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The phenomena of Online Purchasing: Why do consumers make the choice of canceling their purchase online?
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: This study aims to identify the most influential aspects that affect the consumer’s behavior regarding purchasing online, also why consumers choose not to complete their purchase or actually do complete it. 


Research questions: How do an online retail store companies create a consumer experience resulting in a purchase or cancellation, and how do consumers perceive online experience?

Methodology: A qualitative research approach was conducted, utilizing semi-structured interviews with two online retailing stores and five online consumers.

Conclusion: The wants and needs in order to fulfill a purchase is the same for the companies and the consumers. However, the companies are clearly lacking on some aspects since they both confirmed that they have plenty of cancellations and items left in the basket.  Consumers base their knowledge on previous experience, and companies base their knowledge on their own investigations. The connection is lost sometimes, and then i results in cancellations and left items.

Place, publisher, year, edition, pages
2017. , p. 43
Keywords [en]
Online retail store, consumer experience, online purchasing, cancellations
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-68302OAI: oai:DiVA.org:lnu-68302DiVA, id: diva2:1148626
Subject / course
Business Administration - Other
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2017-10-12 Created: 2017-10-11 Last updated: 2017-10-12Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
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
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf