Bookcover of Relationship between Online Shopping Values and Attitude
Booktitle:

Relationship between Online Shopping Values and Attitude

Gender Differences

金琅学术出版社 (2016-06-21 )

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ISBN-13:

978-3-639-81642-6

ISBN-10:
3639816420
EAN:
9783639816426
Book language:
English
Blurb/Shorttext:
This study examines the relationships between online shopping values and attitude toward online shopping using gender as a moderator. Data were collected from 296 undergraduate students using a questionnaire. The result indicated that utilitarian values (i.e. convenience, availability of information and lack of sociality) and hedonic values (i.e. adventure and sociality) positively influence attitude toward online shopping. Gender has a main effect on each value. In addition, gender has a moderating effect on each path from five shopping values to attitude toward Internet purchasing.
Publishing house:
金琅学术出版社
Website:
https://www.goldenlight-publishing.com
By (author) :
Yi-Chun Yang
Number of pages:
72
Published on:
2016-06-21
Stock:
Available
Category:
Advertisement, marketing
Price:
19.80 €
Keywords:
網路購物價值

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