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You searched Library Catalogue - Author: Sarimah Hanim Aman Shah
Call Number (WOU) SP CEMBA 2011 53
Author Ong, Mor Yang
Title The moderating effect of consumer knowledge and product genre on the relationship between online product review, attitude towards online shopping and online purchase behavior / Ong Mor Yang
Abstract The purpose of this study is to find out whether online product review helps to promote positive attitude towards online shopping among consumers and subsequently lead to their online purchase. It also examines the moderating effect of product genre and consumer knowledge on the relationship between online product review and consumers’ perception towards online shopping. An online questionnaire was developed and placed in three popular toy enthusiast websites in Malaysia to collect feedback from the respondents. Pearson and Spearman’s correlations as well as moderated regression analysis were employed to test the research hypotheses. Findings show that respondents in general agree with the usefulness of online product reviews. They are able to learn more about toy products from online reviews and feel confident in making purchase decision. Respondents who have less knowledge about toy products rely more on online product reviews to acquire more information prior to conducting online purchase. This study suggests that online review can be used by firms as one of the innovative marketing tools to promote their products and to get closer and establish ongoing rapport with consumers 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, 2011
Physical Description 102 p.; 30 cm.
Subject Wawasan Open University -- Dissertations
Subject Teleshopping -- Malaysia
Subject Toys -- Internet marketing

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