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E-handel – hur utbrett är fenomenet shopping cart abandonment?: Ett kvantitativt kartläggande vad gäller svenska konsumenters preferenser vid betalningsfasen
Linnaeus University, Faculty of Technology, Department of Informatics.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Shopping cart abandonment, eller digitalt avbrutna köp, beskrivs som problematiskt inom e-handelssektorn. I denna undersökning kartläggs svenska e-handelskonsumenters betalningspreferenser för att författaren ska kunna slutleda varför digitala köp avbryts. En informationsasymmetri råder mellan konsumenter och e-butiker som bidrar till negativa konsekvenser. Då ingen inhemsk, objektiv forskning finns att tillgå och den internationella forskning som existerar är svår att generalisera samt vid flertalet tillfällen är tidsinaktuell bör författarens forskningstillskott ses som relevant.

Författaren kartlägger via en kvantitativ studie svenska konsumenters preferenser vid betalningsfasen. Resultatet leder till att konsumenternas krav vad gäller betalningsfasens utformning synliggörs. Svenska e-handelskonsumenter önskar snabba, smidiga och säkra betalningsfaser. En väl utformad betalningsfas väntas även minska den informationsasymmetri som råder mellan konsumenter och e-handlare. Tack vare en högre grad informationssymmetri väntas e-handlarnas respektive konverteringsgrader öka. 

Abstract [en]

Shopping cart abandonment, i.e. discontinued digital purchases, is described as problematic in the e-commerce sector. In this report, digital consumers residing in Sweden will have their payment preferences mapped to allow the author to conclude why digital purchases are interrupted. Information asymmetry exists between consumers and e-retailers which in turn contributes to negative consequences. Since no domestic, objective research is available, and the existing international research is difficult to generalize and often dated, the author's research grant should be considered relevant.

The author maps Swedish consumers preferences during the payment phase through a quantitative study. The study makes sure that the domestic consumer's preferences and demands regarding the payment phase are being made visible.

Swedish consumers tend to want their payment phases to be fast, easily managed and secure. A well-designed payment phase is also expected to reduce the information asymmetry residing between consumers and e-retailers. Thanks to a more symmetric information flow, the conversion rates regarding e-retailers are expected to increase.

Place, publisher, year, edition, pages
2017. , p. 56
Keywords [en]
E-commerce, shopping cart abandonment, digital payment preferences
Keywords [sv]
E-handel, digitala betalningspreferenser
National Category
Information Systems
Identifiers
URN: urn:nbn:se:lnu:diva-68435OAI: oai:DiVA.org:lnu-68435DiVA, id: diva2:1151636
Subject / course
Informatics
Educational program
Information Logistics Programme, 180 credits
Supervisors
Examiners
Available from: 2017-10-24 Created: 2017-10-24 Last updated: 2018-01-13Bibliographically approved

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E-handel – hur utbrett är fenomenet shopping cart abandonment?(4134 kB)60 downloads
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CiteExportLink to record
Permanent link

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