Our study aims to investigate if people who are hungry are affected by that when shopping groceries online. Nine people participated in two user tests, one in the morning, just before lunch and one in the afternoon, just after lunch. They were asked not to eat any breakfast if they were to conduct a test in the morning. This meant that the participants would be hungry in one of the cases and full in the other. The study was based on the participants being able to add groceries to the cart from a list that was read for them. They did this in two different interfaces, coop.se and ica.se, while an eye tracker logged their eye movements. The study was supplemented with surveys that determined whether the participants were hungry or full after each test and a final survey with the participants' preferences, BMI and habits in digital interfaces. After the study was completed we looked for deviations to see if the hunger affected the number of deviations and what the participants were looking for. Deviations were calculated partly as the number of products viewed as not belonging to the task, and partly as products with a high number of calories. Specially viewed products include sauces, breakfast products and ready meals and recipes. A distinction between the two interfaces could be found in that one interface received more deviations than the other. A significant difference in the number of data deviations between morning and afternoon could not be determined, on the other hand, at a 10% level of significance, we could determine that there was a difference between the different interfaces and that the subjects deviated more the first time the test was performed. We were able to contradict our hypothesis, that people would deviate with their eyes more when they are hungry than when they are not. Our results show, rather that other factors are crucial to what affects the deviations, such as which interface you’re in and whether it's the first time you do grocery shopping online. / Vår undersökning ämnar ta reda på om personer som är hungriga påverkas av den aspekten när de handlar mat på internet. Nio deltagare gjorde två användartester, ett på förmiddagen, precis innan lunch och ett på eftermiddagen, precis efter lunch. Detta för att personerna skulle känna sig hungriga i ett fall och känna sig mätta i det andra. Personerna blev ombedda att inte äta någon frukost om de skulle utföra ett test på förmiddagen. Undersökningen gick ut på att deltagarna fick handla från en uppläst inhandlingslista i två olika gränssnitt, coop.se samt ica.se, medan en eye-tracker loggade deras ögonrörelser. Undersökningen kompletterades med enkäter som fastställde om deltagarna var hungriga eller mätta efter varje undersökning och en avslutande med deltagarnas matpreferenser, BMI och vana i digitala gränssnitt. Därefter letade vi avvikelser för att se huruvida hungern påverkade antalet avvikelser och vad deltagarna tittade på för varor. Avvikelser räknades dels som antalet varor man titta på som inte tillhörde uppgiften, och dels som varor med högt antal kalorier. Särskilt förekommande varor var bland annat såser, frukostprodukter och färdiga maträtter och recept. En skillnad mellan de två gränssnitten kunde hittas i form av att det ena gränssnittet fick fler antal avvikelser än det andra. En signifikant skillnad i antal uppgiftsavvikelser mellan förmiddag och eftermiddag kunde inte fastslås, däremot kunde vi på en 10% signifikansnivå fastslå att det var en skillnad mellan de olika gränssnitten och att försökspersonerna avvek mer den första gången man fick utföra testet. Vår hypotes, att personer skulle avvika med blicken mer när de är hungriga än när de inte är det, kan vi i efterhand dementera. Våra resultat visar snarare på att andra faktorer är avgörande för vad som påverkar blickavvikelserna, såsom gränssnitt och om det är första gången man handlar mat online.

Background The covid-19 pandemic has been an inescapable tragedy that affects all countries and their economic systems. Due to Covid-19, e-commerce has risen and people more and more purchase goods online. Therefore, it's critical to identify and assess the effects of these behavioral changes on Swedish customers' online purchase intentions and to evaluate the impact on future intentions for online shopping. Purpose From an online consumers’ perspective, investigate the impact of the Covid-19 pandemic on customer buying behavior towards online shopping explored through the Theory of Planned Behavior. Method In this thesis qualitative methodology is used by the authors which has been noticed by using an inductive approach that is based on positivism and it involved 10 semi-structured interviews with Swedish customers in different cities of various ages. Conclusion Based on the results, it is observed that there is a slight increase in Swedish customers' online shopping levels during the Covid-19 pandemic, but many of our participants' behaviors do not appear to indicate that the pandemic has had a significant impact on their online shopping habits. Instead, other components of the TPB model appear to be having a greater impact on our respondents' future intentions.

