The purpose of this study is to measure the perceived level of Culture, Trust, Price, Ease of Use and Usage & Involvement. Furthermore, this study will measure the association between the variables as well as measure the influence of Culture, Trust, Price and Ease of Use on Usage & Involvement. A survey obtained 53 respondents with experiences with the online world. Correlation co-efficient shows that there are significant relationships between several variables. Regression analysis revealed that Culture and Trust significantly influence Usage & Involvement in online transaction by the Internet users. These results offers possibilities of influencing firms into adopting new strategies to approach consumer by focusing on the significant factors and improvising the marketing strategies related to those factors.
|Keywords:||Marketing, Online Marketing, Internet, Consumer Behavior, Culture, Price, Trust, Ease of Use|
School of Distance Education, Universiti Sains Malaysia, Bayan Lepas, Penang, Malaysia
Senior Lecturer, School of Distance Education, Universiti Sains Malaysia, Gelugor, Penang, Malaysia
Lecturer, Department of Business Management, UiTM Kedah, Merbuk, Kedah, Malaysia
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