Mid Sweden University

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 stillcannot 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 thencomes 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.elated 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 to increase 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.