Amb201 Bridget Ryan

Bridget
Ryan n9174401

AMB201
Qualitative Project

Online Retail Shopping

Bridget Ryan

1
Bridget Ryan n9174401

Table of contents

Table of Contents
Executive Summary/Abstract ............................................................................................. 4
1.0 Introduction and Background ....................................................................................... 5
1.1 Importance of the research ..................................................................................................................................... 5
1.2 Scope of the report ...................................................................................................................................................... 5
1.3 Research problem/question ................................................................................................................................... 5
1.4 Aims and objectives .................................................................................................................................................... 6
2.0 Method ........................................................................................................................ 7
2.1 Methodological considerations and assumptions ......................................................................................... 7
2.2 Sample considerations ............................................................................................................................................... 7
2.3 Data collection and framework, and analytical considerations ............................................................... 7
3.0 Ethical Considerations .................................................................................................. 8
4.0 Analysis ........................................................................................................................ 9
5.0 Discussion and Recommendations .............................................................................. 16
5.1 Interpretation of the data ...................................................................................................................................... 16
5.2 Managers and the next stage ............................................................................................................................... 18
6.0 Limitations ................................................................................................................. 19
7.0 References ................................................................................................................. 20
8.0 Appendices ................................................................................................................. 22

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Participation Reflection
The first stage of this project was to participate in a researches qualitative study, I chose to
participate in Health Topics and Social Media Forums.
The main motive for choosing this questionnaire was I had done previous research
assignments on mental health and how it has been linked to social media. Mental Health is
something that is close to me as I have many friends and family that suffer from the many
variations of mental health. I knew from the start I was going to be passionate and open-
minded to the questions that were going to be presented, leaving the researcher with truthful
and honest answers.
The qualitative study was spilt into two similar parts. Both parts of the questionnaire
consisted of the same two topics Depression and Anxiety. Within the topics we were
shown a blog which had individuals queries Where can I get help and respondents giving
advice. We were to than answer out of three examples which one helped the most and which
one was the least helpful. After this was completed we have over ten questions and rated them
from one disagree five agree. Each questionnaire took about ten fifteen minutes to
complete. What I found extremely interesting was once we completed the first part we than
had to wait 24 hours till receiving an email with the link to the second part. I believe that there
was a 24-hour break, to let the mind sit on what was just shown and examined to than come
back the next day with a new perception on the topics.
This experience has shown me the insights I need to develop the right knowledge to
understand what I need to gain a full coverage of the topic I am researching. To use this
experience to my advantage I need to broaden where I am searching for information and talk
to various people throughout the process. With the use of the transcript of numerous people, I
need to go more in depth and look into studies done over the years to see the cycle and trends
that have been adapted.
I do think it is worthwhile for the researches to take part in as a participant to just put them
selves in the position where they can think about the topic and what is being asked. They
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would than understand where the participates are coming from and they could see the close
link between stage one and two of the quiz.
Executive Summary/Abstract
This report endeavors to provide an inside into the determinants of Australian consumers
attitudes towards online retail shopping through the use of thematic analysis. It aims to
achieve this by covering the following five objectives:
1. To investigate general Internet usage behaviour of online retail shoppers;

2. To identify what types of products people buy online;
3. To explore perceptions of online retail shopping;
4. To examine motivations for engaging in online retail shopping;
5. To understand online retail shopping behaviour.
This report decodes raw qualitative data in transcript form and admits to its limitations.
Additionally, it provides recommendations and future research objectives for managers on the
basis of these. This most substantial issue found concerned the lack of trust consumers have
for online shoppings, and it is suggested that online firms use their efforts on developing a
strong, trusted brand for themselves.
4

1.0 Introduction and Background

1.1 Importance of the research
Australians online sales have been growing at around 20-30% annually (buddecomm, 2016).
Australians spent a record $16.6 billion online in the year to January 2015, up 9 per cent year-
on-year according to National Australia Banks (NAB) latest Online Retail Sales Index
(NAB, 2015). The years 2012-2013, 15.4 million individuals (83% of the total population)
were Internet users, and of that percentage, 76% made a purchase or order over the Internet
(ABS, 2014b).
Research shows that there are online consumer segments with different purchase motivations,
perceived shopping risks and brand loyalties in their local environments (Ammi, 2007).
Managers understanding the aspects that influence consumers decisions online are vital.
They can determine the perceived benefits consumers value foremost to assign resources and
obtain competitive advantages.
1.2 Scope of the report
This report qualitatively investigates the attitudes of online shoppers. In order to reach this
information, the report seeks to determine general perceptions, preferences and behaviours of
Australian consumers. Four transcripts based on, Australian adults regarding their online
habits were used as market research. These responses form the foundation of the thematic
analysis, were primary coding reveals conclusions. These findings are then supported with
literature, recommendations proposed and limitations.
1.3 Research problem/question
This research report endeavors to analyse the determinants of Australian consumers attitudes
toward online retail shopping.
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1.4 Aims and objectives
This report aims to cover the following five objectives:
1. To investigate general internet usage behaviour of online retail shoppers;

2. To identify what types of products people buy online;
3. To explore perceptions of online retail shopping;
4. To examine motivations for engaging in online retail shopping;
5. To understand online retail shopping behaviour.
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2.0 Method
2.1 Methodological considerations and assumptions
The qualitative data found in this report is based upon fact-finding research, which is used to
gain insight into a topic with limited knowledge. The data was attained through unstructured
interviews, with questions and probes for elaborate answers (Zikmund et al., 2014, p. 84). In-
depth interviews are a qualitative research technique that is useful when detailed information
needs to be explored. (C. Boyce, P. Neale, 2006).
In-depth interviews are time-consuming, but are not costly. The interviews help to expose the
interviewees inner values, beliefs and attitudes that cannot be determined by other methods
of data collection. The minimal respondents allowed the extensive time spent gaining rich;
elaborate answers, rather than generalization. Though, the interviewer must be able to
encourage the respondent to talk freely under investigation without predetermined, focused,
closed questions, which can prompt particular results (Cook, 2008).
2.2 Sample considerations

The sample considerations included the eligibility conditions of the partakers and reliability
of the conclusions derived based on sample size. The eligibility required was English-
speaking Australian residents over the age of 18 that had engaged in online shopping. All four
interviewees fit the criteria, to reduce the translation errors and guarantee the information
attained was appropriate to the investigation. The transcripts were randomly selected,
however some consideration to the inclusion of a younger (19-20) and older participants (45-
51) of each gender to increase the representativeness of the research.
2.3 Data collection and framework, and analytical considerations

The data was collected through four individuals; a framework of questions was given to
obtain comparable answers and addition questions when required for elaboration. The
interviews were conducted within 6th to 22nd March 2016, and all discussions were
documented using a digital recording device, than later transcribed into text. A detailed
transcript allows for rich data in a permanent form, which forms analysis of themes that
appear predominant in the texts which less elaborate methods of data gathering would not
account for.
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3.0 Ethical Considerations

In depth interviews, if conducted in the correct manner and with an appropriate ethical
standard can be very rewarding to the researcher however, if conducted otherwise the
consequences can be severe (Boyce, & Neale, 2006). This report maintained the policies and
procedures of QUTs Code of Conduct for research.
Numerous ethical concerns occur therefore, it is appropriate that these concerns be addressed
in order for this report to be justifiable. Some ethical considerations relating to privacy
matters are; consent forms, confidentiality, and the impact of interviewer encouragement. The
confidentiality meant, no names or contact details included in the report, also being legally
guaranteed through signed interview forms, and were all made aware of the recording device.
The interviewer questions were inexplicit to allow the interviewee to answer without
obligation.
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4.0 Analysis
Thematic analysis was used for the report, which is a method for identifying and analyzing
patterns of meaning in a data set (Braun & Clark, 2006). Rich data is clustered together based
on the correspondence of their content, where the end result should highlight the most
noticeable themes/codes that will be significant in the description of the phenomenon under
study (Harper & Thompson, 2011). The transcripts were coded through a deductive approach
(Braun & Clark, 2006). The phrases that were consistently addressed by the respondents were
highlighted and then categorized into tables, based on the research objectives, to expose
relationships found in the data.

