ネットショッピングに対するイメージが利用に及ぼす影響について

概要

論文の詳細を見る
This study was carried out to examine the influence of consumers' perception of net shopping on net shopping behavior. For this purpose, 119 female college students were surveyed. The questionnaire comprised questions pertaining to five categories of images of net shopping (dissatisfaction with security, labor-saving value, search skill value, the purchase process, and purchase systems), and questions pertaining to net shopping behavior (net shopping experience, frequency of net shopping throughout the year, and amount spent on net shopping throughout the year). Multiple regression analysis was performed three times with the five categories of perception as independent variables and purchase behavior as dependent variables. It was found that "dissatisfaction with security" had a negative influence on net shopping behavior, while "labor-saving value" had a positive influence on it. However, all coefficients of determination were low. A challenge for the future is to examine the influence of the attitude towards net shopping on the relationship between perception and purchase behavior.