miun.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Perception towards online shopping for electronic products. A study on Swedish people.
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

There have been lots of studies regarding the key factors that affect online customers and of course, the strategies that marketers take to hold their customers for a long run but online markets are always changing because of technology. It will probably be a wrong idea to stick to those strategies that were practiced 10 years ago. Furthermore, the critical tactile aspects still cannot be available in online shopping which leads to the importance of understanding the online customers’ attitudes and intentions. In this paper, the authors focused on online shopping towards electronic product. The purpose of this thesis was to investigate and explore key factors that play major roles and influence the customers when they make the decision to purchase electronic product from online and to investigate and explore customers' attitudes, intentions and actual buying behavior when they are purchasing electronic products from online. Moreover, the results of this study will help electronics retailers to understand their customers’ needs and expectations that may enable the companies to develop and promote a service that is appreciated by their customers. In order to reach the purpose of this study, quantitative method was used. Previous research and literature on online shopping was reviewed in order to collect the secondary data and to gain deep understanding about online shopping. The hypotheses were tested with statistical analysis of data obtained by a survey on 200 respondents in the Stockholm region. According to the literature review and our model, we divided the factors into two groups, customer-oriented factors and technology-oriented factors. In customer-oriented factors section, the findings suggest that transaction security occupied the first place among the elements that the online shoppers considered when they bought electronic products from online stores, and then comes product quality and price. While in Technology-oriented factors section shows five elements that receive the most attention and can affect the customers’ attitudes more than the other elements and that includes ease of return and refund, delivery channels, easy to navigate,useful web content, and website presence or appearance.Related to the second question in this thesis, the findings come up with two important points, Firstly, inexperienced customers’ attitudes have no clear effect on their intention to buy electronic products from online store while, for experienced customers, there is a strong association between attitude and intention. Moreover, positive attitude towards a product leads toincrease the probability of intention and actual purchase. Secondly, the findings indicate that the experienced customer have a strong ability to recommend and continue buying electronic products from online stores.

Place, publisher, year, edition, pages
2016. , 61 p.
Keyword [en]
e-commerce, online shopping, consumer behavior, electronic product
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-29024OAI: oai:DiVA.org:miun-29024DiVA: diva2:1015024
Subject / course
Business Administration FE1
Educational program
Master programme (one year) in Business Administration, Marketing and Management SFMMA 60 higher education credits
Supervisors
Examiners
Note

2016-06-03

Available from: 2016-10-03 Created: 2016-10-03 Last updated: 2016-10-03Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Jawabreh, DirarSaykat Hasan, Kazi
By organisation
Department of Business, Economics and Law
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Total: 21 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf