The Relationship between Adolescent Consumer Decision-Making and Online Buying Behavior,Moderated by Technology Acceptance Model and Peer Influence
| Autor: | Wan-Ching Chiu, 邱琬晴 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 This study tries to investigate the relationship between adolescent consumer decision-making styles and online buying behavior. Furthermore, the potential moderating effects coming from technology acceptance model and peer influence were also emamined. The study uses the Internet questionnaire to ask for parcicipation.The totol sample was 3176 while a totao of 1614 questionnaires were usable with an 51 per cent response rate. Pearson product-moment correlation analysis, reliability analysis, regression analysis and analysis of covariance were performed to identify each dimensions. The empirical results can be summarized as following. First, adolescent consumer decision-making styles is partially associated with planned purchases, unplanned purchases, impulsive buying and compulsive buying. Second, the interaction between adolescent consumer decision-making styles and peer influence has positive impact on planned purchases, unplanned purchases, impulsive buying and compulsive buying. Third, the interaction between adolescent consumer decision-making styles and technology acceptance model-perceived usefulness has positive impact on planned purchases and compulsive buying; the interaction between adolescent consumer decision-making styles and technology acceptance model-perceived ease of use has positive impact on compulsive buying. This study is quite in the following. First, the impacts of moderating variables were identified in this study, which is available in the relevant researches. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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