The purpose of this thesis is to examine the relationship between individuals’ levels of willingness to communicate and their preferences for making transactions online. Two different types of online transactions are being studied here, i.e. online shopping and online banking. Using theories relevant to this study, hypotheses are developed around the variables being studied. The hypotheses propose that: (1) there are significant differences in levels of willingness to communicate for people with different preferences between shopping online and in a retail store; (2) there are significant differences in levels of willingness to communicate for people with different preferences between paying bills online and at a bank counter. A structured questionnaire survey was conducted on approximately 200 university students ….
Contents
1. PROBLEM DISCUSSION
1.1 Introduction
1.2 Background
1.3 Summary of Previous Research
1.4 Purpose
1.5 Delimitation
2. LITERATURE REVIEW
2.1 Factors Influencing Consumer Behavior
2.1.1 Culture
2.1.2 Beliefs, Attitudes and Preferences
2.1.3 Personality
2.2 Willingness To Communicate As a Personality Construct
2.21 Antecedents of Willingness to Communicate
2.3 Factors Influencing Attitudes Towards Making Online Transactions
2.3.1 Ease of navigation
2.3.2 Security
2.3.3 Price
2.3.4 Product Selection (Variety)
2.3.5 Computer Anxiety
2.4 Summary of Key Theories
2.5 Communication Apprehension and Internet Usage Behavior
2.6 Hypotheses
3. METHODOLOGY
3.1 Methodological Approach
3.2 Research Design
3.2.1 Questionnaire Construct
3.3 Sampling Method
3.3.1 Sample Selection
3.3.2 Administration of Questionnaire
3.4 Method for Analysis
3.4.1 Data Handling
3.4.2 Method for Statistical Analysis
3.4.2.1 Correlation Analysis
3.4.2.2 Analysis of Variance
3.4.2.3 Test of Normality of Frequency Distribution
3.5 Reliability and Validity of Method
3.5.1 Construct Validity of the Willingness-to-Communicate Scale
3.5.2 Predictive Validity of the Willingness-to-Communicate Scale
3.5.3 External Validity
3.5.4 Reliability
4. RESULTS
4.1 Results of Kruskal-Wallis Test
4.1.1 Preference for Shopping Online to Retail Stores
4.1.2 Preference for Paying Bills Online to Doing It at Bank Counters
4.1.3 Further Analysis for Preference to Shop Online
5. DISCUSSION
5.1 Preference for Paying Bills Online
5.2 Preference for Shopping Online
5.3 Conclusion
6. FUTURE RESEARCH
6.1 The Importance of Communication Studies for Marketers
6.2 Implications for Future Research
7. REFERENCES
8. APPENDICES
Author: Chin Yee Ng
Source: Blekinge Institute of Technology
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