電子商務(wù)外文翻譯--學(xué)生對網(wǎng)上購物的態(tài)度的影響因素

1、African Journal of Business Management Vol. 3 (5), pp. 200-209 May 2009Factors Factors affecting affecting students’ students’ attitude attitude toward toward online online shopping shoppingNarges Delafrooz, Laily H. Pai

2、m, Sharifah Azizah Haron, Samsinar M. Sidin and Ali KhatibiFaculty of Resource Management and Consumer Studies, University Putra Malaysia.Faculty of Management, University Putra Malaysia.Faculty of Management, Management

3、 and Science University, Shah Alam, Selangor, Malaysia.Accepted 1 April, 2009Abstract:To ensure the success of online business, it is important for the retailers to understand their targeted customers. The aim of this st

4、udy examines the significance of attitude toward online shopping. The objectives of the study are two fold. The first section seeks to determine relationship between attitude towards online shopping with shopping orienta

5、tions and perceived benefits scales. The second section investigates factors that influence peoples’ attitudes towards online shopping. A five-level Likert scale was used to determine students’ attitudes towards online s

6、hopping. A self-administered questionnaire, based on prior literature, was developed and a total of 370 post graduate students were selected by random sampling. The regression analysis demonstrated the determinants of co

7、nsumers’ attitudes towards online shopping. Additionally, utilitarian orientations, convenience, price, wider selection influenced consumers’ attitudes towards online shopping.Key words: Electronic commerce, internet, sh

8、opping, consumer attitude.INTRODUCTIONToday Internet is not only a networking media, but also as a means of transaction for consumers at global market. Internet usage has grown rapidly over the past years and it has beco

9、me common means for delivering and trading information, services and goods (Albarq, 2006). According to ACNielsen, more than 627 million people in the world have shopped online (ACNielsen, 2007). Forrester (2006) researc

10、h estimates e-commerce market will reach $228 billion in 2007, $258 billion in 2008 and $288 billion in 2009. By 2010 e-commerce will have accounted for $316 billion in sales, or 13% of overall retail sales.Pacific indic

11、ates that the future forecast for online shopping in Malaysia looks bright and promising (Louis and Leon, 1999). Malaysia moved towards advanced information, communications based on the growing trend of Internet users in

12、 the last three years and multimedia services. Moreover, due to a rapid rise in the number of PCs in Malaysia, as well as growth in the proportion of PCs hooked up to the Internet each year, provides greater opportunitie

13、s for Malaysians to conduct both business and shop online (Legard, 1998).A mid-2005 survey by the Malaysian Communication and Multimedia Corporation (MCMC), only 9.3% of Internet users had purchased products or services

14、through the Internet during the preceding three months. Malaysia internet shoppers are relatively young, highly Consumers who are hedonist have experiential shopping behavior. Hedonists not only gather information to sho

15、p online but also seek fun, excitement, arousal, joy, festive, escapism, fantasy, adventure, etc. (Monsuwe et al.,2004). These experiential shoppers want to be immersed in the experience rather than to achieve their goal

16、s by shopping online (Wolfinbarger and Gilly, 2001) and their perceived experiences also depend on the medium characteristics that induce enjoyable experiences (Sorce et al., 2005).Generally, when hedonists are satisfied

17、, the possibility of impulse purchases and frequency of visiting the website will increase . Therefore, the design of a website to attract experiential shoppers merits special attention to insure the conversion of shoppe

18、rs’ product navigation into purchases. Childers et al.have confirmed that hedonic orientations for online shopping are important predictors of attitudes toward online shopping.Some research findings have shown hedonic mo

19、tivations to have powerful influences on shopping behavior in both traditional and online shopping environments (Menon and Kahn, 2002). Thus, for systems that are hedonic in nature, researcher can expect hedonic orientat

20、ions provide to be significant with attitudes toward online shopping. Based on these arguments, we present the following general hypothesis H2. There is positive relationship between hedonic orientation and attitude.Atti

21、tude toward online shoppingAttitude towards a behavior refer to “the degree to which a person has favorable or unfavorable evaluation of the behavior of the question” (Grandom and Mykytyn, 2004). Attitudes toward online

22、shopping are defined as a consumer’s positive or negative feelings related to accomplishing the purchasing behavior on the internet (Chiu et al., 2005; Schlosser, 2003a, b). Buying trends and internet adoption indication

23、s have been seen as the overall electronic commerce value in Malaysia rising from US$18 million in 1998 to US$87.3 million in 1999 (Mohd Suki et al., 2006).In order to investigate consumer attitudes, we need to know what

24、 characteristics of consumers typically online shopping is and what their attitude in online shopping is. In simple terms, this means that there is no point having an excellent product online if the types of consumers wh

25、o would buy it are unlikely to be online. In a situation of appropriate e-shopping environment if the product characteristics have electronic appeal and the consumers are familiar and feel confident in buying, e-shopping

26、 potential may still suffer from other setbacks.In a greater sense, this may be caused by consumers’ preference to use traditional shopping modes rather than shopping online. Alternatively, they may switch from ever visi

27、ting the store and their shifting tendency may ultimately reduce the profit margin of the physical stores. Therefore, evaluating attitudes of target consumers towards online shopping is critical. Consequently, the group

28、with the higher attitude score should be the target market (ShwuIng, 2003).According to the study by Armstrong and Kotler, (2000), a person’s shopping choices are influenced by four major psychological factors: motivatio

29、n, perception, learningand beliefs and attitude. That means that, through motivation and perception, attitudes are formed and consumers make decisions. Attitudes serve as the bridge between consumers’ background characte

30、ristics and the consumption that satisfies their needs.Therefore, it is thus important to recognize that numerous factors precede attitude formation and change. Consumers’ characteristics such as personality nature, onli