Consumer Behavior - Online Shopping

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DEPARTMENT OF BUSINESS STUDIES

Consumer
Behaviour in
Online Shopping

2007-11-29

Authors:

Tutors:

Anders Hasslinger
Selma Hodzic
Claudio Opazo

Lisa Källström
Christer Ekelund

Abstract
The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases.
The purpose of this dissertation was to examine if there are any particular factors that influence the online consumer. Primary data was collected through a survey that was conducted on students at the University of Kristianstad. Price, Trust and Convenience were identified as important factors. Price was considered to be the most important factor for a majority of the students. Furthermore, three segments were identified, High Spenders, Price Easers and Bargain Seekers. Through these segments we found a variation of the different factors importance and established implications for online book stores.

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Table of Contents
Abstract..................................................................................................2 1 Introduction.........................................................................................5 1.1 Background........................................................................................... ..5 1.2 Problem........................................................................ ..........................6 1.3 Research purpose ...................................................................... .............7 1.4 Research questions .............................................................................. ..8 1.5 Limitations ......................................................................................... ....8 1.6 Chapter overview ............................................................................ .......9 1.7 Summary............................................................................................... 10

2 Method...............................................................................................11 2.1
2.2
2.3
2.4

Choice of methodology.............................................................. ..........11 Research Approach............................................................ ..................12 Research Philosophy..................................................................... .......12 Research Strategy ....................................................... ........................13

2.4.1 Secondary Data...........................................................................................13 2.4.2 Primary data................................................................................................14

2.5 Summary............................................................................................... 15

3 Theory................................................................................................16 3.1 Introduction.................................................................. ........................16 3.2 Consumer behaviour................................................................ .............18 3.2.1 Consumer characteristics............................................................................19 Cultural Characteristics.............................................................................................. 19 Social characteristics......................................................................................... .........20 Personal characteristics ............................................................................................ .21 Psychological Characteristics ................................................................................. ...22

3.2.2 Online Consumer Characteristics...............................................................24 Cultural Online...
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