Factors Influencing Online Shopping Behaviour of Foreign Students : A Study in Ajou University
- 주제(키워드) International Business
- 발행기관 아주대학교
- 지도교수 Cheul Rhee
- 발행년도 2018
- 학위수여년월 2018. 2
- 학위명 석사
- 학과 국제대학원 국제경영학과
- 실제URI http://www.dcollection.net/handler/ajou/000000026170
- 본문언어 영어
- 저작권 아주대학교 논문은 저작권에 의해 보호받습니다.
초록/요약
This study examines the influence of visual appeal, signal creditability, reference group, perceived security, perceived trust, product showcase and promotion and language on online shopping behaviour of foreign students. Data for this research were collected from 46 graduate students from a University in South Korea. Participants were requested to fill-up the electronic survey form if they either have the online shopping experience or were familiar with online shopping. Respondents were asked to fill-up the questionnaire based on their website experience on Korean context. Hypothesis was tested by factor, correlation and regression analysis. Other factors excluding perceived trust were found to significantly influence online shopping behaviour of respondents. The study contributes to the existing literature by adding new dimension; students, as a part of research sample. Keywords: Online shopping behaviour of foreigner students, trust, security, visual appeal, reference group
more목차
Chapter 1: Introduction 1
1.1 Background Research 1
1.2 Problem Statement 4
1.3 Research Question 4
1.4 Aims and the Purpose 5
1.5 Research Gap 5
Chapter 2: Literature Review 6
2.1 Internet 10
2.2 E-commerce Concept 10
2.3 Online Shopping 11
2.4 Customer Buying Behaviour in Digital Environment 12
2.5 Factors Affecting Online Shopping Behaviour 13
2.5.1 Visual Appeal and Signal Creditability 13
2.5.2 Reference Group: Online word-of-mouth, Online Reviews 14
2.5.3Perceived Trust and Security 15
2.5.4 Product Showcase and Promotion (Logos, banners, pop-up messages) 16
2.5.5 Language 17
2.6 Research Model: 20
2.7 Operational Definitions of Variables 21
Chapter 3: Research Methodology 23
3.1 Research Approach and Research Philosophy 23
3.2 Data Collection 23
3.3 Primary Data 23
3.4 Research Instrument/ Structured Questionnaire 24
3.5 Reliability of Result and Evaluation 25
3.6 Inferential Statistics 26
Chapter 4: Analysis and Results 28
4.1 Demographic Profiles 28
4.1.1 Gender 28
4.1.2 Age 28
4.1.3 Nationality 29
4.1.4 Semester 29
4.2 Reliability Analysis 30
4.3 Correlation 31
4.4 Multi Co-linearity Analysis 33
4.5 Factor Analysis 33
4.6 Regression Analysis 33
4.7 Hypothesis Analysis 36
Chapter 5: Discussion and Conclusion 39
5.1 Summary of the Research Findings 39
5.2 Conclusions about the Research Model 40
5.2.1 Visual Appeal and Signal Creditability 40
5.2.2 Reference Group 41
5.2.3 Perceived Security and Perceived Trust 41
5.2.4 Product Showcase and Promotion 41
5.2.5 Language 42
5.3 Limitation of Research 42
5.4 Future Research Recommendations 43
References 44
Appendix 52
Questionnaire 55
