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Mr.Lim

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Submitted By lsyeong
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Action Research in Organization
SEM 2011/2012

MRC 1033
ACTION RESEARCH IN ORGANIZATION (LECTURER: DR. MUSLIM AMIN)

Name : | Lim See Yeong (Sean) | Matrix Number: | MR 101106 | Title of Assignment: | THE FACTORS THAT INFLUENCING INTERNET CONSUMER BUYING AND USING DECISION PROCESS | Instructor : | DR. Muslim Amin | Submission Date: | 8 Dec 2011 |

Contents 1. Introduction 3 Problem Statement 3 Objective 3 Research Questions 4 Background 4 2. Literature Review 5 3. Research Model and Hypotheses 8 4. Methodology. 9 5. Data Analysis 11 Satisfaction Reliability 11 Trust Reliability Test 12 Reputation Reliability Test 15 Usefulness Reliability Test 18 Usability Reliability Test 20 Satisfaction Factors Test 25 Trust Factors Test 26 Reputation Factors Test 28 Usefulness Factors Test 29 Usability Factors Test 30 6. Scope and Limitations 33 References 34 Questionnaire 37

1. Introduction
What is Internet? Internet is a worldwide interconnected networks which billions of worldwide users sharing information through Internet. The Internet has made huge impact on culture and commerce. Ten years ago we were in the era of the dot-com boom (and bust), the Web was strictly 1.0, and Google was just a baby. Since 2000, Internet has grown significantly, and nowadays human cannot live without it. It is so so so so important to us.
According to http://www.internetworldstats.com, Internet penetration rate is estimated 30.2% in 2011 on world population (which is estimated 6,930,055,154). On the other hand, Internet penetration rate in Malaysia is estimated at 58.8% in 2011. By 2015, the rate will reach 77% (according to the Economist Intelligence Unit (EIU)). Additional information, in Malaysia there are 11,221,040 Facebook users on June 30/11, 39.1% penetration.
The huge amount of Internet users had created a new

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