电子商务外文翻译--学生对网上购物的态度的影响因素-电子商务.docx

African Journal of Business Management Vol. 3 (5), pp. 200-209 May 2009Factors affecting students’ attitude toward onlineshoppingNarges Delafrooz, Laily H. Paim, Sharifah Azizah Haron, Samsinar M. Sidinand AliKhatibiFaculty of Resource Management and Consumer Studies, University Putra Malaysia.Faculty of Management, University Putra Malaysia.Faculty of Management, Management and ScienceUniversity, Shah Alam, Selangor, Malaysia.Accepted 1 April, 2009Abstract:To ensure the success of online business, it is important for the retailers to understandtheir targetedcustomers. The aim of this study examines the significance of attitude toward online shopping. Theobjectives of the study are two fold. The first section seeks to determine relationship between attitudetowards online shopping with shopping orientations and perceived benefits scales. The second sectioninvestigates factors that influence peoples’ attitudes towards online shopping. A five-level Likert scalewas used to determine students’ attitudes towards online shopping. A self-administered questionnaire,based on prior literature, was developed and a total of 370 post graduate students were selected byrandom sampling. The regression analysis demonstrated the determinants of consumers’ attitudestowards online shopping. Additionally, utilitarian orientations, convenience, price, wider selectioninfluenced consumers’ attitudes towards online shopping.Key words: Electronic commerce, internet, shopping, consumer attitude.INTRODUCTIONToday Internet is not only a networking media, but alsoas a means of transaction forconsumers at global market.Internet usage has grown rapidly over the past yearsand it has become common means for delivering andtrading information, services and goods (Albarq, 2006).According to ACNielsen, more than 627 million people inthe world have shopped online (ACNielsen, 2007). Forrester(2006) research estimates e-commerce market willreach $228 billion in 2007, $258 billion in 2008 and $288billion in