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Hasslinger, Anders, Selma Hodzic, and Claudio Opazo. "Consumer Behaviour in Online Shopping." Thesis, Kristianstad University College, School of Health and Society, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-4715.
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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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Norrgård, I. (Isadora). "Consumer buying behaviour in online legal services." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201911223154.
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Abstract. Online legal services refer to electronic or digital legal services (in the form of software, apps, web pages, etc.) that can increase common people understanding of legal issues, access to legal information and social participation in legal related matters. By automating tasks traditionally performed only by lawyers and by making legal services available on the Internet, online legal services make the access to justice more affordable and accessible to all. In this modern context, where common consumers have the opportunity buy and use legal services completely on the internet and without the help of a traditional lawyer, it is necessary to investigate how consumers behave when they shop for legal services online.
In accordance, the purpose of the research is to understand the consumer buying behaviour in online legal services, based on empirical research, contributing to the literature about online legal services; and to provide managerial implications for legal services companies about how to improve their marketing strategies and build their consumer relationships, based on the empirical findings. Therefore, the study delves into the minds of consumers to uncover their needs, motivations and intentions about online legal services, and it is the first study to investigate the consumer buying behaviour in online legal services.
The research is planned focusing on the theories of consumer buying behaviour, technology acceptance and on prior research of online legal services. The empirical research is conducted using a survey questionnaire, employing a mixed-method approach. Brazil was chosen as the field for the research, because it is the world’s fifth-largest country by area and the fifth most populous, where legal services are highly demanded and where online legal services have potential to be widely utilized, although not much is known about the consumer behaviour towards them. The sample studied is 419 potential consumers of online legal services. To process the data, the author makes statistical analysis of each quantitative reply, qualitative thematic content analysis for each qualitative answer, and deeply analyse the final results of the research, developing a framework for the consumer buying behaviour in online legal services.
The empirical findings show that the consumers of online legal services behave motivated by Price, Legal problem-solving capability, Convenience (Perceived ease of use), Speed, Safety, Quality and Trustability and that consumers have an overall positive attitude about online legal services, even though negative attitudes were also identified. Utilitarian needs and motivations, behavioural intention, attitude, perceived usefulness, perceived ease of use, information search, evaluation of alternatives, social influence, facilitating conditions, trust, perceived risk, and price value; influence and characterize the buying behaviour in online legal services and lead to the consequent consumer purchase decision. Furthermore, the buying process in online legal services follows the Five-stage buying process, but the consumer might deviate during it, because of, among other reasons, social influence and the lack of trust.
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Perez, Montesa Luis. "Online and Smartphone Consumer Behaviour of Spanish Millennials." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205808.
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Conducts a deep research of the online and smartphone consumer behaviour with a focus on the Spanish Millennials. The main goal of the thesis is to identify a different online and smartphone pattern among Millennials in Spain, compared to the general population. At the same time, obtaining valuable and insightful information about the Spanish Millennials consumer behaviour and trends is another goal of the thesis. This thesis aims to provide key findings on the topic, adding valuable knowledge, based on the current situation and behaviour of this segment of the Spanish population.
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Blomqvist, Anna, Louise Nyman, and Frida Lennartsson. "Consumer Attitudes Towards Online Grocery Shopping : A Research Conducted on Swedish Consumers." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26652.
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Purpose: The aim of this research is to investigate if positive attitudes influence the intentions to purchase groceries online. In order fulfil the purpose and test the relationship between attitudes and intentions, the Theory of Planned Behaviour is used as the underlying theoretical model. Background: The e-commerce market in Sweden is regarded as one of the most developed e-commerce markets in Europe, however the grocery market is still striving for an online breakthrough. One of the largest obstacles for the online grocery market is the lack of consumer adoption. Previous research has emphasized the importance of understanding consumer attitudes and its influence on the consumers’ intention to adopt an e-commerce behaviour. Existing theories recognize a gap within positive attitudes’ and their influence on the intentions to adopt e-commerce. Method: An explanatory strategy and a deductive approach were applied in order to test the Theory of Planned Behaviour. Three hypotheses were developed based on the model. The empirical study was based on a quantitative approach and the data collection was made possible through an online survey targeted towards adults in Sweden. Furthermore the analysis of the data was done in SPSS through factor analysis, correlation matrix, descriptive variables and multi linear regression analysis, this provided answers for the hypotheses with a 95% confidence interval. Findings and conclusion: The analysed empirical findings presented overall positive attitudes, as well as a strong correlation between positive attitudes and intentions within online grocery shopping. This answers the research question and fulfils the purpose of examining the influence that positive attitudes have on intentions within the field of online grocery shopping. This research successfully tests the Theory of Planned Behaviour and suggestions for further research is to examine the underlying factors in a qualitative study.
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Fu, Qingchen, and Yue Yuan. "Factors influencing Chinese consumer behavior purchasing clothes online in Sweden." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19946.
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Clark, Lillian. "e-CF : a framework for exploring online consumer behaviour." Thesis, University of York, 2007. http://etheses.whiterose.ac.uk/11019/.
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Cole, Melissa. "A hermeneutic investigation of online consumer decision making." Thesis, Brunel University, 2005. http://bura.brunel.ac.uk/handle/2438/5168.
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This is a multidisciplinary information systems thesis with a strong sociological focus. Theoretically it uses the technical concerns of human-computer interaction as the background to consider the separate theories of consumer decision-making and the diffusion of innovations. Emphasis is placed on understanding how consumers make sense of the Internet and come to define the role and use of the Internet in their lives. A practical framework for hermeneutic investigation was created to access the unreflective thoughts and actions driving online consumer decision-making. Implicit within hermeneutics is the prospect of transcendental interpretations and the ability to investigate in situ new avenues of research that emerge as a result of anomalous comments or findings. Hence, this thesis presents two different, but inter-related, research inquiries and their associated findings. Initial interest was centred on consumer behaviour and interface design. Specifically, can a dedicated 'consumer interface' be designed using principles based on consumer perceptions of online convenience. The resulting data analysis created a framework of advice that interface designers can use to improve their understanding of the nature and limitations of convenient interfaces and associated consumer decision-support technologies. A second research theme emerged from the data analysis which broadened the focus into a consideration of online consumer behaviour as a distinct issue. Specifically, a new from of interactive behaviour prevalent in electronic retail markets was identified and, following a second literature review, labeled "surrogacy". Related in form to the personal shoppers found in traditional marketplaces, surrogacy differs from electronic intermediaries with regard to (i) the motivations of use and (ii) the symbolic and functional benefits of usage. The emergence of this phenomenon suggests that interactions between individuals (as consumers) and Web-based systems are maturing, albeit in a non-predictable manner. Together, the methodological refinements presented here with the accompanying research findings provide a reference point for further work in the following three areas: interface design for electronic marketplaces; Web-based consumer decision support technologies; and the development of interpretive approaches suitable for socio-technical investigations.
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Alver, Melis, and Haris Kurtisi. "Online consumer behaviour during a pandemic: : A study on the effects of Covid-19 on online consumers in Sweden." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53207.
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From an online consumers' point of view, explore the online shopping behavioural changes in Sweden that could be caused by covid-19 and investigate through Theory of Planned Behaviour if the changes would affect consumers' online shopping intention in Sweden after the pandemic.
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Lefevre, Emelie, and Marcus Nilsson. "The responsible consumer – Consumer consciousness from idea to delivery : an exploratory study of consumers’ willingness to act socially responsible when purchasing fashion online." Thesis, Högskolan Kristianstad, Fakulteten för ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-20779.
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The purpose of this thesis is to investigate consumers’ willingness to act socially responsible in their online fashion purchasing behaviour. Three frameworks; Theory of Planned Behaviour (TPB), Socially Responsible Consumer Behaviour (SRCB) and Consumer Social Responsibility (CNSR), constitute a foundation and have been combined in a conceptual framework. The research approach used is a qualitative research approach, and the empirical data was gathered in two semi-structured focus-groups with five and six participants. The participants were recruited by a convivence sampling method, with purposive sampling characteristics. The findings indicate that factors that influenced consumers’ willingness to act socially responsible was price, convenience, and time. Moreover, the findings show that SRCB is seen as a process, and that consumers’ stage in the process influence their willingness to act socially responsible. Lastly, it is shown that the TPB and SRCB must be considered before consumers can act socially responsible. This since consumers who have positive attitudes towards responsible actions, are susceptible to information of social and environmental issues related to their behaviour. These consumers can create enough awareness to take social- and environmental responsibility for their actions. Responsible consumers also aim to influence other consumers to take a greater responsibility. The findings of this study have contributed to further understanding within the research area of responsible consumers. Since the conceptual framework consider consumer behaviour in combination with their areas of awareness and responsibilities, this study contributes to deeper understanding of why consumers act socially responsible or not.
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Atorough, Peter. "Consumer behaviour in online shopping : understanding the role of regulatory focus." Thesis, Robert Gordon University, 2013. http://hdl.handle.net/10059/916.
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The behaviour of consumers on the Internet is increasingly a focus of marketing research. In particular, consumers’ behaviour in online shopping, from adoption motivation to post-usage behaviour, has become a major focus of research in the field of marketing, especially within consumer behaviour. Yet it has been acknowledged that while aspects such as adoption and usage motivation are now better understood, there are many questions that remain unanswered, and this warrants continued research effort. In line with the above, this research addresses an issue in online consumer behaviour that is currently under researched and which relates to the role that the consumer’s regulatory focus trait plays in their manifested behaviour in online shopping. The research argues that it is important to understand the role of regulatory focus in online shopping because this psychological trait has been shown to affect other aspects of human behaviour such as in response to advertising, dieting and sports. Drawing upon research from consumer behaviour and the wider fields of marketing and psychology, this research proposes a number of hypotheses relating the consumer’s regulatory focus to her perception of online shopping, motivation for online shopping, and actual usage behaviour in a structural manner. The resulting structural equation model is then tested using empirical data obtained from 306 Internet shoppers in the United Kingdom. The results of the research confirm that regulatory focus has an influence on consumer behaviour in online shopping by affecting their perception, motivation and usage of online shopping. The research makes a unique contribution by demonstrating that regulatory focus is a valid and robust predictor of online shopping behaviour and behavioural outcomes, a conclusion which is relevant to both marketing research and marketing practice. Finally, the research identifies and recommends areas for future studies.
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Chen, Chien-Hung. "The rise of co-creative consumers : user experience sharing behaviour in online communities." Thesis, Queensland University of Technology, 2012. https://eprints.qut.edu.au/48252/1/Tom_Chen_Thesis.pdf.
