Common Challenges and Buying Motivations for Online Shopping in New Zealand
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Authors
Wu, Qiwei
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Degree
Master of Applied Management
Grantor
Southern Institute of Technology
Date
2024
Supervisors
Kularatne, Indrapriya
Type
Masters Dissertation
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
Online shopping
E-commerce
Purchasing motivation
Online shopping platform
E-commerce
Purchasing motivation
Online shopping platform
ANZSRC Field of Research Code (2020)
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Abstract
The rapid growth of digital technology and the spread of e-commerce have made online shopping a popular choice, particularly accelerated by COVID-19, which has prompted more people to experience its benefits. This study explores the factors influencing online shopping behaviour in New Zealand from three perspectives: challenges in online shopping, drivers motivating online shopping, and shopping preference behaviours.
This research aims to identify challenges and motivators influencing consumers' online shopping intentions in New Zealand. The research adopted a positivist research philosophy and a structured questionnaire to collect 121 valid responses, focusing on consumer preferences, including product and platform choices, shopping frequency, common online shopping issues, and motivating factors. The results of the research indicated that price and convenience are the key reasons that attract consumers to make online purchases, while payment security, product quality, inaccurate product descriptions and shipping issues are the main challenges affecting consumer satisfaction. Additionally, this research also found that men like electronic products, women prefer clothing and health and beauty products, and the main consumption habits of most consumers are weekly and monthly purchases.
Therefore, it is important to address the challenges consumers face in online shopping and to understand their behaviours and preferences. Doing so would improve customer satisfaction and enhance the quality of the industry development. This study recommends that e-commerce platforms enhance consumer experience and that retailers explore hybrid strategies to integrate online and offline sales better.
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CC BY-NC Attribution-NonCommercial 4.0 International