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E-handel och Fysisk handel: En studie av konsumentbeteende och konsumentpreferenser inom handel och e-handel
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Commerce & e-Commerce : A study of consumer behavior and consumer preferences in commerce and ecommerce (English)
Abstract [sv]

Syftet med studien är att förklara vilka förutsättande faktorer (inom konsumentbeteende) som avgör varför en konsument väljer E-handel framför fysisk handel. Utifrån syftet formulerades tre frågeställningar: varför konsumenter föredrar att använda sig av e-handel, vilka typer av varor dominerar inom e-handeln, samt vilka typer av konsumenter väljer e-handel framför fysisk handel. För att tolka resultaten har det använts tidigare forskning och teoretiska referensramar inom ämnet. Metoden består av en enkätundersökning som delades ut genom sociala medier. Enkäten nådde ut till totalt 1190 respondenter där 388 responser mottogs. För att tolka enkätundersökningens resultat användes analysverktyget SPSS (Statistical Package for the Social Sciences). Resultatet visade att vid större prisskillnad samt vid bristande tillgänglighet av fysisk handel har de flesta konsumenter en preferens mot e-handel. Vidare visade resultatet även att vissa typer av konsumenter väljer e-handel framför fysisk handel oberoende av en större påverkan av de undersökta faktorerna. Vid undersökningen har det dessutom framkommit att det är framförallt shoppingprodukter som dominerar inom e-handel som sättet att konsumera. Med dessa resultat framkommer det vilka förutsättande faktorer som avgör varför konsumenter väljer e-handel framför fysisk handel.

Abstract [en]

The aim of the study is to explain the underlying factors (within consumer behavior) that help determine why a consumer chooses e-Commerce over traditional retail commerce. On the basis of this aim three questions were formulated: why a consumer prefers e-Commerce over physical retail commerce, what types of goods are dominant in e-commerce, as well as what types of consumers choose e-Commerce over physical retail commerce. In order to interpret the results, previous research and theoretical references were used. The method consists of a survey which was distributed through social media. The survey reached out to a total of 1190 respondents while 388 responses were received. To interpret the results of the survey, the analytical tool SPSS (Statistical Package for the Social Sciences) was used. The results of the questionnaire showed that significant differences in product price as well as a lack of presence of the physical commerce cause consumers to incline their preference towards e-Commerce. Furthermore the results showed that specific types of consumers prefer e-Commerce without relying on a strong influence of the factors which have been examined. The study has also shown that it is shopping products above all that dominate the e-Commerce as a way to consume. With the help of these results emerges an understanding of which prerequisite factors determine why a consumer chooses e-Commerce over physical commerce.

Place, publisher, year, edition, pages
2017. , p. 96
Keywords [en]
consumer behavior, commerce, e-commerce, psychology, purchase behavior
Keywords [sv]
konsumentbeteende, handel, e-handel, psykologi, köpbeteende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-66002OAI: oai:DiVA.org:lnu-66002DiVA, id: diva2:1118423
Subject / course
Business Administration - Other
Educational program
Enterprising & Business Development, 180 credits
Supervisors
Examiners
Available from: 2017-06-30 Created: 2017-06-30 Last updated: 2017-06-30Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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