Factors Affecting Consumer Behaviour in Online Shopping (Paperback)

The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The purpose of this study is to investigate factors affecting student consumer's buying decision when purchasing clothing online, and find out which factors impact on the online buying decision most. The research hypotheses are tested by using data collected from 200 students of Glyndwr University in UK. The identified factors economic orientation, convenience orientation, trust orientation and social influence have been examined. Among all of them, the first three were positively correlated with online attitude, whereas the result shown that social influence weakly associated with online attitude. The findings of this research can be drawn as implications for online clothing retailers so as to improve their understanding of the segment consumer group and increase their online marketing strategy effectiveness.

General

Imprint:	Lap Lambert Academic Publishing
Country of origin:	Germany
Release date:	2012
First published:	2012
Authors:	Yuan Zhou • Faizan Ali
Dimensions:	229 x 152 x 7mm (L x W x T)
Format:	Paperback - Trade
Pages:	120
ISBN-13:	978-3-8473-3609-9
Categories:	Books > Business & Economics > Finance & accounting > Accounting > General
LSN:	3-8473-3609-6
Barcode:	9783847336099

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