Purchasing behaviour of university students towards cyber shopping in Hong Kong

The developments of Internet and e-commerce provide a new market place to businessmen to sell their products and allow people to buy their products via Internet as well as to create a new shopping media to consumers. The study aims to investigate the factors affecting consumers' decision of purchase via Internet and how product characteristics affect cyber shopping in Hong Kong. The study has revealed that the security of personal data, delivery time, product brand and price are the major concerns for developing the cyber market. For marketing apparel products, the brand loyalty becomes very important since consumers' judging confidence on the products can be increased in terms of fitting standards and quality aspects.