Table 1 General Internet usage behaviour
Theme Code Description Examples from Transcript

Professiona Research Use of the Internet for I research a fair amount
l Use research purposes for my job
- Transcript 1
University studies
- Transcript 2
I go onto the Internet for
work so I might use it for
research
- Transcript 3
Professiona Communication Internet use to I also use it as a main
l Use communicate form of communication
professionally (e.g. too.
Emails) Transcript 1
Feedback to students and
emailing
- Transcript 3
Leisure Social Media Use of the Internet for I signed up to Facebook a
accessing social media few years ago to keep in
sites, such as touch with my children and
Facebook, instagram old friends
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and daily mail - Transcript 1
Leisure Information Use of the internet for Everyday I read all the
Search general information news online
searches - Transcript 1
Leisure Entertainment Use of the Internet for Use sites like YouTube
entertainment - Transcript 3
purposes, such as,
YouTube, and playing
computer games
Leisure Online Use of the Internet for Buy four physical
Shopping personal online products online a month, so
shopping basically lately one a
week
- Transcript 1

The transcripts revealed the Internet was used for two reasons professional and leisure. Both
are a large factor in each interviewees Internet time although the most predominant use was
professional. However, in their respondents spare time they use it for their leisure, which
can be categorized under social media, information search, entertainment and online
shopping. The participants did not fall under each code, yet still apparent enough to be coded.

Table 2 Products users buy online


High Value Electronic Online purchase of Kitchenware
Goods electronic goods such - Transcript 1
as, Kitchen ware, I prefer eBay when
iphone and gear purchasing games or
clothes, but if I want to buy
some valuable stuff, such as
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laptop or PlayStation, Id
choose official website.
- Transcript 4
High value Holiday/Accom Online purchases Now I only book all my
modation related to holiday holidays over the Internet
activities, and - Transcript 1
accommodation
High value Gifts Online purchases for Ive bought a couple of
gifts things from Target, they
were novelty gifts for
people.
- Transcript 2
Low Value Entertainment Online purchase of Ive bought lots and lots of
entertainment such as books online. Ive also
novels, movies, games bought DVDs
and novels. - Transcript 2
Novels
- Transcript 1
Low Value Clothes and Online purchase of Clothing
Accessories clothes and - Transcript 1,2 &3
accessories such as
clothing and
accessories etc.
Low Value Food Online purchase of Grocery shopping
groceries - Transcript 3
The respondents main purchased products fell under electronic goods, entertainment and
clothes and accessories. These three categories were separated in relation to their value (i.e.
price). The codes, holidays/accommodation, and gifts showed few discrepancies between
respondents choices of what they would purchase online. Transcript 3 only purchased food.

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Table 3 Perceptions of online shopping

Positive Cheaper Perception that online The chances are, that you
Perceptions shopping is cheaper will get the item cheaper
than physical stores. online and delivery is very
often included in the price
- Transcript 3
A lot of the time its
cheaper
- Transcript 2
Positive Convenient Perception that online Clothing stores are really
Perceptions shopping is accessible good with returning the
and easy. items!
- Transcript 1
You don't have to travel
miles to purchase items!
- Transcript 3
Positive Wider Variety The perception that I would say how easy it is
Perceptions online shopping has generally, to shop online
more variety than and that you can have more
physical retail variety
shopping. - Transcript 3
Negative Unreliable The perception that These were all unseen

Perceptions online shopping can originally and by the time
be unreliable through, we became aware we were
bad quality, trapped into the purchase!
information and - Transcript 4
service. At last I cancelled the
deal, it wasted both my
time and postage
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- Transcript 4
Negative Impersonal The perception that I think thats the only

Perceptions online shopping is an reason I go to the shops. To
individual practice be social, otherwise I dont
that doesnt support think Id ever go
new physical - Transcript 2
environments.
Negative Expenses The expenses that After placing the order
Perceptions occur with online with an unfamiliar overseas
shopping, e.g. taxes company we were charged
and shipping, a significant extra for
import fees, duty taxes and
the exchange rate also
affected the goods cost.
- Transcript 4

To simplify the respondents opinions they were categorized into positive and negative
perceptions. The positive perceptions, online shopping is cheaper and convenient was the
most common perception within all transcripts. Closely linked the positive wider variety of
products online was believed rather than in physical stores. The negative perception was spilt
into two unreliability and impersonality, as respondents perceived drawback from online
shopping.
Table 4 Motivations for engaging in online shopping


Savings Costs The motivation to I bought them because
shop online due to they were really cheap.
save money. - Transcript 2
Savings Time The motivation to That is the beauty of online
shop online to save shopping; you can do it at
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time due to your own time and
convenience. convenience.
- Transcript 4
I save a trip to the shops.
And a lot of the time
- Transcript 2
Product Product The motivation to Some items are only
Attainment Accessibility shop online due to available online, not in
more products being their traditional outlets..
available for purchase - Transcript 2
than in Physical
stores.

Throughout the transcripts, all three codes that triggered motives for online shopping were,
costs, time, and product attainment were a major reoccurrence. The most definite encourager
of online shopping was time the individuals save by not having to physically travel etc.,
which was closely followed by savings. The product attainment showed instances in which
products were not available in brick-mortar stores; therefore respondents were motivated to
use online shopping to attain products.

Table 5 Online Shopping Behaviour


Physical Home Individuals online I was reading about them
Environment shop in physical online one day when I was
environments. sick at home and like usual
just went and bought it
through a their website!
- Transcript 1
Research Extensive The use of multiple For the more expensive

Extent Search websites or in-store items such as the fit bit I
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visits for price look at reviews from other
comparing and people who have bought
information searches the product and if possible
before making a on the same website. I do
purchase. also compare websites to
see prices and quality.
- Transcript 1
Research Impulse Buy The purchase of an I get a few emails a day
Extent online product without on new deals going where I
any prior research. have made a number of
spontaneous purchases.
- Transcript 1
Research Practical The purchase of an I'm more focused on
Extent Purchase item online that was finding the best price, the
bought to satisfy a best supplier and how soon
particular need of the I can get it. I'm not an
consumer. impulse buyer, so if I'm
looking for something
online and I find it, I'll buy
that and only that.
- Transcript 3

In an effort to understand online shopping behaviour, physical environment and research

extend were derived around the amount that consumers would research a product and price-
compare between websites. The four codes were particular to the respondent, and differed on
their personality, therefore not regular throughout all transcripts. Though, all respondents
were linked to one of these four codes.
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5.0 Discussion and Recommendations

5.1 Interpretation of the data

General Internet Usage behaviour
The transcripts demonstrated Internet is the basis of contemporary working life.
Respondents declared to using Internet regularly every day, with the top code Research, for
example, I research a fair amount for my job transcript 1. Furthermore, online shopping was
mentioned only by two respondents when asked, What type of things do you use the Internet
for, although the transcripts the other two had engagement in online shopping previously,
thus could imply that online shopping is not a high priority when using the internet. It would
be beneficial if online marketers address this through different methods of advertising.
Types of Products People Buy Online

The results showed a few variances, for instance according to (ABS, 2014), at 74%
travel/accommodation was the most common purchased, although only transcript 1 used the
Internet for this. Second at 50% was CDs games etc. (Entertainment code) appeared in
transcript 1 and 2. Closely third at 49% clothes was the most popular within all four
transcripts. Although only one individual transcript 3 purchased food online, this online
purchasing of groceries has grown 15.3% in five years (IBIS, 2015). Online product choice
consequently shows it is personal preferences, however as seen in table 2. The purchases of
lower value products are much more dominate than higher value. The analysis showed
societys opinion of online stores is the unreliable quality, service and the reduction of risk
made by customers. The codes for this section show the importance of the development of
segmented target markets to breakthrough the clutter and capture particular consumers
attention.
Perceptions of Online Shopping

Respondents perceptions of online shopping were constant. When looking at the result both
positive and negative perceptions were even with the amount of responses within the codes.
Firstly, there were perceptions from transcripts 2 and 3 that online prices were cheaper than
brick-mortar stores, as seen in table 3. Additionally, convenience and wider rangers were
repeatedly perceived as major positive aspects of online shopping.
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It was evident in every transcript that consumers are aware of the risks associated with
Internet shopping and have or are concerned (Coghill, K., 2008).). The possibility of credit
card fraud, trying before buying, and returning items. The online shopping environment is
based on an individual and a computer with little interactivity I think thats the only reason I
go to the shops. To be social, otherwise I dont think Id ever go
Transcript 2.
Consumers on particular websites in the online marketplace are disadvantaged due to

insufficient information about goods and services as well as business transaction processes
(Coghill, 2008). Respondent 4 reflected on an experience were they had originally unseen
other expenses to the purchase and once aware they were trapped in the purchase. All
transcripts stated that they prefer to shop on websites that are well known and had experience
with. Therefore, it is direr that online businesses need to establish consumers trust and
security to become successful.
Motivations for Engaging in Online Retail Shopping