Nowadays rapid development of information and communication technologies induced changes in many spheres of society. Digital media gives an access to diverse information sources ensuring vast available information. However, it became more difficult to evaluate credibility of these sources and quality of information provided by them. Issues of source credibility and information quality are particularly important in the context of online shopping. Consumers have to rely on information provided by online retailers and other sources in order to make a right purchase decision. The purpose of this master thesis is to examine effects of source credibility and information quality on attitude toward using the information source and purchase intention. Previous research investigated these effects only for one information source, thus, this study addresses this gap by exploring three online information sources: retailer source, eWOM source and neutral source. Furthermore, the theoretical framework is applied to the context of online apparel shopping, as no similar studies have beenconducted in this area before. We have formulated the following research question: What kind of effects do source credibility and information quality have on attitude toward using information source and purchase intention of apparel products? We used Theory of Reasoned Action and Information Adoption Model to develop a conceptual model. Data was collected from a sample of 180 respondents, who completed the online survey. Empirical findings demonstrate that factors of source credibility such as trustworthiness, expertise and attractiveness have positive effects on the attitude toward using eWOM source, while only trustworthiness and expertise positively affect the attitude toward using neutral source. For eWOM and neutral source relationships between factors of information quality and the attitude toward using the information source were found insignificant. On the contrary, for retailer source only factors ofinformation quality, accuracy and relevance, show positive effects on the attitude toward using retailer source. For all three sources attitudes toward using the information source and subjective norms positively affect purchase intentions. This work contributes to the existing knowledge by examining three online information sources in one study, which enables to discover differences in effects of source credibility and information quality on the attitude toward using the information source and purchase intention among sources. Furthermore, this paper provides recommendations for practitioners regarding improvement of perceived credibility and information quality ofeach information source in order to increase the number of consumers willing to use the source during information search.

China’s import cross-border e-commerce (CICBEC) business model differs from other online shopping business models in both the participators and transaction processes. Government as an important participator has greatly promoted the healthy and rapid development of this business model. As a vital topic in all kinds of businesses, customer trust is also a core research topic in online shopping. Many scholars have studied customer trust in traditional online shopping while few of them focused on cross-border online shopping, let alone the CICBEC business model. The government is a new participator, whose contribution on customer trust is not clear. Also, other known variables’ influences on customer trust are still worthy of discussion. This research aims to address existing research gap by contributing to Lee and Turban (2001)’s Customer Trust in Internet Shopping (CTIS) Model and constructing a new customer trust model. A number of influencing factors of customer trust were defined and tested in this research. It shows that influencing factors from four participators, the e-retailers, e- commerce platforms, government and third-parties, have a significant correlation with customer trust. The final results show that order fulfillment, government actions, e-retailer reputation, information quality, e-commerce platform security and e-commerce platform reputation have significant influences on customer trust.

The behaviour of consumers on the Internet is increasingly a focus of marketing research. In particular, consumers’ behaviour in online shopping, from adoption motivation to post-usage behaviour, has become a major focus of research in the field of marketing, especially within consumer behaviour. Yet it has been acknowledged that while aspects such as adoption and usage motivation are now better understood, there are many questions that remain unanswered, and this warrants continued research effort. In line with the above, this research addresses an issue in online consumer behaviour that is currently under researched and which relates to the role that the consumer’s regulatory focus trait plays in their manifested behaviour in online shopping. The research argues that it is important to understand the role of regulatory focus in online shopping because this psychological trait has been shown to affect other aspects of human behaviour such as in response to advertising, dieting and sports. Drawing upon research from consumer behaviour and the wider fields of marketing and psychology, this research proposes a number of hypotheses relating the consumer’s regulatory focus to her perception of online shopping, motivation for online shopping, and actual usage behaviour in a structural manner. The resulting structural equation model is then tested using empirical data obtained from 306 Internet shoppers in the United Kingdom. The results of the research confirm that regulatory focus has an influence on consumer behaviour in online shopping by affecting their perception, motivation and usage of online shopping. The research makes a unique contribution by demonstrating that regulatory focus is a valid and robust predictor of online shopping behaviour and behavioural outcomes, a conclusion which is relevant to both marketing research and marketing practice. Finally, the research identifies and recommends areas for future studies.

People all over the world are embracing online shopping and there is a general agreement that trust plays a key role in influencing online shopping frequency. This project seeks to address the increasing need for new studies in this area. This is an empirical project that investigates the moderating effects of culture on the impact of trust on online shopping frequency. The central focus of this project was to examine whether culture affects the decision of the international consumer to trust in online shopping contexts. In an attempt to contribute to both cross-cultural and e-commerce research, the project examined shoppers across 34 countries using two of Hofstede’s six cultural dimensions: Uncertainty avoidance and Individualism. The project took a post-positivist approach to research and adopted a mixed method research design. Thus, data were collected using both quantitative and qualitative research designs, which provided a complimentary triangulation of the results. Both secondary and primary data sources were used, as the project developed a model and tested several hypotheses based on the literature on e-commerce, social psychology, and culture. Seven hypotheses were tested and research results revealed that trust has a positive impact on online shopping frequency in a multicultural context. Interestingly, no moderation effects were found for culture. The importance of this project lies in the fact that it seeks to further research at the intersection of culture, trust, and online shopping. Moreover, unlike most e-commerce projects that gather data from students within a single country, this project examines data from respondents of various demographic and socioeconomic characteristics, across several countries.

