FULLTEXT01.pdf - Campus Gotland Online Shopping Behavior...

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Campus Gotland Online Shopping Behavior Author: Hashim Shahzad Subject: Master Thesis Business Administration Program: Master of International Management Semester: Spring 2015 Supervisors: Fredrik Sjöstrand & Jenny Helin
ACKNOWLEDGEMENT I would like to thank many people that have contributed this research. Without them, it would not have been possible to achieve this research project. First of all, I would like to thank my supervisor Fredrik Sjöstrand & Jenny Helin for guiding me through my research project. They provided me valuable suggestions and feedbacks. Then, I would like to express my gratitude to my fellow students and especially (Dominique Kuehn) for their valuable feedbacks during seminar sessions. Most of all, I would like to thank my family and friends for their unconditional support and understanding during the research process. Last but not least I would like to thank all the respondents who participated in research survey.
Abstract Online shopping is a very much developed phenomena in Scandinavian countries. Different online factors impact online consumers’ behavior differently depending on the environment of different regions. Sweden is one of the developed and technologically advanced countries. To see the impact of different factors on consumers’ online shopping behavior, the purpose of this study is to analyse the factors tha t influence consumers’ online shopping behavior in Sweden’s context. One of the objectives of this research is to fill the gap of previous literature that did not much investigated the external online factors that influence consumers’ online shopping behav ior in Sweden’s context. Thus, the focus lays on these five online factors: financial risk, product performance risk, delivery risk, trust and security, and website design. The empirical data was collected through a questionnaire survey and it was distributed among 100 respondents by hand and online. The findings of this research revealed that website design is the most influential and significant factor. While product performance risk, and trust & security have a significant impact to consumers’ online shopping behaviour, the study finds that the remaining factors financial risk, and delivery risk have no significant impact on consumers’ online shopping behavior. Key Words: Online shopping behavior, perceived risk, trust & security, e-commerce, Website design
Summary The online shopping is growing every day. There are many benefits of online shopping like time saving, access from everywhere, convenience, availability 24 hours a day, variety of products, various options available to compare products and brands. Beside the benefits of online shopping consumer feel different type of perceived risk factors and psychological factors are involved in online shopping. The perceived risk could be financial loss, product performance risk, delivery risk and psychological factors like trust & security and website design. These perceived risk and psychologic al factors also determents the consumers’

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