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- Title
Factors Influencing Consumers' E-Commerce Commodity Purchases.
- Authors
Dillon, Thomas W.; Reif, Harry L.
- Abstract
The 2002 North America Online Report published by eMarketer estimates that almost 24 million pre-college age students (ages 9-17) are already shopping online and gaining valuable e-commerce purchasing experience. Estimates of online shopping usage project steady growth, the number of young adults buying online will increase proportionally. This research seeks to develop a better understanding of the factors motivating young people to select e-commerce vendors for commodity purchases by exploring attitudes, demographic characteristics and purchase decision perceptions (i.e., the product, shopping experience, customer service, and consumer risk). Findings indicate that young adults with a history of e-commerce purchasing experience have a more positive attitude towards online buying than do young adults without e-commerce purchasing experience. In a related finding, a history of e-commerce purchasing experience serves as a good predictor of future e-commerce commodity purchases. Additionally, consumer risk and shopping experience perceptions were found to influence experienced e-commerce shoppers' commodity purchase decisions more than customer service or consumer risk.
- Subjects
ELECTRONIC commerce; STUDENTS; SHOPPING; YOUNG adults; PURCHASING; ELECTRONIC procurement
- Publication
Information Technology, Learning & Performance Journal, 2004, Vol 22, Issue 2, p1
- ISSN
1535-1556
- Publication type
Article