Factors affecting post graduate students' attitude and behavioral intention toward online shopping

The increasing use of the internet in Malaysia provides a developing prospect for e- marketers. Such marketers’ awareness of the factors affecting Malaysian’s shopping attitudes and intentions is crucial to further develop their marketing strategies in converting potential customers into active ones...

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Main Author:	Mirghasemi, Faezeh
Format:	Thesis
Language:	English
Published:	2014
Subjects:	HD28 Management Industrial Management
Online Access:	http://eprints.utm.my/id/eprint/50761/25/FaezahMirghasemiMFP2014.pdf
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id	my-utm-ep.50761
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spelling	my-utm-ep.507612020-07-12T02:47:43Z Factors affecting post graduate students' attitude and behavioral intention toward online shopping 2014-04 Mirghasemi, Faezeh HD28 Management. Industrial Management The increasing use of the internet in Malaysia provides a developing prospect for e- marketers. Such marketers’ awareness of the factors affecting Malaysian’s shopping attitudes and intentions is crucial to further develop their marketing strategies in converting potential customers into active ones, while maintaining the existing online customers. Attitude is an important determinant of online shopping behaviour and represents the best estimates of future behavior available to market researchers. Among all the theories, the decomposed theory of planned behavior model determines particular salient beliefs that might influence information technology usage and will predict the behavioral intention more reliable. This study sets out to examine the factors influencing students’ online shopping attitudes and intentions at University Technology Malaysia through a five-point likert scale questionnaire. Also present study examined the mediating role of attitude between independent variables and behavioral intention. In this research the non- probability and simple random sampling were chosen and the data were collected from 375postgraduate students in university. Data were analyzed by structural equation modelling using the partial least squares (PLS) approach. During the analysis, several methods were used such as, reliability and validity analysis and t-test. The results of the study showed that perceived usefulness and compatibility were significantly and positively correlated with the attitude of students towards online shopping and also trust as an extent factor indicated to have positive influence on mediator, while perceived ease of use did not provide the significant relationship on attitude. Moreover, it was found that attitude fully mediate the relationship between trust and behavioural intention and also perceived usefulness and behavioral intention, whereas, attitude partially mediates the relation between perceived ease of use and behavioral intention and also compatibility and behavioural intention. This study provides e-retailers with an assessment of attitude and intention of students segment market to enhance their existing marketing strategies and identify the new emergence of opportunity. 2014-04 Thesis http://eprints.utm.my/id/eprint/50761/ http://eprints.utm.my/id/eprint/50761/25/FaezahMirghasemiMFP2014.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:86614 masters Universiti Teknologi Malaysia, Faculty of Management Faculty of Management
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HD28 Management Industrial Management
spellingShingle	HD28 Management Industrial Management Mirghasemi, Faezeh Factors affecting post graduate students' attitude and behavioral intention toward online shopping
description	The increasing use of the internet in Malaysia provides a developing prospect for e- marketers. Such marketers’ awareness of the factors affecting Malaysian’s shopping attitudes and intentions is crucial to further develop their marketing strategies in converting potential customers into active ones, while maintaining the existing online customers. Attitude is an important determinant of online shopping behaviour and represents the best estimates of future behavior available to market researchers. Among all the theories, the decomposed theory of planned behavior model determines particular salient beliefs that might influence information technology usage and will predict the behavioral intention more reliable. This study sets out to examine the factors influencing students’ online shopping attitudes and intentions at University Technology Malaysia through a five-point likert scale questionnaire. Also present study examined the mediating role of attitude between independent variables and behavioral intention. In this research the non- probability and simple random sampling were chosen and the data were collected from 375postgraduate students in university. Data were analyzed by structural equation modelling using the partial least squares (PLS) approach. During the analysis, several methods were used such as, reliability and validity analysis and t-test. The results of the study showed that perceived usefulness and compatibility were significantly and positively correlated with the attitude of students towards online shopping and also trust as an extent factor indicated to have positive influence on mediator, while perceived ease of use did not provide the significant relationship on attitude. Moreover, it was found that attitude fully mediate the relationship between trust and behavioural intention and also perceived usefulness and behavioral intention, whereas, attitude partially mediates the relation between perceived ease of use and behavioral intention and also compatibility and behavioural intention. This study provides e-retailers with an assessment of attitude and intention of students segment market to enhance their existing marketing strategies and identify the new emergence of opportunity.
format	Thesis
qualification_level	Master's degree
author	Mirghasemi, Faezeh
author_facet	Mirghasemi, Faezeh
author_sort	Mirghasemi, Faezeh
title	Factors affecting post graduate students' attitude and behavioral intention toward online shopping
title_short	Factors affecting post graduate students' attitude and behavioral intention toward online shopping
title_full	Factors affecting post graduate students' attitude and behavioral intention toward online shopping
title_fullStr	Factors affecting post graduate students' attitude and behavioral intention toward online shopping
title_full_unstemmed	Factors affecting post graduate students' attitude and behavioral intention toward online shopping
title_sort	factors affecting post graduate students' attitude and behavioral intention toward online shopping
granting_institution	Universiti Teknologi Malaysia, Faculty of Management
granting_department	Faculty of Management
publishDate	2014
url	http://eprints.utm.my/id/eprint/50761/25/FaezahMirghasemiMFP2014.pdf
_version_	1747817528568053760

Factors affecting post graduate students' attitude and behavioral intention toward online shopping

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