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- Title
INTERNET SHOPPING: FACTORS INFLUENCING STUDENTS BUYING INTENTION ONLINE.
- Authors
SUNDAR D., ANUPAMA
- Abstract
On-line commerce through Internet is gaining attention from students today. The Objective of this research is to study the factors influencing student's buying intention through internet shopping in institutions in Mysore. Several factors such as usefulness, ease of use, compatibility, privacy, security that influence student's buying intention were analyzed. Respondents who were selected are studying in public and private institutions, in Mysore. Based on framework of Philip Kotller forces influencing the consumers online purchase it has been determined that Content clarity, Usability and Personalization. Such framework was used in this study to explain students' buying intention on-line. Besides the ease of use and usefulness, others factors such as privacy, security, are utilized. The results support, usefulness, ease of use and security has been found to be important predictors toward attitude in on-line shopping.
- Subjects
ONLINE shopping -- Social aspects; STUDENTS as consumers; PURCHASING power; ELECTRONIC commerce security measures; DATA privacy
- Publication
CLEAR International Journal of Research in Commerce & Management, 2016, Vol 7, Issue 6, p47
- ISSN
2249-4561
- Publication type
Article