Factors Influencing Attitude of Generation Y towards Online Shopping : Case Study of Prince of Songkla University, Hat Yai

Abstract

The primary purpose of this study is to investigate the direct and indirect effects of trust and examine website contents on attitude of generation Y. Website contents consists of security, privacy and convenience. This study treats perceived of usefulness and perceived ease of use as mediator variables. Therefore, multiple regression analyses were conducted to assess each component of the proposed mediation model to determine direct and indirect effects of the variables with SPSS program. This study used questionnaire as a quantitative methodology for data collection. Generation Y on campus of Prince of Songkla University, Hat Yai Campus was targeted research population of this study. 353 samples were selected with quota sampling method. This study found that generation Y consumer treated perceived usefulness and perceived ease of use as mediator variables of trust. Finding also indicated indirect effect of website contents to attitude. Website contents effected generation Y attitude through perceived ease of use. There was only one direct effect has been found, it was direct effect of website contents to attitude. Perceived usefulness was not mediator variable of website contents and attitude. Hence, the conclusions of this research indicated that even online shopping website contained of trust, security, privacy and convenience, usefulness and ease of use of online shopping website are fundamental part of online shopping website that online business owner should not ignore.