%0 Journal Article
%T A Study of Young Taiwanese Consumers¡¯ Attitude toward Internet Transnational Surrogate Buyer Service: Perspectives from Merchandise Attribute, Consumers¡¯ Perceived Result and Characteristics
%A Chi-Long Yen
%A Huey-Wen Chou
%A Li-Ru Hwand
%J Asian Journal of Computer and Information Systems
%D 2016
%X With the increasing popularity of Internet usage, Internet economy has flourished.£¿ The total revenue of Taiwan¡¯s Internet business was 562 billion NT dollars in 2011 and 10% of it was contributed to overseas shopping.£¿ Based on Theory of Reasoned Action, this study investigates the relationship between selected variables and consumers¡¯ attitude towards using Internet transnational surrogate buyer services. The selected variables include merchandise attributes (price, brand name and warranty), consumers¡¯ perceived results (benefit and risk), consumers¡¯ characteristics (openness and materialism).£¿ The results of this study show that all but two of our hypotheses are supported by our empirical data.£¿ Based on the findings of this study, price and warranty do not have significant impact on consumers¡¯ behavior on using Internet Transnational Surrogate Buyer Service.£¿ Therefore, this study suggests that Internet transnational buyer service providers need to pay more attention to ¡®brand name¡¯ instead of ¡®price¡¯ or ¡®warranty¡¯ when they develop marketing strategy
%K [Internet transnational surrogate buyer service
%K merchandise characteristics
%K perceived result
%K openness
%K materialism]
%U https://www.ajouronline.com/index.php/AJCIS/article/view/4276