Factors influencing the consumer purchase decision within e-commerce in emerging markets: A study conducted in Poland
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Research Question: Which factors impact the purchase decision of consumers within emerging markets when shopping online?
Purpose: The purpose of this study is to examine the relationship between e-commerce factors and the consumer purchase decision within e-commerce on emerging markets to unravel how certain factors impact the consumer purchase decision. The aim is to provide knowledge regarding consumer purchase decision making for retailers entering an emerging e-commerce market, this by carrying out a survey to consumers on a representative emerging market.
H1: E-logistics has a positive impact on the e-consumer purchase decision. H2: E-marketing activities have a positive impact on the e-consumer purchase decision. H3: Online integrity has a positive impact on the e-consumer purchase decision. H4: E-vendor contact alternatives have a positive impact on the e-consumer purchase decision. H5: Web site design has a positive impact on the e-consumer purchase decision.
Method: This study has a deductive research approach combined with a quantitative research method. The primary data consists of data collected through carrying out a survey in Warsaw, Poland. The data was later on analyzed using the statistics software programme SPSS.
Conclusion: In order for e-vendors to gain market shares and utilize the market capacity of the hyper-competitive emerging markets the factors web site design, e- marketing and e-vendor contact alternatives are essential to address due to their positive impact on the consumers purchase decision.
Place, publisher, year, edition, pages
2015. , 70 p.
E-commerce, Emerging markets, Consumer purchase decision, E-commerce factors
IdentifiersURN: urn:nbn:se:lnu:diva-44453OAI: oai:DiVA.org:lnu-44453DiVA: diva2:821446
Subject / course
Business Administration - Other
International Business Programme, 180 credits