본문 바로가기
HOME> 논문 > 논문 검색상세

학위논문 상세정보

Factors Influencing Consumer's Intention To Purchase In E-commerce 원문보기

  • 저자

    마리오 호세 엔리크

  • 학위수여기관

    울산대학교

  • 학위구분

    국내석사

  • 학과

    경영학전공

  • 지도교수

    박용태

  • 발행년도

    2014

  • 총페이지

  • 키워드

    Management information system e - commerce Technology Acceptance Model Risk Previous experience;

  • 언어

    eng

  • 원문 URL

    http://www.riss.kr/link?id=T13540256&outLink=K  

  • 초록

    The purpose of this research is to explain which factors influence consumer intention to purchase in e-commerce through a multi-perspective study on the influence of the technology acceptance model (TAM), perceived risk, and previous purchase experience over consumer's intention to purchase. As well, I included the effect of intention to purchase on actual purchase The sample for this research was collected from 240 students from two different departments at University of Ulsan, South Korea. SPSS and AMOS were used to test the hypotheses of the structural equation model. The findings of the study suggest that perceived ease of use, perceived usefulness and previous purchase experience positively affect the consumer's intention to purchase in e-commerce. However, not as expected, the relationship between perceived risk and intention to purchase was not found. This unexpected result may be derived from the data. This study empirically shows that in e-commerce, intention to purchase can be explained by using a multi-perspective analysis using the TAM model and previous purchase experience. This study also adds a different explanation on consumer buying behavior while shopping online compared to different factors that had been previously studied separately. Thus, managers should incorporate more effective strategies that boost up the online purchase intention of the consumers in their marketing plans by focusing their efforts and resources on those factors affecting consumer's intention to buy among the constructs in the proposed research model.


 활용도 분석

  • 상세보기

    amChart 영역
  • 원문보기

    amChart 영역