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This thesis examines consumer initiated value co-creation behaviour in the context of convergent mobile online services using a Service-Dominant logic (SD logic) theoretical framework. It focuses on non-reciprocal marketing phenomena such as open innovation and user generated content whereby new viable business models are derived and consumer roles and community become essential to the success of business. Attention to customers. roles and personalised experiences in value co-creation has been recognised in the literature (e.g., Prahalad & Ramaswamy, 2000; Prahalad, 2004; Prahalad & Ramaswamy, 2004). Similarly, in a subsequent iteration of their 2004 version of the foundations of SD logic, Vargo and Lusch (2006) replaced the concept of value co-production with value co-creation and suggested that a value co-creation mindset is essential to underpin the firm-customer value creation relationship. Much of this focus, however, has been limited to firm initiated value co-creation (e.g., B2B or B2C), while consumer initiated value creation, particularly consumer-to-consumer (C2C) has received little attention in the SD logic literature. While it is recognised that not every consumer wishes to make the effort to engage extensively in co-creation processes (MacDonald & Uncles, 2009), some consumers may not be satisfied with a standard product, instead they engage in the effort required for personalisation that potentially leads to greater value for themselves, and which may benefit not only the firm, but other consumers as well. Literature suggests that there are consumers who do, and as a result initiate such behaviour and expend effort to engage in co-creation activity (e.g., Gruen, Osmonbekov and Czaplewski, 2006; 2007 MacDonald & Uncles, 2009). In terms of consumers. engagement in value proposition (co-production) and value actualisation (co-creation), SD logic (Vargo & Lusch, 2004, 2008) provides a new lens that enables marketing scholars to transcend existing marketing theory and facilitates marketing practitioners to initiate service centric and value co-creation oriented marketing practices. Although the active role of the consumer is acknowledged in the SD logic oriented literature, we know little about how and why consumers participate in a value co-creation process (Payne, Storbacka, & Frow, 2008). Literature suggests that researchers should focus on areas such as C2C interaction (Gummesson 2007; Nicholls 2010) and consumer experience sharing and co-creation (Belk 2009; Prahalad & Ramaswamy 2004). In particular, this thesis seeks to better understand consumer initiated value co-creation, which is aligned with the notion that consumers can be resource integrators (Baron & Harris, 2008) and more. The reason for this focus is that consumers today are more empowered in both online and offline contexts (Füller, Mühlbacher, Matzler, & Jawecki, 2009; Sweeney, 2007). Active consumers take initiatives to engage and co-create solutions with other active actors in the market for their betterment of life (Ballantyne & Varey, 2006; Grönroos & Ravald, 2009). In terms of the organisation of the thesis, this thesis first takes a „zoom-out. (Vargo & Lusch, 2011) approach and develops the Experience Co-Creation (ECo) framework that is aligned with balanced centricity (Gummesson, 2008) and Actor-to-Actor worldview (Vargo & Lusch, 2011). This ECo framework is based on an extended „SD logic friendly lexicon. (Lusch & Vargo, 2006): value initiation and value initiator, value-in-experience, betterment centricity and betterment outcomes, and experience co-creation contexts derived from five gaps identified from the SD logic literature review. The framework is also designed to accommodate broader marketing phenomena (i.e., both reciprocal and non-reciprocal marketing phenomena). After zooming out and establishing the ECo framework, the thesis takes a zoom-in approach and places attention back on the value co-creation process. Owing to the scope of the current research, this thesis focuses specifically on non-reciprocal value co-creation phenomena initiated by consumers in online communities. Two emergent concepts: User Experience Sharing (UES) and Co-Creative Consumers are proposed grounded in the ECo framework. Together, these two theorised concepts shed light on the following two propositions: (1) User Experience Sharing derives value-in-experience as consumers make initiative efforts to participate in value co-creation, and (2) Co-Creative Consumers are value initiators who perform UES. Three research questions were identified underpinning the scope of this research: RQ1: What factors influence consumers to exhibit User Experience Sharing behaviour? RQ2: Why do Co-Creative Consumers participate in User Experience Sharing as part of value co-creation behaviour? RQ3: What are the characteristics of Co-Creative Consumers? To answer these research questions, two theoretical models were developed: the User Experience Sharing Behaviour Model (UESBM) grounded in the Theory of Planned Behaviour framework, and the Co-Creative Consumer Motivation Model (CCMM) grounded in the Motivation, Opportunity, Ability framework. The models use SD logic consistent constructs and draw upon multiple streams of literature including consumer education, consumer psychology and consumer behaviour, and organisational psychology and organisational behaviour. These constructs include User Experience Sharing with Other Consumers (UESC), User Experience Sharing with Firms (UESF), Enjoyment in Helping Others (EIHO), Consumer Empowerment (EMP), Consumer Competence (COMP), and Intention to Engage in User Experience Sharing (INT), Attitudes toward User Experience Sharing (ATT) and Subjective Norm (SN) in the UESBM, and User Experience Sharing (UES), Consumer Citizenship (CIT), Relating Needs of Self (RELS) and Relating Needs of Others (RELO), Newness (NEW), Mavenism (MAV), Use Innovativeness (UI), Personal Initiative (PIN) and Communality (COMU) in the CCMM. Many of these constructs are relatively new to marketing and require further empirical evidence for support. Two studies were conducted to underpin the corresponding research questions. Study One was conducted to calibrate and re-specify the proposed models. Study Two was a replica study to confirm the proposed models. In Study One, data were collected from a PC DIY online community. In Study Two, a majority of data were collected from Apple product online communities. The data were examined using structural equation modelling and cluster analysis. Considering the nature of the forums, the Study One data is considered to reflect some characteristics of Prosumers and the Study Two data is considered to reflect some characteristics of Innovators. The results drawn from two independent samples (N = 326 and N = 294) provide empirical support for the overall structure theorised in the research models. The results in both models show that Enjoyment in Helping Others and Consumer Competence in the UESBM, and Consumer Citizenship and Relating Needs in CCMM have significant impacts on UES. The consistent results appeared in both Study One and Study Two. The results also support the conceptualisation of Co-Creative Consumers and indicate Co-Creative Consumers are individuals who are able to relate the needs of themselves and others and feel a responsibility to share their valuable personal experiences. In general, the results shed light on "How and why consumers voluntarily participate in the value co-creation process?. The findings provide evidence to conceptualise User Experience Sharing behaviour as well as the Co-Creative Consumer using the lens of SD logic. This research is a pioneering study that incorporates and empirically tests SD logic consistent constructs to examine a particular area of the logic – that is consumer initiated value co-creation behaviour. This thesis also informs practitioners about how to facilitate and understand factors that engage with either firm or consumer initiated online communities.
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WANG, XUAN, and DAPHNE SAMIOS. "Consumer Engagement on Social Media : A Cross-Market Study About Consumer Behaviour Related To Sportswear Industry Online." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18007.
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This research aims to describe and analysis consumer behaviour and engagement on Social Media regarding the three following categories: sportswear products, sportswear brands, and lifestyle related to sports, in three different markets: Brazil, China and Sweden. This research has conducted a quantitative approach through an online survey with 363 valid responses. This research contributes to previous studies of consumer engagement on Social Media, with a highlight of how the engagement is performed differently regarding products, brands and lifestyle and how it varies among markets. It also helps the sportswear industry to develop marketing strategies on Social Media according to consumer engagement patterns in different markets.Program: Textile Management, Fashion Management
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Alamoudi, Hawazen. "How external and mediating factors affect consumer purchasing behaviour in online luxury shopping." Thesis, University of Plymouth, 2016. http://hdl.handle.net/10026.1/5323.
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Recently, many studies have detailed how consumer perceptions and experiences affect attitudes and behaviours towards web service quality and e-satisfaction. Controversy arises when it comes to luxury brands. Luxury brands associate themselves with the concept of exclusivity and they position themselves in the market as such. But in online placement, how do they remain exclusive when information is accessible to everyone? Consumers of luxury products and services have varying opinions on the subject. Not all consumers are susceptible to online marketing and retailing. The perception of consumers is highly relevant when assigning the term ‘luxury’ to a brand. Therefore, a luxury brand has a certain personality and has an emotional and a creative appeal for the consumer. The aim of this research is to understand consumer attitude towards online luxury shopping websites before the purchase, during the purchase, and after the purchase. This study investigates the external factors that impact on consumer attitude toward purchasing online luxury shopping as a first step in the consumer online luxury shopping model. Further, it examines consumer attitude towards purchase life cycle, and the mediation role of consumer attitude between external factors and purchase intention. Moreover, this study investigates the relationships between different stages inside the purchase life cycle. This work is the first study focusing on the above aspects in a luxury context, the importance of which has been widely recognised in marketing literature but never explored empirically. Taking an exploratory approach, the study shows that in the case of brands in the premium luxury segment, external factors may have a positive influence on luxury perceptions, and more specifically on consumer attitude, which in turn may affect their intention to proceed to the online buying process. This study uses the Technology Acceptance Model (TAM) as a theoretical grounding to study the adoption and evolution of a consumer online luxury shopping (COLS) model. A questionnaire was deployed online as a research instrument to collect the data from 313 online luxury consumers in the United Kingdom (UK) and United States (US). The data were analysed using Structural Equation Modelling (SEM) with PLS software. Further analysis using multi group analysis (MGA) was conducted after the main analysis for comparison between country (UK and US), gender (Male and Female), and level of internet experience (Intermediate and Advanced). The empirical results from this study show that, among seven external factors that affect consumer attitude (perceived usefulness, perceived ease of use, perceived brand value, e-WOM, e-service quality, social network site usage and social media marketing activities), e-service quality has the strongest impact on consumer attitude toward purchasing online. However, perceived ease of use, perceived usefulness and e-word of mouth were non-significant, while e-service quality, social network site usage, social media marketing activities, and perceived brand value were all significant, and positively impact on consumer attitude. Moreover, the rest of the relationships from the COLS findings were significantly positive. Finally, the findings of this study provide noteworthy theoretical insights in terms of development of the COLS from the theory of extended TAM, and the COLS highlights the importance of the external factors, consumer attitude, and purchase lifecycle as the key elements of online luxury shopping. Moreover, the COLS model has been tested using multi-group analysis in three sets (country, gender, and internet level of experience). Furthermore, these findings bring valuable marketing implications highlighted by this study, and covers before purchase, during purchase, and after purchase, which shows what is happening inside the entire buying process for online luxury shopping. Marketers might also note that adopting an online luxury shopping website and recognising what factors can affect buying externally or internally can improve business efficiency.
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Alatawy, Khald. "Consumer search behaviour and adoption of online booking of travel services in Saudi Arabia." Thesis, De Montfort University, 2015. http://hdl.handle.net/2086/11391.
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The main aim of this study was to investigate current search behaviour among Saudi consumers of travel services, to establish their attitudes towards, and adoption of online search and booking processes. It also aimed to explore current experiences within travel agencies of the adoption of online booking systems in the Saudi Arabian market. The study relied on a multi-method research design, with a focus on using both qualitative and quantitative data across three sequentially organised phases of data collection. Phase one centred on in-depth interviews with Saudi travel agents; phase two adopted a combined approach, using observation and semi-structured interviews, with a focus on getting a comprehensive insight into Saudi consumer search behaviour. In phase three, the researcher undertook a survey of internet adoption and search behaviour with a cross-section of Saudi consumers, located in the UK (N=481). Findings from the first phase demonstrated that Saudi Arabian travel firms continue to rely on offline booking methods and have been relatively slow to adopt online systems. Key factors influencing the adoption of online travel booking technology included attitudinal and cultural factors and an absence of customer trust, security and privacy. The second phase results indicated that information search and evaluation emerged as a single highly integrated process, however behavioural elements within the process varied across individuals, according to their search strategy and level of prior experience. In phase three, the key relationships in the conceptual model were examined, notably the relationship between search constructs and purchase intention. Only a few past studies have examined information search and evaluation in relation to purchase in emerging markets. This study offers a more in-depth perspective on search intention and information search and evaluation in the pre-purchase stage for online travel products. Key insights have emerged on the nature of the relationship between search intention, information search and evaluation and purchase intention through the development of a more comprehensive conceptual framework than in prior studies. The qualitative research demonstrated a) how search ability and search strategies were reflective of confident and well-established search behaviour on the part of Saudi consumers and b) gender and regional variations c) that the nature of information search and evaluation is shaped by behavioural differences at an individual consumer level. The study also offers a deeper understanding of the challenging perceptions that exist with regards to the slow adoption of online travel processes among Saudi Arabian travel firms.
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Laing, Audrey Frances. "Bookselling culture and consumer behaviour : marketing strategies and responses in traditional and online environments." Thesis, Robert Gordon University, 2008. http://hdl.handle.net/10059/400.
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This research examines the implementation of marketing both by chain and online booksellers, and consumer responses to this marketing and a reading of the current trade press revealed calls for research into consumer wants and needs (Watson, 2002; Holman, 2007; Horner, 2007a). While BML (Book Marketing Limited) carries out a valuable range of research into publishing and bookselling on an ongoing basis, nevertheless, both are relatively new research areas, and bookselling is particularly underdeveloped. It would appear that research in the field of bookselling has yet to be examined in an academic context. With specific respect to the development of a comprehensive understanding of consumer responses to bookshop marketing, the research is original, timely and useful, and builds upon the foundations of existing research, as detailed above. The mixed-method approach adopted in this study enhanced the level of triangulation possible, with interviews, surveys and focus groups serving to consolidate and support sets of results. This empirical research has uncovered rich source material from consumers both online and offline, revealing complex responses to traditional and online bookselling environments. Key original findings include: the widespread perception of homogeneity across chain bookshops by consumers; the presence of a coffee shop can enhance the concept of the bookshop as a social space and that consumer behaviour online was found to tend towards linear, goal-oriented book buying, whereas traditional book shopping tends to be much more about browsing, and have a serendipitous quality to it. The research has developed a comprehensive understanding of the approaches to marketing taken by chain booksellers, but more especially, the range of consumer responses and behaviour in both traditional chain and online bookshops. It has built upon the existing scholarly material available in these fields, as well as extending and developing research in the new academic field of bookselling. There is considerable scope for further investigation in both traditional and online bookselling, as outlined in the Conclusions chapter, building on the findings emerging from this research.
