FACTORS INFLUENCING CONSUMERS ATTITUDE TOWARDS E-COMMERCE PURCHASE DECISION THROUGH ONLINE SHOPPING FOR UNIVERSITY STUDENTS IN PALESTIN

Abstract

E-commerce is the trade that is taken place within the electronic environment. All exercises that occur within the electronic environment that cause or affect trade can be considered as e-commerce. E-commerce is extremely important for all type of exchanges; goods, services, money. This form of trade enables customers in many different regions to trade seven-days and twenty-four hours without interruption. Ecommerce has an innovative structure that is much more vital than regular exchange and can be much less expensive. It is also possible to reach a much larger customer base through e-commerce. In addition, the purchasing behavior of the consumer can be affected analyzing the consumer’s characteristics and decision process. Ecommerce has many impact areas such as business, financial and social life. It has a powerful and dynamic commercial structure, and a broad scope. These features of ecommerce make it easier to reach diverse countries in global inferences. In this research, factors influencing consumer’s attitude towards e-commerce purchasing decision through online shopping for university students in Palestine is examined. The data were analyzed using SPSS Statistical analysis program. Firstly descriptive statistics like frequency distribution and mean were examined, then Correlation Coefficient, Significant Tests, One Way ANOVA Test, and T-test were conducted. As a result of the analyzes six of the seventeen hypotheses of this research were accepted. According to the findings it was found that, there is a significant relationship between the lack of trustworthiness of vendors, difficulty in returning products, waiting to receive the product, good description of goods, the risk of credit card transactions, the risk of not getting what is paid for, and the attitude of students towards online shopping.