Title: A Study on Shopping Orientation and Online Purchase Intention: A Comparison of University Students among Three Races
Abstract: Due to the prevalence of information and telecommunication technology, it is essential for marketers to increase competitive advantages to compete with competitors in the cyberspaces. This study aims to investigate the race differences in shopping orientation and its correlation with the online purchase intention among university students. This research had employed a quantitative approach through a collection of 300 useable questionnaires. The study found that two in every ten respondents in this study never practice in online shopping browsing. Pearson Moment Product Correlation Test showed that the respondents’ frequency of online purchasing was positively related to the frequency of online browsing. Of the five types shopping orientations, convenience type of shopping orientation had the strongest relation to online purchasing intention. Based on the research results of this study implications for marketing and suggestions for future study were discussed.
Publication Year: 2013
Publication Date: 2013-01-01
Language: en
Type: article
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Cited By Count: 2
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