Factors Affecting Consumer Behaviour in Online Shopping

Name: Factors Affecting Consumer Behaviour in Online Shopping
SKU: 26961079
Price: 137.00 NZD
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Description

The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The purpose of this study is to investigate factors affecting student consumer's buying decision when purchasing clothing online, and find out which factors impact on the online buying decision most. The research hypotheses are tested by using data collected from 200 students of Glyndwr University in UK. The identified factors economic orientation, convenience orientation, trust orientation and social influence have been examined. Among all of them, the first three were positively correlated with online attitude, whereas the result shown that social influence weakly associated with online attitude. The findings of this research can be drawn as implications for online clothing retailers so as to improve their understanding of the segment consumer group and increase their online marketing strategy effectiveness.

Release date NZ

January 5th, 2012

Author

Audience

General (US: Trade)

Pages

120

Dimensions

152x229x7

ISBN-13

9783847336099

Product ID

26961079

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