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研究是一种系统的、有条理的过程的查询及调查为了增加知识。(科利,吉尔,2009)在我们的日常生活中,“研究”是在我们周围,就像我们听广播,看电视或看报纸。但这一切是很难避免术语“研究”。通常指的是对数据被收集。研究往往涉及的信息集合,普遍在许多报告。所以研究可以用来获得一个想法或产品被人们注意到。研究数量的特征像数据采集系统,系统数据的解读,有明确的目的去探究某些事物。(马克年代,2007)
1.1 Introduction
Research is a systematic and methodical process of enquiry and investigation with a view to increasing knowledge. (Collis, jill,2009) In our daily life, “research” is all around us, like we listen to the radio, watching TV or reading newspaper. But all of this is difficult to avoid the term “research”. Normally referring to the way for the data was collected. Research often involves the collection of information, commonplace in many reports. so research can be used to get an idea or product noticed by people. Research has number of characteristics like data are collected systematically, data are interpreted systematically and there is clear purpose to find things out.(Mark S,2007)
商业研究的有三件事,第一个是经理和研究人员借鉴其他学科知识开发的,第二个是经理通过研究知道个人或商业优势。最后一个是关于需求的研究有一些实际的后果。(马克年代,2007)
这个提议及其问题特别关注该地区的购物市场,建议了解消费者网上购物态度,他们打算在互联网上购物的去向是什么。
For the business research there has three things make a distinctive focus for research, the first is the way in which manager and researchers draw on knowledge developed by other disciplines, the second is manager tend to be powerful and busy people so want to know personal or commercial advantages through research. The last one is about the requirement for the research to have some practical consequence.(Mark S,2007)
This proposal and its question are specifically concerned with the area of shopping market and propose to understanding of consumers’ attitudes toward online shopping and their intention to shop on the Internet. http://www.ukassignment.org/ygkczy/
1.2 Research Question
Considering the area of online market that the research question is to be derived from, what drives consumers to shop online? The overall objective must be to answer the research question; towards this below are listed the objectives that will enable this:
To look at which people to look food online
The attitude and intention for the people who want to order food online
How often will people order food online
2 Literature Review
2.1 The online shopping environment
The aim of the literature review is to describe the researcher’s familiarity with existing knowledge of the area and provide insights in the field. It has been argued that reviewing the literature is in itself a “research activity “that can make a contribution to knowledge (Easterby-Smith et al.,2008) the research methods literature provides many opinions as to the multiple purposes of the review. It will help to refine a focus, help to identify gaps in prior studies when the new research will fill and what is relevant. So the literature review will show command of the subject area and understanding of the project, justify research topic and methodology through a coherent critique of what has gone before. (Gill, 2010)
In the UK, online sales are expected to rise by 14% in 2011 and more and more consumers will spend less in response to the Government’s austerity measures. Shopping comparison website Kelkoo believes shoppers will turn to the internet in search of bargains. Research carried out for the site suggests 57% of Britons will cut back retail spending by an average of 1,045 pounds a year following tax changes to be introduced this month. Overall, retailers are likely to be hit as consumers strip £90 a month from the spending on food and other retail goods. That equates to a cut of 16%, equivalent to £2.35 billion. (Mintel,2011)
Research conducted by IMRG reveals 72.9% of shoppers believe buying over the internet is more environmentally friendly than going to the shops. The results of the Consumer Delivery Survey 2011, which questioned 1,320 people, represent a big increase on similar research in 2010, with 25 % more recognising a green advantage to shopping online in 2011 than in 2010. However, while 64.2% said that they would opt for a carbon-friendly delivery solution, nearly three quarters would not be prepared to pay more than an extra £10 a year. Online retail sales in the UK are growing at 10 times the rate of overall UK retail sales, and it’s expected they will reach one-fifth of total retail sales by 2012.(Mintel,2011)http://www.ukassignment.org/ygkczy/
2.2: Basic determinants of attitude and intentions toward online shopping
The motivations of people shopping online we can say the seeking for “fun, fantasy, arousal, sensory stimulation, and enjoyment” (Hirschman and Holbrook, 1982). Or other shoppers online can say as “solve problem”
Enjoyment
Playful shopper may like to shopping online just for entertainment, because they quite simply enjoy the process and do not perceive it as being effortful compared to those who are less playful (Venkatesh, 2000). The purpose for Internet shopping is captured by the “enjoyment”, the results from the fun and playfulness of the online shopping experience, rather than from shopping risk completion. If consumers enjoy the experience for shopping online, the will have a positive attitude toward online shopping.
Product characteristics
Consumers decide shopping online or not are influenced by the type of product or service under consideration. Some kinds of products are more suitable for online shopping than other categories. Sometimes people need to feel, touch, smell, or try the product, which is not possible when shopping online. Following this, clearly standardized and familiar products such as books, videotapes, CDs, groceries,
and flowers, have a higher potential to be considered when shopping on the Internet, especially since quality uncertainty in such products is virtually absent, and no physical assistance or pre-trial is needed (Grewal et al., 2002; Reibstein, 1999). On the other hand, when people want to buy some perfume lotion or experience like car or computers,they will not considered shopping online(Elliot and Fowell,2000) However, in case of standardized and familiar goods, or certain sensitivity products that require a level of privacy and anonymity, consumers’ intention to shop on the Internet is high (Grewal et al., 2002).
Trust in online shopping
One of the most important reason for consumer do not want to shopping online is lack of trust. Since this shopping medium is relatively new and most of them have only little experience with it, shopping on the Internet provides a challenge to many consumers. (Rotter (1971) furthermore, consumer also contain some risk, like they can’t check the quality of product or security for their bank account (Lee and Turban, 2001). In general, internet should try to make sure consumer’s rights or security in the future.