Motivations can be subconscious and challenging to decode. The qualitative data reveled
three motivations, costs, time saving and product accessibility. Kurt Larsen from Paraplegia
news stated, some stores only exist online, others offer cheaper prices and/or special
discounts than in physical locations and some provide a wider selection of items than in their
actual store matching the three codes found. Transcript 2 stated, some items are only
available online, not in their traditional outlets.
Within society is time is money (Krakovsky, 2013), online shopping helped to reduce time
spent physical shopping, thus in order to improve quality of life (Carroll, 2011). Transcripts 2
and 4 agreed they have saved more time online shopping. Motivations for online shopping are
changeable if the online shopping market increased the positives of purchases whilst reducing
or removing negative motivations (Dillon & Buchanan & Al-Otaibi, 2014).
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Online Retail shopping Behaviour HOME STATISTIC add in
Economically motivated shoppers see price as an important cost component and compare
prices between different alternatives (Ammi, 2007). I'm more focused on finding the best
price, the best supplier and how soon I can get it Transcript 3. Extensive searchers also
increase competition and stimulate greater productivity within online firms (Ammi, 2007).
Online stores information needs to be accessible, and contactable through many forms.
The impulse shoppers, transcript 1, are the consumers that are persuaded by advertisements;
over 50% of online shoppers are persuaded by social media, and minimal researching
(Bainbridge, A., 2013). The practical shoppers, transcript 3, research more for high quality
products. Ammi (2007) suggests the key to achieving loyalty is to be found in the companys
capacity to personalize its supply, adapting it to the customers needs.
5.2 Managers and the next stage

The interpretation of the data in relation to the analysis of the outlined objects, the factors of
Australian consumers attitudes towards online retail shopping can be justified as relative to
their prior experiences: what price they achieved, how comprehensively they searched, the
quality of the service, the time saved and convenience.
Managers can thoroughly understand the attitudes of online shoppers through research of:
a) Advertising approaches that target to all types of consumers, rather than online
individuals
b) The segmentation of target markets for online shoppers
c) The development of producing a brand that is trustworthy and secure
d) Enhancement of the ease and speed with which customers can reach a retailer and
amend transactions (Jiang & Yang, 2013)
e) More personalized methods of transactions: know the consumer, what type of
products they have ordered previously and how they prefer to be contacted (Ammi,
2007)
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6.0 Limitations
There are limitations that need to be taken into account when assessing the recommendation
provided in this report.
The use of in-depth interviews as a sole means of data collection is not completely
dependable. Also, the interviewer may not note significant verbal or physical cues
accompanying the respondents answer, thus transcript failing with legible verbatim
(reference). The interviewer may lack the ability to remain impartial and in turn manipulate
the responses (Burley-Allen, M., 1995).
Furthermore, utilization of the thematic analysis method may have disturbed the way in which
the data was analysed. This is due to its nature, a subjective form of content unless specific
criteria are stipulated concerning what can and cannot be coded (Harper & Thompson,
2011).). It is difficult to uncover or avoid researcher-induced bias. The prejudice of each
participants responses also tends to lead to difficulties when attempting to establish the
dependability on provided information and options.
Finally, the sample size was small, and random sampling errors are almost certain (reference).
Utilizing four transcripts to depict current online shopping behaviors of all over 18, English-
Speaking adults in Australia is confining. By the interviewees remembering an experience in
an interview does not provide insight into the intentions or motivations of the respondents
(Cook, 2008). Subsequently the possibility that the results were to an extent op-sided is very
high.

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7.0 References

Ammi, C. (2007). Consumer shopping behaviour online [EBL Version].
doi:10.1002/9781118614877.ch8 2007
Asia Pulse. (2012). Online retail growing fast in Australia: Poll. Retrieved from
http://search.proquest.com.ezp01.library.qut.edu.au/docview/923506293?pq-
origsite=summon
Australian Bureau of Statistics (ABS). (2014a). Personal Internet Use. Retrieved

From http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/8146.0Chapter32012-13
Australian Bureau of Statistics (ABS). (2014b). Three out of four internet users
shop online. Retrieved from
http://www.abs.gov.au/ausstats/abs@.nsf/latestProducts/8146.0Media%20Release120
12-13
Australia Digital Economy Online Retailing Trends and Statistics:

Buddecomm. (2016). Retrieved from
http://www.budde.com.au/Research/Australia-Digital-Economy-Online-
Retailing-Trends-and-Statistics.html

Bainbridge, A. (2013) More than 50 per cent of Australians shopping online: Roy
Morgan research. Retrieved from, http://www.abc.net.au/news/2013-06-
04/more-than-50-per-cent-of-australians-shopping-online/4731590

Boyce, C. & Neale, P. (2006). Conducting in-depth interviews: a guide for designing
and conducting in-depth interviews for evaluation input [EBL Version]. Retrieved
from
http://www.pathfind.org/site/DocServer/m_e_tool_series_indepth_interviews.pdf?docI
D=6301
Carroll, D. (2011) 10 Reasons why shopping online can improve your life. Retrieved
from, http://wellbeing-support.com/10-reasons-why-online-shopping-can-improve-
your-life/
Coghill, K. (2008). Online shoppers in Australia: Dealing with problems.

International Journal of Consumer Studies, 32(1), 5-17. doi:10.1111/j.1470-
6431.2007.00628.x
Cook, K. (2009). In-depth interview. In the SAGE encylopedia of qualitative
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research methods. Retrieved from
http://knowledge.sagepub.com.ezp01.library.qut.edu.au/view/research/n209.xml
Dillon, S., Buchanan, J., Al-Otaibi. (2014) Perceived risk and Online shopping
intention: A study across Gender and Product type. Retrieved from
http://dl.acm.org/citation.cfm?id=2692856
Jiang, L. & Yang, Z. (2013). Measuring consumer perceptions of online shopping

convenience. Journal of Service Management, 24(2), 191-214.
doi:10.1108/09564231311323962

Katawetawaraks, C. & Lu Wang, C. (2011) Online Shopping Behaviour: Influences
of online shopping Decision: Asian Journal of Business Research. Paper
Presented at Magscholar.
http://www.magscholar.com/joomla/images/docs/ajbr/ajbrv1n2/Online%20S
hopper%20Behavior%20Influences.pdf

Krakovsky, M. (2013) Shopping when time is money. Retrieved from
https://www.gsb.stanford.edu/insights/shopping-when-time-money
Larsen, K. (2012). Shopping online, Paraplegia News, 66(10), 28. Retrieved from
http://go.galegroup.com.ezp01.library.qut.edu.au/ps/i.do?action=interpret&id=
GALE%7CA305663689&v=2.1&u=qut&it=r&p=HRCA&sw=w&authCount=1

Larsen, C. (2012). Shopping Online. Retrieved from,
https://www.gsb.stanford.edu/insights/shopping-when-time-money

Online grocery sales in Australia: Market Research report: IBIS World. (2015).
Retrieved from http://www.ibisworld.com.au/industry/online-grocery-
sales.html

5t8

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8.0 Appendices

i) General Internet usage behaviour of online retail shoppers.
Theme: Professional Use USE
Example = Research
Example = Communication
Theme: Leisure USE
Example = Social Media
Example = Information Search
Example = Entertainment
Example = Online Shopping

ii) Products people buy online
Theme: Higher Value USE
Example = Electronic Goods
Example = Holiday/Accommodation
Example = Gifts
Theme: Lower value
Example = Entertainment
Example = Clothes and Accessories
Example = Food

iii) Perceptions of online retail shopping
Theme: Positive Perceptions- USE
Example = Cheaper
Example = Convenient
Example = Wider variety
Theme: Negative Perceptions USE
Example = Unreliable
Example = Impersonal
Example = Expenses (e.g. shipping)

iv) Motivations for engaging in online shopping USE
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Theme: Savings
Example = Costs
Example = Time
Theme: Product Availability
Example = Product Accessibility

v) Online retail shopping behaviour
Theme: Physical Environment
Example = Home
Theme: Research Extent
Example = Extensive Search
Example = Impulse Purchase
Example = Practical Purchase

