Research

NTIC Students ’s Online Shopping Attitude

Abstract

Some people who In order to ensure the success of on-line shopping business, the most significant are to understand the needs of target customers. The aim of the report is to research the factors that affect the attitude of NTIC students online shopping. The purpose of this study is two-fold. First of all, the purpose is to determine the relationship between the behavior of online shopping and the orientation of shopping. Second, analysis of what factors affect people's attitude towards online shopping. This report adopts a self-administered questionnaire survey, according to the existing literature, the questionnaire survey was conducted in a total of 30 NTIC college students, with convenient sampling form; it is conducive to the collection and analysis of data. Through the analysis, it shows that some factors determine the attitude of consumers to online shopping. Also, utilitarian shopping orientation, convenience, low price, a wider choice, the network design will affect the attitude of consumers on the internet.

Introduction

1.1 Background

The Internet is not only a  network medium but also as a means of global market transactions, use of the Internet. Internet use has grown rapidly in recent years; it has become a means for provide delivering of goods, services, trade and other information(Albarq, 2006).  Over 627 million people are using the online shopping world. In other words, online shopping has become a mainstream trend (ACNielsen, 2007). The rapid development of the Internet led to the development of online shopping. Taking into consideration the development of online shopping in the stage, few people know their attitude factors consumers take this new way of shopping and impact.

1.2 Rationale

For the study factors affecting factors NTIC students online shopping attitudes, this topic is important because this research can help predict future marketing manager online shopping intention and evaluation of e-commerce, and understand consumer attitudes towards shopping.

1.3 Aims

The purpose of this research is to identify affecting NTIC students attitude toward shopping, Moreover to find the answer to whether there is any correlation between online shopping attitude with shopping orientations and perceived benefits.

1.4 Research Question(s)

1. What is the relationship between attitude towards online shopping orientations and perceived benefits for NTIC’s students?

2.Which factors affect NTIC’s student's attitude toward shopping?

1.5 Thesis statement

Most of the NTIC’s students are international students, and Shop online had become the indispensable part of their life.  Sometimes waste much time to go shopping in the store, the emergence of online shopping convenient for international students,  shop online benefits include the convenience of online shopping, more selectivity, low price and excellent service, more convenient access to information. So we need to study the important factors affecting the formation and change of attitudes (Shwu-Ing, 2003).

Literature review

2.1 Online shopping orientations

NTIC’s student have different personality lead to different shopping behavior can be classified in two main directions, namely, Utilitarian and Hedonic. (Shu -ING,2003).

Utilitarian orientations

Some consumers have utilitarian shopping orientation, and they will deliberate use of online shopping, they will find the product in an efficient premise, in other words, they use the network to buy the things they need, shopping process like the completion of tasks, not a fun experience. They attach great importance to how efficient and timely completion of their shopping, shopping achieve their goals (Monsuwe et al., 2004). Therefore, utilitarian shopping-oriented students to facilitate their search for ways to reduce the cost, compared with shopping malls, they try to reduce shopping time(Shim et al..2001).

Students with utilitarian shopping orientation can make better use of the Internet information sources to complete their goals.Based on these ideas, it can confirm a strong positive correlation between utilitarian shopping orientations and attitude.

2.2 Hedonic orientations

Students have experiential hedonism consumer shopping behavior, if they search for information to seek pleasure and joy, they have fun shopping orientation of the online shopping experience as a search for happiness, they are not deliberately to achieve a goal (Wolfinbarger and Gilly, 2001). Shopping information gathering network environment, having fun shopping orientation of students, according to their interests, they will search for products to be cheerful (Wolfinbarger and Gilly, 2001). They will be designed to attract shopping site, this site has become a tool for relationship building for consumers, interactive platform to support the establishment of such relations, the client can experience more fun. In other words, share favorite products with others, and they have the same people more like friends (Childers et al., 2001).

 For the hedonic shopper, notify the seller of goods will affect their choices because they do not target specific shopping, just online shopping as a way to get joy. Under normal circumstances, when the pleasure to meet, and will increase the frequency impulse purchase access to the site (Wolfinbarger and Gilly, 2001). Based on these conclusions, it can confirm a strong positive correlation between utilitarian shopping orientations and attitude.

2.3 Online shopping perceived benefit

In the context of online shopping, online shopping benefits to meet their needs or want (Shwu-Ing, 2003). Online shopping in the previous studies has established two benefit categories, namely internal and external efficiency benefits, both customers choose an online store is critical (Liu and Arnett, 2000).External benefits include, for clients with a wide range of selectivity anytime, anywhere to understand product information, product competitive prices, as well as low-cost commodity search. Inherent benefits including classes, site features, design, and color, it can also attract consumers' shopping behavior in a virtual environment(Shang et al., 2005). Based on these conclusions, we have come to perceive the interests and shopping attitude has a positive relationship.