Factors that affect students’ decision making on buying computers: online or in retail shops

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Li, Peng
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Master of Computing
Unitec Institute of Technology
Kolahi, Samad
Muller, Logan
Masters Thesis
Ngā Upoko Tukutuku (Māori subject headings)
online shopping
decision making
consumer behaviour
purchase of computers
Li, P. (2010). Factors that affect students’ decision making on buying computers: online or in retail shops. Dissertation submitted in partial fulfilment of the requirements of the degree of Master of Computing, Unitec New Zealand.
RESEARCH QUESTIONS: 1. What are the factors that influence decisions on whether to purchase computers online or at a physical store? 2. Are there any aspects of the results of this study that can be involved in future research? 3. How do the findings of this report compare with the findings of previous work? With new wireless technology constantly being developed, online shopping is increasingly common nowadays. People can search for and buy products online much more conveniently and efficiently than shopping in retail stores. In fact, the number of people who choose online shopping is continuously increasing. This dissertation is concerned with the factors that affect students‟ decision making as to whether to buy products online or in retail shops. This research uses mixed methodology, which includes quantitative and qualitative methods, and the information has been collected by survey and interview. A total of 92 students responded to the survey and 9 students were interviewed. The information gathered in the research is analysed in comparison with relevant literature. Some key factors were defined by reviewing relevant literature: including price, convenience, efficiency, safety, product range and service. These factors provide a structure to research in this dissertation and enable some new factors to be found.
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