Developing an Empirical Model of College Students’ Online Shopping Behavior
The purpose of this study was to examine the significant influencing factors on online shopping and cluster them into smaller numbers parsimoniously and to analyze the sequential relationship of attitude, intention, and purchasing with clustered factor on online shopping. The current study also attempts to confirm Fishbein and Ajzen’s (1975)’s theory of reasoned action in online shopping. A key finding of the research was that four parsimonious factors (convenience, security, enjoyment, and willingness) could represent 22 significant variables while confirming the theory of reasoned action. The paper concludes by highlighting its contribution to assisting online merchants and web designers to develop and improve online environments that can increase the convenient and efficient use of the web for current consumers and influence the potential consumers’ intention to buy.
||Consumer Behavior, College Students, Theory of Reasoned Action, Online Shopping, Purchasing
International Journal of Interdisciplinary Social Sciences, Volume 6, Issue 10, pp.81-110.
Article: Print (Spiral Bound).
Article: Electronic (PDF File; 2.603MB).
Assistant Professor, College of Health and Human Development, Department of Family and Consumer Sciences, California State University, Encino, USA
Jongeun Kim, Ph.D., is an Assistant Professor of Apparel Design and Merchandising at California State University, Northridge. She received her B.S. in Sociology from Ewha Women’s University in Seoul, Korea and earned a second B.S. and her M.A. both in Apparel Design and Merchandising from Kon-Kuk University in Seoul, Korea. She received her Ph.D in Human Environmental Sciences from Oklahoma State University in Stillwater. Kim has been teaching in higher education for over 10 years and has developed courses in apparel design, fashion theory, the culture and psychology of fashion, special needs/functional clothing and apparel and textiles in the global economy. Kim’s research focuses on consumer behavior, e-commerce and m-commerce marketing, sustainability and eco and green fashion. Kim has presented her work at national and international conferences, published her research in journals and conference proceedings and organized workshops and seminars sponsored by professional associations such as ITAA (International Textile and Apparel Association), AAFCS (American Association of Family and Consumer Sciences), HIC (Hawaiian International Conference) and AERA (American Educational Research Association).
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