Salient beliefs and intention to shop online
This paper examines the relationships between salient beliefs and intention to shop online based on TRA model.Over 140 students of a Malaysian university completed a 4-page questionnaire consisting of 26-items measuring salient beliefs(convenience, information, product perception, shopping experienc...
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| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2006
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/14316/1/001_ICoEC_2006.pdf http://repo.uum.edu.my/14316/ http://www.icoec.my/index.php/proceedings/9-icoec-2006-proceedings |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |
| Summary: | This paper examines the relationships between salient beliefs and intention to shop online based on TRA model.Over 140 students of a Malaysian university completed a 4-page questionnaire consisting of 26-items measuring salient beliefs(convenience, information, product perception, shopping experience, customer service and customer risk) and 4-items measuring intention to shop online for 18 product categories.Regression analysis of factor scores (resulting from factor
analysis of salient beliefs) shows that convenience, information and product perception jointly explain 43.5 percent variance in intention to shop online.The finding implies that online shopping is becoming more popular amongst students
due to its convenience, ease of getting information and positive product perceptions.This implies that E-commerce operators should continue to make their presence known on the web. Limitations and practical implications of the
findings are also discussed in the paper. |
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