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Karimi, Sahar. "A purchase decision-making process model of online consumers and its influential factor : a cross sector analysis." Thesis, University of Manchester, 2013. https://www.research.manchester.ac.uk/portal/en/theses/a-purchase-decisionmaking-process-model-of-online-consumers-and-its-influential-factora-cross-sector-analysis(702ce943-3925-4b84-b99f-d170d3b8e386).html.
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This research explores the online purchase decision-making behaviour of consumers by introducing a comprehensive approach that covers two different viewpoints: a) individual-level behaviour and b) market-level behaviour. Individual-level behaviour enhances our understanding of how purchase decision-making processes unfold and whether they differ for different individuals. Drawing from decision analysis and consumer behaviour literature, four segments of online consumers are introduced based on two individual factors: decision making style and knowledge of the product. Archetypal behaviour of each segment is identified addressing variations in the process and process outcome for different groups. In addition, market-level behaviour investigates the actual behaviour of consumers in relation with different retailers in the market; it is based on the aggregated behaviour of 60,000 individuals. Not only behaviour in a particular website but also cross-visiting behaviour of consumers comparing multiple retailers is examined. For this purpose, a multi-level mixed-method approach is designed. Video recording sessions, think-aloud method, interviews and questionnaires are used to capture the dynamic decision-making process, segment consumers and measure the outcome of the process at individual level. Business process modeling approach and an adaptation of path configuration method are selected for modelling the process. Data from an Internet panel data provider, comScore, is analyzed to explore the market-behaviour of consumers visiting multiple retailers. A set of measurement frameworks, that have been developed to fully exploit the research potential of Internet panel data, are designed for this research. Two sectors of banking and mobile network providers are selected; this research methodology enables a much more detailed evaluation of online behaviour and can be applied in other consumer markets.A conceptual model of online purchase decision making is proposed synthesizing theory from three disciplines: consumer behaviour, decision analysis and Information Systems. This model is able to explain the complexities and dynamic nature of real-life decision-making processes. The results of individual-level analysis show that the synthesized model has an enhanced descriptive power. Purchase decision-making processes in the two sectors appear to be highly complex with a large number of iterations, being more unstructured in banking sector. The process is found to be influenced by the both individual characteristics and each segment exhibits a certain typology of behaviour. Behaviour in terms of the way stages are performed is identical across the two sectors; whereas it differs in relation to intensity of decision-making cycles, duration of the process and the process outcome, being a function of product/ market characteristics.The findings of market-level analysis revealed that banking websites are preliminary visited for using online banking services; despite the high portion of visitors, the intensity of research in these websites is low. On the contrary, mobile network providers attract a higher portion of consumers with purchase intentions and enjoy more intensive research. Consumers have a small consideration set in both sectors; and consider certain banks/providers rather than using the accessibility of all alterative on the Internet. It is evident that comparison sites play an important role in both markets affecting the behaviour of online consumers. Finally, the research stresses the use of the Internet as a complementary channel offering specific benefits in each sector.
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Cvach, Marek, Menal Sanna Kahsay, and Micaela Shamoun. "Privacy online: Exploring consumers’ evaluation of privacy issues in relation to personalised advertisement when buying online." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-40054.
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Background The development of the Internet has changed the direction of advertising. Personalised advertising has emerged as the most effective and most profitable form of advertisement. Although personalised advertisement has been praised by many, privacy related concerns have been raised since it can be perceived as a violation of the consumer's privacy. Online shopping is another activity growing on the Internet, which also raises concerns about privacy. Therefore, we find it interesting to look on how personalised advertisement in relation to privacy issues can affect the consumer when buying online. Purpose The purpose of this thesis is to investigate how online shoppers respond to privacy issues and personalised advertising. The research will focus on the shoppers’ perspective of privacy issues with personalised advertising online. It will also provide companies with useful insights into customer behaviour when shopping online, with the intention of evaluating various forms of personalised advertisement and their effectiveness in order to strengthen companies’ online personalised marketing campaigns. Method As multiple explanations to one and the same research question are sought, the research will be conducted from an interpretivist standpoint. A qualitative research method has been chosen in the form of twelve semi-structured interviews with individuals who have been residents of Sweden for more than six months, with a wide range of ages and an equal representation of the male and female gender. The empirical findings will be analysed based on the grounded theory where common themes based on similarities will be presented. Conclusion It was concluded that the attitudes towards personalised advertisement, privacy issues and its effect on buying behaviour depends on where the advertisement comes from as well as from where the individual is shopping. Furthermore, it was also found that although privacy concerns were raised it did not prevent individuals from continuing to purchase online, only from what sites the purchasing was conducted.
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Gränström, Danielle, and Johanna Atterström. "E-handel av livsmedel : En kvalitativ studie som undersöker hur e-service quality påverkar kundens köpbeteende." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-157608.
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Introduction: E-commerce has shown a large increase in the last years and constitutes a great portion of the market. This has led to a digital shift and more people choose to e-shop. This has affected the retail business, since there are new, more comfortable ways to buy your groceries. Furthermore, the food e-commerce differentiates from the general e-commence, since customers feel comfortable being able to smell, touch and see the groceries they are buying. Purpose: The purpose of this study is to achieve a higher and deeper knowledge of how the e-service quality affects the customers purchasing behavior in a digital food commence. Furthermore, the purpose is to identify notable factors within e-service quality which affects the customers purchasing behavior. Method: This is a qualitative study which has had an abductive approach. It is a combination between an inductive and a deductive attempt. The empirical material has been collected through six semi-structured interviews with Zeithaml, Parasuraman & Malhotra (2002) e-service quality dimensions for basis. Thereafter the empirical results were analyzed with the different steps of the buying process. Conclusion: Through this study, we noticed no significant difference between the interviewees which probably is a result of a high "internet habit". Thanks to the study, we were able to conclude that there are a number of distinct factors within the e-service quality dimensions that affects the customers purchasing behavior. Seeing that this is a subject going through constant development in contemporary with the digital evolution we find it useful to study, because the old barriers are replaced with new ones.Bakgrund: E-handel växer drastiskt och utgör idag en större del av marknaden. Detta har lett till ett digitalt skifte och fler väljer att e-handla. Det har sin påverkan på dagligvaruhandeln eftersom det finns nya och bekväma sätt att e-handla mat på. Vidare skiljer sig e-handel av livsmedel från den generella e-handeln, vilket kan förklaras genom att livsmedel blir problematiskt att uppfatta i onlinemiljö eftersom beröring, syn och lukt ofta krävs. Syfte: Syftet med studien är att få en ökad och djupare förståelse hur e-service quality påverkar kundernas köpbeteende inom digital mathandel. Vidare är syftet att identifiera märkbara faktorer inom e-service quality som påverkar kundens köpbeteende. Metod: Detta är en kvalitativ studie som har haft ett abduktivt angreppsätt, vilket är en kombination av en induktiv och deduktiv ansats. Det empiriska materialet har samlats in genom sex semi-strukturerade intervjuer med Zeithaml, Parasuraman & Malhotra (2002) e-service quality dimensioner som grund. Därefter analyserades det empiriska resultatet med köpprocessens olika steg. Slutsats: Genom studien kan vi se att det inte fanns några markanta skillnader bland de intervjuade personerna vilket vi tror kan bero på hög internetvana. Tack vare studien så kan vise att det finns ett flertal tydliga faktorer inom e-service quality dimensionerna som påverkar kundens köpprocess. Eftersom detta är ett ämne som ständigt uppdateras i samtid med den digitaliserade utvecklingen så är det nyttigt att studera just för att de gamla barriärerna ersätts av nya.
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Rodrigues, Ana Isabel Abreu. "Determinantes da utilização do internet banking em Portugal." Master's thesis, Escola Superior de Tecnologia e Gestão de Oliveira do Hospital, 2013. http://hdl.handle.net/10400.26/17720.
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Grdic, Tommy, Denis Celhasic, and Lukas Özer. "The traditional vs. the online market : A study of consumer behaviour and consumer preferences in the purchase of high-involvement products." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1156.
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Problem: The complexity of high-involvement products, especially when bought online needs further studying so that a merchant-consumer dialogue and information exchange is initiated. The opportunity for both merchants and consumers lies in the profits from these dia-logues and exchanges.
Purpose: The purpose of this thesis is to investigate what specific features buy-ers in the traditional market believe are unsatisfactory or missing in the online market. Our findings will help us give suggestions on what actions online merchants might take in order to redistribute high-involvement purchases from the traditional market to the online mar-ket.
Method: The data collection involves both a survey and interviews in order to assemble appropriate, justifiable and relevant data. In total, 150 peo-ple responded to the survey, and six of them were later objects to the in-depth interviews. To ensure that the collection of data was re-trieved consistently and reliably, and to avoid miss-interpretations, is-sues such as significance and reliability have been considered.
Result: Almost twice as many respondents bought their laptop in the tradi-tional market. It is preferred due to; a rooted habit of making pur-chases traditionally, the tangibility of the product, more apparent communication with salespeople, stronger purchase sensations and instant transactions.
Conclusion: The major features missing in the online market are; 1) the experien-tial sources and 2) the enjoyable sensations of a purchase found in a traditional purchase. The major unsatisfactory features include cus-tomer service, delivery and the complexity still adhered to online pur-chasing. The features have led consumers to hesitate and mistrust the online market in high-involvement purchases. In order to attain a re-distribution; buyers‟ hesitation has to be overcome and subsequently trust must be built in the capabilities of the online market.
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Pachauri, Ash. "Developing consumer trust in electronic environments : the effect of agent reputation on online decision behaviour." Thesis, University of Nottingham, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.251762.
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He, Lei. "Consumer Behaviour in Collaborative Consumption : A study of sustainable consumption behavioural change on the online sharing platforms for products." Thesis, Uppsala universitet, Naturresurser och hållbar utveckling, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-404379.
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The urgency for a drastic reduction in greenhouse gas emission is emphasised in the new Special Report on Global Warming of 1.5 °C by Intergovernmental Panel on Climate Change, in order to maintain the security and sustainable development of humanity. As proposed in the report, changing individual consumption behaviour can considerably alleviate the environmental impact of consumption and emissions. However, transforming individual to sustainable consumption behaviour has proven over time to be a challenging task involving all aspects of the society and industry. Sharing practice is a form of collaborative consumption proven to be applicable in fulfilling user needs with minimised environmental impact and material consumption as well as creating a sustainable consumption behaviour. A case study is conducted on the online peer-to-peer stuff sharing platform to discover what challenges users to perform sharing practice, what influences the participation in sharing practice, and what strategy a platform can have to stimulate the participation in sharing practice. The method of this thesis is a qualitative content analysis of the user reviews from the online stuff sharing platform, and the approach is inspired by grounded theory. The findings of the thesis present the difficulties of platform users in sharing practice, i.e. information transparency, arrangement, quality, security, and user knowledge. Also, the findings state the factors underlying identified difficulties, namely social presence, competence in sharing practice, and platform responsibility. The study concludes with strategies that can be applied for optimising sharing practice and platform. Besides, the initiative of the platform is highlighted to create transformation toward sustainable consumption behaviour. Otherwise, the development of sharing practice can be jeopardised. Besides, further research is necessary to establish a holistic outlook of sharing practice and facilitating the transformation toward sustainable consumption.
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Lönnberg, Mattias, and Anna Milton. "Impulse-buying Behaviour of Groceries Online : An exploratory research of Generation Y regarding their perception of impulse purchases of groceries online." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172896.
