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You searched Library Catalogue - Subject: Civil service Malaysia.
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Call Number (WOU)
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SP CEMBA 2011 53
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Author
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Ong, Mor Yang
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Title
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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
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Abstract
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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
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2011
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Physical Description
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102 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Teleshopping -- Malaysia
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Subject
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Toys -- Internet marketing
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