학위논문(석사)--Graduate School of International Studies Ajou University :국제경영학과,2018. 2
Alternative Abstract
This study examines the influence of visual appeal, signal creditability, reference group, perceived security, perceived trust, product showcase and promotion and language on online shopping behaviour of foreign students. Data for this research were collected from 46 graduate students from a University in South Korea. Participants were requested to fill-up the electronic survey form if they either have the online shopping experience or were familiar with online shopping. Respondents were asked to fill-up the questionnaire based on their website experience on Korean context. Hypothesis was tested by factor, correlation and regression analysis. Other factors excluding perceived trust were found to significantly influence online shopping behaviour of respondents. The study contributes to the existing literature by adding new dimension; students, as a part of research sample.
Keywords: Online shopping behaviour of foreigner students, trust, security, visual appeal, reference group