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Over the past years there has been a significant increase in the use of e-commerce and to which extent it is used. This has enabled a bigger market for consumption than ever before, and physical stores has now gained competition from the online based stores. Due to this market evolution, the consumers now have every opportunity to purchase goods at any time suitable. The concept of impulse-buying behaviour has thus become more relevant for research, as the markets are evolving, which raises questions if consumers are evolving parallelly. The commerce of groceries online is one market that has yet to be researched regarding impulse-buying behaviour, as it is a relatively new way of purchasing groceries. Members of Generation Y are the most frequent users of grocery shopping services online, which is why this is the demography of choice for this analysis. This study is inspired by previous research within the topic of impulse-buying behaviour, as well as the lack of research within this topic in regard to groceries. The research will aim to examine and identify how impulse purchases manifest themselves in an online environment when buying groceries. The study follows both classical impulse theory research as well as modern day consumer behaviour research, in order to gain a general understanding of impulse- buying behaviour of consumers. Existing research provides relevant information regarding the subject of impulse purchases; however, this study will contribute to the subject with a new perspective. Existing studies are focusing on either impulse purchase online or offline, impulse purchases or grocery shopping individually, which is why there is a research gap where these phenomena intersect. The study is expected to provide deeper understanding of how members of generation Y, or millennials, in Stockholm, act when shopping online, with emphasis on their perception of impulsive consumption behaviour. As well as examining online consumption, behaviour in physical stores will be examined and pitted against behaviour online in order to show differences and/or similarities between the two. Individual characteristics of generation Y will also be identified and compared to existing theories concerning their behavioural patterns. The study revealed that impulse purchases of groceries online is neither consistent, nor frequent, behaviour for consumers. Impulse purchases online were found to be most affected by income but also planning of the purchase made beforehand played a part. Delivery fees was an unexpected driver of impulse purchases in this research. A factor which indicated that this drives the consumer to purchase more impulsively to reach the delivery limit. Further, the study discovered that the proclivity of impulse purchases differs depending on whether shopping online or in a physical store. Individuals more prone to being affected by environmental stimuli and emotions also showed a higher probability of purchasing items on impulse in a physical store than online. Lastly, members of generation Y showed signs of materialistic, self-monitoring, risk-averse and socially aware characteristics, thus confirming many theories about the generation.
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Frost, Emma, Sanna Persson, and Jennifer Sandström. "Needs and Wants in Online Communities : A case study of Ungdomar.se." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-21325.
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Background Young people constitute a fast growing group of Internet users and they are considered an important market segment. In Sweden, on average nearly 97 % of the people between the ages of 15-19 use Internet every day. A great deal of these people use online communities, and in order for these communities to succeed, it is vital to understand what content the youths perceive as valuable and useful. Furthermore, since using an online community takes time and effort, the community should fulfil a need among its users. Since it is no easy task to understand what motivates consumers, online communities should strive to reach a consensus in common characteristics among these individuals, in terms of what needs and wants they seek to satisfy in online communities. Purpose The purpose of this thesis is to explore what needs and wants youths in Sweden seek to satisfy in online communities. To demonstrate the findings, Ungdomar.se will be evaluated, and given recommendations accordingly. Method In order to fulfil the purpose of this thesis, a descriptive and explorative study was conducted, consisting of both quantitative and qualitative data. The collection of data was made through a survey among youths, and by semi-structured interviews with Ungdomar.se and two people working at the Youth Centre Brunnen. Conclusion The authors have identified a set of needs and wants, that youths seek to satisfy in online communities. This has further been applied to the online community Ungdomar.se, and they have been provided with recommendations on how to satisfy these needs and wants.
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Berthuy, Alice. "Consumer Behaviour Towards Online Shopping of Fashion from Foreign Countries for a Population Between 18 and 25 Years Old." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-262032.
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The booming of Internet has changed consumers habits in many aspects. Nowadays it is possible to buy almost anything on the Internet but also to access to some information, consumers reviews and other data that can help the consumer to make the best choice. Existing researches have been trying to find explanations to consumer behaviour online, even though it is complicated to analyse. This thesis is focused exclusively on shopping online for clothes and fashion accessories, investigating on a population between 18 and 25 years old. The hypotheses are based on four main aspects of buying: product, price, enjoyment and convenience. The research will provide elements and key factors on their consumer behaviour towards online shopping of fashion and how online companies could make them becoming more loyal to online shopping and become more prosperous.
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Kozlova, Tatjana, and Olga Tytarenko. "To buy and what to buy? : the study of consumer behaviour on the Internet." Thesis, Gotland University, Department of Business Administration, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-139.
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The process that consumers go through while buying something is called consumer buying process and has been studied for a long time. Three stages of the Five-Stage Model (Kotler, 2006) provide a starting point for analysis in this paper and the reason of using this model is to make collected data more structured and easier for understanding. The purpose of this paper is to describe and analyze costumer buying process online.The method for data collection applied in this study is called “think-aloud” that means participants are verbalizing their screen activity and thoughts during the process of observation. The results of this research show that consumer buying process online is a complex process that is influenced by the amount and intensity of information received during the process as well as consumer knowledge and experience on the area of problem. The sequence of the stages proposed by the research model can vary depending on the preferences of consumer and readiness to make a decision.
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Fanoberova, Anna, and Hanna Kuczkowska. "Effects of source credibility and information quality on attitudes and purchase intentions of apparel products : A quantitative study of online shopping among consumers in Sweden." Thesis, Umeå universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-123550.
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Nowadays rapid development of information and communication technologies induced changes in many spheres of society. Digital media gives an access to diverse information sources ensuring vast available information. However, it became more difficult to evaluate credibility of these sources and quality of information provided by them. Issues of source credibility and information quality are particularly important in the context of online shopping. Consumers have to rely on information provided by online retailers and other sources in order to make a right purchase decision. The purpose of this master thesis is to examine effects of source credibility and information quality on attitude toward using the information source and purchase intention. Previous research investigated these effects only for one information source, thus, this study addresses this gap by exploring three online information sources: retailer source, eWOM source and neutral source. Furthermore, the theoretical framework is applied to the context of online apparel shopping, as no similar studies have beenconducted in this area before. We have formulated the following research question: What kind of effects do source credibility and information quality have on attitude toward using information source and purchase intention of apparel products? We used Theory of Reasoned Action and Information Adoption Model to develop a conceptual model. Data was collected from a sample of 180 respondents, who completed the online survey. Empirical findings demonstrate that factors of source credibility such as trustworthiness, expertise and attractiveness have positive effects on the attitude toward using eWOM source, while only trustworthiness and expertise positively affect the attitude toward using neutral source. For eWOM and neutral source relationships between factors of information quality and the attitude toward using the information source were found insignificant. On the contrary, for retailer source only factors ofinformation quality, accuracy and relevance, show positive effects on the attitude toward using retailer source. For all three sources attitudes toward using the information source and subjective norms positively affect purchase intentions. This work contributes to the existing knowledge by examining three online information sources in one study, which enables to discover differences in effects of source credibility and information quality on the attitude toward using the information source and purchase intention among sources. Furthermore, this paper provides recommendations for practitioners regarding improvement of perceived credibility and information quality ofeach information source in order to increase the number of consumers willing to use the source during information search.
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Hyun, Yongho, and n/a. "Consumer behaviour on the internet : a critical analysis of the extensive decision-making process of online holiday travellers." University of Canberra. Communication & Education, 2002. http://erl.canberra.edu.au./public/adt-AUC20060801.130043.
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Both tourism destination marketing and the characteristics of holiday travellers have
recently undergone radical changes driven by the rapid progress of computer technology. In
particular, the advent of the Internet has had a great impact on holiday travellers as well as
on the development of tourism promotion and distribution channel strategies.
While holiday travellers benefit from the characteristics of Internet use, for example,
unlimited information retrieval, flexible accessibility, and direct interactivity with
destination marketing organizations (DMOs), the Internet provides DMOs with the critical
factor of an increase in operational costs incurred by running all possible online promotional
activities and online distribution channels.
This paper attempted to discover which Internet functions are popularly used by
existing/potential online travellers or which ones are not by testing the Canberra Tourism & Event Corporation (CTEC) web site. As a result, this research intends to provide CTEC with
a way to operate its website cost-effectively, which can also lead to increasing the usage
satisfaction of CTEC web visitors. Online travellers visiting the CTEC website were
surveyed through non-probability self-selected web survey by using segmentation procedure;
two key online travel groups: direct and indirect online access groups.
Based on the research methodology, this study has discovered several findings. Firstly,
CTEC web visitors preferred to use the CTEC website for the purpose of gathering travel
information rather than that of online booking or reservations for travel products on the
CTEC website. Secondly, comprehensive travel information tailor-made to online
individuals was found to be desirable through interactive online activities, while the
multimedia, booking, and comparability function were not significant in helping the CTEC
online visitors choose the travel destination. Based on their preferences for particular
Internet functions, it is evident that web visitors wish to have comprehensive and tailormade
online travel information and interaction with the CTEC. Finally, it was revealed that
the demographics of the CTEC web visitors were very similar to Internet users identified by
previous researchers. Therefore, this study provides insights into website development
strategies.
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Beauvillain, Antoine, and Oskar Tiger. "Perceived intrusiveness and trust in relation to online advertising : A qualitative study amongst individuals of the Net Generation." Thesis, Umeå universitet, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-78937.
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The purpose of this qualitative study is to advance an understanding of trust and perceived intrusiveness in online advertising. The theoretical framework in this thesis is based upon theories about trust and intrusiveness that derives from previous research. The theory of psychological reactance is a further constituent. These concepts and theories are defined and discussed. and possible models are introduced. Semi-structured interviews with eight individuals of the Net Generation have been conducted to gather empirical data. The recordings from these interviews have thereafter been transcribed. in order to analyse the collected data, we have adopted a thematic analysis consisting of six phases. We coded the data and created themes that were detected during the different phases. The empirical data has been gathered by conduction of eight semi-structured interviews with individuals of the Net Generation. These interview have thereafter been transcribed and its content coded as a first step of the analysis. Three global themes derived from the empirical data analysis; trust, intrusiveness and observed relations, and many basic themes defined and analysed and discussed. We conclude our study advancing our findings about an understanding of trust and perceived intrusiveness in online advertising, as well as some observed relations noticed during the analysis. We finish our thesis with some managerial implications about the importance for managers and advertisers to take into account trust and intrusiveness, as well as leads for further studies, including the testing of our developed research model through a quantitative strategy.
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Graupl, Alice. "Systems of leisure travel information provision and use : the 'Grey' market' and the internet." Thesis, University of Derby, 2008. http://hdl.handle.net/10545/269715.
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The information age and the information society have become dominant features in the newm illennium.H owever,t heset ermsa reo ften referredt o with the youngerg enerations in mind,n eglectingth e older andm oree xperiencemd emberso f our society. This thesis focuses on the 'Grey Market' (travellers over the age of 50) who use the Internet on a regular basis - therefore also referred to as 'Silver Surfers' - and in particularf or their travel and tourism decision-makingI.t aims to identify experiences andp rocesseosf travel decision-makinga,n alyseth e impacto n the useo f the Interneta s an informations earcha s well as evaluateth e effectivenesos f the Interneti n providing informationf or particulara ndn ot mainstreamm arkets egments. The methodologye mployedi n this particularp iece of researchb uilds on positivisma s most consumerb ehaviourt heoriesd o; howevera more inductivea pproachw as taken. While relying on existingt heoriesn ewera nd lessw ell testedm ethodso f datac ollection were put to use.T he methodsw ere triangulatedu, tilising bothq uantitativea ndq ualitative research methods which complement each other in the results. An initial pilot study questionnairwe asf ollowedu p with semi-structureidn -depthi nterviewsw hich thenl edt o the completiono f the final survey,t hat was administeredb y 'e-surveying'u sing both conveniencea nd snowballs amplinga nd resultedi n 517 valid responsesfr om 'Silver Surfers' around the United Kingdom. Main findings of this thesiss how a distinct patterno f behaviourin the travel decisionmaking process of this particular market segment as well as what kind of information they were researchingo n the Internet.M ost importantly,t he respondentdso not consider themselvesto o different from other (younger)a geg roupsa nde vent houghs omeo f their informationr equirementsa re distinctive,t hey do not want to be consideredju st as 'the older consumers'.
