Predicting Consumer’s Perceptions in On-line Shopping

Running head: PREDICTING CONSUMER’S PERCEPTIONS IN ON-LINE SHOPPING
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Predicting Consumer’s Perceptions in On-line Shopping
Name
Institution
Date

PREDICTING CONSUMER’S PERCEPTIONS IN ON-LINE SHOPPING
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Predicting Consumer’s Perceptions in On-line Shopping
Research question/ hypotheses
The main research question guiding the study conducted in the article is ‘what are the
various perceptions of consumers in regard to online marketing?’ The hypotheses being tested in
the study are:
H1: Perceived risk will have a negative impact on the customer’s intention to shop
online.
H2: Perceived usefulness will have a positive impact on the customer’s intention to shop
online.
H3: Perceived ease of use will have a positive impact on the customer’s intention to shop
online.
H4: Perceived enjoyment will have a positive impact on the customer’s intention to shop
online.
Summary of the study
In the recent days, technological advancement in the world has led to significant changes
in the business world (Picot-Coupey, Huré, Cliquet & Petr, 2009). There is introduction of
complex algorithms that contribute greatly to the advancement. The technology introduced has
brought about a positive influence on the businesses and enabled easier management. Data
management and storage sectors have been greatly improved. Communication is now efficient
with video-conferencing often utilized to achieve the business goals put in place. Business cost
has also decreased due to subsequent reduction in the production cost and marketing.
One thing that stands out in the technology advancement sector of business is the
economic globalization. It can be defined as the increased international trade, capitalism, and