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Yi-Chun Yang

Relationship between Online Shopping Values and Attitude

Gender Differences

Buch

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.

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Produktdetails


  • ISBN: 978-3-639-81642-6
  • EAN: 9783639816426
  • Produktnummer: 37475373
  • Verlag: ¿¿¿¿¿¿¿
  • Sprache: Englisch
  • Erscheinungsjahr: 2016
  • Seitenangabe: 72 S.
  • Masse: H22.0 cm x B15.0 cm x D0.4 cm 125 g
  • Abbildungen: Paperback
  • Gewicht: 125

Über den Autor


I got a Ph.D. degree of Management Science major in marketing management, in National Chiao Tung University in Taiwan.My working experiences comprise Shu-Te University, Industrial Economics & Knowledge Center and Asia University. I have many articles published international journal.

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