國
立 政 治 大
Ᏸ
•
N a tio na
l C h engchi U ni ve rs it y
39
Table 4.3 Factor loadings and reliabilities of measurement scale
Measurement Items Item Crobach’s Alpha Factor Loadings Online Purchase Ease of Use E1 0.725 0.771
E2 0.781
E3 0.638
E4 0.697
Online Purchase Usefulness U1 0.817 0.584
U2 0.549
U3 0.793
U4 0.811
Attitude towards Online
Purchasing A1 0.890 0.833
A2 0.813
A3 0.745
Online Purchase Intention I2 0.710 0.733
I3 0.897
4.3. Hypotheses Testing
To begin with relationship between the variables connected to the main hypotheses (H1-H5) the Spearman's rank correlation coefficient was tested, because the variables were not normally distributed. The demographic data was explored with descriptive analysis, as were the mean values of online purchase ease of use, usefulness, attitude and intention. Significance in differences of Internet heavy users and regular users (H6) was tested using the Mann Whitney U test.
•
國立 政 治 大
Ᏸ
•
N a tio na
l C h engchi U ni ve rs it y
40
Hypotheses 1a
Online purchase ease of use and online purchase usefulness were measured using a four-item constructs, with all items measured on a 7 point Likert scale. The Spearman's rank correlation coefficient was run to determine the relationship between those two variables. There was a strong, positive correlation between ease of use and usefulness, which was statistically significant (ρ = .438, n = 226, P < .000). That means the more individuals think the online purchase is easy to use, the more they think it is useful. Thus, the Hypotheses 1a is supported. The Table 4.3.1 shows the results of the correlation.
Table 4.3.1 Online purchase ease of use and online purchase usefulness: Correlation and Descriptive Statistics (N = 226)
Variables 1 2
1. Online Purchase Ease of Use –
2. Online Purchase Usefulness 0.438** –
Mean 1.87 2.42
SD 0.90 1.09
** Correlation is significant at the 0.01 level (1-tailed).
Hypotheses 1b
Attitude toward online purchasing was tested using a three-item construct, with all items within the measure using a 7 point Likert scale. To test the correlation between online purchase ease of use and attitude towards online purchasing the Spearman's rank correlation coefficient was performed. The results show that there is a moderate, positive correlation (ρ = .386, n = 226, P < .000) between the online purchasing ease of use and the individual’s attitude toward online purchasing. That
•
國立 政 治 大
Ᏸ
•
N a tio na
l C h engchi U ni ve rs it y
41
means, E-shoppers who think online shopping is easy, have positive attitude towards online purchase. Therefore, Hypotheses 2a and 2b are accepted. The table 4.3.2 shows the results of the correlation.
Table 4.3.2 Online purchase ease of use and attitude toward online purchasing:
Correlation and Descriptive Statistics (N = 226)
Variables 1 2
1. Online Purchase Ease of Use –
2. Attitude toward online purchasing 0.532** –
Mean 1.87 1.77
SD 0.90 0.95
** Correlation is significant at the 0.01 level (1-tailed).
Hypothesis 2a and 2b
The correlation between online purchase usefulness and attitude toward online purchase, as well as, online purchase usefulness and online purchase intention (two-item construct) were tested with the Spearman's rank correlation. There was strong, positive correlation between usefulness and attitude (ρ = .645, n = 226, P < .000), as well as, between usefulness and online purchase intention (ρ = .574, n = 226, P <
.000). That infers the more individuals perceive online purchase useful, the more they intend to buy and they have positive attitude toward online purchasing. Thus, Hypotheses 2a and 2b are supported. Table 4.3.3 and Table 4.3.4 show the results of the correlation.
•
國立 政 治 大
Ᏸ
•
N a tio na
l C h engchi U ni ve rs it y
42
Table 4.3.3 Online purchase usefulness and attitude toward online purchasing:
Correlation and Descriptive Statistics (N = 226)
Variables 1 2
1. Online Purchase Usefulness –
2. Attitude toward online purchasing 0.645** –
Mean 2.42 1.77
SD 1.09 0.95
** Correlation is significant at the 0.01 level (1-tailed).
Table 4.3.4 Online purchase usefulness and online purchase intention: Correlation and Descriptive Statistics (N = 226)
Variables 1 2
1. Online Purchase Usefulness –
2. Online purchase intention 0.574** –
Mean 2.42 2.69
SD 1.09 1.37
** Correlation is significant at the 0.01 level (1-tailed).
Hypothesis 3
Hypothesis 3 proposed that attitude towards online purchasing is positively related to online purchase intention. According to the Spearman's rank correlation, there was strong, positive correlation (ρ = .532, n = 226, P < .000). This implies that the more positive attitude toward online purchasing have the individuals, the more they intend to purchase online. Therefore, the Hypothesis 3 is sustained. The table 4.3.5 shows the results of the correlation.
