Product Attribute Towards Buyer Intentions In Online Purchasing Among Student IPTA In Malaysia

Juliana, Mohd Sam (2015) Product Attribute Towards Buyer Intentions In Online Purchasing Among Student IPTA In Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 pages) Product Attribute Towards Buyer Intentions In Online Purchasing Among Student IPTA In Malaysia 24 Pages.pdf - Submitted Version Download (462kB)

Abstract

Nowadays, shopping on Internet becomes an alternative for consumers since it is more comfortable than conventional shopping which usually attributed with anxious, crowded, traffic jam, limited time, parking space and etc.( Eri etc. 2011). This research is about product attribute. According to C. Merle Crawford etc. (2011) Attributes include size, color, functionality, components and features that affect the product's appeal or acceptance in the market. Product attributes define the product. There are of three type which are features, functions and benefits. The researcher study about the relationship of product attributes and buyer intentions in online business. To complete this research, the researcher choose online buyer in student IPTA as respondents and used quantitative method where the researcher used survey method by distributing hundreds of questionnaires to the respondent at UTEM, UKM, UUM and UNIZA. The researcher used online survey and collect data directly from student IPTA from UTEM, UKM, UUM, UNSIZA and others university in Malaysia. The data collected were analyzed by using Statistical Package for the Social Science (SPSS). Based on the research, the independent variable which gave influence to buyer intentions in online business. This was based on the result from the Multiple Regression Analysis from SPSS.

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