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Omrec, Anja, and Mathilda Marie Eriksson. "Kanalval i modebranschen : Konsumenters tillvägagångssätt vid val av handelskanal - online eller offline." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21994.
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Modebranschen har under de senaste åren genomgått en dramatisk förändring där e-handeln tar över allt mer och mer. Framtidsprognosen för fysiska butiker ser relativt dyster ut och inom en snar framtid förväntas dessa inte finnas kvar. Detta är tack vare den så kallade butiksdöden vilken innebär att e-handeln tar en allt större plats i konsumenternas val av handelskanal. Detta faktum indikerar i minskade antal köp i fysiska butiker vilket resulterar i en osäker framtid för de fysiska butikerna. Syftet med denna studie var att undersöka vid vilken kanal, online eller offline, dagens konsumenter väljer att handla sina kläder samt vilka aspekter som kan påverka valet. Undersökningen har genomförts med hjälp av en enkät tillsammans med en övergripande litteraturstudie. Resultatet klargör att det var väldigt jämnt mellan kanalerna online och offline men enligt denna studie föredrar konsumenter att handla sina kläder via offlinekanaler. Utifrån vår studie kan även tydas att faktorer som kan påverka en konsument i valet av köpkanal bland annat är säkerhet, utbud, service, tid, plats, social miljö samt graden av bekvämlighet. Resultatet kan förhoppningsvis vara ett hjälpmedel för företag, handlare, detaljhandlare och andra intressenter. Utifrån studiens resultat kan vi ge råd till företag att de bör prioritera segmentering av sina kunder för att rikta sin verksamhet rätt. Företag som kan driva verksamhet både online och offline innehar en fördel då konsumenter idag tenderar att växla mellan olika kanaler. Offlinekanaler bör lägga stor vikt vid placering av butiken, fokusera på utbudet och servicen. Onlinekanaler bör ta vara på faktorerna av bekvämlighet, tid, utbud och säkerhet. Detta kan genomföras genom att erbjuda generösa returvillkor, bra produktbeskrivningar och erbjuda ett stort utbud.The fashion industry has experienced a dramatic change over the last few years, where e-commerce takes over more and more. The future forecast for physical stores looks relatively gloomy and are expected not to remain in the near future. This is due to the so-called retail death, which means that e-commerce is taking an increasing place in consumer choice of trade channel. This fact indicates in the reduced number of purchases in physical stores which results in an uncertain future for the offline channel. The purpose of this study was to investigate in which channel, online or offline, today’s consumers choose to buy their clothes and what aspects that can affect the choice. The paper has been conducted using a survey together with an overall literature study. The result clarifies that it was very even between online and offline channels, but according to this study, consumers still prefer to shop their clothes via offline channels. Based on our study, it can also be argued that factors that may affect a consumer in the choice of purchasing channel include security, supply, service, time, location, social environment and the level of convenience. The result can hopefully be a tool for businesses, traders, retailers and other stakeholders. Based on the study results, we advise companies that they should prioritize segmentation of their customers in order to direct their business properly. Companies that can do business online and offline hold an advantage since consumers nowadays tend to switch between different channels. Offline channels should place great emphasis on the location and focus on supply and service. Online channels should take into account the factors of convenience, time, supply and safety. This can be achieved by offering generous terms of return, good product descriptions and offering a wide range of products.
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Altwaijri, Ahmad Saleh. "Marketing strategies and national culture : an empirical investigation of customers' acceptance of the online banking channel in the context of Saudi national culture." Thesis, Brunel University, 2015. http://bura.brunel.ac.uk/handle/2438/13835.
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Technology and the development of the Internet has led to greater awareness among organisations of the role the Internet can play in improving services through online channels. Banks, financial institutions and the relevant government authorities in the Kingdom of Saudi Arabia (KSA) have made great progress towards improving their e-services; however, these efforts came with a lack of theoretical background concerning the main challenge, which is to encourage customers to accept Online Banking (OB). This research has explored these concerns, with the aim of providing better understanding of the salient factors affecting people's acceptance and adoption of OB technology within the specific national cultural context of Saudi Arabia. The literature suggests numerous factors as determinants of people's technology adoption in general and OB in particular. This study employs a qualitative approach to narrow down and identify factors that did not emerge in the literature, to arrive at the most appropriate ones. The qualitative stage of the research involved a combination of two focus groups (14 participants) and eight semi-structured interviews. After accomplishing the first stage, a model was proposed to explain the factors affecting user acceptance of technology in the context of OB in Saudi Arabia comprising eight constructs (Perceived Usefulness, Resistance to Change, Perceived Trust, Perceived Usefulness, Social Influence, Perceived Quantity, Uncertainty Avoidance and Perceived Image). A cross-sectional survey was developed and distributed, resulting in 945 responses for use in the data analysis (using SPSS 20.0), for descriptive and exploratory factor analysis to extract constructs of the model. To finish, the proposed model and its hypotheses were examined by applying two-stage structural equation modelling. The conceptual model was found to be of value in explaining the role of the chosen factors that affect user acceptance of technology. The research found the seven direct predictors of BI to use OB explained 84.5 percent of BI variance. From the findings, it was found that the most significant predictor of BI was UA, followed by RC then PU. This research contributed to knowledge by providing a new e-service adoption model involving the impact of national culture. The newly proposed factors (PQ and UA as determinants) helped understand users‟ e-behaviours in KSA where research is seriously under-developed. The research limitations and recommended further efforts are finally presented.
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Damanaki, Maria Zoi, and Michaela Kanaan. "E-commerce in Greece and Sweden: A cross-country investigation of consumer privacy attitudes and behaviours." Thesis, Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-44507.
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Purpose: The purpose of this study is to contribute with a cross-country approach to the research about consumers’ online privacy concerns by investigating Greek and Swedish consumers’ privacy attitudes and behaviours in the digital marketplace. Theoretical framework: The study’s theoretical framework is based on the Power-Responsibility Equilibrium Theory (PRE) perspective and three of Hoftsede’s cultural dimensions; uncertainty avoidance, power distance, and individualism. Methodology: The study has a deductive approach with a quantitative research method. The data was collected by a questionnaire in each country which resulted in 232 answers in total. The answers were then analyzed in Microsoft Excel 16.41, SPSS 26.0, and SmartPLS 3.3.3. Findings: Findings indicate that the impact of power-holders on consumer privacy concerns, privacy empowerment and trust is more prominent for Swedish than for Greek consumers. Moreover, the impacts of privacy concerns, privacy empowerment and trust on consumers’ power-balancing strategies are more substantial for Greek than for Swedish consumers. Implications: The study contributes to the marketing field and academics studying consumers’ behaviour as it adds a cross-cultural approach to the investigation of consumers’attitudes on e-commerce from a PRE theory perspective. Additionally, they can have practical implications for marketers and policymakers in the e-commerce sector as they can gain some insight into how essential corporate privacy responsibility and regulations are to gain the trust of consumers and decrease their privacy concerns. Limitations: Since the study covers Greek and Swedish consumers, it is limited to countries with similar characteristics. Moreover, the majority of the respondents were under 35 years old and their opinions contradicted, not allowing most of the effects to be statistically significant enough to be considered. Originality/Value: Consumer privacy attitudes and behaviours on e-commerce have not been studied from both a power-responsibility equilibrium and a cultural dimensions perspective. This study adds a cross-country approach by studying Greek and Swedish consumers, while at the same time combining two theoretical perspectives.
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Werle, Nicolas, and Liina Lehtonen. "Hedging Your Bets: The Prospects of Cryptocurrency Use in Online Gambling : A Mixed-Methods Study." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149457.
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Since its initial inception, cryptocurrency has hit the world with both intrigue and skepticism. It was acting as an alternative form of currency that people could use that required no regulative authority to back it. As such, people had the option to make purchases in anonymous manners, leading to what most would consider unethical behaviours, and ultimately resulted in cryptocurrency gaining a poor reputation. However, specific trends in society have helped cryptocurrency growth to continue. A societal loss of trust in the traditional banking system and the positive perception towards the blockchain technology, which is a peer-to-peer system that cryptocurrencies, such as Bitcoin, operate on are two such trends. Furthermore, recent years have witnessed exponential increases in the prices of cryptocurrencies, such as Bitcoin. This has led to widespread stories of people getting rich through cryptocurrency ownership, having been “wise-enough” to buy in on the cryptocurrency trend early enough to reap in the rewards of such as decision. And as a result, leading to more people wanting to be the next big success story and buying in on the cryptocurrency trend. This growing trend has also gained the attention of several multi-national companies, such as Expedia, Subway and Microsoft, who have begun accepting cryptocurrency as a form of payment. Even though specific cases have seen this strategy implemented successfully, the volatility of cryptocurrency still poses a risk that has hindered the ability of cryptocurrency to become a widespread payment option. Given the current trend surrounding cryptocurrency, this thesis serves the purpose is to investigate another alternative option for cryptocurrency use. That option being the potential for cryptocurrency to be used as an alternative payment option in the online gambling industry. Where it has been used as a payment option in other areas, it would be interesting to identify whether there is potential for the cryptocurrency to be adopted and used in this particular industry as well. In order to investigate this phenomenon from both the consumer and industry point-of-views, this thesis used a mixed-methods study, which consisted of a qualitative study and quantitative study. Our qualitative study focused on the industry side of the phenomena. To carry it out, we conducted a series of semi-structured interviews with managers of a large online gambling company in order to gain deeper knowledge on their perspectives regarding their perceptions towards how cryptocurrency adoption would affect the online gambling industry. Based on the information gained from the interviews, specific themes were identified and further analyzed through a thematic analysis. Those themes included blockchain in online gambling, holding cryptocurrency, regulation and the reputation of cryptocurrency. Our results indicated that managers did not believe the industry was ready to adopt cryptocurrency due to specific regulatory factors, but that it had future potential, mainly regarding its association to blockchain. Our quantitative study focused on interpreting the perceptions of online gamblers regarding cryptocurrency use in online gambling. Specifically, identifying what would motivate them to use cryptocurrency in online gambling and if they were willing to accept it as a payment option. Based on the results obtained through a survey we distributed, we used linear regression to identify if online gamblers were willing to accept cryptocurrency. The resulting outcome was a moderate level of rejection towards cryptocurrency acceptance. The linear regression model also allowed us to interpret which predictor variables held the greatest level of importance towards predicting cryptocurrency acceptance. Those specific variables included cryptocurrency anonymity, usability, ownership, and belief in the future of cryptocurrency. When comparing the results from both studies through triangulation, we were able to conclude that both consumers and the industry were not ready to fully accept cryptocurrency usage in online gambling. However, both sides indicated positive outlooks towards its future potential as a payment method.
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Trel, Marion. "The effect of product familiarity on consumers' attention to online advertisements : An eye-tracking experiment." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12644.
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Purpose - The purpose of this research was to study millennial consumers' attention to online advertisements published by streetwear companies on social media. The aim was to investigate differences between consumers' attention to familiar products and unfamiliar products. Three hypotheses were constructed to test whether product familiarity affects consumers´ attention to advertisements: H1: Consumers who are familiar with the products are more likely to look at them in advertisements than consumers who are unfamiliar with the products. H2: Consumers who are familiar with the products will spend more time looking at them in advertisements than consumers who are unfamiliar with the products. H3: Consumers who are familiar with the products will find them faster from advertisements than consumers who are unfamiliar with the products. Method - The study applied between-subjects design by dividing 40 participants in two matched groups based on their gender. Both groups had 10 male and 10 female participants. During the eye-tracking experiment, participants in Group 1 were shown three product photos for two seconds and three advertisements containing the same products for four seconds. Participants in Group 2 were only presented with three advertisements for four seconds. The results of the study are presented in two parts. Firstly, heatmaps give an illustrative overview of the findings and Statistical analysis presents the results of statistical tests. Chi-square test was performed to test the first hypothesis and independent-samples t-tests were performed to test the second and third hypotheses. Results - The results of the study show that people who were familiar with the products were more likely to look at them in advertisements than consumers who were unfamiliar with the products. Also, people who were familiar with the products spent more time looking at them compared to people who were unfamiliar with the products. However, previous exposure to products did not result in faster identification of the products from advertisements.
