Strategic Priority Of Students’ Online Buying Behaviour In The Pandemic Era
DOI:
https://doi.org/10.24912/jm.v27i1.1077Abstract
Online buying is growing and has become very common during the COVID-19 pandemic period. A large number of companies take advantage of this method, and many consumers find it helpful to the existing technology. In this study, the researcher wanted to investigate the strategic priority of convenience for online Shopping of the Generation Y consumer. Data were collected from college students and analysed using Analytical Hierarchy Process (AHP). The results of the analysis showed that the criteria of easy comparison of prices of the goods to be purchased are the highest value (28.544 per cent). The global weight calculation showed that the availability of information in the form of text and images is the highest (13.789 per cent). Sensitivity analysis showed that the results of this global weight are very sensitive to a change in the criteria. This study provides benefits by focusing online businesses' attention on the appearance of their application features, both text, images, and graphics. Competitive product prices must also be a concern for online businesses.
References
Acosta, A. R., Patricia, A., Aben, F. B., and Noroña, M. I. (2021). Selection of E-Grocery Platform Strategy in Highly Urbanised Cities in the Philippines Using Analytic Hierarchy Process (AHP) and Structural Equation Modeling (SEM), 1684–1695.
Al-hattami, H. M. (2021). Determinants Of Intention To Continue Usage Of Online Shopping Under A Pandemic : COVID-19. Cogent Business and Management, 8(1), 1–16. https://doi.org/10.1080/23311975.2021.1936368.
Anisur, R., Aminul, I., Humyra, B., Nahida, S., and Sujan Ch. (2018). Consumer Buying Behaviour Towards Online Shopping: An Empirical Study On Dhaka City, Bangladesh. Cogent Business and Management, 5(1), 1–22. https://doi.org/10.1080/23311975.2018.1514940.
Balwada, J., Samaiya, S., and Mishra, R. (2021). Packaging Plastic Waste Management for a Circular Economy and Identifying a better Waste Collection System using Analytical Hierarchy Process (AHP). Procedia CIRP, 98, 270–275. https://doi.org/10.1016/j.procir.2021.01.102.
Biswas, K. M., Nusari, M., and Ghosh, A. (2019). Confirmation Of Expectation And Customer Satisfaction Towards Online Shopping : A Theoretical Framework. International Journal of Economics, Commerce and Management, VII(9), 269–279.
Brewer, P., and Sebby, A. G. (2021). The Effect Of Online Restaurant Menus On Consumers' Purchase Intentions During The COVID-19 Pandemic. International Journal of Hospitality Management, 94(October 2020), 1–9. https://doi.org/10.1016/j.ijhm.2020.102777.
Burlea-schiopoiu, A., Ogarca, R. F., Barbu, C. M., Craciun, L., Baloi, I. C., and Mihai, L. S. (2021). The Impact Of The COVID-19 Pandemic On Food Waste Behaviour Of Young People. Journal of Cleaner Production, 294, 1–13. https://doi.org/10.1016/j.jclepro.2021.126333.
Deslonde, V., and Becerra, M. (2018). The Technology Acceptance Model (TAM): Exploring School Counselors' Acceptance and Use of Naviance. The Professional Counselor, 8(4), 369–382. https://doi.org/10.15241/vd.8.4.369.
Dou, R., Li, W., Nan, G., Wang, X., and Zhou, Y. (2021). How Can Manufacturers Make Decisions On Product Appearance Design ? Research On Optimal Design Based On Customers' Emotional Satisfaction. Journal of Management Science and Engineering, (xxxx). https://doi.org/10.1016/j.jmse.2021.02.010.
Eger, L., Komarkova, L., Egerova, D., and Micik, M. (2021). The Effect Of COVID-19 On Consumer Shopping Behaviour : Generational Cohort Perspective. Journal of Retailing and Consumer Services, 61(March), 1–11. https://doi.org/10.1016/j.jretconser.2021.102542.
Fagerstrøm, A., Arntzen, E., Volden, M., and Arntzen, E. (2021). International Conference on ENTERprice Information Systems. Motivating Events at the Points of Online Purchase: An Online Business to Business Retail Experiment. In Procedia Computer Science (Vol. 181, pp. 702–708). Elsevier B.V. https://doi.org/10.1016/j.procs.2021.01.221.
Febrilia, I., and Warokka, A. (2021). Consumer Traits And Situational Factors : Exploring The Consumer's Online Impulse Buying In The Pandemic Time. Social Sciences and Humanities Open, 4(1), 1–8. https://doi.org/10.1016/j.ssaho.2021.100182.
