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Consumers' online purchase intention in cosmetic products
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
2015 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

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. 

sted, utgiver, år, opplag, sider
2015. , s. 103
Emneord [en]
Online purchase intention, trust, perceived risk, shopping enjoyment, site design quality, cosmetic online stores, E-commerce
HSV kategori
Identifikatorer
URN: urn:nbn:se:lnu:diva-44876OAI: oai:DiVA.org:lnu-44876DiVA, id: diva2:824130
Fag / kurs
Business Administration - Marketing
Utdanningsprogram
Marketing Programme, 180 credits
Veileder
Examiner
Tilgjengelig fra: 2015-06-22 Laget: 2015-06-20 Sist oppdatert: 2015-06-22bibliografisk kontrollert

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