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You searched Library Catalogue - Publisher: Pearson: 1998
Call Number (WOU) SP CEMBA 2015 52
Author Paul, Yeoh Keat Hock
Title Consumer attitude towards online shopping among Penang consumers / Paul Yeoh Keat Hock
Abstract This study aims at understanding the consumer attitude of consumers from Penang that relates to their intention to shop online. The Technology Acceptance Model (TAM) variables of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) were selected to represent consumer attitude. The role of Online Privacy and Trust as well as the influence of Website Design on consumers’ intention to shop online were also gauged. To round out the study, the influence of gender, age, ownership of a credit card and hours spent online daily were also explored. A random sampling of 113 consumers from Penang completed an online survey of 24 questions. The results of correlation analysis shows that Perceived Usefulness and Online Privacy and Trust have a positive but weak correlation with the intention to shop online. However, Perceived Ease of Use and Website Design have a positive fair correlation with the intention to shop online. Regression analysis showed that Online Privacy and Trust were not significant predictors of the intention to shop online. Perceived Ease of Use (=0.413, =0.05), Website Design (=0.353, =0.05) and Perceived Usefulness (=0.111, =0.05) were found to be significant predictors of the intention to shop online. No significant gender differences were found with both male and female consumers showing higher than average intention to shop online. Consumers between age 21 to 30 show higher than average intention to shop online, whereas consumers from 31 to 40 and 41 to 50 were split between having average and having above average intention to shop online. Both credit card owners and non-credit card owners show higher than average intention to shop online. Respondents who spend more than 0.5 hours online daily also show higher than average intention to shop online.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2015.
Subject Online shopping.

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