Garg, A., and Ganesh, T. (2020). An Analytical Hierarchy Process Approach For A Covid-19 Risk Assessment Study Amid The Latest Re-Open And Unlock Phase In India. International Journal of The, 12(3), 565–576. https://doi.org/10.13033/ijahp.v12i3.814.
Hanham, J., Lee, C. B., and Teo, T. (2021). The Influence Of Technology Acceptance, Academic Self-Efficacy, And Gender On Academic Achievement Through Online Tutoring. Computers and Education, 172(May), 1–14. https://doi.org/10.1016/j.compedu.2021.104252.
Hassen, T., Bilali, H., Allahyari, M., Bergan, S., and Fotina, O. (2021). Food Purchase And Eating Behaviour During The COVID-19 Pandemic : A Cross-Sectional Survey Of Russian Adults. Appetite, 165(May), 1–10. https://doi.org/10.1016/j.appet.2021.105309.
Hayu, R. S., Surachman, Rofig, A., and Rahayu, M. (2020). The Effect of Website Quality and Government Regulations on Online Impulse Buying Behavior. Management Science Letters, 10, 961–968. https://doi.org/10.5267/j.msl.2019.11.015.
Indiani, P. N. L., and Febriandari, S. S. (2021). Key Antecedents Of Consumer Purchasing Behaviour In The Emerging Online Retail Market. Cogent Business and Management, 8(1), 1–17. https://doi.org/10.1080/23311975.2021.1978370.
Khan, A. U., and Ali, Y. (2020). Analytical Hierarchy Process (Ahp) And Analytic Network Process Methods And Their Applications: A Twenty Year Review From 2000-2019. International Journal of the Analytic Hierarchy Process, 12(3), 369–459.
Kumar, S., and Shah, A. (2021). Revisiting Food Delivery Apps During The COVID-19 Pandemic ? Investigating The Role Of Emotions. Journal of Retailing and Consumer Services, 62(November 2020), 1–11. https://doi.org/10.1016/j.jretconser.2021.102595.
Kwatra, S., Kumar, A., Sharma, S., and Sharma, P. (2021). Stakeholder Participation In Prioritising Sustainability Issues At The Regional Level Using Analytic Hierarchy Process (AHP) technique: A Case Study Of Goa, India. Environmental and Sustainability Indicators, 11(April), 1–14. https://doi.org/10.1016/j.indic.2021.100116.
Majumdar, A., Tiwari, M., Agarwal, A., and Prajapat, K. (2021). A New Case Of Rank Reversal In The Analytic Hierarchy Process Due To Aggregation Of Cost And Benefit Criteria. Operations Research Perspectives, 8(January), 1–10. https://doi.org/10.1016/j.orp.2021.100185.
Mosunmola, A., Omotayo, A., and Mayowa, A. (2018). Assessing the Influence of Consumer Perceived Value, Trust and Attitude on Purchase Intention of Online Shopping (ICA4E). San Diego. https://doi.org/10.1145/3183586.3183594.
Mu, E., and Pereyra-Rojas, M. (2018). Practical Decision Making Using Super Decisions v3. An Introduction to the Analytic Hierarchy Process. Pittsburgh: Springer.
Nabot, A., Garaj, V., and Balachandran, W. (2016). Consumer Attitudes toward Online Shopping : An Exploratory Study from Jordan. International Journal of Social Ecology and Sustainable Development, (March), 1–18. https://doi.org/10.4018/ijsesd.2014070102.
Nanda, A., Xu, Y., and Zhang, F. (2021). How would the COVID-19 pandemic reshape retail real estate and high streets through an acceleration of E-commerce and digitalisation ? Journal of Urban Management, 10(2), 110–124. https://doi.org/10.1016/j.jum.2021.04.001.
Ng, J. Y., Marwaha, A., and Ans, M. (2021). The Quality Of Information Available About Ephedra Sinica On Online Vendor Websites: The Canadian Consumer Experience. Complementary Therapies in Medicine, 57(December 2020), 1–8. https://doi.org/10.1016/j.ctim.2021.102674.
Nordhoff, S., Malmsten, V., Arem, B. Van, Liu, P., and Happee, R. (2021). A Structural Equation Modelling Approach For The Acceptance Of Driverless Automated Shuttles Based On Constructs From The Unified Theory Of Acceptance And Use Of Technology And The Diffusion Of Innovation Theory. Transportation Research Part F 78, 78, 58–73. https://doi.org/10.1016/j.trf.2021.01.001.
