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Table Of Contents

1 Introduction
1.1 Definitions
1.2 Background
1.3 Hemtex information
1.4 Problem
1.5 Purpose
1.6 Research questions
2 Frame of reference
2.1 Previous research
2.2 Technology Acceptance Model, (TAM)
Figure 1 Technology Acceptance Model (TAM)
2.2.1 Perceived usefulness and perceived ease of use
2.3 Applying TAM in B2C E-commerce
2.3.1 Trust
2.3.2 Social Presence
2.3.3 Perceived Enjoyment
2.4 Framework for consumers’ intention to shop online
2.4.1 Usefulness
2.4.2 Ease of Use
2.4.3 Enjoyment
2.4.4 Consumer traits
2.4.5 Situational factors
2.4.6 Previous online shopping experiences
2.4.7 Product characteristics
2.4.8 Trust in online shopping
3 Method
3.1 Research approach
3.2 Choice of data collection
3.2.1 Primary Data Collection
3.2.2 Secondary Data Collection
3.3 Sampling
3.3.1 Critical case sampling
3.5.1 How the empirical material of the survey was derived
3.6 The focus group
3.6.1 How the empirical material of the focus group was derived
3.6.2 Limitations of a focus group as a qualitative sampling method
3.7 Data analysis
3.8 Generalizability
3.9 Validity
3.10 Reliability
3.11 Trustworthiness and dependability
3.12 Limitations
4 Empirical findings
4.1 Empirical findings of survey
4.1.1 Computer and Internet experience
4.1.2 Difficulties concerning online purchases
4.1.3 Advantages concerning Internet shopping
4.2 Empirical findings of focus group
5 Analysis
5.1 Research question 1
5.2 Research question 2
5.3 Research question 3
5.4 Research question 4
5.5 Concluding analysis with a focus on the modified TAM’s
5.6 Recommendations for marketers
6 Conclusion
References
Appendix
Pre study:
Empirical findings appendix
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Women Sample Project

Women Sample Project

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Published by Ishita Bansal
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Categories:Types, School Work
Published by: Ishita Bansal on Aug 13, 2013
Copyright:Attribution Non-commercial

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