•
國立 政 治 大
Ᏸ
•
N a tio na
l C h engchi U ni ve rs it y
43
Table 4.3.5 Attitude toward online purchasing and online purchase intention:
Correlation and Descriptive Statistics (N = 226)
Variables 1 2
1. Attitude toward online purchasing –
2. Online Purchase Intention 0. 532** –
Mean 1.77 2.69
SD 0.95 1.37
** Correlation is significant at the 0.01 level (1-tailed).
Hypothesis 4
Hypothesis 4 tests the relationship between online purchase intention and the actual online purchase. Online purchase was measured on a 7 point Likert scale, starting with “Never/almost never”, “Less than once a month”, “About once a month”,
“A few times a month”, “A few times a week”, “About once a day” to “Several times a day”. The Spearman's rank correlation coefficient was performed to determine the relationship. There was strong, negative correlation (ρ = -.592, n = 226, P < .000) between online purchase intention and the online purchase. The negative correlation resulted from the design of the construct, which was not reverse scored. After the transformation of the variable’s score the correlation became positive. The results show that individuals, who intend to buy online, buy frequently. Thus, the Hypothesis 4 is accepted. The table 4.3.6 shows the results of the correlation.
•
國立 政 治 大
Ᏸ
•
N a tio na
l C h engchi U ni ve rs it y
44
Table 4.3.6 Online purchase intention and online purchase: Correlation and Descriptive Statistics (N = 226)
Variables 1 2
1. Online Purchase Intention –
2. Online Purchase 0.592** –
Mean 2.69 4.96
SD 1.37 1.11
** Correlation is significant at the 0.01 level (1-tailed).
Hypothesis 5
Internet user experience was measured in number of hours on the Internet per week. The Hypothesis 5 suggests there is a positive relationship between the internet user experience and online purchase behavior. According to the Spearman's rank correlation (ρ = -.211, n = 226, P < .000), there is weak correlation. Therefore, the Hypothesis 5 is not supported. The table 4.3.7 shows the results of the correlation.
Table 4.3.7 Internet user experience and online purchase: Correlation and Descriptive Statistics (N = 226)
Variables 1 2
1. Internet user experience –
2. Online Purchase - 0.211** –
Mean 4,58 4.96
SD 2,10 1.11
** Correlation is significant at the 0.01 level (1-tailed).
•
國立 政 治 大
Ᏸ
•
N a tio na
l C h engchi U ni ve rs it y
45
Hypothesis 6
The Hypothesis 5 suggests that heavy internet users buy online more often than regular internet users. To determine if the mean of two groups are different from each other the Mann Whitney U test was used, because unlike the parametric t-test, this non-parametric makes no assumptions about the distribution of the data. The results suggest that there is a difference between the heavy internet users and regular internet users and heavy internet users (U = 4829, z = -3.253, p = .001). However, in order to know which group buys more online, the means of two groups are compared.
As the result, regular users buy online more frequently than heavy internet users.
Thus, the Hypothesis 6 is not supported.
Table 4.3.8 Frequency of online buying: Descriptive Statistics
Mean N SD
Regular internet users 5.25 106 0.954
Heavy internet users 4.72 120 1.182
Total 4.96 226 1.111
4.4 Summary
In this chapter, data analysis methods and the results have been presented.
Findings from this study have been found to be partially consistent with the findings of several related studies on online customer behavior. Table 5.1 lists the research hypotheses of this study with the results of the hypothesis testing.
•
Table 4.4 Overall Results of Hypothesis Testing
Research Hypothesis Outcome
H2a: Online purchase usefulness is positively related to online purchase intention.
Supported
H2b: Online purchase usefulness is positively related to attitude towards online purchasing.
Supported
H3: Attitude towards online purchasing is positively related to online purchase intention.
Supported
H4: Online purchase intention is positively related to online purchase. Supported
H5: Internet user experience is positively related to online purchase. Not Supported H6: Heavy internet users buy online more often than regular internet
users.
Not Supported