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Consumer behavior toward online purchasing behavior: “What factors trigger the online purchasing decision of young Swedish consumer?”
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Program: MIMA student – International Marketing

Course name: Master Thesis (EFO705)

Title: Consumer behavior toward online purchasing behavior

Authors: Kaorat ThienmongkolPongsatorn Thaisuntad

Supervisor: Daniel Tolstoy

Problem: “What factors trigger the online purchasing decision of young SwedishConsumer?”

Purpose: The purpose of this report is to study the insights about the factors that triggerpurchasing behavior of young Swedish consumer to shopping on the internet.The result will enable managers of e-commerce firms to outline strategies topenetrate the Swedish market, and will also contribute to e-commerceliterature in general. The students who study and interested in this area will beable to use this result as their empirical data and to enhance their knowledge.

Method: 160 questionnaires were used as primary data. Stockholm, Goteborg, Uppsala,Vasteras, and Eskiltuna are the cities that authors collected the data. Forsecondary data, authors collected data from the website.

Conclusion: Young Swedish consumers have positive experience on online shopping, trustand like to shop online. They concern on the type of product when shoppingon the internet. And young Swedish consumer also effect by situational factor.

Keyword: online shopping, online purchasing decision, consumer behavior

Place, publisher, year, edition, pages
2009. , p. 51
Keyword [en]
online shopping, online purchasing decision, consumer behavior
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-6544OAI: oai:DiVA.org:mdh-6544DiVA, id: diva2:226890
Presentation
R2-032, Malardalen University (English)
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Available from: 2017-03-20 Created: 2009-07-06 Last updated: 2017-03-20Bibliographically approved

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CiteExportLink to record
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Citation style
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Output format
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