Attitude towards online purchase of fish in urban Malaysia: an ethnic comparison

This study was conducted to examine the possibility of online retailing of fish in Malaysia and an ethnic comparison of the factors motivating and impeding it. Data for the empirical study was collected via two means: primary and secondary sources. Quota sampling was utilized to ensure proportionate representation of the ethnic groups. The mall intercept technique of data collection was utilized for the study. It was found that all ethnic groups had an unfavorable response to the idea of purchasing fish online. Majority of the respondents agreed with statements used to identify factors impeding online fish purchasing and disagreed with items measuring factors influencing online fish purchasing. All fish e-grocers, particularly those operating in Malaysia such as PasarBorong.com, SubangGrocer.com and CGdeMART.com, should take steps to overcome the fears and negative perception of consumer to encourage adoption of this new retail format.