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Loverus, Anna, and Paulina Tellebo. "There ain ́t no such thing as a free lunch : What consumers think about personal data collection online." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-315656.
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This study examines how consumers reason and their opinions about personal data collection online. Its focus is to investigate whether consumers consider online data collection as an issue with moral implications, and if these are unethical. This focus is partly motivated by the contradiction between consumers’ stated opinions and actual behavior, which differ. To meet its purpose, the study poses the research question How is personal data collection and its prevalence online perceived and motivated by consumers?. The theoretical framework consists of the Issue-Contingent Model of Ethical Decision-Making by Jones (1991), thus putting the model to use in a new context. Collection of data for the study was done by conducting focus groups, since Jones’ model places ethical decision- making in a social context. The results of the study showed that consumers acknowledge both positive and negative aspects of online data collection, but the majority of them do not consider this data collection to be unethical. This result confirms partly the behaviour that consumers already display, but does not explain why their stated opinions do not match this. Thus, this study can be seen as an initial attempt at clarifying consumer reasoning on personal data collection online, with potential for future studies to further investigate and understand consumer online behaviour.Denna uppsats undersöker hur konsumenter resonerar och tänker kring insamling av personlig data på Internet. Fokus är att utreda ifall konsumenter anser att denna insamling har konsekvenser, och ifall dessa anses vara oetiska. Detta fokus baseras delvis på resultat som visar på skillnader i vad konsumenter uttrycker för åsikter kring detta ämne, och deras faktiska beteende på Internet. Undersökningen utgår ifrån forskningsfrågan som lyder Hur uppfattar och motiverar konsumenter insamling av personlig data på Internet? Studiens teoretiska ramverk består av modellen An Issue-Contingent model of Ethical Decision- Making som är utvecklad av Jones (1991), och modellen används därmed i en ny kontext. Studiens data samlades in genom fokusgrupper. Detta val baserades på Jones (1991) modell, som menar att etiskt beslutsfattande alltid sker i en social kontext. De resultat som kommit fram visar att konsumenter ser både positiva och negativa aspekter och konsekvenser av att ha sin personliga data insamlad, däremot utan att anse att insamlingen i sig är oetisk. Detta bekräftar delvis tidigare resultat, men förklarar inte varför de åsikter konsumenter uttrycker kring ämnet inte stämmer överens med hur de sedan faktiskt beter sig. Därmed kan den här uppsatsen ses som ett första försök att klargöra hur konsumenter resonerar kring insamling av personlig data på Internet. Det har bedömts finnas mycket potential för framtida studier inom samma område, för att fortsatt undersöka och förstå konsumenters beteende på Internet.
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Svensson, Kajsa, and Sabrina Hölder. "Subscription Services in the Fashion Industry : a Quantitative Approach on Consumers' Perspective." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10748.
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Individualisation and digitalisation are increasing in importance which leads to a change in the society, affecting consumers’ behaviour and needs. This change results in consumers desiring an individualised consumption experience with additional services that fashion companies should consider in order to stay relevant. This development opens up for new opportunities regarding business models such as the business model of subscription services. The identified gap in the academic literature of subscription services lies in the application of this business model to the fashion industry. Non-academic articles about fashion subscription services were found but often from the industries’ point of view rather than from the consumers’ point of view. Thus, the purpose of this study is to investigate the consumers’ perspective on fashion subscription services and what underlying reasons there might be for these perspectives. The study is of quantitative nature with theories regarding subscription services, consumer behaviour and fashion forming the research questions and thus the research. Data was collected by an online questionnaire to gain insight on respondents’ perspectives on fashion subscription services which was used as descriptive empiricism, tested for correlations and discussed in line with the theories. The study shows that there are correlations between the theories and the respondents’ interest in fashion subscription services, but the interest cannot be explained by each of the theories separately. However, by looking into different affecting factors, suggestions of underlying reasons are offered by this study.
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Gunnarsson, Jenny, and Maria Slivo. "Konsumentbeteende online : En analys av spelkonsumenters reaktioner och beteende på nätet." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-13995.
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Problem background: The online gaming industry has exploded and the number of consumers who play casino games has increased markedly in recent decades. In Sweden, the state has a monopoly on the gambling market and is not allowed to market casino games. But the foreign gambling companies make use of this by sending their advertisements via channels from other countries. Research Questions:- What are the reactions of Swedish gambling consumers to gambling companies marketing?- What determines when Swedish gambling consumers choose to gamble online?- What are the consequences that may arise for the gambling consumers owing to the gambling companies marketing? Purpose: The general purpose of this study is to contribute a distinct view over how Swedish gamblers react and experience the marketing of gambling companies. The sub-purpose is to find out what it is that makes the gambling-consumers to use these services as well as the consequences that may arise from the gaming company's marketing. Method: In this study, we have applied a quantitative network approach by creating an online survey and an online experiment. Empirics: The online survey and experiment gave us a total of 119 responses. 88 responses on the survey and 31 responses on the experiment. Online availability was enticing among the gambling consumers, being able to play at any time. According to the consumers they gamble for the excitement of it and to win money. There were also gambling consumers who stated that they are professional poker players and that poker is their only source of income. Conclusion: Even though consumers believe the gambling commercials are misleading and frustrating they still feel the urge to gamble online. This is most likely because the companies show off with a glamorous fantasy world of winning money in their commercials. The gamblers are relatively easy influenced by the commercials which are the main reason why gamblers end up with gambling issues/addictions.Problembakgrund: Spelindustrin på nätet har exploderat och antalet konsumenter som spelar casinospel har ökat markant de senaste årtiondena. I Sverige har staten monopol på spelverksamheten och det är inte tillåtet att marknadsföra kasinospel, men de utländska spelbolagen utnyttjar detta genom att sända sin reklam via kanaler från andra länder. Forskningsfrågor:- Vad är de svenska spelkonsumenternas reaktioner till spelbolagens marknadsföring?- Vad är det som avgör för när svenska spelkonsumenter väljer att spela på nätet?- Vilka konsekvenser kan uppstå för spelkonsumenterna av spelbolagens marknadsföring? Syfte: Huvudsyftet med studien att ge en klarare bild över hur Svenska spelkonsumenters beteende och reaktioner av spelbolagens marknadsföring. Delsyftet är att ta reda på vad det är som gör att spelkonsumenter väljer att nyttja spelbolagens tjänster samt vilka konsekvenser som kan uppstå av spelbolagens marknadsföring. Metod: I denna uppsats har vi valt att tillämpa kvantitativa undersökningar genom att utforma en webbaserad enkät- och ett experiment. Empiri: Totalt deltog 119 respondenter i enkätundersökningen och experimentet, 88 respektive 31 stycken. Tillgängligheten på nätet var lockande bland spelarna, att kunna spela när som helst. Många spelare tycker att spel på nätet är spännande och spelar gärna för att vinna extra pengar. En del spelkonsumenter uppgav att de är professionella pokerspelare samt att poker är deras enda inkomstkälla. Slutsats: Slutligen kom vi fram till att även då spelkonsumenterna anser att spelbolagens marknadsföring är missvisande och frustrerande lockas dem ändå till att spela på nätet. Troligtvis eftersom spelbolagen framhäver en glamorös fantasivärld och att det är lätt att vinna på deras spelsidor. Spelkonsumenterna är relativt lättpåverkade av spelbolagens marknadsföring vilket är den främsta anledningen till att spelkonsumenter hamnar i ett spelproblem/spelberoende.
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Amaro, Suzanne Fonseca. "Determinants of online travel purchase intentions: a holistic approach." Doctoral thesis, Universidade de Aveiro, 2014. http://hdl.handle.net/10773/12479.
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Doutoramento em Marketing e EstratégiaOnline travel shopping has attracted researchers due to its significant growth and there is a growing body of literature in this field. However, research on what drives consumers to purchase travel online has typically been fragmented. In fact, existing studies have largely concentrated on examining consumers’ online travel purchases either grounded on Davis’s Technology Acceptance Model, on the Theory of Reasoned Action and its extension, the Theory of Planned Behaviour or on Roger’s model of perceived innovation attributes, the Innovation Diffusion Theory. A thorough literature review has revealed that there is a lack of studies that integrate all theories to better understand online travel shopping. Therefore, based on relevant literature in tourism and consumer behaviour, this study proposes and tests an integrated model to explore which factors affect intentions to purchase travel online. Furthermore, it proposes a new construct, termed social media involvement, defined as a person’s level of interest or emotional attachment with social media, and examines its relationship with intentions to purchase travel online. To test the 18 hypotheses, a quantitative approach was followed by first collecting data through an online survey. With a sample of 1,532 Worldwide Internet users, Partial Least Squares analysis was than conducted to assess the validity and reliability of the data and empirically test the hypothesized relationships between the constructs. The results indicate that intentions to purchase travel online is mostly determined by attitude towards online shopping, which is influenced by perceived relative advantages of online travel shopping and trust in online travel shopping. In addition, the findings indicate that the second most important predictor of intentions to purchase travel online is compatibility, an attribute from the Innovation Diffusion Theory. Furthermore, even though online shopping is nowadays a common practice, perceived risk continues to negatively affect intentions to purchase travel online. The most surprising finding of this study was that Internet users more involved with social media for travel purposes did not have higher intentions to purchase travel online. The theoretical contributions of this study and the practical implications are discussed and future research directions are detailed.
A compra de viagens online tem atraído investigadores dado o seu significativo crescimento e existe uma crescente literatura nesta área de investigação. Contudo, estudos sobre o que motiva consumidores a comprar online têm sido fragmentados. De facto, os estudos existentes em grande parte baseiam-se no Modelo de Aceitação de Tecnologia de Davis, no Teoria da Ação Refletida, na Teoria do Comportamento Planeado ou na Teoria de Difusão de Inovações de Roger. Uma extensa revisão da literatura permitiu revelar que há uma falta de estudos que integram todas as teorias para a melhor compreensão da compra de viagens online. Deste modo, baseado em literatura relevante na área de Turismo e de comportamento do consumidor, este estudo propõe e testa empiricamente um modelo integrado para explorar quais os fatores que afetam a intenção de comprar viagens online. Mais, propõe um novo constructo, designado de envolvimento com social media, definido como o nível de interesse ou ligação emocional com social media, examinando a sua relação com a intenção de compra de viagens online. Foi utilizada uma abordagem quantitativa para testar as 18 hipóteses, recolhendo dados através de um questionário disponível online. Com uma amostra de 1532 utilizadores mundiais de Internet, o método de Partial Least Squares foi utilizado para verificar a validade e fiabilidade dos dados e testar as relações formuladas entre os constructos. Os resultados indicam que as intenções de comprar viagens online são maioritariamente determinadas pela atitude em relação à compra de viagens online, que por sua vez é influenciada pelas vantagens relativas percebidas e pela confiança na compra de viagens online. Os resultados também revelam que o segundo preditor mais importante das intenções de comprar viagens online é a compatibilidade, um atributo da Teoria de Difusão de Inovações. Por outro lado, apesar de a compra de viagens online ser atualmente uma prática comum, o risco percebido continua a afetar negativamente a intenção de comprar viagens online. Um dos resultados mais surpreendentes deste estudo foi que utilizadores de Internet mais envolvidos com social media relacionados com viagens não tinham maiores intenções de comprar viagens online. As contribuições teóricas deste estudo e as implicações práticas são discutidas e linhas de investigação futura são apontadas.
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Bukhari, Saleh Mohammed Fadel. "Understanding the factors that attract travellers to use airline websites for purchasing air tickets." Thesis, Brunel University, 2015. http://bura.brunel.ac.uk/handle/2438/13825.
