Relationship between Online Shopping Values and Attitude
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  • Anglický jazyk

Relationship between Online Shopping Values and Attitude

Autor: Yi-Chun Yang

This study examines the relationships between online shopping values and attitude toward online shopping using gender as a moderator. Data were collected from 296 undergraduate students using a questionnaire. The result indicated that utilitarian values... Viac o knihe

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O knihe

This study examines the relationships between online shopping values and attitude toward online shopping using gender as a moderator. Data were collected from 296 undergraduate students using a questionnaire. The result indicated that utilitarian values (i.e. convenience, availability of information and lack of sociality) and hedonic values (i.e. adventure and sociality) positively influence attitude toward online shopping. Gender has a main effect on each value. In addition, gender has a moderating effect on each path from five shopping values to attitude toward Internet purchasing.

  • Vydavateľstvo: ¿¿¿¿¿¿¿
  • Rok vydania: 2016
  • Formát: Paperback
  • Rozmer: 220 x 150 mm
  • Jazyk: Anglický jazyk
  • ISBN: 9783639816426

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