Consumer's perceptions towards e-shopping in North Lebanon - Koura region

Abstract

Background - Nowadays, shopping online has become a trend in some regions. This trend has triggered us to study the reasons behind why people shop online while others dont. Purpose - The purpose of this research is to investigate consumers perception about online shopping in Lebanon, Koura region. For this to be done, encouraging and discouraging factors were assessed from online and offline consumers respectively. Methodology used – The data has been collected through the self-administered questionnaire. Out of 130 distributed questionnaires, 108 were retrieved thus obtaining a response rate of 83%. Findings - The result showed that the online shopping is preferred over the offline shopping. Online consumers are the youth generation because online shopping provides low prices and high convenience. On the other hand, the offline shoppers are discouraged from online shopping due to online shopping cards (debit or credit) and internet access. Research limitation – The limitation of this research was that it was very specific in terms of the topic and the limited time we had, or else we could have chosen a larger sample of consumers. Practical implications: This paper provides some statics for the stores with several guidelines and recommendations that online shopping is spreading and should take that into consideration.