the Internet less than 20 hours per week and heavy Internet users 120 (53,1%), those who use the Internet more than 20 hours per week (Table 4.2).
Table 4.2 Heavy and Regular Internet users (total = 226)
Number of respondents Percentage (%)
Heavy Internet users 120 53.1%
Regular Internet users 106 46.9%