Factors affecting web-purchase intentions in Hong Kong
Factors Affecting Web-purchase Intentions in Hong Kong
So Wing Chiu
for the degree of Master of Philosophy at the University of Hong Kong
in December 2002
Web-shopping has been growing rapidly in recent years and there are an increasing number of people using this new shopping media. The difference between consumer behaviour on the Web and behaviour in a physical store offers new challenges to the sales and marketing of products on this relatively new and very competitive Web channel. Research in this area is scarce and there seems to be an urgent need to increase market understanding of Web-shopping behaviour. Considering the fact that consumer behaviour often is culture-dependent, the research findings in the industrialized West are generally not directly applicable to Hong Kong, where the dominant culture is Chinese. It is therefore necessary to conduct studies in Hong Kong itself to determine local differences in Web-shopper behaviour.
This research is directed to three aspects of the problem. First, the need to identify the general attitude of our target population towards Web-shopping in Hong Kong; second, the need for an empirical model to establish the relationships between five constructs: past Web experience, past Web-shopping experience, attitude towards Web-shopping, adoption decision, Web-search behaviour and Web-shopping
intentions; third, the need to investigate the influences of promotional offers and products categories on Web-shopping intentions.
A survey was conducted using mainly students and graduates from the Faculty of Engineering, The University of Hong Kong. Electronic mails were sent to sample of potential respondents, informing them of the purpose of the survey and inviting them to participate. The survey data was collected via a Web-based survey system, specially designed and set up for this purpose. Respondents were able to complete the survey questionnaire on the Web and the results were submitted via the same means. Various statistical tests were used for analyzing the relationships between the variables proposed in this study, and Principal Components Analysis and Structural Equations Modeling were used to test hypotheses and assess model acceptance.
The results indicated that Web-shopping intentions were affected directly by Web-search behaviour and Web-shopping adoption decision, and indirectly by Webshopping attitude, past Web-shopping experiences and past experience with the Web. Web-search behaviour was a stronger factor than adoption decision in terms of influencing Web-shopping intentions. In addition, the presence of promotional offers was found to have a positive effect on Web-shopping intentions, and Web-shopping intentions were different for different product categories. Theoretical and managerial implications are also discussed. E-tailers are urged to put efforts in promoting their etailing business and building up good reputations. Equally important is that they need to take care in selecting the right market segment.
The primary contribution of this research lies in extending the understanding of Hong Kong Web-shopper behaviour, and in developing an empirical model that attempts to explain the processes leading to Web-shopping intentions among Hong Kong's university educated young and middle aged adults.
School:The University of Hong Kong
School Location:China - Hong Kong SAR
Source Type:Master's Thesis
Keywords:world wide web consumer behavior china hong kong market surveys internet marketing
Date of Publication:01/01/2003