The influenced factors of internet's buying behavior for undergraduate students

The purpose of this study is to explore influenced factors of internet's buying behavior for undergraduate students. The study distributed 300 questionnaires to National Penghu University of Science and Technology, 291 valid questionnaires of them returned. The results showed that the factors (in descending order of mean scores) that might influence the internet's buying behavior include: after-sales service, convenience, transaction security, content, and word of mouth. Different gender, grade, institute, buying experience, and internet using hours had significance difference on internet's buying behavior. Through stepwise regression analysis showed that the three variables, after-sales service, convenience and word of mouth, were useful for prediction of the internet's buying behavior for undergraduate students and that 68.0 % of the total variance could be explained by these three variables.