Factors Affecting Consumers' Attitude towards Online Purchasing among Degree Holders in Singapore

摘要

Evaluating the customer's attitude towards online shopping and the factors affecting it can assist the marketers and managers to plan appropriate strategies in order to make more profit. The main objective of this study is to enhance the understanding about customers' attitude towards online purchasing. Therefore, in this study, an online purchase attitude Model is presented and empirically tested among Singaporean students. The study intends to examine the impact of factors affecting consumer's attitude towards online purchasing among degree holders in Singapore. Based on the proposed model, the influence of consumer's perceived usefulness, perceived ease of use, privacy concerns, security as well as product characteristics is assessed on customers' attitudes toward online shopping. To do so, primary data has been collected by a questionnaire which was distributed face to face among a sample of 100 university students from Singapore and the secondary data was collected through online data base sources and also from prior related academic studies. Afterwards, the correlation and multiple regression methods have been used in order to test the relationship between variables. Based on the results, there is a significant relationship between perceived usefulness, perceived ease of use, security and customer's attitude towards online purchasing. Moreover, the relationship between customer's privacy concern and their attitude towards online purchasing is significant but negative. Finally, there is no significant relationship between product characteristics and customer's attitude towards online purchasing in Singapore.