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With the rapid growth of mobile commerce (m-commerce), understanding consumer behaviour in online shopping contexts has become increasingly vital for marketers and retailers. This study examines the influence of product recommendations on consumers' impulse buying behaviour and post-purchase emotions within m-commerce. Employing a quantitative survey method, the study investigates the experiences and perceptions of Swedish online shoppers.  The findings reveal significant insights into how product recommendations impact impulse buying behaviour. Specifically, product recommendations are primarily driven by hedonic motives. However, the relationship between impulse buying and post-purchase emotions is complex, with varied emotional responses observed. While some consumers experience heightened satisfaction, others grapple with feelings of dissatisfaction or regret. The interplay between hedonic and utilitarian motivations, alongside cognitive processes like cognitive dissonance, further complicates the picture. Contrary to expectations, neither hedonic nor utilitarian motives significantly correlate with post-purchase emotions, highlighting the influence of economic considerations and cognitive processes. The study underscores the multifaceted nature of consumer emotions and behaviours in online shopping contexts, emphasising the importance of considering internal and external factors. This study contributes theoretical and practical insights into consumer behaviour in online shopping while paving the way for future research endeavours in understanding the complexities of impulse buying and post-purchase emotions in m-commerce.

Bakgrund: Under Covid-19 pandemin rasade den fysiska handeln i snabb takt och redan i april 2020 hade den minskat med 23 procent i Sverige och lika mycket i Finland. Detta har däremot resulterat i att e-handeln vuxit kraftigt. I samband med att e-handeln har ökat har många företag som målsättning att vara mer kundcentrerade och leverera anpassade kundupplevelser. Däremot har många företag förlorat sin konkurrenskraft genom att förbise sin kundkännedom under Covid-19 pandemin.Problematiken i denna studie grundar sig i att pandemin fortfarande pågår och i dagsläget är det ännu oklart hur länge den kommer att fortsätta. På grund av detta behövs insikter från vetenskaplig forskning om hur konsumenter från olika länder beter sig vid e-handelsköp under en pandemi. Företag måste ha kunskap kring vad som motiverar konsumenter till e-handelsköp för att inte förlora sin plats på marknaden, vilket är vad denna studie syftar till att bidra med. Syfte: Syftet med denna studie är att undersöka motivationsfaktorerna till att konsumenter handlar online under Covid-19 pandemin och studera om dessa motivationsfaktorer skiljer sig åt mellan konsumenter i Sverige och Finland. Metod: I denna studie har en kvantitativ tvärsnittsstudie tillämpats för att besvara studiens forskningsfrågor och syfte. Studiens data har samlats in med hjälp av en enkätundersökning som besvarades av 118 respondenter från Sverige och Finland. Resultat och slutsats: Resultatet i denna studie visar att konsumenter motiverats av utilitaristiska och hedoniska faktorer samt situationsfaktorer under Covid-19 pandemin. Resultatet visade inga signifikanta skillnader mellan vad som motiverar svenska konsumenter i jämförelse med finska konsumenter. Däremot så visar resultatet att de svenska kvinnliga konsumenterna motiverats mer än de finska konsumenterna gällande situationsfaktorerna under Covid-19 pandemin. Detta anser vi kan bero på att Sveriges aningen diffusa restriktioner resulterat i att de svenska kvinnliga konsumenterna behövt agera förnuftigt.Studien visade också i att den yngre konsumenten i åldern 15–25 motiverats mest av de hedoniska faktorerna under Covid-19 pandemin. I denna studie drog vi slutsatsen att detta kan bero på att den yngre konsumenten haft mest fritid över under pandemin då flertalet platser som ofta besöks av denna åldersgrupp stängts ned. Bidrag: Studiens bidrar med teoretisk kunskap om att svenska och finska konsumenter överlag har ett likartat köpbeteende. Den bidrar också med kunskapen om att svenska kvinnliga konsumenter motiverats mer av situationsfaktorerna än finska kvinnliga konsumenter under Covid-19 pandemin. Studien bidrar också med kunskap om att den yngre konsumenten i åldern 15–25 motiveras mest av de undersökta åldrarna av de hedoniska faktorerna vid e-handelsköp. Bidraget antyder således att företag bör fokusera på att ta hänsyn till hedoniska samt psykologiska faktorer vid skapandet