Change search
ReferencesLink to record
Permanent link

Direct link
The Role of Motivational Factors and Gender on E-Satisfaction: A Comparison of Sweden and Germany
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Through the past decades online shopping has become a big part of today’s societies. This has to do with consumers adapting to a modern world where purchasing products and services online has become normal. There are many theories behindthe adaption of consumers to modern technology, which in addition islooking at consumer’s attitudes and behaviours. There are many online motivational factors that have been researched and adapted to e-commerce. The outcome of a decision process can either be satisfaction or dissatisfaction, which influences consumers in future purchase decisions.Motivational factors have shown to influence e-satisfaction.When looking at consumer behaviour, it is interesting to examine gender differences, as men and women have different shopping intentions. Previous research has shown that men tend to find online shopping more convenient and men tend to purchase online more often than women. These are factors that can influence every society and therefore the research questions are:

RQ 1: Are there any similarities between Sweden and Germany regarding online shopping motivation and e-satisfaction?

RQ 2: Are there any similarities between Sweden and Germany regarding gender differences and e-satisfaction?

With a descriptive and exploratory purpose, a qualitative approach and a case study with semi-structured interviews with ten Germans and ten Swedes the research questions could be answered. Mostly, there were similarities found between societies regarding both research questions. However, differences could be identified within gender differences.

Place, publisher, year, edition, pages
National Category
Business Administration
URN: urn:nbn:se:ltu:diva-59942OAI: diva2:1039988
Educational program
Business Administration, bachelor's level
Available from: 2016-11-01 Created: 2016-10-25 Last updated: 2016-11-01Bibliographically approved

Open Access in DiVA

fulltext(2104 kB)16 downloads
File information
File name FULLTEXT02.pdfFile size 2104 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Ondracek, Irma
By organisation
Department of Business Administration, Technology and Social Sciences
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 16 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 40 hits
ReferencesLink to record
Permanent link

Direct link