大学生网上购物偏好标准研究

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2019-05-21 DOI:10.1504/IJEMR.2019.10009593

A. Ahamat, M. S. S. Ali

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引用次数: 0

摘要

我们现在生活在技术时代，电子商务的使用每天都在增加，这变得越来越重要，因为大多数活动都可以通过使用电子商务来完成，从而帮助商业行业。年轻一代，尤其是现在的学生，花上几个小时上网。本研究的目的是确定马来西亚大学生的偏好标准。它还确定了马来西亚大学生中作为偏好标准的自变量（情境因素、信任和消费者特征）与因变量（网上购物）之间的关系。在这项研究中，使用向200名大学生分发的调查方法，分析了驱使他们在网上购物的偏好标准。研究结果表明，网络购物与情境因素之间存在较强的相关性，网络购物和信任之间存在较弱的相关性，而网络购物与消费者特质之间存在较强相关性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Preference Criteria for Online Shopping among University Students

We are now living in the era of technology and the use of e-commerce is increasing every day, which has become increasingly more important as most activities can be done by using e-commerce, thus aiding the business industry. The younger generation especially students nowadays spend hours on the internet. The aim of this research was to identify the preference criteria among Malaysian university students. It also identified the relationship between the independent variables (situational factors, trust and consumer trait) which were the preference criteria and the dependent variable (online shopping) among Malaysian university students. In this research, the preference criteria that drove them to shop online was analysed using the survey method distributed to 200 university students. The results of this research showed a strong correlation between online shopping and situational factors, a weak correlation between online shopping and trust, and a strong correlation between online shopping and consumer trait.

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.