Considering factors for online jewelry shopping.

Abstract

This purpose of this study is to find out the considering factors for online jewelry shopping. The main hypothesis was to test whether differences in demographic as age and monthly income would lead to different attitudes of customer. A Likert-style questionnaire containing 29 statements identified in the areas of factors as perceived price, design, brand, quality, service, Information usefulness and online reviews. In terms of data collecting, the online survey was randomly distributed to 205 female respondents who had purchased jewelry though online shopping in past 12 months. For data analysis, this paper was applied three statistic approaches as descriptive analysis, exploratory factor analysis and One-way ANOVA analysis. The findings revealed that final five influence factors from the factor analysis method was retained to test in the attitude score between different group of ages and monthly personal incomes. Information usefulness had a highest mean score, followed by price discounts component, design, online reviews, and branding respectively.