Year: 2019
Type: dissertation
Study design: Observational Study
Abstract: Increasing internet activity and its number of users have strengthened the \npotency of uses and gratification. The concept of online purchase led the current \nresearch to finding that the conceptualisation of online shopping encompasses \nvarious aspects of consumer behaviour relating to the action of purchasing products \n(i.e. buying customize goods and services, collecting information, seeking \nrecommendations, comparing products with several seller, or even browsing for \nenjoyment). Additionally, it investigates the incorporation of use and gratification \ntheory (UGT) in the online shopping context. This study aims to examine the \nrelationship between informativeness gratifications (IG), entertainment gratifications \n(EG), web irritation (WI) and cognitive attitude (CA). Furthermore, it attempts to \nexamine the relationship between informativeness gratification (IG), entertainment \ngratifications (EG), web irritation (WI) and consumer emotions (CE). Besides that, \nthis study attempts to study the relationship between cognitive attitude (CA), \nconsumer emotions (CE) and online purchase. In addition, the influence of cognitive \nattitude (CA) and consumer emotion (CE) as a mediator between informativeness \ngratification, entertainment gratification, web irritation and online purchase is \nincluded in the integrated framework of this study. By using of the convenience \nsampling technique and a structured questionnaire via online survey, data was \namassed from individual online shoppers whereby 615 responses were collected. \nHowever, from these only 465 responses were taken in for further analysis as the \nremainder were considered incomplete and thus discarded.
Author: Siti Masitah Ashar
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W3197083575