DATE OF INTERVIEW: 19th March 2016, 11:30am

DURATION OF INTERVIEW: 25 minutes
INTERVIEWER NAME: Bridget Ryan
RESPONDENT AGE: 45
RESPONDENT GENDER: Female
Interviewer: Thank you for agreeing to participate in this interview to discuss your feelings
toward online retail shopping. In order to be able to answer the following
questions, you must be an Australian Internet user who has previously engaged
in online retail shopping for physical products. Have you done this before?
Respondent: Yes, I have numerous times.
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Interviewer: Perfect. I will also let you know that there are no right or wrong answers to the
questions that we will discuss. I am simply interested in your opinions and
experiences. Please feel free to elaborate on your responses, as the extra detail
will help to answer my research questions.
This is a completely confidential conversation. Your name will not be linked to

your responses in the final report, and the Queensland University of
Technology will not use your details for any other purpose.
Todays process involves an interview to discuss your opinions and feelings

about online shopping for retail products specifically physical products that
you might otherwise buy in a traditional store, such as clothes, books and
electronics. I estimate that the complete process will take approximately 30
minutes.
I would also like to acquire your permission to record the interview, so that I
can transcribe the conversation for analysis purposes. Is that okay with you?
Respondent: Yes, I will allow it.
Interviewer: For ethical purposes I just need to confirm that you are over 18 years of age.
Can you please confirm this?
Respondent: Yes, I am definitely over 18 years of age.
Interviewer: Thank you. I also require that you complete the ethical clearance form, which
outlines that the research team will treat your information details confidentially
and that any information discussed here today will not be used to personally
identify you in any publications or conference discussions.
* Respondent signs and completes ethical clearance form*
Thank you very much. I will now proceed with my questions and turn the
recorder on.
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Firstly, can you tell me how frequently you use the Internet in general?
Respondent: I absolutely use it multiple times a day. Though, I was born in a generation
where it didnt exist, I picked up on it pretty quick and to be honest it has been
so resourceful I buy all different kinds of items I didnt think I would over the
internet.
Interviewer: Can you give me examples of what types of things you usually use the Internet
for?
Respondent: I use the Internet a lot for work purposes. I research a fair amount for my job
and I also use it as a main form of communication too. The office I work in is
large and it can be difficult to find my colleagues, so I just shoot them an
email. I sent a lot of my files via email so it is received immediately rather than
paper files, which take days to be received.
Interviewer: That makes sense! You have mainly stated your use of the Internet at work, are
there any other circumstances in which you use it?
Respondent: Oh, definitely! I spend most of my free time on my computer at home too.
Everyday I read all the news online now through daily mail or other news
websites. Actually, from about 3 years ago now I only book all my holidays
over the Internet, as I can read new reviews on trip advisor, and it is
exceptionally easy to book flights, accommodation, activities, everything really
for my holidays! I find it such a great way to plan with all the updated
information. Oh and recently, I signed up to Facebook a few years ago to keep
in touch with my children and old friends to see what they are up to!
Interviewer: It is interesting how much Internet has made life easier these days! Okay next
question, how often would you say you buy physical products online?
Respondent: It really varies depending on what I need. I at least buy four physical products
online a month, so basically lately one a week.
25

Interviewer: Have there been any instances where you found yourself buying something
from a website, even though you were online for a totally different reason?
Respondent: Defiantly, I love some good bargains! Especially around Christmas time. I
subscripted to coupon about a year ago where I get a few emails a day on
new deals going where I have made a number of spontaneous purchases. I
have also found that on websites and Facebook the ads match your interests,
which just shows how smart computers really are.
Interviewer: What types of things have you bought online in the past?
Respondent: Novels, kitchenware, clothing, just random things really. Lately I purchases a
purple fit bit!
Interviewer: Why did you buy the fit bit online?
Respondent: I was reading about them online one day when I was sick at home and like
usual just went and bought it through a their website!
Interviewer: That is fair enough! Now, why do you think people still prefer to buy some
products in a physical store?
Respondent: Well, I prefer not to buy clothes online just from experiences where the sizes
are much more smaller than the Australian sizes, I have found. Not sure if Im
ready to be an online clothing shopper, maybe more experience is needed for
me! In my opinion three things that are better suited in physical stores are,
clothes especially, shoes as sizing is different from heels, flats to runners,
jewelry is something I believe you would want to try on and see if it matches
your features. Oh, and I definitely wouldnt want to buy food online either.
Interviewer: Yeah it can be risky online with some things! Would you say your bad
experiences with online shopping would be with clothing?
26

Respondent: Yeah they have been the only times I have been unsatisfied with a purchase.
However clothing stores are really good with returning the items! Although, I
do research before I make purchases these days on more expensive
products rather than the cheaper ones.
Interviewer: Can you explain a little what type of research you undertake before making a
purchase online?
Respondent: For the more expensive items such as the fit bit I look at reviews from
other people who have bought the product and if possible on the same
website. I do also compare websites to see prices and quality. With the
cheaper products I wont really search around, I just buy it on the spot.
Interviewer: I do the same to. Is there any value in comparing online and offline store prices
before buying?
Respondent: Of course! With the expensive ones or something I really want a good price
on I will look online but if I know a store close by that sells the product I
will always go look at the price there before making the purchase.
However, if the price variation is the same with both, I prefer to buy in-store.
Interviewer: Can you think of any reasons people might avoid or dislike online shopping?
Respondent: With the chance of the product being dodgy or the long delivery time, I know
people think it is impersonal. Actually getting out and shopping around in that
environment, talking to the sales people, helping you find the perfect size and
style, people would miss that if they purely bought products online.
Interviewer: To what extent do you think people should be concerned about risks to their
personal details or financial information when buying products online?
Respondent: It is something to be aware of; I know people that have had their financial
accounts hacked through ebay and other sites. I tend not to go to the sites that
look unsafe or I have heard are bad to purchase off. I do check my bank
27

statement regularly to make sure this is not occurring to me. I believe if your
aware of what consequences you can face with online shopping you are more
conscious of where you put your bank details.
Interviewer: Do you think there are certain types of people who are more likely to shop
online than others? Who are they?
Respondent: Its clear the younger generations love online shopping, but anyone who has the
knowledge, loves online shopping, or want cheaper products will online shop.
Interviewer: Are there people who you think will simply never shop online? Why?
Respondent: I have friends that will never online buy due to they prefer going in store or do
not trust online shopping.
Interviewer: What things might you say to someone who had never shopped online before if
you wanted to encourage him or her to do so?
Respondent: I would say there are amazing bargains if you know the right places to shop
without moving from your computer! Once you have experienced the cheap
and easy convenience with of course good experiences, like everyone you will
love it!
Interviewer: Great advice! Would you offer any words of caution?
Respondent: Just be careful with what website you use and check your bank statements.
Online shopping is about trial and error I believe.
Interviewer: Is there anything else you would like to add that you think might be helpful in
understanding online shopping behaviour?
Respondent: That it will be our future.
28

Interviewer: I completely agree with you on that statement! I would like to thank you very
much for your time and cooperation that sums up our interview. Enjoy the rest
of your day.
29

Transcript 2
Hannah Wadley, n8582866
Transcribed Interview
Date of Interview: 6.03.2016
Duration: Approx 20min
Respondent Age: 19
Respondent Gender: Female
Interviewer: Hi, thank you for agreeing to participate in this interview. These questions are
for an Australian Internet user that engages with online retail shopping for physical items
have you done this before?
Respondent: Yes.
Interviewer: Great! There are no right or wrong answers to these questions, so please answer
however you like as I am interested to hear your experiences and opinions. You can elaborate
as much as you like, as the extra information will be helpful with understanding online retail
shopping. This is a completely confidential interview, your name will not be linked to your
responses in the final report. Your details will not be used for any other purpose by the
Queensland University of Technology. As I mentioned earlier, todays interview is about
online retail shopping; specifically physical products you could also buy in a traditional store,
such as clothes, books or electronics. This should take around 30 minutes. Are you okay with
this interview being recorded as an audio on my iPhone?
Respondent: Yes.
Interviewer: Great, and you are over the age of 18?
30

Respondent: Yes
Interviewer: Alright. My first question is how frequently do you use the Internet in general?
Respondent: I use the Internet probably about 3 hours each day, every day of the week.
Interviewer: Alright, what do you usually use the Internet for?
Respondent: Online shopping and university studies.
Interviewer: In regards to online shopping, what do you usually search?
Respondent: Mainly clothing, books. Sometimes gifts for other people.
Interviewer: Okay, how often would you buy things online?
Respondent: Once every couple of weeks.
Interviewer: Can you think of a time where you bought something from a website, even
though you were initially online for a totally different reason?
Respondent: Yes.
Interviewer: What is an example?
Respondent: I was shopping online for gifts for other people, and I saw things that I
wanted, and so I bought them.
Interviewer: What was something you bought for yourself?
Respondent: It was an item of clothing. It was a shirt from BooHoo.com.
Interviewer: Alright. So my next question is what items have you bought online the past?
Anything specific.
31

