Relationship between Online Shopping Values and Attitude
Gender Differences
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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