电子商务外文翻译--学生对网上购物的态度的影响因素_精品.doc

African Journal of Business Management Vol. 3 (5), pp. 200-209 May 2009 Factors affecting students’ attitude toward online shopping Narges Delafrooz, Laily H. Paim, Sharifah Azizah Haron, Samsinar M. Sidin and Ali Khatibi Faculty of Resource Management and Consumer Studies, University Putra Malaysia. Faculty of Management, University Putra Malaysia. Faculty of Management, Management and Science University, Shah Alam, Selangor, Malaysia. Accepted 1 April, 2009 Abstract:To ensure the success of online business, it is important for the retailers to understand their targeted customers. The aim of this study examines the significance of attitude toward online shopping. The objectives of the study are two fold. The first section seeks to determine relationship between attitude towards online shopping with shopping orientations and perceived benefits scales. The second section investigates factors that influence peoples’ attitudes towards online shopping. A five-level Likert scale was used to determine students’ attitudes towards online shopping. A self-administered questionnaire, based on prior literature, was developed and a total of 370 post graduate students were selected by random sampling. The regression analysis demonstrated the determinants of consumers’ attitudes towards online shopping. Additionally, utilitarian orientations, convenience, price, wider selection influenced consumers’ attitudes towards online shopping. Key words: Electronic commerce, internet, shopping, consumer attitude. INTRODUCTION Today Internet is not only a networking media, but also as a means of transaction for consumers at global market. Internet usage has grown rapidly over the past years and it has become common means for delivering and trading information, services and goods (Albarq, 2006). According to ACNielsen, more than 627 million people in the world have shopped online (ACNielsen, 2007). Forrester (2006) research estimates e-commerce market will reach $228 billion in 2007, $258 bi