Respondent: Ive bought a couple of things from Target, they were novelty gifts for people.
There was like a blue belt that had different compartments for every meal of the day, except
these compartments were beer holders. There were a couple of things from Ebay, they were
phone cases. I bought them because they were really cheap, like $2 each. Im not going to pay
$30, or whatever you normally have to pay. Ive bought lots and lots of books online. Ive
also bought DVDs and more clothes.
Interviewer: Have you ever bought things online, even though you didnt need them, because
they were cheaper online?
Respondent: Yes.
Interviewer: Can you name me one example?
Respondent: The phone cases.
Interviewer: What are your reasons for buying online?
Respondent: Not only is it cheaper, there is the option of delivery. It means I save a trip to
the shops. And a lot of the time, they have cheaper deals online for the same items you can
buy in store. And some items are only available online, not in their traditional outlets. Its also
easier to browse, you just have to search and click on a link to find what you need. Its just
easier to shop online than having to go into a store, because they may not have what you
need.
Interviewer: Okay great. What do you think some people still prefer to buy products in a
physical store?
Respondent: Maybe because they know exactly what they are getting when they go in. Also
because they know the time they have to find it. Where as online, there can be delays with
postage of orders. If they need to get something very fast, like a last-minute gift for someone,
they know they are going to go get it straight away from a store. With online shopping, there
can be a two-week
32

waiting period.
Interviewer: Understandably. Do you think its also because people go to stores to have a
social experience with customer service staff, or with their friends and family?
Respondent: Yes, definitely.
Interviewer: Do you think you have a preference to shopping online over shopping in stores
with friends, or is it about the same?
Respondent: I think thats the only reason I go to the shops. To be social, otherwise I dont
think Id ever go.
Interviewer: I see.
Respondent: I do think that a lot of people these days are shopping online because it is
getting so big now. I think the people who go shopping in stores then go have coffee
afterwards and be with people. It is for the purpose of having an outing, not for actually
buying something.
Interviewer: Have you ever had a bad experience when shopping online?
Respondent: Yes.
Interviewer: What is an example?
Respondent: I bought a gift for someone. And the companys website said I would receive it
a couple of days after purchasing it. I didnt receive it for two weeks. I had no notification
from the companys website. So I just thought Im not going to buy anything from this
website because of the time and money I wasted on it. That is not the feedback that I wanted
to have on the website.
Interviewer: Of course. So what kind of research do you conduct on the website before
purchasing items online?
33

Respondent: Whether I can buy it cheaper from somewhere else. I dont buy things
from the first place I look at, especially online. If I went to a store and found something
there I was looking for, I would buy it right away, because it is not as easy to look around at
other places for the same item. Online, it is the click of a button, and you know its the
cheapest you are going to get it.
Interviewer: So would you say there is value to comparing online and offline prices?
Respondent: Is there? If I needed it urgently, Id buy it at the shops straight away. If I didnt
need it, then yes there is definitely value in going home and checking to see if online prices
are cheaper.
Interviewer: Can you think of any reasons people might avoid or dislike online shopping?
Respondent: The security of your personal details. Thats a definite turn off when youre
shopping online. Also you dont know the condition of the item until you receive it.
Sometimes the packaging can be damaged by accident, or someone in delivering to you
mishandled it. You cant be sure someone is not going to risk causing damage to your item,
because it is not their item theyve paid for. They may not always enforce a duty of care.
Interviewer: Is that something you take into consideration, the reputation of the website you
are buying online from?
Respondent: Yes certainly, I wont buy anything fragile for that reason. If its something
fragile that Im looking at buying, Id check the physical stores to see if they had it and then
buy it from there.
Interviewer: Okay. Do you think there are certain types of people who are more likely to buy
online then others? If so, who do you think these people are?
Respondent: Anti-social people who dont want the interaction with shopkeepers. It can also
be people who have a fear of crowds. Im not a fan of going to very busy shops. Parking is
also another issue, as it can be difficult to find a park near busy shops. And people who have
34

lots of time to get those items.
Interviewer: Do you think there are people who will never shop online?
Respondent: Probably the elderly because they arent very tech-savy. They arent used to
using technology for that sort of thing. They would struggle to navigate through websites, as
opposed to younger people. They would also struggle with the concept of putting their
personal and financial details online. They would find it difficult to trust a website with their
personal information, because they havent grown up with it like younger people have.
Interviewer: What would you say to someone who has never shopped online before if you
were trying to encourage them to do so?
Respondent: A lot of the time its cheaper and easier. In the click of a button, you know
youve bought the item and youll receive it. If you are buying something from an online shop
that is based in a local area, you will receive it usually within a week. II just find it to be a
very quick and simple way. You can shop around without taking too much time to see who
has the best deals on a particular item.
Interviewer: Would you offer any words of caution?
Respondent: With overseas purchasing, its a really good idea to use PayPal because the laws
that apply here with online items dont apply overseas. And theres really nothing you can do
if your items dont come from overseas. Where as if you have PayPal, its like a security
measure. It will ensure you will get a refund if you end up not receiving the item. So if you
are going to buy an item overseas, then use PayPal. Another caution would be to just look at
the website. See if it is a reputable company, see what is has to offer. Look at other websites
for reviews because a lot of sites that do look reputable send dodgy items or the quality is
poor, or it is overpriced.
Interviewer: Okay, is there anything else you would like to add that would be helpful in
understanding online shopping?
Respondent: Hmm can you be more specific?
35

Interviewer: Yes of course. Do you think every retail business should have an online
platform to purchase items?
Respondent: Not necessarily all of them. It would be more beneficial if they did, there is an
increasing amount of people using the Internet to do their shopping. So they might find they
are having a drop in their physical customers. They might be losing money.
Interviewer: Okay, that is all of my questions. Thank you for participating in this study.
36

Transcript 3
Reece Mitchell
n9452931
COLLAPSE
N9452931
DATE OF INTERVIEW: 20th March 2016, 7:30pm
DURATION OF INTERVIEW: 26 minutes
RESPONDENT AGE: 49
RESPONDENT GENDER: Female
Interviewer: Hi, how has your day been?

Interviewee: Its been good, thanks for asking.
Interviewer: Thanks for agreeing to participate in this study. Just to clarify, you are over the
age of 18, an Australian internet user, and have partaken in online retail shopping for physical
objects in the past? Ill also need you to sign this interview consent form, will that be an
issue?
Interviewee: Oh, yes, very flattering. Im 49 and have done some shopping online for
physical items, yes. Not a problem.
Interviewer: Just to inform you; you will remain anonymous, and this conversation is
completely confidential. The information gathered from this interview will be used only for
QUT purposes.
Interviewee: Okay, not a problem.
Interviewer: Okay so, to start Id like to ask you a few questions to set the context of the
interview, before gaining and insight into your perceptions, motivation and understandings of
online retail shopping.
Interviewee: Sounds good to me, shall we get going?
Interviewer: Can you tell me how often you use the Internet in general?
37

Interviewee: Oh, I use the Internet every day so all the time, basically.
Interviewer: What types of things do you usually use the Internet for?
Interviewee: I go onto the Internet for work so I might use it for research and for feedback to
students and emailing. I also use sites like YouTube, as well as just my general browsing, you
know?
Interviewer: How often would you say you buy physical items online?
Interviewee: I probably buy items online maybe once or twice a month. It could be clothing
or electronic items, cartridges for my printer, things like that. I also do a little bit of grocery
shopping, perhaps maybe once every month. A lot of my familys birthdays fall at the end of
the year, so that tends to be a busy time for online shopping with Christmas and that as well. I
try and avoid having to go into the shops at that time of year, so I like online shopping.
Interviewer: Do you ever get distracted when online, and impulse buy items you didnt plan
on purchasing when logging on?
Interviewee: No, if I go online to look for something, I normally stay on track. I'm not
easily distracted, I'm more focused on finding the best price, the best supplier and how
soon I can get it. I'm not an impulse buyer, so if I'm looking for something online and I
find it, I'll buy that and only that.
Interviewer: So you do online shop? Can you tell me what sorts of things you have
purchased online in the past?
Interviewee: I enjoy online shopping when I know what I want. I also like to see the item, if
its it's electrical, in a shop and then I'll go online and see if I can get it cheaper. Ive done this
when buying my printers, cameras and other electronic equipment. Clothing is easier to buy
for my family online as they are standard sizes I won't buy clothing online for myself.
Interviewer: What are some of the reasons you bought online?

