电子商务外文翻译.docx

电子商务外文翻译.docx

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电子商务外文翻译

AfricanJournalofBusinessManagementVol.3（5）,pp.200-209May2009

Factorsaffectingstudents’attitudetowardonlineshopping

NargesDelafrooz,LailyH.Paim,SharifahAzizahHaron,SamsinarM.SidinandAliKhatibi

FacultyofResourceManagementandConsumerStudies,UniversityPutraMalaysia.

FacultyofManagement,UniversityPutraMalaysia.

FacultyofManagement,ManagementandScienceUniversity,ShahAlam,Selangor,Malaysia.

Accepted1April,2009

Abstract:

Toensurethesuccessofonlinebusiness,itisimportantfortheretailerstounderstandtheirtargetedcustomers.Theaimofthisstudyexaminesthesignificanceofattitudetowardonlineshopping.Theobjectivesofthestudyaretwofold.Thefirstsectionseekstodeterminerelationshipbetweenattitudetowardsonlineshoppingwithshoppingorientationsandperceivedbenefitsscales.Thesecondsectioninvestigatesfactorsthatinfluencepeoples’attitudestowardsonlineshopping.Afive-levelLikertscalewasusedtodeterminestudents’attitudestowardsonlineshopping.Aself-administeredquestionnaire,basedonpriorliterature,wasdevelopedandatotalof370postgraduatestudentswereselectedbyrandomsampling.Theregressionanalysisdemonstratedthedeterminantsofconsumers’attitudestowardsonlineshopping.Additionally,utilitarianorientations,convenience,price,widerselectioninfluencedconsumers’attitudestowardsonlineshopping.

Keywords:

Electroniccommerce,internet,shopping,consumerattitude.

INTRODUCTION

TodayInternetisnotonlyanetworkingmedia,butalsoasameansoftransactionforconsumersatglobalmarket.Internetusagehasgrownrapidlyoverthepastyearsandithasbecomecommonmeansfordeliveringandtradinginformation,servicesandgoods（Albarq,2006）.AccordingtoACNielsen,morethan627millionpeopleintheworldhaveshoppedonline（ACNielsen,2007）.Forrester（2006）researchestimatese-commercemarketwillreach$228billionin2007,$258billionin2008and$288billionin2009.By2010e-commercewillhaveaccountedfor$316billioninsales,or13%ofoverallretailsales.

PacificindicatesthatthefutureforecastforonlineshoppinginMalaysialooksbrightandpromising（LouisandLeon,1999）.Malaysiamovedtowardsadvancedinformation,communicationsbasedonthegrowingtrendofInternetusersinthelastthreeyearsandmultimediaservices.Moreover,duetoarapidriseinthenumberofPCsinMalaysia,aswellasgrowthintheproportionofPCshookeduptotheInterneteachyear,providesgreateropportunitiesforMalaysianstoconductbothbusinessandshoponline（Legard,1998）.

Amid-2005surveybytheMalaysianCommunicationandMultimediaCorporation（MCMC）,only9.3%ofInternetusershadpurchasedproductsorservicesthroughtheInternetduringtheprecedingthreemonths.Malaysiainternetshoppersarerelativelyyoung,highlyeducated,havinghighersocialstatus,andcommandamorefavorablefinancialposition.MohdSukietal.（2006）conductedastudyamongMalaysianstudentsandfoundthattheyenjoyedpurchasingbooks/journals/magazinesthroughtheinternet.

ConsideringthatInternetshopping,isstillattheearlystageofdevelopment,littleisknownaboutconsumers’attitudestowardsadoptingthisnewshoppingchannelandfactorsthatinfluencetheirattitudetoward（Haqueetal.,2006）.Theconsumers’attitudetowardsonlineshoppingisknownasthemainfactorthataffectse-shoppingpotential（Michieal,1998）.Attitudinalissuesarealsothoughttoplayasignificantroleine-commerceadoption.Thatmeansthat,attitudesdirectlyinfluencedecisionmaking（Haqueetal.,2006）.

Attitudesserveasthebridgebetweenconsumers’backgroundcharacteristicsandtheconsumptionthatsatisfiestheirneeds（ArmstrongandKotler,2000;Shwu-Ing,2003）.Becauseattitudesaredifficulttochange,tounderstandconsumers’attitudestowardonlineshopping,canhelpmarketingmanagerspredicttheonlineshoppingintentionandevaluatethefuturegrowthofonlinecommerce.

Theproliferationofonlineshoppinghasstimulatedwidespreadresearchaimedatattractingandretainingconsumersfromeitheraconsumeroratechnology-orientedview.Thetwoviewsdonotcontradictbutratherreinforceeachother.Becausethesuccessofanelectronicmarketlargelydependsonconsumers’willingnesstoacceptit.Duetothis,weadoptedtheconsumer-orientedviewofonlineshoppinginthisstudy.

Therestofthepaperisorganizedasfollows:

firstexaminestherelationshipbetweenconsumerfactorsandattitudetowardonlineshoppingandsecond,analyzesconsumerfactorsthatinfluenceattitudetowardonlineshopping.

