Consumers' online purchase intention in cosmetic products
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Background: E-commerce is an evolving market; the number of retailers and the growth in online shopping has built up a competitive market. It is therefore essential for companies to continuously develop their online activity to remain and attract new customers. To do so, companies need to create value for the customers and meet their demands: therefore it is of great importance for companies to understand consumers’ buying behavior, and moreover investigate in which factors are related to the consumers’ online purchase intention.
Purpose: The purpose is to explain the relationship between trust, perceived risk, shopping enjoyment, site design quality and online purchase intention.
Hypotheses: The authors of this study set up the following hypotheses:
H1+: Trust is positively related to consumers’ online purchase intention.
H2-: Perceived risk is negatively related to consumers’ online purchase intention.
H3: Shopping enjoyment is related to consumers’ online purchase intention.
H4+: Site design quality is positively related to consumers’ online purchase intention.
Methodology: Survey study.
Conclusion: Hypothesis 1 was supported in this study. Hypothesis 2 was not supported in this study. Hypothesis 3 was supported in this study. Hypothesis 4 was supported in this study.
Place, publisher, year, edition, pages
2015. , 103 p.
Online purchase intention, trust, perceived risk, shopping enjoyment, site design quality, cosmetic online stores, E-commerce
IdentifiersURN: urn:nbn:se:lnu:diva-44876OAI: oai:DiVA.org:lnu-44876DiVA: diva2:824130
Subject / course
Business Administration - Marketing
Marketing Programme, 180 credits
Amsteus, Martin, Lektor
Devine, Åsa, Lektor