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Fattori che influenzano l'intenzione di acquisto dei consumatori malesi attraverso by May Lee Ng

Fattori che influenzano l'intenzione di acquisto dei consumatori malesi attraverso

by May Lee Ng
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Book cover type: Paperback
  • ISBN13: 9786208926403
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 68
  • Original Price: GBP 31.23
  • Language: Italian
  • Edition: N/A
  • Item Weight: 105 grams
  • BISAC Subject(s): Marketing / General

L'obiettivo di questo studio era determinare i fattori che influenzano l'intenzione di acquisto dei consumatori malesi attraverso Internet. Per sviluppare il quadro concettuale sono stati applicati il Modello di Accettazione della Tecnologia e la Teoria dell'Azione Ragionata. Sono state testate tre variabili indipendenti, ovvero la Percezione della Facilit� d'Uso, la Percezione dell'Utilit� e la Norma Soggettiva. I dati primari sono stati raccolti da 145 intervistati utilizzando il metodo di campionamento per convenienza tramite questionario. � stata condotta un'analisi di regressione logistica binaria per analizzare le ipotesi. I risultati hanno mostrato che le intenzioni di acquisto online dei consumatori erano motivate da fattori quali il prezzo, la convenienza, il risparmio di tempo, la variet� dei prodotti e la novit� dei prodotti. I risultati del sondaggio hanno anche mostrato che la maggior parte degli intervistati considerava la sicurezza del sito, la facilit� d'uso e l'accessibilit� del sito web come tre dei criteri pi� importanti per scegliere di acquistare tramite un determinato sito web. I risultati hanno anche evidenziato che il 46% degli intervistati ha ammesso di effettuare acquisti impulsivi quando effettua un acquisto online e fino al 74% degli intervistati preferisce visitare e acquistare da siti online che sono culturalmente adattati al proprio ambiente locale.

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