Onlineshoppingorientations

Consumershavedifferentpersonalities,whichmayinfluencetheirperceptionandhowtheyperceivetheironlineshoppingbehaviors（WolfinbargerandGilly,2001）.Consumers’personalitiesthatleadtodifferentshoppingbehaviorscanbeclassifiedintwomainorientations,thatis,utilitarianandhedonic.Accordingtopreviousstudies,consumers’characteristicsandgoalshavebeenfoundtoinfluencetheirbehaviorssuchaspurchasing,revisitingintentionsandattitudestowardawebsite（Shwu-Ing,2003;WolfinbargerandGilly,2001）.

Utilitarianshoppingorientations

Consumerswhoareutilitarianhavegoal-orientedshoppingbehaviors.Utilitarianshoppersshoponlinebasedonrationalnecessitywhichisrelatedtoaspecificgoal（KimandShim,2002）.Theylookfortask-oriented,efficient,rational,deliberateonlineshoppingratherthananentertainingexperience（WolfinbargerandGilly,2001）.Theirmostimportantanxietyinonlineshoppingistopurchasesinanefficientandtimelywaytoachievetheirgoalswithleastamountirritation（Monsuweetal.,2004）

Convenienceorientationmentionedtheutilitarianvalueofshopping,asatask-related,rational,deliberateandefficientactivity（Babinetal.,1994）.Therefore,shopperswithconvenienceorientationstrytominimizetheirsearchcostasmuchaspossibletosavetimeorenergyforactivitiesotherthanshopping.Intermsoftheeffectofutilitarianshoppingorientation,Shimetal.（2001）positedthatconsumerswhohighlyevaluatetheutilitarianaspectofshoppingwillmorelikelyusetheInternetforaninformationsource.

Hedonicshoppingorientations

Consumerswhoarehedonisthaveexperientialshoppingbehavior.Hedonistsnotonlygatherinformationtoshoponlinebutalsoseekfun,excitement,arousal,joy,festive,escapism,fantasy,adventure,etc.（Monsuweetal.,2004）.Theseexperientialshopperswanttobeimmersedintheexperienceratherthantoachievetheirgoalsbyshoppingonline（WolfinbargerandGilly,2001）andtheirperceivedexperiencesalsodependonthemediumcharacteristicsthatinduceenjoyableexperiences（Sorceetal.,2005）.

Generally,whenhedonistsaresatisfied,thepossibilityofimpulsepurchasesandfrequencyofvisitingthewebsitewillincrease.Therefore,thedesignofawebsitetoattractexperientialshoppersmeritsspecialattentiontoinsuretheconversionofshoppers’productnavigationintopurchases.Childersetal.haveconfirmedthathedonicorientationsforonlineshoppingareimportantpredictorsofattitudestowardonlineshopping.

Someresearchfindingshaveshownhedonicmotivationstohavepowerfulinfluencesonshoppingbehaviorinbothtraditionalandonlineshoppingenvironments（MenonandKahn,2002）.Thus,forsystemsthatarehedonicinnature,researchercanexpecthedonicorientationsprovidetobesignificantwithattitudestowardonlineshopping.Basedonthesearguments,wepresentthefollowinggeneralhypothesisH2.Thereispositiverelationshipbetweenhedonicorientationandattitude.

Attitudetowardonlineshopping

Attitudetowardsabehaviorreferto“thedegreetowhichapersonhasfavorableorunfavorableevaluationofthebehaviorofthequestion”（GrandomandMykytyn,2004）.Attitudestowardonlineshoppingaredefinedasaconsumer’spositiveornegativefeelingsrelatedtoaccomplishingthepurchasingbehaviorontheinternet（Chiuetal.,2005;Schlosser,2003a,b）.BuyingtrendsandinternetadoptionindicationshavebeenseenastheoverallelectroniccommercevalueinMalaysiarisingfromUS$18millionin1998toUS$87.3millionin1999（MohdSukietal.,2006）.

Inordertoinvestigateconsumerattitudes,weneedtoknowwhatcharacteristicsofconsumerstypicallyonlineshoppingisandwhattheirattitudeinonlineshoppingis.Insimpleterms,thismeansthatthereisnopointhavinganexcellentproductonlineifthetypesofconsumerswhowouldbuyitareunlikelytobeonline.Inasituationofappropriatee-shoppingenvironmentiftheproductcharacteristicshaveelectronicappealandtheconsumersarefamiliarandfeelconfidentinbuying,e-shoppingpotentialmaystillsufferfromothersetbacks.

Inagreatersense,thismaybecausedbyconsumers’preferencetousetraditionalshoppingmodesratherthanshoppingonline.Alternatively,theymayswitchfromevervisitingthestoreandtheirshiftingtendencymayultimatelyreducetheprofitmarginofthephysicalstores.Therefore,evaluatingattitudesoftargetconsumerstowardsonlineshoppingiscritical.Consequently,thegroupwiththehigherattitudescoreshouldbethetargetmarket（ShwuIng,2003）.

AccordingtothestudybyArmstrongandKotler,（2000）,aperson’sshoppingchoicesareinfluencedbyfourmajorpsychologicalfactors:

motivation,perception,learning

andbeliefsandattitude.Thatmeansthat,throughmotivationandperception,attitudesareformedandconsumersmakedecisions.Attitudesserveasthebridgebetweenconsumers’backgroundcharacteristicsandtheconsumptionthatsatisfiestheirneeds.

Therefore,itisthusimportanttorecognizethatnumerousfactorspr