Attitudes and motivational factors that influence consumers to shop online
Date of Publication
2009
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Arts Major in Psychology
Subject Categories
Psychology
College
College of Liberal Arts
Department/Unit
Psychology
Thesis Adviser
Maria Carla M. Ong
Defense Panel Member
Flordeliza Bolante
Abstract/Summary
The study aimed to understand the attitudes and motivational factors that influence Filipino consumers to shop online using both qualitative and quantitative methods of research. Two components of attitude, affective and cognitive, as well as three motivational factors such as ease of use, usefulness, and enjoyment perceived benefits and disadvantages and demographic profile of online shoppers were included.
A total of 151, both male and female Filipino online shoppers were asked to answer a 20-item survey that measured each variable included in the model (Figure 1) on the grounds that they have purchased at least once over the Internet. Content validation was ensured through pilot testing and by asking 3 faculty members of the Psychology Department of De La Salle University to rate each item of the questionnaire. Convenience and purposive sampling was used to generate subjects through referrals, using the snowball technique. A descriptive research design using the quantitative approach was used for data analysis. The researchers also conducted in-depth interviews to fourteen (14) online shoppers. Participants for the interview were generated through referrals from existing study subjects. Nonetheless, a qualitative approach was used for data analysis.
The results of the survey and in-depth interview showed that majority of online shoppers were 21-30 year old, female, who were college graduates. Convenience is the main motivational factor that propels online shopping. The advantages of online shopping outweigh the disadvantages as majority of the interviewees continued to shop despite their concerns about online shopping.
Abstract Format
html
Language
English
Format
Accession Number
TU15797
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
114 leaves, 28 cm.
Keywords
Teleshopping; Consumer behavior; Consumer education
Recommended Citation
Chua, M., & Lao, K. T. (2009). Attitudes and motivational factors that influence consumers to shop online. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/5480
Embargo Period
4-26-2021
