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FINANCIAL CAPABILITY AND TECHNOLOGY IMPLICATIONS FOR ONLINE SHOPPING

Gentjan Çera, Quyen Phu Thi Phan, Armenia Androniceanu, Edmond Çera

The Internet plays a vital role in our daily life in that people can easily access our world and open international borders. Meanwhile, online shopping has been widely accepted as a way of purchasing products and services. It provides a dominant alternative to traditional retail shopping. Consumers can search for more information and select to compare product and price, more options, convenience. Online shopping offers more satisfaction to consumers save time (Katawetawaraks & Wang, 2011). However, the investigation of online consumer behaviour is relatively underdeveloped (Smith et al., 2013). Although online shopping behaviour is not a new topic, the unanswered question that what determines consumers’ willingness to purchase a product online have attracted many researchers. In this line of study, researchers identified factors influencing on purchase behaviour of the consumer based on Theory Planned Behavior (Ajzen, 1991), Technology Acceptance Model (Davis, 1989), Stimulus–Organism–Response (Mehrabian & Russell, 1974). The first approach focused on the direct impact on consumer behaviour. For example, Wu and Ke (2015) integrated a model of personality traits, perceived risk and technology acceptance in online shopping behaviour.
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