Evaluating the customer’s attitude towards online
shopping and the factors affecting it can assist the marketers
and managers to plan appropriate strategies in order to make
more profit. The main objective of this study is to enhance the
understanding about customers’ attitude towards online
purchasing. Therefore, in this study, an online purchase
attitude Model is presented and empirically tested among
Singaporean students. The study intends to examine the
impact of factors affecting consumer’s attitude towards online
purchasing among degree holders in Singapore. Based on the
proposed model, the influence of consumer’s perceived
usefulness, perceived ease of use, privacy concerns, security as
well as product characteristics is assessed on customers’
attitudes toward online shopping. To do so, primary data has
been collected by a questionnaire which was distributed face to
face among a sample of 100 university students from
Singapore and the secondary data was collected through online
data base sources and also from prior related academic studies.
کلید واژگان :
Consumers’ attitude; privacy; security; online purchasing; TAM
