Online Shopping Preference and M-Payment Acceptance: A Case Study among Klang Valley Online Shoppers.

The main purpose of this paper is to determine mobile device ownership and online shopping preferences among shoppers in the Klang Valley, Selangor, Malaysia. Additionally, it seeks to investigate the awareness and acceptance of Near Field Communication (NFC) Technology as a preferred payment platform or method among online shoppers. This quantitative research is carried out via survey questionnaire on a sample size of 200 respondents who have shopped online with majority residing in the Klang Valley. The findings indicate online shoppers still prefer to conduct their online shopping transactions using a desktop Personal Computer. Respondents, regardless of race and academic qualifications, use the English language medium when shopping online and majority prefer to shop at an individual e-commerce website rather than a single website comprising many e-commerce websites such as deals.bigsale.com.my. Awareness on NFC technology for payment solutions is still at the infancy stage among many online shoppers in Malaysia with a low acceptance level mainly due to security concerns. This finding has implications on the communications strategies of mobile network operators, banks, Android and Apple-device manufacturers, online retailers and other key players in the telecommunications and technology industry. The latter need to play an active role in educating the public about NFC-enabled payment devices and convincing online shoppers on the security features of such mobile payment devices. In other words, more than just touting the benefits of NFC and explaining the technology, the communications strategy of all relevant players must focus on persuading and convincing their target audience on the security features for diffusion and adoption of the technology online shoppers in Malaysia. [ABSTRACT FROM AUTHOR]