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文章基本信息

  • 标题:Students’ online purchasing behavior in Malaysia: Understanding online shopping attitude
  • 本地全文:下载
  • 作者:Marzieh Zendehdel ; Laily Hj Paim ; Syuhaily Bint Osman
  • 期刊名称:Cogent Business & Management
  • 电子版ISSN:2331-1975
  • 出版年度:2015
  • 卷号:2
  • 期号:1
  • DOI:10.1080/23311975.2015.1078428
  • 出版社:Taylor and Francis Ltd
  • 摘要:

    Studies examining the factors that affect the online purchasing behavior of consumers are rare, despite the prospective advance of e-commerce in Malaysia. The present study examines particular factors that influence the attitude of potential consumers to purchase online by using the attributes from the diffusion of innovations theory of Rogers, the attribute of perception of risk, and the subjective norms toward online purchasing. Consumers’ perceived risks of online shopping have become a vital subject in research because they directly influence users’ attitude toward online purchasing. The structural equation modeling method was used to analyze the data gathered on students using e-commerce, and, thus, to validate the model. According to the results, consumers’ attitude toward online purchasing affects the intention toward online purchasing. The other influential factors are compatibility, relative advantage, and subjective norm.

  • 关键词:compatibility ; relative advantage ; complexity ; perceived risk ; subjective norm
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