Study of Consumer Attitude towards Online Shopping of Seafood  

Oleh:

Tsai, Gwo Yang ; Kuo, Tsuang ; Liu, Yen-Chang ; Lu, Iuan-Yuan

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-11.
Topik: Technology Acceptance Model (TAM); Word of Mouth (WOM); Brand; Security; online shopping
Fulltext: CS2-1.3-P0399.pdf (259.45KB)

Isi artikel

The rapid changing internet environment has created a competitive business landscape, which provides opportunities and challenges for a variety of businesses. One of these opportunities includes conducting businesses online. Online transaction systems enable users to buy and make payment for products and services using the internet platform. The purpose of this paper is to examine the factors that may affect consumers’ attitudes to purchase seafood products and services online. This study is currently in the top 10 of PCHOME online shopping platform, Yahoo shopping center for the survey, questionnaire seafood, access to a total of 246 valid questionnaires, the results will be based on Technology Acceptance Model (TAM), with the Word of Mouth (WOM), Brand and Security. To address the above questions, an empirical model is proposed and tested with the use of the multi-group analysis methods. Such as an analysis, willingness to buy seafood products as a result of other products such as fruits, vegetables, flowers, etc., must focus on the reference fresh, fast, convenient features, such as product marketing and research

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