1、PDF外文：http:/ Journal of Business Management Vol. 3 (5), pp. 200-209 May 2009 Factors affecting students attitude toward online shopping Narges Delafrooz, Laily H. Paim, Sharifah Azizah Haron, Samsinar M. Sidin and Ali Khatibi Faculty of Resource Management and Consumer Studies, University Putra Mala
2、ysia. Faculty of Management, University Putra Malaysia. Faculty of Management, Management and Science University, Shah Alam, Selangor, Malaysia. Accepted 1 April, 2009 Abstract:To ensure the success of online business, it is important for the retailers to understand their targeted customers. T
3、he aim of this study 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 orientations and perceived benefits scales. The second section investi
4、gates factors that influence peoples attitudes towards online shopping. A five-level Likert scale was used to determine students attitudes towards online shopping. A self-administered questionnaire, based on prior literature, was developed and a total of 370 post graduate students were selected by r
5、andom sampling. The regression analysis demonstrated the determinants of consumers attitudes towards online shopping. Additionally, utilitarian orientations, convenience, price, wider selection influenced consumers attitudes towards online shopping. Key words: Electronic commerce, internet, shopping
6、, consumer attitude. INTRODUCTION Today 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 become common means for delivering and trading information, services and goods (Al
7、barq, 2006). According to ACNielsen, more than 627 million people in the world have shopped online (ACNielsen, 2007). Forrester (2006) research 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
8、billion in sales, or 13% of overall retail sales. Pacific indicates 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 the last t
9、hree 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 opportunities for Malaysians to conduct both business and shop online (Legard, 1998). A mid-2005
10、survey by the Malaysian Communication and Multimedia Corporation (MCMC), only 9.3% of Internet users had purchased products or services through the Internet during the preceding three months. Malaysia internet shoppers are relatively young, highly educated, having higher social status, and command a
11、 more favorable financial position.Mohd Suki et al. (2006) conducted a study among Malaysian students and found that they enjoyed purchasing books/journals/magazines through the internet. Considering that Internet shopping, is still at the early stage of development, little is known about cons
12、umers attitudes towards adopting this new shopping channel and factors that influence their attitude toward (Haque et al., 2006). The consumers attitude towards online shopping is known as the main factor that affects e-shopping potential (Michieal, 1998). Attitudinal issues are also thought to play
13、 a significant role in e-commerce adoption. That means that, attitudes directly influence decision making (Haque et al.,2006). Attitudes serve as the bridge between consumers background characteristics and the consumption that satisfies their needs (Armstrong and Kotler, 2000； Shwu-Ing, 2003).
14、 Because attitudes are difficult to change, to understand consumers attitudes toward online shopping, can help marketing managers predict the online shopping intention and evaluate the future growth of online commerce. The proliferation of online shopping has stimulated widespread research aim
15、ed at attracting and retaining consumers from either a consumer or a technology-oriented view. The two views do not contradict but rather reinforce each other. Because the success of an electronic market largely depends on consumers willingness to accept it. Due to this, we adopted the consumer-orie
16、nted view of online shopping in this study. The rest of the paper is organized as follows: first examines the relationship between consumer factors and attitude toward online shopping and second, analyzes consumer factors that influence attitude toward online shopping. Online shopping orientat
17、ions Consumers have different personalities, which may influence their perception and how they perceive their online shopping behaviors (Wolfinbarger and Gilly, 2001). Consumers personalities that lead to different shopping behaviors can be classified in two main orientations, that is, utilitarian a
18、nd hedonic. According to previous studies, consumers characteristics and goals have been found to influence their behaviors such as purchasing, revisiting intentions and attitudes toward a website (Shwu-Ing, 2003； Wolfinbarger and Gilly, 2001). Utilitarian shopping orientations Consumers who a
19、re utilitarian have goal-oriented shopping behaviors. Utilitarian shoppers shop online based on rational necessity which is related to a specific goal (Kim and Shim, 2002). They look for task-oriented, efficient, rational, deliberate online shopping rather than an entertaining experience (Wolfinbarg
20、er and Gilly, 2001). Their most important anxiety in online shopping is to purchases in an efficient and timely way to achieve their goals with least amount irritation (Monsuwe et al., 2004) Convenience orientation mentioned the utilitarian value of shopping, as a task-related, rational, delib
21、erate and efficient activity (Babin et al., 1994). Therefore, shoppers with convenience orientations try to minimize their search cost as much as possible to save time or energy for activities other than shopping. In terms of the effect of utilitarian shopping orientation, Shim et al. (2001) posited
22、 that consumers who highly evaluate the utilitarian aspect of shopping will more likely use the Internet for an information source. Hedonic shopping orientations Consumers who are hedonist have experiential shopping behavior. Hedonists not only gather information to shop online but also seek fun, ex
23、citement, 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 goals by shopping online (Wolfinbarger and Gilly, 2001) and their perceived experiences also depend on the medium
24、characteristics that induce enjoyable experiences (Sorce et al., 2005). Generally, when hedonists are satisfied, 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
25、insure the conversion of shoppers 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 motivations to have powerful influences on shopping
26、 behavior in both traditional and online shopping environments (Menon and Kahn, 2002). Thus, for systems that are hedonic in nature, researcher can expect hedonic orientations provide to be significant with attitudes toward online shopping. Based on these arguments, we present the following general
27、hypothesis H2. There is positive relationship between hedonic orientation and attitude. Attitude toward online shopping Attitude 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 t
28、oward online shopping are defined as a consumers 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 indications have been seen as the overall electronic commerce value in Malaysi
29、a 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 characteristics of consumers typically online shopping is and what their attitude in online shopping is. In simple terms, this means that there is
30、 no point having an excellent product online if the types of consumers who 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 potent
31、ial 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 visiting the store and their shifting tendency may ultimately reduce the profit margin of t
32、he physical stores. Therefore, evaluating attitudes of target consumers towards online shopping is critical. Consequently, the group with the higher attitude score should be the target market (ShwuIng, 2003). According to the study by Armstrong and Kotler, (2000), a persons shopping choices are infl
33、uenced by four major psychological factors: motivation, perception, learning and 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 characteristics 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, online shopping
