particularly on internet commerce (Zurina, 1998; Said et al. 2007). The rise of

personal computer ownership and the improvement of internet access have lead to the widespread use of the internet, an indication that there would be a high possibility that

these internet users would shop online (Sefton, 2000). What is online shopping? Online shopping is the process whereby consumers directly buy goods or services from a seller in real-time, without an intermediary service, over the Internet. If an intermediary service is present the process is called electronic commerce. An online shop, eshop, e-store, internet shop, webshop, webstore, online store, or virtual store evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or in a shopping mall. The process is called Business-to-Consumer (B2C) online shopping. When a business buys from another business it is called Business-to-Business (B2B) online shopping. Both B2C and B2B online shopping are forms of e-commerce. (Wikipedia)

Using the internet would allow the users to shop a whole world of goods

and services. Electronic commerce has become one of the essential characteristics in the

Internet era. Many companies believe that there is money to be made as soon as the

internet becomes popular. In the retailers’ opinion, the future of Internet shopping will

always be bright however; nothing is guaranteed success for retailers and companies in ecommerce ( Ahasanul Haque et al ,2006 ). In Malaysia today, usage of internet and multimedia by public, corporate sectors and government are increased. According to

Statistic report by the Internet World Stats (2009) internet penetration in Asia itself

indicate 545.9 % growth based on usage of internet from year 2000 to year 2009.

Malaysia internet usages are also showing growth and increment of internet user. Based

on the favorable potential and environment, there are many retailers and business

companies using internet as their alternative distribution channel and try to gain profit