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Factors influencing the consumer purchase decision within e-commerce in emerging markets: A study conducted in Poland
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Hypotheses:

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.
Keyword [en]
E-commerce, Emerging markets, Consumer purchase decision, E-commerce factors
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-44453OAI: oai:DiVA.org:lnu-44453DiVA: diva2:821446
Subject / course
Business Administration - Other
Educational program
International Business Programme, 180 credits
Supervisors
Examiners
Available from: 2015-07-02 Created: 2015-06-15 Last updated: 2015-07-02Bibliographically approved

Open Access in DiVA

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