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Faktoren, die die Kaufabsicht malaysischer Verbraucher über das Internet beeinflussen by Ng, May Lee

Faktoren, die die Kaufabsicht malaysischer Verbraucher über das Internet beeinflussen

by May Lee Ng
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Book cover type: Paperback
  • ISBN13: 9786208926366
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 72
  • Original Price: GBP 31.23
  • Language: German
  • Edition: N/A
  • Item Weight: 109 grams
  • BISAC Subject(s): Marketing / General

Ziel dieser Studie war es, Faktoren zu ermitteln, die die Kaufabsicht malaysischer Verbraucher �ber das Internet beeinflussen. Zur Entwicklung des konzeptionellen Rahmens wurden das Technologieakzeptanzmodell und die Theorie des �berlegten Handelns herangezogen. Es wurden drei unabh�ngige Variablen getestet: wahrgenommene Benutzerfreundlichkeit, wahrgenommene N�tzlichkeit und subjektive Norm. Die Prim�rdaten wurden von 145 Befragten mittels einer Convenience-Stichprobe anhand eines Fragebogens erhoben. Zur Analyse der Hypothesen wurde eine bin�re logistische Regressionsanalyse durchgef�hrt. Die Ergebnisse zeigten, dass die Online-Kaufabsichten der Verbraucher durch Faktoren wie Preis, Bequemlichkeit, Zeitersparnis, Produktvielfalt und Produktneuheit motiviert waren. Die Ergebnisse der Umfrage zeigten auch, dass die Mehrheit der Befragten die Sicherheit, Benutzerfreundlichkeit und Zug�nglichkeit der Website als drei der wichtigsten Kriterien f�r die Kaufentscheidung �ber eine bestimmte Website ansah. Die Ergebnisse zeigten auch, dass 46 % der Befragten zugaben, beim Online-Kauf Impulsk�ufe zu t�tigen, und bis zu 74 % der Befragten bevorzugen es, Online-Seiten zu besuchen und dort einzukaufen, die kulturell an ihre lokale Umgebung angepasst sind.

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