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You searched Library Catalogue - Title: Study writing a course in writing skills for academic purposes / Liz Hamp-Lyons and Ben Heasley
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Call Number (WOU)
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SP CEMBA 2010
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Author
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Ang, May Fong
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Title
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Measuring customers' perception and expectation using servqual gao model : the case of company XYZ / Ang May Fong
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Abstract
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The online consumer behaviour is widely studied and researched in the academic
world but only a small percentage of these studies focus on the retail food sectors. In
Malaysia, online food retailing is still at a very infantry stage of development and not
much is known about the factors affecting the consumers’ attitude towards adopting
this new food shopping channel.
This research was carried out with the objectives of exploring the factors influencing
consumers’ acceptance towards purchase of food over the internet in Penang. The
conceptual framework was based on the extended model of Technology Acceptance
Model (TAM). The population of interest was confined to full-time employees in
Bayan Lepas Industrial Park and Prai Industrial Estates with frequent use of the
Internet. The results of hypothesis testing revealed that the independent variables of
product and company attributes, consumer experience, perceived usefulness and
perceived ease of use were positively related to attitude towards online purchase of
food. Perceived risk was found to be negatively related to attitude towards online
purchase of food.
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Understanding the consumers’ online shopping factors will benefit corporate
management in the formulation of strategic goals and objectives to capture a higher
market share in this competitive global online market. The findings from this
research provide useful information for corporate management in repositioning their
resources in terms of capital investment, manpower, time and budget allocation in
the most effective and efficient way. The findings of the result will benefit the
marketing management by enabling them to develop their marketing strategies to
convert potential customers into their active customers.
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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, 2010
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Physical Description
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81 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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