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Developing an Instrument for Measurement and Factors Affecting Attitude Toward Online Shopping

Author: HuangHaiXia
Tutor: ZhangZhiJie
School: Hebei Normal
Course: Basic Psychology
Keywords: Online shopping Utilitarian Orientation Pleasure orientation Perceived benefits Shopping satisfaction Frequency of shopping
CLC: B842
Type: Master's thesis
Year: 2010
Downloads: 221
Quote: 0
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Abstract


With the rapid development of the Internet, Internet technology hardware platform for online shopping has grown with it. Previous resolutions relating to the China Internet Development Statistics Report \The majority of Internet users in China more information collected through the Internet, rather than online shopping. At present, online shopping is still in the early stages of development, little is known about consumers online shopping attitudes and influencing factors. Based on the current situation of the domestic online shopping attitude, this study intends to prepare a online shopping attitude scale study on the factors affecting online shopping attitude. In this study, the collection and collation of relevant literature, combined with empirical research, one to increase the understanding of the framework on consumer online shopping attitude, make utilitarian shopping orientation, hedonic shopping orientation, to facilitate a wide range of options, the value of , interesting, and web pages are the main factors to affect consumers' online shopping attitudes, this tool has a certain internal consistency reliability, content validity, construct validity. Eight principal component factor analysis, we found that the decisive factor of the consumer online shopping attitude is a wide range of choice, convenience and value. It was also found that consumers shopping orientation also affects the attitude of the consumer online shopping, online shopping consumers are more likely to hold the utilitarian shopping Orientation, rather than hedonic shopping orientation. According to the different countries in the field of consumer online shopping attitude to the TRA and TAM technology acceptance model as a theoretical foundation to build a new research model, and 16 kinds of assumptions, by Pearson correlation analysis, verification and certainly the 16 kinds of assumptions. Between the perceived benefits and utilitarian shopping orientation regression analysis found that a wide range of choice, convenience and value utilitarian shopping orientation. Between the perceived benefits and hedonic shopping orientation regression analysis found interesting is the main factor to affect the hedonic shopping orientation. Regression analysis between shopping the Orientation and shopping satisfaction, the utilitarian shopping Orientation and hedonic shopping orientation is the satisfaction of the main factors affect consumers' online shopping. Regression analysis between the right Shopping Orientation and shopping frequency, utilitarian shopping orientation is the main factor to affect the frequency of online shopping.

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