PSYCHOGRAPHIC CHARACTERISTICS INFLUENCING CONSUMER BEHAVIOUR TOWARDS ONLINE PURCHASE INTENTION: A STUDY ON GENDER DIFFERENCES release_4wspvpcgunejhcq4nllwdgujdq

by Loh Hardy, Hardi Rahim, Rosly

Abstract

E-commerce has emerged as an important method of business. With nearly 2.5 trillion internet users worldwide and surpassed USD1 trillion sales in 2012, it is essential to understand the behavior of the online shoppers. Previous studies have explored the relationship of customer innovativeness, market mavenism, shopping enjoyment, shopping orientation towards online purchase intention. Thus this study would like to understand further on the gender differences upon the psychographic characteristics that influence online purchase intention. A survey technique using national sample of online shoppers resulted in 174 valid responses. Analysis using SPSS was done to investigate the difference between genders in terms of the variables involved. This paper analyzed and demonstrates empirically how consumer psychographic characteristics that affect the online purchase intention differ from gender perspective.
In text/plain format

Released as a article-journal

Known Files and URLs

application/pdf  131.3 kB
sha1:022d93e46057b7ead8ce...
penerbit.uthm.edu.my (web)
web.archive.org (webarchive)
application/pdf  319.3 kB
sha1:7abbe28e4d3603999766...
web.archive.org (webarchive)
ajbasweb.com (web)
Read Full Text
Type  article-journal
Stage   unknown
Work Entity
grouping other versions (eg, pre-print) and variants of this release
Cite This Release
Fatcat Bits

State is "active". Revision:
999273df-d1ee-43e1-a6db-9bf33171526c
As JSON object via API