NDLI: Critical Factors Influencing Taiwanese Young Adults' Willingness to Shop Online

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Critical Factors Influencing Taiwanese Young Adults' Willingness to Shop Online

Content Provider	Semantic Scholar
Author	Liang, Danna
Copyright Year	2009
Abstract	The objective of this study is to predict Taiwanese adult Generation Y’s online shopping model and find out what the important factors are that influence their willingness to make online purchases. The understanding of the characteristics / buying behaviors of Generation Y Internet shoppers enable marketers to customize their marketing strategies to attract both Internet shoppers and non-shoppers to make online purchases. Twelve hypotheses were developed to address the key research question. A quantitative research approach was used to gather and analyse the data. An online anonymous questionnaire survey of the national population of Generation Y Internet users aged between 18 and 27 including both online visitors (non-shoppers) and purchasers (shoppers) was conducted and 1,187 sample data were collected. The data analysis methods used in this research included descriptive analysis, independent sample t test, one-way analysis of variance (ANOVA), factor analysis, reliability and validity analysis as well as logistic regression analysis. The results presented that the important factors that influence Taiwanese adult Generation Y’s willingness to make online purchases were: risk aversion, convenience, trust, site quality, promotion and interaction function, and services for members and brand reputation. A prediction model of online shopping was formed based upon these results. This study provides guidance to e-commerce marketers to formulate effective electronic marketing strategies that encourage Generation Y online shoppers to make online purchases. Therefore, the results are important to companies currently targeting adult Generation Y consumers via e-commerce formats or those considering the possibility of targeting this population.
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://cmr.ba.ouhk.edu.hk/cmr/webjournal/v12n4/CMR217E08.pdf
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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