CHAPTER 5 Discussions and Conclusions
5.4 Research Direction in the Future
This study only explored the consumers’ online purchasing intention, not to focus on the particular merchandise or service Website like network bookstore, mobile communication store, and electronic auction Website…etc. Therefore, in the future the research could select single particular Website to proceed further to analysis and explore in depth.
Expect for the consumer characteristic and Internet using motivations, there are many variables will affect the consumers’ online buying like consumer characteristic which included other properties like product function, service after selling, and product original nation. The research in the future can consider adding these variables to explore the effect on consumers’ purchasing intentions.
This study explored the relations between demographic variables and Internet using motivations in section 4.3. This field is very interesting to research further.
Because of the subjects in this study are almost students, the results not had generalize ability. Therefore, if the research in the future can obtain samples which are more generalize abilities, it could find that the relations of demographic variables and Internet using motivation more accurate.
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