| Issue |
SHS Web Conf.
Volume 165, 2023
The 2nd International Conference on Creative Industries and Knowledge Economy (CIKE 2023)
|
|
|---|---|---|
| Article Number | 02017 | |
| Number of page(s) | 4 | |
| Section | E-commerce and Economic and Trade Marketing | |
| DOI | https://doi.org/10.1051/shsconf/202316502017 | |
| Published online | 03 May 2023 | |
Effect of Perceived Usefulness and Perceived Ease of Use on University Students’ Willingness for online purchase
1 School of Business, Fuyang Normal University, Fuyang, Anhui, China;
2 Graduate School of Business, SEGI University, Petaling Jaya, Selangor, Malaysia;
* Corresponding author: wangxin.znyzk@qq.com
As an emerging form of consumption, online shopping has increasingly exerted more implications on the consumer market. This paper surveys a sample of SEGI university students, examining the implication of the perceived usefulness (PU) and perceived ease of use (PEU) on the college students’ willingness for online purchase. The results of the questionnaire were empirically analyzed by SPSS software. It shows that the PU can significantly and positively affects the willingness for online purchase of SEGI university students; and PEU can also significantly enhanced the willingness for online purchase of SEGI university students. Hence, this study not only enriches the theory of online consumption behavior, but also provides a scientific reference for online sellers to improve their service quality.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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