Document Type

Thesis - University Access Only

Award Date

2012

Degree Name

Master of Science (MS)

Department / School

Journalism and Mass Communications

First Advisor

Lyle Olson

Abstract

This study investigated Midwest college women's attitudes and behaviors regarding online purchasing. It attempts to identify reasons behind shopping cart abandonment and trends in attitudes about specific aspects of the purchasing process that women like or dislike about websites. The uses and gratification theory, media dependency theory and the diffusion of innovation theory are analyzed from a communication and marketing perspective. From these theories, three hypotheses were made. As a result, recommendations for marketers wanting to improve purchasing rates within this target population are made. It was discovered that Midwest college women in the states of Nebraska, South Dakota, Iowa, Oklahoma, Minnesota, Colorado and Texas purchase products more frequently as the distance to shopping centers increase and levels of trust with a website increase. Furthermore, although social aspects of the purchasing experience are recognized within the Midwest college women population, price, quality and convenience are most important.

Library of Congress Subject Headings

Women consumers -- Middle West
Women collage students -- Middle West
Marketing
Electronic commerce

Publisher

South Dakota State University

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Rights Statement

In Copyright