Interviewee: One of the main reasons is that is cheaper, normally. Also, sometimes more
convenient than having to travel to the shops to buy the item, if I specifically know what I
want.
Interviewer: With that in mind, why do you believe that some people dislike buying online,
38

and will still purchase in-store?
Interviewee: Because sometimes you need to feel the item, see the item, see what the item
does, and you can't do that online. it's very one-dimensional online. For me, I don't mind if
I'm buying something with relatively low value and it turns up and it's not exactly what I
wanted - however if it's a big ticket item, for example; a TV or other electronic equipment,
then I want to be able to see the item in the flesh. Before I'll spend a large amounts of money.
So, I think lots of people may feel the same way as I do.
Interviewer: Have you ever had a bad experience buying online?

Interviewee: No not really, because I'm fairly careful with where I buy from. I'll only buy
from well-known sites, unless it's a really cheap item like a cellphone cover, then if I lose $2
or $3 it's not a big loss.
Interviewer: In relation to that response, what type of research do you undertake before
making a purchase online?
Interviewee: I tend to Google various sites and the search each one that seems to be a
legitimate option, and I also go onto the complaints forums for certain websites to see if
they've had a lot of complaints. This influences my trust.
Interviewer: Do you see any value in comparing online prices, to in-store prices before you
make a purchase?
Interviewee: Yes, there is value. I always do this, as I always make a comparison
between different shops; whether they are online or not. Why would I buy anything
without doing a price comparison? I also weigh up the pros and cons of how much Ill
save if I choose to buy using either method. Plus there is always shipping costs, so I have to
decide whether the risk of online shopping is worth it.
Interviewer: You mentioned risks of online shopping just then, what reasons do you think
there are that might make people dislike or avoid online shopping?
Interviewee: Yes, like the older generation don't like shopping online, as they can be scared
of technology. Some people might just enjoy physical shopping, the social aspect of going to
the shops can be very enjoyable. Plus, I'm coming home with these items on the same day,
and it can feel a lot more rewarding than simply clicking a button.
39

Interviewer: To what degree do you think that online shoppers should be concerned about
the potential security risks, for example fraud and identity theft?
Interviewee: I think people should be aware of risks. However, with the development of the
Internet and Internet security, I think there's less chance of customers getting ripped off or
similar. I always check the security tab of websites and as mentioned previously I also check
for complaints lodged at the company. I only tend to buy if they allow PayPal payments. This
is one of the most secure ways of purchasing items on the Internet in my opinion.
Interviewer: In your opinion, do you think there are certain types of people who are more
likely to shop online than others, and who are these people?
Interviewee: Young people who are familiar with technology and especially professional
people who are time poor, would be the type of people who probably spend time doing online
shopping after work and in the evenings when it is convenient for them. I think in general,
anyone who has access to technology and is confident using it is more likely to shop online
than those who have not grown up with technology or use it on a daily basis. On the other
hand, being time poor may mean that people cannot wait for shipping, so it swings both ways
I think. Definitely young people and professionals though.
Interviewer: Keeping this in mind, do you think there are any people who will simply never
shop online?
Interviewee: The only people who I think would never shop online are elderly.
Interviewer: Would you mind explaining why you think this? If not, its not issue.
Interviewee: No, no, not a problem. I just think that they don't have the capability or
understanding of technology and how the internet works, let alone how websites and ordering
sites would work.
Interviewer: What things might you say to someone who has never shopped online in their
lifetime before, that might encourage them to take the leap, as so to speak?
Interviewee: I would say how easy it is generally, to shop online. And that you can have
more variety if you do your research to locate the product. The chances are, that you will
get the item cheaper online and delivery is very often included in the price, so you don't have
to travel miles to purchase items, which I think is great!
40

Interviewer: On the other hand, would you offer any words of advice in relation to
maintaining caution when online shopping?
Interviewee: Yes definitely, I would stress the importance of only purchasing from well-
known websites, whose security stamp is current and not to provide any credit cards details
on the website. Id tell them to rather to use PayPal. Never use electronic transfer or provide
your bank details on a website that it's not secure.
Interviewer: Is there anything else that springs to mind, that you might like to add to the end
of this interview that may add to its informational value?
Interviewee: Well, even though I'm fairly structured and directed when I'm purchasing items,
its very easy to get caught up in buying items on eBay that may seem a bargain, that very
often don't live up to their expectations. I think my biggest point is that, when shopping
online, you get what you pay for.
Interviewer: Well, that concludes my part of the interview, Id like to thank you for your
time. Do you have any questions about anything and everything?
Interviewee: Not a problem, it was my pleasure! No I dont have any questions, but will be
sure to get a hold of you if I do. Have a good one!
41

Nicole Yang
n9539212
COLLAPSE
DATE OF INTERVIEW: 22th, March, 2016

DURATION OF INTERVIEW: 25 Minutes
RESPONDENT AGE: 20
RESPONDENT GENDER: Male
Thank you for agreeing to participate in this online interview today, to discuss your feelings
toward online shopping. There are no right or wrong answers to the questions that we will
discuss. I am simply interested in your opinions and experiences.
Todays process involves an interview to discuss your opinions and feelings about online
shopping. You must be an Australian internet user. I expect that the complete process will
take approximately 20 minutes.
Begin the interview using the questions listed to guide you. These are suggested questions
only. You are not restricted to these questions and should add to them and change them as
42

necessary, according to these questions and should add to them and change them as necessary,
according to how the interview progresses. It will be necessary to prompt for additional
information if a respondents initial response does not provide much insight. Your goal is to
obtain enough information that will enable you to respond to the project objectives.
Interviewer: Can you tell me how frequently you use the Internet in general?
Respondent: Every day.
Interview: really?
Respondent: I only use the internet during my leisure time-after daily study finished about 2
hour a day
Interviewer: well, What kinds of thing do you use Internet for?

Respondent: I use it for watching videos on YouTube, or playing computer games. Also, I
like to chat and shop by internet.
Interviewer: Have you ever shopping online?

Respondent: Yes. I purchase games and clothes via internet.
Interviewer: Which one does you like best? Online shopping or window shopping?
Respondent: Online shopping.
Interviewer: How often have you shopped online?

Respondent: Once two months. When new game is released, I must shop online.
Interviewer: Why would you like to online shopping?

Respondent: I dont like going out.
Interviewer: So you think that it is convenient for shopping online, right?

Respondent: Right. Because the post can deliver the product to my home, and I dont need
to waste time to go outside. Shopping online is saving my time.
Interviewer: What else advance does you think shopping online?
43

Respondent: I think that online-shopping is cheaper and time-saving.
Interviewer: Do you trust online shopping?

Respondent: Yes, because I prefer shopping in guarantee website.
Interviewer: Mmm, do you think that people should be concerned about the risks to their
privacy details or financial security when they shop online?
Respondent: No I do not know, but I think eBay doesn't exist for all these years for no reason.
Interviewer: Do you like to find the product in real store but purchase it online?
Respondent: No, I don't tend to go out to find product. Consumers' feedback and online
advertisement serve well
Interviewer: Have you ever had a bed experience of online shopping?

Respondent: Yes, off course. Once I bought a T-shirt, but the seller mailed me one of which
the size was wrong. So I returned it, asking the seller to send me a new one. However, again,
the seller sent me an unsuitable T-shirt. At last I cancelled the deal, it wasted both my time
and postage.
Interviewer: What types of research with products would you check before you shopping
online?
Respondent: I check the size. And when buying game, I check the edition of it to make
sure whether its the exactly one I want. Also, other peoples comment is one of the most
important part for my reference. The content of the game or the design and brand
history of cloth is the important part for me to purchase.
Interviewer: Would you like to shop on official website with high price and high quality or on
online store like eBay, TaoBao which have price and unknown quality?
Respondent: I prefer eBay when purchasing games or clothes, because usually there are no
noticeable differences in quality of such products. But if I want to buy some valuable stuff,
such as laptop or PlayStation, Id choose official website.
Interviewer: What would you think as a reputable brand?

Respondent: The ones have long history and large market share.
44

Interviewer: Where would you like to buy reputable brand product?