av e-handelsprocesser och marknadsstrategier. Utifrån resultatet kan företagen dessutom betrakta de svenska och finska konsumenterna som lika i sitt köpbeteende vilket kan vara värdefull information för företag som verkar globalt. Förslag till fortsatt forskning: Vi anser det vore intressant att studera studiens forskningsfråga utifrån två andra länders perspektiv och då välja två länder som till synes är olika. Det vore även intressant att fördjupa sig i skillnaderna mellan kön kopplat till motivationsfaktorerna, då vi funnit resultat som visar att det finns en skillnad mellan kvinnors köpbeteende i Sverige och Finland i vår studie. Det skulle dessutom vara intressant med forskning som studerar skillnaden mellan motivationsfaktorer för e-handelsköp baserat på olika produkt- eller marknadssegment / Background: During the Covid-19 pandemic, physical trade collapsed at a rapid pace and already in April 2020 it had decreased by 23 percent in Sweden and Finland. This has resulted in e-commerce growing sharply. In connection with the increase in e-commerce, many companies aim to be more customer-centric and deliver customized customer experiences. However, many companies have lost their competitiveness by overlooking their customer knowledge during the Covid-19 pandemic.The problem in this study is that the pandemic is still ongoing and at present it is still unclear how long it will continue. Because of this, insights from scientific research are needed on how consumers from different countries behave in e-commerce purchases during a pandemic. Companies must have knowledge of what motivates consumers to buy e-commerce in order not to lose their place in the market, which is what this study aims to contribute. Aim: The purpose of this study is to investigate the motivational factors for consumers to shop online during the Covid-19 pandemic and to study whether these motivational factors differ between consumers in Sweden and Finland. Method: In this study, a quantitative cross-sectional study has been applied to answer the study's research questions and purpose. The study data were collected using a questionnaire that was answered by 118 respondents from Sweden and Finland. Results and conclusion: The results of this study show that consumers are motivated by utilitarian and hedonic factors as well as situational factors during the Covid-19 pandemic. The results showed no significant differences between what motivates Swedish consumers in comparison with Finnish consumers. On the other hand, the results show that Swedish female consumers are more motivated than Finnish consumers regarding the situational factors during the Covid-19 pandemic. We believe this may be due to the fact that Sweden's somewhat diffuse restrictions have resulted in Swedish female consumers having to act sensibly.The study also showed that the younger consumer aged 15–25 was most motivated by the hedonic factors during the Covid-19 pandemic. In this study, we concluded that this may be due to the fact that the younger consumer had the most free time during the pandemic as most places that are often visited by this age group were closed. Contribution: The study contributes with theoretical knowledge that Swedish and Finnish consumers generally have a similar buying behavior. It also contributes to the knowledge that Swedish female consumers are more motivated by situational factors than Finnish female consumers during the Covid-19 pandemic. The study also contributes with the knowledge that the younger consumer between the ages of 15 and 25 is motivated most by the examined ages by the hedonic factors in e-commerce purchases. The grant thus suggests that companies should focus on taking hedonic and psychological factors into account when creating e-commerce processes and marketing strategies. Based on the results, companies can also regard Swedish and Finnish consumers as equal in their buying behavior, which can be valuable information for companies that operate globally. Suggestions for further research: We think it would be interesting to study the study's research question from the perspective of two other countries and then choose two countries that are seemingly different. It would also be interesting to delve into the differences between the sexes linked to the motivational factors, as we found results that show that there is a difference between women's buying behavior in Sweden and Finland in our study. It would also be interesting with research that studies the difference between motivational factors for e-commerce purchases based on different product or market segments.