Motivations on online book-shopping of university students in China

• Autor(a) principal: Zhang, Weisheng
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/9374
• topic: Motivation; Utilitarian value; Hedonic value; Online book shopping; Motivação; Valor utilitarista; Valor hedonista; Compras de livros online

E-commerce is developing really fast in China. The existence of local famous online book stores along with Amazon leads to recession of physical book stores. More and more people turn to buy books online which makes physical book stores become a place only for exhibiting hardcopies. Young and highly educated peopleare the main group contributes to the growth of internet user scale in the past 5 years in China. The purpose of this dissertation was to study the motivations drive university students to buy books online based on utilitarian and hedonic motivation value.A questionnaire was developed to collect data from China. Results show that, two utilitarian values and one hedonic value were identified. Ease to Access and CostSaving are utilitarian values, the results show that both of them have significant positive influence on utilitarian motivation of online book shopping. Ease to Access has much important impact on utilitarian motivation than Cost Saving. Authority & Enjoyment has significant impact on hedonic motivation of online book shopping motivation as a hedonic value. Hedonic motivation has positive influence impact on search intention in the context of online book shopping, while utilitarian motivation do not affect search intention. Both utilitarian and hedonic motivation have no impact on purchase intention of online book shopping. The results show that search intention triggers purchase intention. Hedonic motivation could generate search intention and indirectly generate purchase intention, which is the phenomenon called impulsive shopping