3: Research Methodology
3.1: Research Philosophy
Research philosophies means the methods you choose as part of that strategy and it will be influenced by practical considerations. “So it influence is likely to be our values can have an important impact on the research we decide to pursue and the way in which we pursue it.”(Mark S, 2007) For the philosophy of research, there has three core traditions, positivism, interpretive and transformative theorists. In order to focus the topic area it is most appropriate to base the research on a positivist study which is includes the logical positivists and post positivist. Positivism means “working with an observable social reality and that the end product of such research can be law-like generalisations similar to those produced by the physical and natural scientists” (Remenyi et al., 1998:32)
3.2: Research Approach
This research approach will be inductive. An inductive approach is theory would follow data rather than vice versa as with deduction. Induction emphasises like the collection of qualitative data, less concern with the need to generalise. The purpose of this proposal is looking for what drives consumer shopping online. There might be people who haven’t got time to go shopping, disabled people or older people. The sample will be the convenient and targeted sampling and plan to use quantitative and qualitative data. Considering this, may lead to hypothesis based on the information would be:
Hypothesis:
Consumers who want to shopping online maybe because they think it is convenient or they cannot go shopping. Like older people or disabled people.
Section 3.3: Research Strategy
The inductive strategy for this proposal will be a survey and Semi-structured interview. The survey methodology is for collect primary or secondary data from sample and analysing them and gathering the results to a population. Survey has two types: descriptive survey the other is analytical survey. Any quantitative or qualitative information will be available through studying them more individually as critical semi-structured which can predict the results of inductive. It used in relation to an explanatory study in a statistical sense. Here will use open ended question, case study with individual or firm and questionnaire.#p#分页标题#e#
Section 3.4: Time Horizons
This is suitable for students who have limited time and not enough resources. There has a chart is supplied at the end of the next section which provides a simple time scale and plan.
Section 3.5: Data Collection Methods
In this proposal will use questionnaire and semi-structured interview for the method to collect information. Sampling for this research is people in Grimsby institute who like to shopping online.
Primary Data: questionnaire.
Questionnaire is each person is asked to respond the same kind of questions in a
Predetermined order ( deVaus,2002) the choice of questionnaire is for the characteristics of the respondents from whom you wish to collect data or types of question you need to ask to collect your data.
Primary Data: semi-structured
In semi-structured interviews the researcher will have a list of themes and questions to be covered and you can ask question in particular interviews and encountered in relation to the research topic.
Secondary Data is the marketing online shopping literature
This research help researchers understand the drivers of consumers’ attitude and intention to shop on the internet. They enjoy and think it is usefulness and convenient to shopping online. Different consumers have different needs and goals in different situations but these factor for our framework have important effect on behavioural intention to shop on the internet.
Week 1: start the literature review
Formulate a question
Read secondary data
State aim and objectives
Week 2: prepare survey
Choose a sample
Approach sample
Gain informed consent
Week 3: 1. Carry out survey
2. Conduct survey
3. Collect results
4. Begin to analyse
Week 4: 1. Evaluation
2. Write report
Week 1 Week 2 Week 3 Week 4
Start Y
Literature Review Y
Identify Businesses Y
Identify Diversification Options Y
Prepare Surveys Y
Carry Out Surveys Y
Analyse Information Y
Identify Case Studies Y
Choose Case Studies Y
Prepare Interviews Y
Carry Out Case Studies and Interviews Y
Analyse Results Y
Evaluation Y
Write Up Y
Hand in
Referenc
(Collis, jill,2009
(Mark S,2007
Easterby-Smith,M., Thorpe, R. and Jackson, P, R,(2008) Management Research, 3rd edn, London:Sage.
Emerald http://www.emeraldinsight.com/journals.htm?articleid=851784&show=abstract
Online sales to grow despite further squeeze on incomes
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=572956#hit1
E-Commerce - UK - February 2010
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=572956/display/id=479843&anchor=atom1#atom0
73% of shoppers believe its greener to shop online than going to the shops
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=572956/display/id=545492&anchor=atom1/display/id=570672
Hirschman, E.C. and Holbrook, M.B. (1982), “Hedonic consumption: emerging concepts, methods and propositions”, Journal of Marketing, Vol. 46 No. 3, pp. 92-101.
Venkatesh, V. (2000), “Veterminants of perceived ease of use: integrating control, intrinsic motivation, and emotion into the technology acceptance model”, Information Systems Research, Vol. 4 No. 4, pp. 342-65.
Grewal, D., Iyer, G.R. and Levy, M. (2002), “Internet retailing: enablers, limiters and market
consequences”, Journal of Business Research.
Elliot, S. and Fowell, S. (2000), “Expectations versus reality: a snapshot of consumer experiences
with Internet retailing”, International Journal of Information Management, Vol. 20 No. 5,
pp. 323-36.
Rotter, J.B. (1971), “Generalized expectancies for interpersonal trust”, American Psychologist,
Vol. 26 No. 5, pp. 443-52.
Lee, M.K.O. and Turban, E. (2001), “A trust model for consumer internet shopping”, International
Journal of Electronic Commerce, Vol. 6 No. 1, pp. 75-91.
Remenyi, D., Williams, B., Money, A. and Swartz, E. (1998) Doing Research in Business and Management: An Introduction to Process and Method, London, Sage.
deVaus, D.A. (2002) Sureys in Social Research (5th edn), London Routledge
Bibliography
Appendices
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