Oturakci, M., Science, A., and Science, A. (2018). Developing New Technology Acceptance Model With Multi-Criteria Decision Technique : An Implementation Study, 7(2), 43–53. https://doi.org/10.5539/emr.v7n2p43.
Ozuem, W., Howell, K., Ranfagni, S., Willis, M., and Rovai, S. (2021). Exploring Customers' Responses To Online Service Failure And Recovery Strategies During Covid ‐ 19 Pandemic : An Actor–Network Theory Perspective, (May), 1440–1459. https://doi.org/10.1002/mar.21527.
Parker, C. J., and Kuo, H. (2021). What Drives Generation-Y Women To Buy Fashion Items Online ? Journal of Marketing Theory and Practice, 00(00), 1–16. https://doi.org/10.1080/10696679.2021.1934877.
Pentz, C. D., Preez, R., and Swiegers, L. (2020). To bu (Y) or not to bu (Y ): Perceived risk barriers to online Shopping among South African generation Y consumers. To bu ( Y or not to bu (Y): Perceived Risk Barriers To Online Shopping Among South African Generation Y Consumers. Cogent Business and Management, 07(01), 1–25. https://doi.org/10.1080/23311975.2020.1827813.
Pham, V. K., Thi, D. H., and Le, T. H. (2020). A Study On The COVID-19 Awareness Affecting The Consumer Perceived Benefits Of Online Shopping In Vietnam. Cogent Business and Management, 7(1), 1–16. https://doi.org/10.1080/23311975.2020.1846882.
Purwantono, H. Y., Gunawan, A. S., Tolle, H., Attamimi, M., and Bidiharto, W. (2020). A literature Review : Feasibility Technology To Improve The Shopping Experience. In Procedia Computer Science (Vol. 179, pp. 468–479). Elsevier B.V. https://doi.org/10.1016/j.procs.2021.01.030.
Raco, J. ., Krejci, J. V, Ohoitimur, J., Adrian, A. ., Raton, Y., Rottie, R., Sumakud, E. (2021). Priority Sector Of Small And Medium Enterprises Using Ahp : A Case Study Of Yamaru Enterprise. International Journal of Analytic Hierarchy Process, 13(2), 220–239. https://doi.org/10.13033/ijahp.v13i2.862.
Raco, J., Ohoitimur, J., Krejci, J. V, Raton, Y., Rottie, R., Peru, D., Rachmadi, R. (2020). The Dominant Factor Of Lecturers' Research Productivity Using The Ahp: Case Study Of Catholic University Of De La Salle Manado-Indonesia. International Journal of Analytic Hierarchy Process, 12(3), 546–564. https://doi.org/10.13033/ijahp.v12i3.819.
Saaty, R. . (1987). The Analytic Hierarchy Process-What And How It Is Used. Math Modelling, 9(3), 161–176.
Saaty, T. L. (2008). Decision-Making With The Analytic Hierarchy Process. International Journal Services Sciences, 1(1), 83–98.
Shabrin, N., Khandaker, S., Kashem, S., Hie, C. K., and Susila, T. (2020). Factors Affecting Smartphone Purchase Decisions of Generation Y. The Journal of Contemporary Issues in Business and Government, 23(July 2017), 47–65.
Silva, J., Pinho, C., Soares, A., and SÁ, E. (2019). Antecedents Of Online Purchase Intention And Behaviour : Uncovering Unobserved Heterogeneity. Journal of Business Economics and Management, 20(1), 131–148. https://doi.org/10.3846/jbem.2019.7060.
Steel, G. (2021). Going Global – Going Digital. Diaspora Networks And Female Online Entrepreneurship In Khartoum, Sudan. Geoforum, 120(July 2019), 22–29. https://doi.org/10.1016/j.geoforum.2021.01.003.
Vasić, N., Kilibarda, M., and Kaurin, T. (2021). The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 1–16. https://doi.org/10.4067/S0718-18762019000200107.
Vinish, P., Pinto, P., Hawaldar, I., and Pinto, S. (2021). Antecedents Of Behavioural Intention To Use Online Food Delivery Services: An Empirical Investigation. Innovative Marketing, 17(1), 0–15. https://doi.org/10.21511/im.17(1).2021.01.
Zhang, K., Gu, T., and Wang, Y. (2021). International Conference on Identification, Information and Knowledge in the Internet of Things, 2020. Online Communication and Asset Price Bubbles. In Procedia Computer Science (Vol. 187, pp. 36–41). Elsevier B.V. https://doi.org/10.1016/j.procs.2021.04.031.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Jurnal Manajemen
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License