Influence Of Online Shopping Behavior

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2.0 Introduction
The purpose of this chapter is to review the relevant literature review about the factors influence student online shopping behavior. In this chapter, this study wills going to discuss on the previous empirical studies that consist all of the four variables to examine in this study. These four variables classified into independent variable and dependent variable that are involved in this research. The first section explains about the independent variable that is the factors that influence student online shopping behavior, they are perceived ease of use, perceived usefulness, online ads, and privacy and security. The second section explained dependent variables.
2.1 Independent variables
2.1.1 Perceived ease of use
Technology acceptance model were introduced by Davis, Bagozzi, & Warshaw, 1989.Technology acceptance model (TAM) is defined as an information system theory that models how user come to accept and use a technology, it is related with perceived ease of use and usefulness. Online shopping definitely comes with various benefits, save money and times are one of the benefits that online shoppers gained from shopping on-line. Less effort, time and money could be spend because involve only just-click and they can search information they needed for products and services that have been recognized. But, it is stated by David et al., that perceive ease of use extent to the individual believe that using a particular system will be free of effort. The things is online shopping attracting customer intention to adapt to because the effectiveness of doing it compared to window shopping. Zamri & Idris (2013), stated that the perceived ease of use is associated with the “user friendliness” of the website. Yet, poorly desi...

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... be stole or misused by others (Haque et al., 2006). Consumers hesitated in providing their personal information because of fear it might be misused by another third party, that so for student as well. Consumers will try to avoid or exposed to risk of their personal information and financial loss, thus it reducing their intentions to make online purchase. Therefore, online retailers have to assure their website reputation in managing consumer personal information because it can help to increase consumer trust in purchasing online.
2.3.2 DEPENDENT VARIABLES
2.3.2.1 Online shopping behavior
For dependent variables is student online shopping behavior, this dependent variables is affected by independent variables. Online shopping is become popular internet activities among consumer, including student. Student adopt online shopping behavior since it is more convenience.

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