CHAPTER+2+LITERATURE+REVIEW

The objectives of this research are explained in the previous chapter. This chapter will discuss more about the research to provide a clear understanding. This is about the number of consumer buying online, convenience about the security of financial information, time saver when doing online shopping, and the popular things that people buy using online shopping.
 * 2.0 LITERATURE REVIEW**

From the research by DowntownWomensClub.com 2006,a women's network and career website found that the number of consumers buying online, and the amount being spent by online buyers has been on the rise. Forrester Research has estimated Internet sales in 1999 to be more than double that of 1998, $20 billion. In comparison, overall retail sales in the U.S. totaled $13 trillion in 1999. Thus, e-commerce sales currently account for only about 1% of retail sales, and experts and scholars have argued over the possible upper limit to the percentage of consumer online spending.

John B. Horrigan, Associate said that Internet users like the convenience but worry about the security of their financial information. But for American internet users have embraced online shopping because it is convenient and a time-saver. From the report, two-thirds (66%) of online Americans say they have purchased a product online, such as a book, toy, music, or clothing. They believed that product have high quality than other product like foods and shoes. Besides that, attitudes and perceptions play a key role in whether online users choose to purchase products online. The number of people using internet agree (53%) and disagree strongly (25%) with the proposition that shopping online is convenient for them. The other finding from that report,  68% of internet users either agree (47%) or agree strongly (21%) with the notion that online shopping saves them time. Tony Ahn from school of management Korea (2004) agreed with John B.  Horrigan, he said that customers' electronic purchasing activities occur in the online sales where orders and charges are placed electronically through Web facilities. The after-sales phase includes customer service, delivery, and problem resolution. This phase should generate or obtain customer satisfaction by meeting various expectations of customers. Thus, customer satisfaction may be accomplished not only by the quality of online features but also by that of offline features in all the three phases of marketing. As Internet shopping mall deals with both information system (IS) and marketing activities, the literature from both areas is appropriate in the research context. Based on synthesis of this work, we group the quality factors of Internet shopping mall into two categories relating to online and offline features. Online features mean the quality of Web system which adopts the IS/Web quality measures such as system, information, and service quality while offline features mean the back-office factors such as product quality and delivery service.

As the conclusion, not all people prefer online shopping because some of them are worried about their financial information, others prefer offline shopping then online shopping because they are afraid of the quality of the material used and because they are afraid about the fake information about the thing that they will buy. But most of American internet users prefer online shopping because it is convenient and time saver, especially for people that do not have to do offline shopping. Attitudes and prescriptions are the main roles in using online shopping because it is easy to cheat customers.