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In order for e-commerce businesses to attract customers and consequently increase revenue, it is essential to understand the behaviour of online consumers. This involves understanding how consumers react to website elements, and what could influence the adoption of online channels. Given the applied nature of this research area, a number of studies have been carried out by marketers and information systems experts in order to develop a better understanding of consumer behaviour and web elements impact on adoption of online services. However, as web services continue to expand, so does the need for further research concentrating on specific types of products or services. Many academic articles have been published to cater for specific web portals such as retailing, banking, governmental transactions, hotel booking, and many other areas. Whilst this is the case, there remains a lack of research examining customer behaviour when using airline websites. Given the specific nature of online consumers, and the amount of business surrounding e-ticketing, it is imperative that this gap in research is addressed. Multi-faceted limitations surrounding online consumer behaviour within the airlines industry emerge from the literature. For example, the majority of previous research has relied solely upon traditional theories and as such, other important perspectives related to travel warrant investigation. Additionally, apparent links between website qualities and website adoption remain under investigated in the context of the airline industry. Another gap in research relates to the investigation of the moderating role of travellers’ characteristics such as their demographics, internet experiences, and travel habits. Based on these limitations, this research aims to develop a comprehensive, multi-disciplinary (i.e. consumer behaviour, information systems, travel and tourism) theoretical model that is capable of examining the factors that influence travellers’ online satisfaction and intention to purchase air tickets from airline websites. In developing this model, this research adopts a positivist, deductive, and quantitative approach. Thus, based on the analysis and synthesis of literature, a conceptual model comprised of nine constructs is proposed. Inspired by the Information Systems Success Model, e-satisfaction is centralised in the model and suggested as the main predictor of intention to purchase airline tickets. Information web qualities and system web qualities are considered as antecedents of e-satisfaction. The two constructs from the Technology Acceptance Model (TAM) (perceived usefulness and perceived ease of use) are also integrated into the model. Other important factors such as e-trust, airline reputation, and price perception are also embedded. The suggested model has been validated using a measurement scale based on previously validated items. This research adopts an online survey that targets real travellers from Saudi Arabia who have used airline websites. Interviews, focus groups, and a pilot study were conducted to validate the survey items. Data collection procedures utilized the social media channels for the two operating airlines in Saudi Arabia as well as a snowball method. Data analysis techniques including exploratory factor analysis, confirmatory factor analysis, and structural equation modelling were used to validate the relationships and to test overarching research hypotheses. Additionally, group comparison techniques including invariance analysis were used to explore the moderation effect of demographic characteristics (i.e. gender, age, education level, monthly income, occupation, and location), internet experience, and travel habits (i.e. origin of the airline used, actual tickets purchase, travel frequency, motivation for travel, type of travel, and type of funding). The results from this research suggest that the most influential factors motivating travellers to purchase online are e-satisfaction followed by website trust. Furthermore, travellers’ perceptions of website quality also played an important role in influencing e-satisfaction. Price was the next influential factor. Several other factors appeared to have direct and indirect associations with intention to purchase and e-satisfaction. Additionally, findings emanating from group analysis suggest that some demographic factors and travel habits have a moderating influence over the research hypotheses. As such, this research makes several contributions to the consumer behaviour and web quality literature within the travel and tourism context. The findings from this research can assist airlines in shaping their web development priorities and enable them to focus on the most influential factors. This thesis concludes with a discussion of the application of these findings, an evaluation of the studies undertaken, and suggestions for future research.
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Antila, Adam, and Christian Ek. "Faktorer som påverkar olika betalsätt online : En jämförelsestudie mellan faktura, kort och flera alternativ vid handel online." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-24366.
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E-handels snabba utveckling det senaste årtiondet har öppnat upp nya möjligheter för både företag och konsumenter och det har gjort att betalsätten förändrats. I takt med den tekniska utveckling som skett har även konsumenters intentioner och uppfattningar förändrats och faktorer som användbarhet, användarvänlighet, tillit och risk är starkt kopplat till köpbeteende online. De två vanligaste betalsätten för svenska e-handels konsumenter idag är bankkort/kreditkort och faktura. Studiens syfte var att undersöka svenska konsumenters intention och uppfattning av betalningssätten kort och faktura samt situationer med fler betalningsalternativ vid handel online. Till vår hjälp har den teknologiska acceptansmodellen (TAM) används tillsammans Pavlous (2003) e-handels modell för att se om faktorerna de fann också påverkade svenska konsumenter. En enkät togs fram med fokus på tre delar, 1) bankkort/kreditkort, 2) faktura och 3) flera betalsätt. Den insamlade data analyserades med hjälp av SPSS och resultatet visade att faktorn som hade störst påverkan var användbarhet. För betalsätten bankkort/kreditkort och när flera alternativ listades visade analysen att faktorn risk inte påverkade intentionen till att använda betalsätten. Faktura var det betalsätt som upplevdes som minst riskfyllt bland respondenterna. Resultatet visade också att trots bankkort/kreditkort har en högre risk, är de flesta benägna att använda det betalsättet vid nästa köp kontra faktura, som hade en lägre risk vilket kan förklaras att bankkort/kreditkort är det betalsätt i Sverige som används mest.The rapid development of E-commerce over the past decade has opened up new opportunities for both businesses and consumers, and this has changed the payment methods. In line with the technological development that has taken place, consumers' intentions and perceptions have also changed and factors such as usability, ease of use, trust and risk are strongly linked to online purchasing behavior. The two most common payment methods for Swedish e-commerce consumers today are bank cards / credit cards and invoices. The purpose of this study was to examine the intention and perception of payment methods, cards and invoice of Swedish consumers, as well as situations with more payment options when shopping online. To our aid, the Technological Acceptance Model (TAM) has been used together with Pavlous (2003) e-commerce model to see if the factors they found also affected Swedish consumers. A questionnaire was developed focusing on three parts, 1) bank card / credit card, 2) invoice and 3) several payment methods. The data collected were analyzed using SPSS and the results showed that the factor that had the greatest impact was usability. For the payment methods bank card / credit card and when several options were listed, the analysis showed that the risk factor did not affect the intention to use the payment methods. Invoice was the payment method that was perceived as least risky among the respondents. The result also showed that although bank cards / credit cards have a higher risk, most people are inclined to use the payment method in the next purchase, as opposed to invoice, which had a lower risk which can be explained by bank card / credit card being the most used payment method in Sweden.
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Llado, Ristorp Felix, Katie Maria Walter, and Lisa Nystedt. "Fångad av en (online)stormvind : En fallstudie på företaget NA-KD om hur onlinestormar kan påverka konsumenternas köpintention." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-26611.
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Utvecklingen av den digitala världen och sociala medier har gjort att konsumenter fått större makt i hur ett företag uppfattas då de direkt och indirekt påverkar företagets image genom det de delar, kommenterar och recenserar (Alam och Khan 2019). Ji, Li, North och Liu (2017) menar att en enda negativ kommentar på sociala medier kan växa till en allvarlig kris, som i denna studie definieras som en onlinestorm. Studiens syfte är att undersöka hur köpintentionen kan påverkas utifrån den onlinestorm som företaget NA-KD fick erfara i december 2020. Fallet uppmärksammades i sociala medier utifrån hur tidigare praktikanter och anställda hos NA-KD hade upplevt utskällningar från chefer, mobbning och ohållbar stress på arbetsplatsen (Hansson 2020).För att köpintentioner ska kunna förutsägas måste konsumenternas förändrade varumärkesattityd och känslornas påverkan på konsumentbeteende undersökas. För att besvara vårt syfte formulerades två frågeställningar samt två hypoteser utifrån tidigare forskning och teori och en kvantitativ undersökning i form av en enkät genomfördes. SOR-teorin av Jacoby (2002) användes som teoretiskt ramverk för studien. Resultatet av studien påvisar att konsumenterna upplevt ilska och därmed antagit ett negativt beteende som svar vilket gör att varumärkesattityden försämrats. Detta påverkar i sin tur köpintentionen negativt. Studiens resultat visar även att i detta fall har engagemanget på sociala medier varit relativt lågt hos respondenterna, men trots det har varumärkesattityden försämrats hos det allra flesta. Detta indikerar på att konsumentengagemang på sociala medier inte är en betydande faktor för att varumärkesattityden och köpintentionen ska bli påverkade i en onlinestorm. Studien är skriven på svenska.The development of the digital world and social media has given consumers greater power in how an organisation is perceived as they have a direct and indirect impact on an organisation's image through what they share, comment on and review (Alam & Khan 2019). Ji, Li, North and Liu (2017) argue that one single negative comment on social media can develop into a crisis, defined in this study as an online storm. The purpose of this study is to examine how purchase intention can be affected by analysing the online storm that NA-KD experienced in December 2020. This case was highlighted on social media where former interns and employees at NA-KD shared that they had experienced verbal abuse from bosses, bullying and untenable stress at the workplace (Hansson 2020).Consumers changing brand attitudes and the role that emotions play in consumer behaviour must be examined to predict purchase intentions. To attain the purpose of this study, two research questions were formulated as well as two hypotheses, based on previous research and theory, and a quantitative study in the form of a questionnaire was conducted. The SOR theory proposed by Jacoby (2002) was used as a theoretical framework for the study. The results show that consumers experienced anger and therefore assumed a negative behaviour towards the organisation, which worsened brand attitude. This in return negatively affects purchase intention. The results of the study also show that in this case consumer engagement on social media had been relatively low. Despite this, brand attitude had been affected negatively with the majority. This indicates that consumer engagement on social media is not a significant factor in affecting brand attitude and purchase intention by an online storm.The study is written in Swedish.
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Silveira, Miguel Ângelo Ferreira. "Perfil do e-adepto do Sport Lisboa e Benfica." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/7664.
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Mestrado em MarketingA indústria do futebol profissional tem registado um grande crescimento nas receitas e no número de adeptos sendo atualmente uma grande indústria. A relação dos adeptos com o clube é cada vez mais próxima, com a colaboração das redes sociais e da Web 2.0. Esse facto tem-se refletido no maior número de websites não-oficiais criados pelos adeptos e no maior número de adeptos participantes em comunidades online dedicadas ao seu "clube de coração". Esta investigação procura descrever o e-adepto do SL Benfica. O estudo permitirá perceber de que forma os adeptos do SL Benfica sentem a sua relação com o clube e de que forma esse sentimento é espelhado na participação nas comunidades online dedicadas ao clube. É ainda feita uma comparação entre dois grupos de adeptos, distinguidos com base no seu comportamento de participação nas comunidades online. Os resultados do estudo confirmam que apesar de a grande maioria dos adeptos sentir uma identificação forte com o clube, são muito menos os que manifestam o desejo de participar nas comunidades online. A grande maioria dos adeptos não exibe comportamentos tribalistas no contexto online. No entanto, concluiu-se que associado a um comportamento mais ativo de participação nas comunidades online do clube, está uma maior proximidade da relação com o clube. A distância geográfica ao clube também foi identificada como um fator associado à maior participação nas comunidades online.
The professional football industry has experienced a period of strong growth in revenue and number of supporters and is currently considered as a big industry. The relationship between the football club and its supporters is increasingly closer, namely with the help from the social media and Web 2.0. This can be seen in the growing number of non-official websites that have been created by supporters and in the increasing number of supporters who participate in online communities dedicated to their favorite club. This research proposes to describe the e-supporter of SL Benfica. This thesis aims to understand the manner in which the SL Benfica supporters feel in relation to their club, as well as the way in which this feeling is mirrored in their involvement in the online communities dedicated to this club. Furthermore, two groups of supporters are compared and distinguished based on their behavior concerning their participation in the online communities. The results of this study have confirmed that although the majority of supporters feels that they strongly identify with the club, there are not many of those who express the desire to be involved in the online communities. The majority of the supporters do not exhibit tribalist behavior in the online environment. However, this investigation has concluded that a closer relationship with the club is associated with a stronger involvement in the online communities of the club. The club geographical distance was also considered to have an influence in a greater participation in the online communities."
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Roučka, Jakub. "Web 2.0 a proměna spotřebitele." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114100.
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Web 2.0 is loosely defined as a set of interactive and social online tools. This thesis distinguishes between the terms Internet and Web, explains the evolution of the Web towards the Web 2.0 and describes the fundamental parts of this platform. The following chapter examines the network effects, virtual communities and the reason to participate in the online environment. It also investigates the user typology and identifies some serious concerns associated with the current Web. The paper analyses the changes to the consumer environment and identifies the key areas of change. The findings are supported with online research.
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Mekidiche, Lina, and Sandra Movafagh. "Intressebaserad annonsering - hot eller möjlighet? : En kvalitativ studie om konsumenters uppfattning om "online behavioural adverting"(OBA) på Facebook." Thesis, Södertörns högskola, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-36387.