Respondent: Their official website or local shop.
Interviewer: In reality, there are some people do not like shopping online, can you tell me
your idea why they do not like to shopping online?
Respondent: Well. Firstly, some people who do not know how to shopping online, like senior
citizen. Secondly, someone think that online shopping is unsafe which they are afraid losing
their privacy details. Thirdly, they maybe value quality of products and want to enjoy the
sellers service with recommend. Lastly, they can try if the products are suitable for them.
Interviewer: Do you think that there are more and more people tend to online shopping?
Why?
Respondent: Yes, because the developing of technology helping us shopping online more
convenient. The spread users of mobile phone help people purchasing easier and more
convenient. Moreover, they can compare the price and comment to find something high
quality and low price products.
Interviewer: Thats all our interview. Thank you for your participate.
45

victoria Sergeant
n9548611
COLLAPSE
message_frame.jsp
Interview date: 13th March 2016, 5:00pm

Interview duration: 31 minutes
Respondent age: 51 year old
Respondent gender: Male
INTERVIEWER: Firstly, I would like to thank you for agreeing to participate in this
interview. My name is Victoria Sergeant and I will be your interviewer today. The focus of
this study is the growth of online shopping in Australia. Participants in this interview need to
be Australian Internet users who have previously utilised online retail shopping for physical
products. Can you please confirm you meet these criteria?
RESPONDENT: [nods] I am a resident of Australia and I shop online.
INTERVIEWER: Before we begin, I would like to assure you that there are no wrong
answers. My aim for this study is to engage with you and hear your personal opinions and
experiences. As this is a qualitative study, my research will benefit from detailed, in-depth
responses, so please feel free to elaborate on any points. Also, if at any time you feel
uncomfortable or do not wish to answer a particular question, please let me know and we can
change topics or terminate the interview if you wish.
INTERVIEWER: Finally, our interview is strictly confidential. None of you personal

information will be published in the final findings and will not be used for any research
outside of Queensland University of Technology.
RESPONDENT: [smiles and nods] thats alright
INTERVIEWER: I would like to explain a little more about the topic that we are discussing
today. The focus on our interview, as I said earlier, is online retail shopping for physical
46

products. Specifically, a physical product refers to items that are commonly purchased from
traditional brick-and-mortar stores. These could include clothes, books or electronic devices.
The interview should take around 30 minutes.
INTERVIEWER: For analysis purposes, I would like to record and later transcribe the
interview. Would this be okay?
RESPONDENT: Thats fine with me. [Smiles]
INTERVIWER: In order for you to participate in this interview, can you please confirm you
are over the age of 18? To continue, I require that you sign the ethical clearance form. The
researchers will use your information and details confidentially and no information shared
today will personally identify you in any publications or discussions. All of the
aforementioned conditions are outlined in the ethical clearance form.
INTERVEWER: Have you signed the ethical clearance form?
RESPONDENT: Yes I have. [hands form and smiles]
INTERVIEWER: Okay, are you ready to begin?
RESPONDENT: Im ready. [Smiles]
INTERVIEWER: Firstly, can you tell me how frequently you use the Internet in general?
RESPONDENT: Daily, I use the Internet in high frequencies.
INTERVIEWER: What type of things do you usually use the Internet for?
RESPONDENT: I use the Internet for work, I use it for social and I use it for my hobbies and
past-times.
INTERVIEWER: On what platform do you most frequently online shop?
47

RESPONDENT: On my computer mostly, but occasionally on my phone if I am out.
INTERVIEWER: How often would you say you buy physical products online?
RESPONDENT: At least, ahh [pauses] once a week on average
INTERVIEWER: What products are you purchasing most frequently?
RESPONDENT: Probably gifts. Flowers, chocolates and wine. I have a lot of overseas
relatives, so online gift ideas are really helpful.
INTERVIEWER: Can you think of any time you found yourself buying something from a
website, even though you were online for a completely different reason?
RESPONDENT: Yes, impromptu buy, I do that occasionally. Ill see something that
would be a good gift idea that I wasnt actually looking for, ill choose to purchase that
INTERVIEWER: How do you come across these unexpected items? Is it through

advertisements?
RESPONDENT: Often I will be checking my emails and Groupon or Catch of the day
messages will catch my attention. Also, I find banner ads grab my focus. I often find them
quite relevant, as cookies drive them.
INTERVIEWER: What items of things have you bought online in the past?
RESPONDENT: Ahh I do a lot of gift ideas. So flowers, wine, chocolates, um ideas for
Christmas obviously, gifts of different descriptions, clothing is obviously another important
one. I also purchase groceries from time to time. A whole range of different things really.
INTERVIEWER: Why is your motivation for buying online?
RESPONDENT: I like the convenience of buying online. You can do it at your own time
when you want to do it, you also have the ability to shop without being hassled essentially.
48

You can then browse, there are no interruptions, no heavy selling and you can leave a store
site whenever you want to. You can browse multiple sites at the same time, you can then
compare prices and its all done in the convenience of your own time and space.
INTERVIEWER: You said that you prefer online shopping because you dont have the
hassle, have you experienced occasions when personal selling has been uncomfortable?
RESPONDENT: Not unpleasant (frowns), I do feel intimidated by the high-pressure sales

techniques from a lot of retail environments. Enter the store with the idea that you want to
browse and look at various items and quite often the sales assistants will come and ask you if
you need some help. This is great for some people; I personally would rather them not. If I do
want assistant I will ask for it, rather than necessarily having to be hassled, sometimes by
multiple sales staff whose opinion isnt always impartial.
INTERVIEWER: So in many ways you prefer to online shop because you are able to do it in
your own way and in your own time?
RESPONDENT: In many ways I like to do both, I dont just shop online because there are
some limitations with shopping online you have to be aware that pictures dont always
necessarily dont give you the chance to feel and sample the product fully. You also for some
purchases need to be careful about size it can be difficult to gauge the dimensions of a
product. Sometimes its nice to physically see the goods. I dont just shop online, its nice to
have a mixture.
INTERVIEWER: Why do you think people still prefer to buy some products in a physical
store?
RESPONDENT: For those reasons really, youve got the ability to sample, to physically
touch, clothing particularly is very person and the want to try things on is important.
Obviously you need the, if you do have the uncertainty about your purchase, you do have that
assistance to ask someone, see a range of different options. Also, the social element of
shopping is appealing to a certain demographic.
49

INTERVIEWER: Have you ever had a bad experience buying online?
RESPONDENT: Certainly, there are often occasions where I will buy something that I regret.
Either I didnt read the terms and conditions or the size correctly or the quality of the goods
was not very good and I bought something and maybe realised that the price would have been
better if I had gone to a local retail environment. I didnt necessarily get the best value. You
also have the delay factor when buying online. You dont have the chance to sample the
goods as they can be delayed for two to three weeks depending on where they are bought.
Online shopping requires preparation; you need to shop in advance. So yes, it cannot always
be the best alternative to shop online.
INTERVIEWER: Can you think of a specific example?
RESPONDENT: Yes actually. Not too long ago, I made a large purchase order for a sports
clubs end of season gifts. We ordered a large number of folding chairs from a foreign store,
Allibaba. Our sample item was perfect and super lo-cost. After placing the order with an
unfamiliar overseas company we were charged a significant extra for import fees, duty taxes
and the exchange rate also affected the goods cost. These were all unseen originally and by
the time we became aware we were trapped into the purchase! [shakes head]
INTERVIEWER: ahh okay, I see. From experiences like this you must learn a lot about
online shopping. Can you tell me what type of research do you undertake before making a
purchase online?
RESPONDENT: [Hesitates] obviously, its good to use a search engine to find the specific
item you require and that will give you a range of sites. I will go through a number of
those sites and see what they have to offer based on price, location, and any testimonials
[gestures with hands]. Generally the professionalism of the site carries a lot of weight
also. Shipping charges are also a factor to consider. Also I look at the form of payment they I
have, I prefer to use PayPal because obviously thats a secure environment. Also, previous
purchasing is a big influencer. I basically go through all these steps to ensure I am
comfortable with the site I am using.
INTERVIEWER: You mentioned the use of PayPal, are privacy concerns a big factor for you
50

when purchasing online?
RESPONDENT: Financial privacy yes. [Hesitates] Im fairly comfortable with my personal

