Factors Affecting Men in Terms of a Website's Design and Structure: A quantitative approach to find the most influential factors for men purchasing clothes online
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Internet has over the years developed to a platform where more and more companies and organizations control their businesses. Men are spending considerably more time shopping in general compared to only a decade ago, and the numbers are still increasing. Men are using the internet to buy products more often than women do worldwide. Stereotypes tell us that women like shopping for clothes while men do not. Men in Sweden buy more than women in 14 out of 16 purchasing categories on the inter-net; one of the other two is fairly even. The last category is “clothes and accessories” and even though Sweden is proved to be the least masculine country in a study containing 53 countries in total and are proved to be so called quick-shoppers, men do not shop clothes and accessories to the same extent as women in Sweden. Thus the question we wanted to investigate further was what is important to priori-tize in terms of website design and structure when selling clothes and accessories in Sweden.The purpose of this report derived from the problematization follows: to bring out which factors of a websites’ design and structure that are most important and most correlated with the intention to pur-chase on a website selling clothes and accessories targeting men in Sweden.In order to get an answer to our questions we used a deductive approach where previous studies within the area was carefully looked through and the most important factors for intentions to purchase and usability in other studies were used to see how they were related to the intentions to purchase and which factors that were more important than others. A quantitative approach was applied and a survey was constructed to send out to people in the ages 16-34.The results were unsatisfying in terms of correlations with the intentions to purchase, however indica-tion of importance in the categories “Ease of use”, “Trustworthiness and convenience” and “Presenta-tion of supply” were derived from the analysis.
Place, publisher, year, edition, pages
2012. , 94 p.
Buying behavior, Online shopping, Men's shopping behavior, Clothes and accessories, Website design
IdentifiersURN: urn:nbn:se:hj:diva-19654OAI: oai:DiVA.org:hj-19654DiVA: diva2:561368
Subject / course
IHH, Business Administration
UppsokSocial and Behavioural Science, Law
Anderson, Helén, Professor
Stephan, Andreas, Professor