Consumer Behaviour in Online Shopping

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…


1 Introduction
1.1 Background
1.2 Problem
1.3 Research purpose
1.4 Research questions
1.5 Limitations
1.6 Chapter overview
1.7 Summary
2 Method
2.1 Choice of methodology
2.2 Research Approach
2.3 Research Philosophy
2.4 Research Strategy
2.4.1 Secondary Data
2.4.2 Primary data
2.5 Summary
3 Theory
3.1 Introduction
3.2 Consumer behaviour
3.2.1 Consumer characteristics
Cultural Characteristics
Social characteristics
Personal characteristics
Psychological Characteristics
3.2.2 Online Consumer Characteristics
Cultural Online Characteristics
Social Online characteristics
Personal Online characteristic
Psychological Online Characteristics
3.3 Specific Consumer Traits and Online Behaviour
3.4 Important Influencing Factors
3.3.1 Identified Factors affecting Online Consumer Behaviour
The Factor Price
The Factor Trust
The Factor Convenience
3.4 Summary
4 Empirical Research Method
4.1 Segments
4.2 Sample
4.3 Non Probability, Convenience Sampling
4.4 The Questionnaire
4.5 The Fishbein Model
4.6 Reliability
4.7 Validity
4.8 Generalisability
5 Results
5.1 Introduction
5.2 Questionnaire – Collected data
5.2.1 Online Consumer Traits
Attitudes and Beliefs
Impact of Reference Groups
5.2.2 Online Consumer Behaviour
Shopping pattern
Internet Usage
5.2.3 Identified factors Price, Trust, and Convenience
5.3 Identified Attributes
5.3.1 Primary Factor
6 Analysis
6.1 The Factors
6.2 Two Step Cluster
6.2.1 Significance of the factors within the Segments
6.3 Segments
6.3.1 Description of Segment One: High Spenders
Primary Factor of Concern for High Spenders
6.3.2 Description of Segment Two: Price Easers
Primary Factor of Concern for Price Easers
6.3.3 Description of Segment Three: Bargain Seekers
Primary Factor of Concern for Bargain Seekers
6.4 Summary
7 Conclusions
7.1 Implications for Online Book Retailers
7.2 Self Criticism
7.3 Future research

Author: Lisa Källström,Christer Ekelund

Source: Kristianstad University

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