details, if they were disclosed I wouldnt have too many issues with that. I do worry about
financial privacy, thats probably more important. As I work in a financial protection
environment I am aware of the protections in place and I use PayPal which helps in my
financial security.
INTERVIEWER: I see. So continuing on, do you believe there is any value in comparing
online and offline store prices before buying?
RESPONDENT: Ahh 100%. The problem is that the physical comparison involves time and
obviously, physical investment. If you are not time rich, where you cannot do physical
research and visit multiple stores, it can be difficult to do that comparison. That is the beauty
of online shopping; you can do it at your own time and convenience.
INTERVIEWER: You spoke highly of the benefits of online shopping, can you think of any
reasons people might avoid or dislike online shopping?
RESPONDENT: Security. Obviously thats the main thing. I think if people are unsure about
their financial information or personal information being disclosed and abused. Also, people
can be unsure if they goods are fit for purpose and that your consumer rights are not
protected, particularly on a lot of second hand goods. Also you can experience inferior quality
from those that are imported. People can also be concerned about the safety element of some
toys. These factors make some people more comfortable with a physical retail environment.
INTERVIEWER: Just touching on a point you made about the quality concern of imported
goods. When shopping online do you purchase from just Australian stores or international as
well?
RESPONDENT: International as well- if they offer internationally delivery. A lot of the

clothes I buy online are Australian retailers though.
INTERVIEWER: I know we briefly discussed this earlier, but to what extent do you think
51

people should be concerned about risks to their personal details or financial information when
buying products online?
RESPONDENT: Identity theft is a key concern for a lot of people. If your identity is
compromised it can give you some very difficult scenarios in terms of debt, credit rating and
general financial loss. Essentially, it is extremely important that your private information is
protected. Also, financial and credit card legislation is quite protective. If you do have any
purchases that arent fit for purpose you can usually get a refund or the bank will arrange for
some form of restoration. Also you have businesses like PayPal that protect your information.
INTERVIEWER: Do you think there are certain types of people who are more likely to shop
online than others? If so, can you identify some of those groups of people?
RESPONDENT: There are two possible different groups, [gestures with hand to show
number two]. You have your social demographic, so people who are cash rich and time poor
are more likely to shop online. The convenience and the inability [waves hand] to do it during
their normal lifestyle hours means they are more likely to shop online.
RESPONDENT: Also the tech savvy, particularly the younger generation, obviously they
have grown up with the Internet [gestures with emphasis] being a part of daily life. They are
therefore as familiar with online shopping, as they are offline. For them its a common
practice. This familiarity isnt something you find in an older generation I believe.
INTERVIEWER: You have actually lead into my next question, are there people who you
think simply never shop online? Why do you think that could be?
RESPONDENT: Well you have those who are disabled, where impairments make it
extremely difficult to operate online shopping engines. These kinds of circumstances can
preclude them from participating in online shopping. You also have those who do not have
access to the Internet, both financially and geographically.
INTERVIEWER: Do you think there is an element of fear in some individuals? They are
perhaps too afraid to try online shopping?
52

RESPONDENT: There is the group of those who do not actively use the Internet. There isnt
anything stopping them using aside from their own security concerns and fears of using the
platform.
INTERVIEWER: What things might you say to someone who had never shopped online
before if you wanted to encourage him or her to do so?
RESPONDENT: I think its worth trying it, if people are unsure you need to overcome those
relative fears. What is it stopping them from getting online? Is it the navigation, is it the
unfamiliarity of the purchase path, is it the financial security risk, is it the delay of receiving
the goods? What do they need to overcome. Once you identify that barrier you then can
address that and overcome it. Be it the security measures for your credit card, be it the
organisational consideration etc. etc.
RESPONDENT: I believe the most successful way to overcome barriers is by providing any
new user with as much information as necessary to make them comfortable trying the
platform [smiles].
INTERVIEWER: hmmm [nods head]. So if you were to offer one key selling factor for
online shopping what would it be?
RESPONDENT: Convenience. Definitely convenience.
INTERVIEWER: Alternatively, would you offer any words of caution?
RESPONDENT: I think in order to be safest you have to stick with sites you know and brands
that you know. Try to with companies that are local, presenting the security with a physical
avenue if needed. When dealing with unknown sellers, you need to consider payment security
symbols. If you use sellers like Ebay, that have an open market place, you need to be more
aware of who you are buying from and take the necessary precautions. Basically make sure
you are dealing with a company you are familiar with.
INTERVIEWER: Is there anything else you would like to add that you think thing might be
53

helpful in understanding online shopping behaviour?
RESPONDENT: I think that its a changing dynamic. I think where we were five years ago is
completely different to where we are now and in five years time I think the shopping dynamic
will have moved on even further. I think technology is going to advance and give consumers
even greater experiences for online purchasing. I think that the changes to the global
marketplace are going to add even greater value to shopping online. Its an exciting dynamic
environment that will keep progressing.
INTERVIEWER: So with all the advancements and changes, do you believe online shopping
retailers will begin to overcome the barriers that create groups of inaccessible consumers?
RESPONDENT: There will always be concerns with buying and technology in this day and
age. However, I believe it will overcome those issues and access consumers. [nodding head]. I
believe the majority of purchases will become online in the future.
INTERVIEWER: So you believe that the growth we have seen in online shopping is only the
beginning, and it is going to continue escalating in the future to the point where it could
overtake physical retailers?
RESPONDENT: I do actually yes.
INTERVIEWER: [nodding] Okay thank you that concludes my questions for today. I would
like to thank you again for your time today and for sharing your personal experiences and
opinions [smiles].
RESPONDENT: Youre welcome, my pleasure [smiles].
54

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Bridget

1. To investigate general Internet usage behaviour of online retail shoppers;

1.0 Introduction and Background

1.2 Scope of the report

1.3 Research problem/question

This report aims to cover the following five objectives:

1. To investigate general internet usage behaviour of online retail shoppers;

2.2 Sample considerations

2.3 Data collection and framework, and analytical considerations

3.0 Ethical Considerations

Table 1 General Internet usage behaviour

Theme Code Description Examples from Transcript

Theme Code Description Examples from Transcript

Theme Code Description Examples from Transcript

Negative Unreliable The perception that These were all unseen

Negative Impersonal The perception that I think thats the only

Table 4 Motivations for engaging in online shopping

Theme Code Description Examples from Transcript

Theme Code Description Examples from Transcript

Research Extensive The use of multiple For the more expensive

In an effort to understand online shopping behaviour, physical environment and research

5.0 Discussion and Recommendations

Types of Products People Buy Online

Perceptions of Online Shopping

Consumers on particular websites in the online marketplace are disadvantaged due to

Motivations for Engaging in Online Retail Shopping

5.2 Managers and the next stage

Australian Bureau of Statistics (ABS). (2014a). Personal Internet Use. Retrieved

Australia Digital Economy Online Retailing Trends and Statistics:

Coghill, K. (2008). Online shoppers in Australia: Dealing with problems.

Cook, K. (2009). In-depth interview. In the SAGE encylopedia of qualitative

Jiang, L. & Yang, Z. (2013). Measuring consumer perceptions of online shopping

DATE OF INTERVIEW: 19th March 2016, 11:30am

Respondent: Yes, I have numerous times.

This is a completely confidential conversation. Your name will not be linked to

Todays process involves an interview to discuss your opinions and feelings

Respondent: Yes, I will allow it.

Respondent: Yes, I am definitely over 18 years of age.

* Respondent signs and completes ethical clearance form*

Interviewer: Why did you buy the fit bit online?

Interviewer: Great advice! Would you offer any words of caution?

Respondent: That it will be our future.

Interviewer: Great, and you are over the age of 18?

Interviewer: Alright, what do you usually use the Internet for?

Respondent: Online shopping and university studies.

Interviewer: In regards to online shopping, what do you usually search?

Respondent: Mainly clothing, books. Sometimes gifts for other people.

Interviewer: Okay, how often would you buy things online?

Respondent: Once every couple of weeks.

Interviewer: What is an example?

Interviewer: What was something you bought for yourself?

Respondent: It was an item of clothing. It was a shirt from BooHoo.com.

Interviewer: Can you name me one example?

Respondent: The phone cases.

Interviewer: What are your reasons for buying online?

Respondent: Yes, definitely.

Interviewer: What is an example?

Interviewer: Would you offer any words of caution?

Respondent: Hmm can you be more specific?

Interviewer: Hi, how has your day been?

Interviewer: What are some of the reasons you bought online?

Interviewer: Have you ever had a bad experience buying online?

DATE OF INTERVIEW: 22th, March, 2016