PERCEPTIONS OF CONSUMERS

Perceptions Of Consumers Regarding Online Shopping Security When Purchasing Food Groceries Products Within Retailing In Scotland

Table of Contents

CHAPTER 1: INTRODUCTION3

Introduction3

Background3

Increasing internet use3

Increased E-Commerce Consumer Usage3

Increasing importance of IT and E-Commerce to business3

Increasing threats/breaches3

Aim And Objectives3

Overview of Methodology Adopted3

Overview of the Rest of the Dissertation Structure3

CHAPTER 2: LITERATURE REVIEW3

Introduction3

Importance of online shopping to businesses and consumers3

Business perception3

Groceries Sector3

Increased Usage3

Reason for Increasing Users3

Risks of online shopping3

Increasing Volume of Security Threats3

Types of Security Threats3

Countermeasures3

Online shopping experience3

Consumer's perspective3

Consumer demographics3

Consumer computer/internet experience3

Consumer innovativeness3

Consumer Perception: - Role of Trust3

Summary3

CHAPTER III: METHODOLOGY3

Research Methods3

Research Philosophy3

Inductive or Deductive Approach3

Research Strategy3

Time Horizons - Cross Sectional3

Data Collection and Analysis3

Questionnaires3

Data analysis3

Limitations3

Summary3

.3

CHAPTER 4: FINDING AND DISCUSSION3

Introduction3

Background/Context3

Finding3

Customers Questionnaire3

CHAPTER 5: CONCLUSION3

Introduction3

Aims And Objectives Revisited3

Research Aim and objectives3

Recommendation3

REFERENCES3

APPENDICES3

CHAPTER 1: INTRODUCTION

Introduction

The main purpose of this chapter is to provide a rational and understanding why this study has been carried out and why this topic is of importance. Then the aim and objectives of this dissertation will be justified. Then the approach will be explained and demonstrating the methods used in order to calculate the dissertation findings. Thereafter, the structure of the dissertation will be explained.

Background

The purpose of the research is to investigate the perceptions of consumers regarding online shopping security when purchasing food groceries products within retailing in Scotland. The introduction of the internet to the population has revolutionized the modern civilization (Robert, 2009). Within the last five years the use of the Internet has increased by more than a 1000% and continues on increasing (Leon, 2003). A trend that has recently risen on the web is online shopping (Leon, 2003). Shopping Online and traditional shopping have to deal with security issues and providing a better service (Robert, 2009).

Increasing internet use

The internet is rapidly becoming an important source of purchasing products because an increasing numbers of people have the ability to access the internet on a regular basis (Biving, 2006). Affluent Internet users are more active than ever on PCs and mobile devices. In 2009, 50 million people or more were online purchasing products (eMarketer, 2009). According to eMarketer, (2009) 96 million males and 103 million females are Internet users and estimates in 2013 the total number of men online will reach 106 million. The internet used by UK adults is 68 % and the penetration rate continues to climb each year, (Key Note Publications Ltd, 2009).

Increased E-Commerce Consumer Usage

Online shopping can be defined as commercial transactions of goods and services over the internet and other computer networks (Rowley, 2006). According, to Chaffey (2007), in the UK many people have shifted from traditional purchase in the stores to electronic purchasing. Shopping on the Internet offers convenience and time saving benefits for the consumer. Changing lifestyle and lack of time has limited many customers from spending the necessary amount of time needed to spend in a real store. Online shopping allows consumers to do their shopping in the convenience and comfort of their own home (Leon, 2003).

Internet shopping enables customers to surf though a lot of items and categories without leaving the home ...