Abstract
As an emerging form of consumption, online shopping has increasingly exerted more implications on the consumer market. This paper surveys a sample of SEGI university students, examining the implication of the perceived usefulness (PU) and perceived ease of use (PEU) on the college students’ willingness for online purchase. The results of the questionnaire were empirically analyzed by SPSS software. It shows that the PU can significantly and positively affects the willingness for online purchase of SEGI university students; and PEU can also significantly enhanced the willingness for online purchase of SEGI university students. Hence, this study not only enriches the theory of online consumption behavior, but also provides a scientific reference for online sellers to improve their service quality.
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