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The online challenge : Factors influencing students buying behavior online
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: The purpose of this study was to find what factors, and to what extent these factors, affects students buying behavior regarding textbooks online.


Method: A quantitative and deductive approach by collecting data using a questionnaire through Facebook.  The population for this study is University students in Sweden, and convenience sampling was used. A descriptive research design was chosen for this thesis.


Conclusions: In this research it was clear that students did not experience perceived risk when purchasing online. Regarding the price as an affecting factor, there was an impact on the students buying behavior. Also the convenience was seen as a factor that was influencing a purchase. The two last factors, social influence and brand awareness, was affecting the students buying behavior but should be treated carefully.


Paper type: Research paper.

Place, publisher, year, edition, pages
2014. , 47 p.
Keyword [en]
Consumer buying behavior, Online buying behavior, Perceived risk, Price, Convenience, Social influence, Brand awareness, students
National Category
Economics and Business
URN: urn:nbn:se:lnu:diva-36028OAI: diva2:733687
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Available from: 2014-08-04 Created: 2014-07-10 Last updated: 2014-08-04Bibliographically approved

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