Exploratory study of buying fish online: are Malaysians ready to adopt online grocery shopping?

Ezlika Ghazali, Dilip Mutum, Nurul Azlinawatee Mahbob

Research output: Contribution to journalArticleResearchpeer-review

16 Citations (Scopus)


This study is one of the first attempts to investigate consumer behaviour towards e-groceries shopping in the Malaysian context. It seeks to explore Malaysian consumers’ general attitude towards buying fish on the internet. Past studies shows that online shopping has certain advantages as compared to physical shopping. However, this study found that consumers’ attitudes are unfavourable to the idea of purchasing fish online. The majority of the respondents agreed with statements used to identify the factors that impede online fish purchasing and disagreed with items measuring factors that influence or motivate online fish purchasing.

Original languageEnglish
Pages (from-to)67-82
Number of pages16
JournalInternational Journal of Electronic Marketing and Retailing
Issue number1
Publication statusPublished - 2006
Externally publishedYes


  • consumer attitude
  • consumer behaviour
  • e-groceries
  • fish
  • Malaysia
  • online grocery shopping
  • online purchasing
  • perishables

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