Analysis of consumer behavior of online group buying as one of the online shopping method towards Swiss German University and Universitas Multimedia Nusantara students
The purpose of this research is to identify and measure the factors that influence online consumers' group buying intention, also to decide what factor has the most influence to it. The data collection involved the distribution of 300 questionnaires to university students in Swiss German University and Universitas Multimedia Nusantara. During the data collection, only 107 data can be processed using the SPSS Version 16 for the statistical analysis. The result shows that from the 6 factors/variables that are being tested, there are 3 factors which have significant relationship towards the group buying intention, which are trust, reciprocity and conformism.
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