An empirical study of predicting Hong Kong consumers' online shopping intentions : personal hygiene products

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An empirical study of predicting Hong Kong consumers' online shopping intentions : personal hygiene products


Author: Chung, Man-wai
Title: An empirical study of predicting Hong Kong consumers' online shopping intentions : personal hygiene products
Degree: M.Sc.
Year: 2009
Subject: Hong Kong Polytechnic University -- Dissertations.
Electronic commerce -- China -- Hong Kong.
Teleshopping -- China -- Hong Kong.
Hygiene products -- China -- Hong Kong -- Marketing.
Consumers -- China -- Hong Kong -- Attitude.
Department: Graduate School of Business
Pages: viii, 112 p. : ill. ; 30 cm.
Language: English
InnoPac Record:
Abstract: The digital technology involved in electronic commerce (EC), known as e-commerce, has changed the daily activities of operations management (OM). However, past OM studies focused much attention on discussing the relationship between information systems (IS) and OM strategy, lacking investigations of environmental factors and OM strategy in the EC setting. Besides, despite the fact that EC emerged a decade ago, it still has not gained popularity in Hong Kong. The underdeveloped EC businesses may lead to exceptionally large amounts of unrealized profits and economic benefits. In addition, there is little empirical research performed outside Europe and America, so studies of Asian consumers' online shopping intentions are limited. Thus, this research study aims to fill this gap with a view to understanding the potential factors influencing Hong Kong consumers' online shopping intentions. In this research, 430 responses were collected from Facebook users via a web-based survey. Among the respondents, 417 were usable. The survey data were analyzed using descriptive statistics, exploratory factor analysis, t-tests, and multiple regressions. Follow-up interviews with 16 respondents were conducted to triangulate the survey findings. The results of this study supported the previous literature and behavioural models. Perceived usefulness was found to be the most influential predictor. Nonetheless, perceived convenience and inconvenience also showed a significant relationship with consumers' online shopping intentions. Further, gender differences play a role in predicting consumers' attitudes towards the positive features of online shopping as well as personal innovativeness towards information technology. Interestingly, in the collectivist culture of Hong Kong, men were found to be positively associated with subjective norm. Unlike gender, education can only explain consumers' perceived usefulness.

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