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Online grocery shopping: the key factors influencing consumers’ purchase intention- A study based on consumers in Sweden
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this study was to examine what kind of factors that can influence consumers’ intention and how do Swedish consumers evaluate these factors to purchase grocery products through the Internet.

Background: E-commerce has been a widespread environment for consumers and online shopping also becomes more and more popular nowadays. However, in Sweden, although there is huge amount of online users, online grocery shopping is still in an early stage.

Theory: For this paper the Theory of Planned Behavior was used, as well as a range of factors that are commonly used in existing literature on this field of research.

Method: Both quantitative and Qualitative method were used to collect primary data and semi- structured interviews were conducted with participants with similar demographics.

Conclusion: Combined with previous literature, questionnaire and interviews conducted, relevant factors are brought up to be analyzed. Situational factors which include perceived product quality, perceived product price, weather, perceived potential risks, delivery cost, delivery time, types of product, and time saving. The study shows that above factors all have impact on online consumers’ purchasing intention with different levels. 

Place, publisher, year, edition, pages
2017. , p. 61
Keywords [en]
Online Grocery Shopping, consumers' purchase intention, E-commerce
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-40045ISRN: JU-IHH-FÖA-1-20180601OAI: oai:DiVA.org:hj-40045DiVA, id: diva2:1215804
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2018-06-18 Created: 2018-06-09 Last updated: 2018-06-18Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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