Intention to Online Shopping of Higher Education Students in Hainan

Abstract

This paper analyses consumers’ belief in Web site attributes and their online shopping attitudes that influence their intention to shop for consumer goods online. It aims to provide a Theory of Reasoned Action (TRA) to explain the interrelationships among belief in Web site attributes, online shopping attitude, and online shopping intension. Our model was tested using data collected from 395 questionnaires and analyzed using descriptive analysis, simple regression, t-test analysis, and multiple-regression. The three most important variables in this study were belief in Web site attributes, online shopping attitude, and online shopping intention. The results show that individual attitudes to toward online shopping are strongly and positively correlated with online shopping intention.