Attitudes and motivational factors that influence consumers to shop online

• Main Authors: Chua, Michelle Erika., Lao, Klaudine T.
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Teleshopping; Shopping > Computer network resources; Consumer behavior; Consumer education
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/9254
• Institution: De La Salle University

The study aimed to understand the attitudes and motivational factors that influence Filipino consumers to shop online using both qualitative and quantitative methods of research. Two components of attitude, affective and cognitive, as well as three motivational factors such as ease of use, usefulness, and enjoyment perceived benefits and disadvantages and demographic profile of online shoppers were included. A total of 151, both male and female Filipino online shoppers were asked to answer a 20-item survey that measured each variable included in the model (Figure 1) on the grounds that they have purchased at least once over the Internet. Content validation was ensured through pilot testing and by asking 3 faculty members of the Psychology Department of De La Salle University to rate each item of the questionnaire. Convenience and purposive sampling was used to generate subjects through referrals, using the snowball technique. A descriptive research design using the quantitative approach was used for data analysis. The researchers also conducted in-depth interviews to fourteen (14) online shoppers. Participants for the interview were generated through referrals from existing study subjects. Nonetheless, a qualitative approach was used for data analysis. The results of the survey and in-depth interview showed that majority of online shoppers were 21-30 year old, female, who were college graduates. Convenience is the main motivational factor that propels online shopping. The advantages of online shopping outweigh the disadvantages as majority of the interviewees continued to shop despite their concerns about online shopping.