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I samband med att människor idag är uppkopplade på internet i en större utsträckning har det bidragit till att allt fler människor har anslutit sig till sociala medier, varav Facebook är det största sociala nätverket. Detta har i sin tur resulterat i att företag ökar sina investeringar i Facebook och behövt ändra sin marknadsföringsverksamhet genom att de intressebaserar annonser utifrån konsumenters online-aktiviteter. Detta aktuella fenomen kallas för Online Behavioural Adveritising (OBA) där tidigare forskning har diskuterat problematiken som föreligger. Det råder en brist på kunskap om OBA bland konsumenter och konsumenter upplever även oro kring deras personliga integritet. Det är därmed av intresse att undersöka om en sådan kunskapsbrist är en potentiell risk till konsumenters upplevda oro. Denna studie ämnar att bidra med ökad förståelse för relevansen av kunskap kring Online Behavioural Advertising och hur det i sin tur påverkar konsumenters upplevda oro. Grundtanken är att ur ett konsumentperspektiv belysa kunskapens roll i den upplevda oron OBA skapar kring personlig integritet på Facebook. Utifrån den problematik som har beskrivits har två frågeställning formulerats: Vilken samt hur mycket kunskap har konsumenter på Facebook kring hur Online Behavioural Advertising fungerar? Hur påverkas konsumenters upplevda oro kring Online Behavioural Advertising av deras kunskap? Dessa frågeställningar har besvarats genom en kvalitativ forskningsmetodik där empirin har samlats in utifrån 16 stycken individuella intervjuer. Empirin analyserades därmed med en jämförelse av tidigare forskning och teorier. Resultatet tyder på att konsumenters upplevda oro kan bero på deras kunskap kring OBA. De respondenter som besatt en högre grad av kunskap om OBA kände ingen oro och respondenter som besatt lite kunskap om OBA kände generellt mer oro.Due to the fact that the majority of people today are connected to the Internet, it has contributed to more and more people joining social media, where Facebook is the largest social network. This has resulted in companies increasing their investments in Facebook and changing their marketing activities by individually targeting their advertisements based on consumers online behaviour. This phenomenon is called Online Behavioral Advertising (OBA), where researchers have discussed existing problems concerning the area. There is a lack of knowledge about OBA among consumers and they also feel concerned about their privacy. Therefore, it is of interest to investigate if such a lack of knowledge is a potential risk to consumers' perceived concern. This study aims to provide with a better understanding of the relevance of knowledge about Online Behavioral Advertising and its effects on perceived concerns regarding OBA. Primarily, the idea is to highlight the role of knowledge in the perceived concerns that OBA creates regarding personal integrity on Facebook. Based on the purpose, the following research questions have been formulated: What and how much knowledge do consumers have on Facebook about how Online Behavioral Advertising works? How are consumer’s privacy concerns about Online Behavioral Advertising affected by their knowledge? These questions have been answered by a qualitative research methodology where empirical findings have been collected based on 16 individual interviews. The empirical data was analyzed by comparing previous research and theories. The results indicate that consumers' perceived concerns may be due to their knowledge regarding OBA. The respondents who possessed a higher degree of knowledge about OBA were not concerned and respondents who possessed little knowledge about OBA felt more concerned in general.
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Jonsson, Amanda, and Ekeroth Julia Darnéus. "The Effectiveness of Personalised Advertising : An exploratory study on personalised advertising done on Facebook." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54413.
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Park, Jae-Jin. "Understanding consumer intention to shop online : a model comparison /." free to MU campus, to others for purchase, 2003. http://wwwlib.umi.com/cr/mo/fullcit?p3091952.
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Cheung, Jenny. "Exploring consumers' experiential responses and shopping intentions toward visual user-generated content in online shopping environments." Thesis, University of Manchester, 2015. https://www.research.manchester.ac.uk/portal/en/theses/exploring-consumers-experiential-responses-and-shopping-intentions-toward-visual-usergenerated-content-in-online-shopping-environments(d1f610ba-418f-43b1-9e6a-68f43dc38ec0).html.
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The purpose of this study is to explore online consumers' experiential response towards visual user-generated content in online shopping environments for fashion online shopping. The Stimulus-Organism-Response (S-O-R) framework has been widely used in online shopping environment studies to examine the effect of website attributes on online shoppers' internal affective and cognitive states, and shopping behaviour (Kawaf and Tagg, 2012). Recent literature in the field proposes a more holistic approach towards online experiences (e.g., Pentina, Amialchuk, and Taylor, 2011) which is conceptualise to mediate the relationship between website attributes and behavioural responses. Consumer experiences are considered to be a critical concept in consumer behaviour and marketing for understanding consumers and to create competitive advantage in online retailing (Schmitt, 2010). Building on existing online shopping environment research, the study conceptualises online experiences for fashion online. This study seeks to investigate online consumers' experiential responses (aesthetics, relational, emotional, Flow experience and interactivity) towards two visual user-generated stimulus: (1) Looks - photographs of individuals modelling their own fashion, and (2) Outfits - digital collages displaying an assortment of products centred around a theme. They are both features which have been created by community members in an online social shopping community, ASOS Fashion Finder. The context of this study was exploratory and utilised a mixed methods approach where 13 photo-elicited interviews (PEI) with female online shoppers of ASOS, aged 18-34, were conducted to identify and understand consumers' online experiential responses and online shopping intentions towards the two visual stimulus. Using the same sample criteria, an online survey with 555 responses was also conducted to measure and test relationships between consumers' experiential responses and shopping intentions. The results of this study provides insight to the experiential states of fashion online consumers for online retail marketing, and contributes knowledge to research literature and theory on online shopping environments and customer experiences.
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Folmerz, Ida, and Linnéa Fredriksson. "Barriärer till e-handel med lösplock av livsmedel ur ett konsumentperspektiv." Thesis, Linköpings universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-129734.
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Bakgrund E-handel av livsmedel är en av de e-handelsbranscher som växer starkast i Sverige just nu. Enligt Svensk Digital Handel förväntas e-handel av livsmedel omsätta 5,7 miljarder kronor år 2016, vilket innebär en ökning med 38 procent från föregående år. Den första satsningen på e-handel av livsmedel gjordes i början av 2000-talet, dock lade de flesta aktörer inom branschen i Sverige ned efter bara några år. Idag år 2016 är denna typ av bransch mer mogen än vad den var då, på grund av snabbare internetuppkopplingar och att fler har datorvana och även större vana att handla på internet. Dock stod livsmedelshandeln på internet för endast 1,5 procent av den totala livsmedelshandeln i Sverige år 2015. Trots att e-handeln av livsmedel ökar är det alltså fortfarande många konsumenter i Sverige som inte köper livsmedel på internet. Syfte Syftet med studien är att identifiera barriärer till att handla lösplock av livsmedel på internet för konsumenter i Sverige som inte tidigare har använt sig av konceptet. Som en del av syftet ingår även att identifiera eventuella likheter och skillnader för olika typer av hushåll genom att analysera om barriärerna varierar beroende på hur hushållens utformning och förutsättningar ser ut. Genomförande Studien utgår från ett konsumentperspektiv och med en abduktiv ansats och en kvalitativ strategi genomfördes intervjuer med tio hushåll. De hushåll som deltog i intervjuerna hade ännu inte e-handlat livsmedel och det som undersöktes var varför de inte anammat konceptet. Ett uppföljningsmoment genomfördes därefter där de intervjuade hushållen bads att testa att handla livsmedel på internet för att sedan svara på några korta frågor i en uppföljningsintervju. Sju av hushållen medverkade i uppföljningsmomentet. För att sätta resultatet från de intervjuade hushållen i perspektiv och för att skapa bredd i studien genomfördes även en enkätundersökning där 154 respondenter deltog. Slutsats 38 barriärer till e-handel av livsmedel identifierades. Dessa barriärer har grupperats i följande kategorier: vana, sättet de handlar livsmedel på, att inget problem uppstår, personlighet, okunskap, fördelar med fysiska livsmedelsbutiker, negativa aspekter eller antaganden som de har till e-handel av livsmedel, att de inte har möjlighet samt att de är skeptiska. Alla barriärer som går under dessa kategorier presenteras i studien. Inga mönster som identifierar att barriärerna varierar beroende på hur hushållens utformning och förutsättningar ser ut kunde hittas. Att flera olika hushållstyper studerades kan dock tänkas ha bidragit till att många olika barriärer kunde identifieras.Background Grocery e-commerce is one of the e-commerce sectors with the strongest growth in Sweden right now. According to Svensk Digital Handel, the expected turnover for grocery e-commerce in 2016 is 5,7 billion SEK, which is equal to an increase of 38 percent compared to the previous year. The initial investment in the grocery e-commerce industry was made around year 2000, however, most of the businesses in Sweden was shut down after only a few years. Today, this type of industry is more mature than it was at that time because of faster internet connections and that more people are used to using computers and shopping on the internet. But still the grocery e-commerce is responsible for only 1.5 percent of the total turnover in the grocery industry in Sweden in 2015. Despite the fact that the use of grocery e-commerce increases, there are still many Swedes who are not using the internet for buying groceries. Aim The study aims to identify barriers to buy groceries online for consumers in Sweden who have not previously used the concept. A part of the aim is also to identify possible similarities and differences of the different types of households by analysing if the barriers vary depending on the type of household. Completion The study is using a consumer perspective, and with an abductive and qualitative approach ten interviews was conducted. The households that participated in the interviews had not yet tried grocery shopping online and we examined why they did not yet adopt the concept. After the interviews all the households were asked to try the grocery e-commerce concept, of which seven of them took part. Those were asked a few questions in a follow-up interview. To put the results of the interviews of the households in perspective, and to broaden the study, a survey was also carried out, were 154 respondents participated. Conclusion 38 barriers to grocery e-commerce were identified. The barriers have been categorised info following categories: habit, the way they are buying groceries, there is no problem existing, personality, ignorance, that they prefer traditional grocery stores, negative aspects or assumptions about grocery e-commerce, that they do not have the opportunity and they are sceptical. All the barriers in these categories are presented in the study. No patterns that identifies that the barriers vary depending on the type of household could be found. That different household types were studied could however have contributed to the fact that many different types of barriers could be identified.
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Hellström, Charlotta, Emma Hammer, and Emma Martin. "Blog Influence on Consumer Information Search : From a Consumer’s Perspective." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26724.
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Title: Blog Influence on Consumer Information Search Authors: Emma Hammer, Charlotta Hellström & Emma Martin Tutor: Jonas Dahlqvist Date: 2015-05-11 Key Words: Blog marketing, information search, blog characteristics, blog influence, consumer behavior, online information, online communication Abstract Information search is crucial to consumers because it can potentially lead to better decision-making, therefor it is argued to be the most important aspect during the consumer decision process (Beatty & Smith, 1987; Schmidt & Spreng, 1996). The Internet has greatly impacted the way consumers search for information (Peterson & Merino, 2003). The easy access of online information has made consumers to turn to blogs as an information source, to find inspiration and to be entertained. Moreover, the opportunity to interact with bloggers increases trust and thus consumers feel a stronger connection to the information being shared (Piscopo, 2015). This thesis intends to analyze and describe what influences consumers to use blogs as an information source and why consumers continuously use blogs over traditional media. To be able to fully understand the use of blogs, the most influential characteristics of blogs affecting consumer behavior are investigated. This thesis discusses similarities and differences with existing literature concerning blogs and consumer behavior and intends to narrow the knowledge gap on the topic. To fulfill the purpose of this thesis, existing literature was carefully studied to gain knowledge of the topic and qualitative primary data was collected through personal interviews to gain insights from consumers’ perspectives among experienced blog readers. The interview questions were developed based on the theory and previous literature addressed in this study. The findings of our study indicated that all of the respondents were influenced to read blogs both internally and externally. Our study showed that consumers prefer using blogs as an information source over traditional media because it is easily accessible, free and more convenient. Finally, the continuous use of blogs was realized as a result of these blog characteristics explained by the respondents: familiarity, frequency, convenience, inspirational, humor and professionalism.