Bakgrund E-handel av livsmedel är en av de e-handelsbranscher som växer starkast i Sverige just nu. Enligt Svensk Digital Handel förväntas e-handel av livsmedel omsätta 5,7 miljarder kronor år 2016, vilket innebär en ökning med 38 procent från föregående år. Den första satsningen på e-handel av livsmedel gjordes i början av 2000-talet, dock lade de flesta aktörer inom branschen i Sverige ned efter bara några år. Idag år 2016 är denna typ av bransch mer mogen än vad den var då, på grund av snabbare internetuppkopplingar och att fler har datorvana och även större vana att handla på internet. Dock stod livsmedelshandeln på internet för endast 1,5 procent av den totala livsmedelshandeln i Sverige år 2015. Trots att e-handeln av livsmedel ökar är det alltså fortfarande många konsumenter i Sverige som inte köper livsmedel på internet. Syfte Syftet med studien är att identifiera barriärer till att handla lösplock av livsmedel på internet för konsumenter i Sverige som inte tidigare har använt sig av konceptet. Som en del av syftet ingår även att identifiera eventuella likheter och skillnader för olika typer av hushåll genom att analysera om barriärerna varierar beroende på hur hushållens utformning och förutsättningar ser ut. Genomförande Studien utgår från ett konsumentperspektiv och med en abduktiv ansats och en kvalitativ strategi genomfördes intervjuer med tio hushåll. De hushåll som deltog i intervjuerna hade ännu inte e-handlat livsmedel och det som undersöktes var varför de inte anammat konceptet. Ett uppföljningsmoment genomfördes därefter där de intervjuade hushållen bads att testa att handla livsmedel på internet för att sedan svara på några korta frågor i en uppföljningsintervju. Sju av hushållen medverkade i uppföljningsmomentet. För att sätta resultatet från de intervjuade hushållen i perspektiv och för att skapa bredd i studien genomfördes även en enkätundersökning där 154 respondenter deltog. Slutsats 38 barriärer till e-handel av livsmedel identifierades. Dessa barriärer har grupperats i följande kategorier: vana, sättet de handlar livsmedel på, att inget problem uppstår, personlighet, okunskap, fördelar med fysiska livsmedelsbutiker, negativa aspekter eller antaganden som de har till e-handel av livsmedel, att de inte har möjlighet samt att de är skeptiska. Alla barriärer som går under dessa kategorier presenteras i studien. Inga mönster som identifierar att barriärerna varierar beroende på hur hushållens utformning och förutsättningar ser ut kunde hittas. Att flera olika hushållstyper studerades kan dock tänkas ha bidragit till att många olika barriärer kunde identifieras. / Background Grocery e-commerce is one of the e-commerce sectors with the strongest growth in Sweden right now. According to Svensk Digital Handel, the expected turnover for grocery e-commerce in 2016 is 5,7 billion SEK, which is equal to an increase of 38 percent compared to the previous year. The initial investment in the grocery e-commerce industry was made around year 2000, however, most of the businesses in Sweden was shut down after only a few years. Today, this type of industry is more mature than it was at that time because of faster internet connections and that more people are used to using computers and shopping on the internet. But still the grocery e-commerce is responsible for only 1.5 percent of the total turnover in the grocery industry in Sweden in 2015. Despite the fact that the use of grocery e-commerce increases, there are still many Swedes who are not using the internet for buying groceries. Aim The study aims to identify barriers to buy groceries online for consumers in Sweden who have not previously used the concept. A part of the aim is also to identify possible similarities and differences of the different types of households by analysing if the barriers vary depending on the type of household. Completion The study is using a consumer perspective, and with an abductive and qualitative approach ten interviews was conducted. The households that participated in the interviews had not yet tried grocery shopping online and we examined why they did not yet adopt the concept. After the interviews all the households were asked to try the grocery e-commerce concept, of which seven of them took part. Those were asked a few questions in a follow-up interview. To put the results of the interviews of the households in perspective, and to broaden the study, a survey was also carried out, were 154 respondents participated. Conclusion 38 barriers to grocery e-commerce were identified. The barriers have been categorised info following categories: habit, the way they are buying groceries, there is no problem existing, personality, ignorance, that they prefer traditional grocery stores, negative aspects or assumptions about grocery e-commerce, that they do not have the opportunity and they are sceptical. All the barriers in these categories are presented in the study. No patterns that identifies that the barriers vary depending on the type of household could be found. That different household types were studied could however have contributed to the fact that many different types of barriers could be identified.

Program: MIMA student – International Marketing Course name: Master Thesis (EFO705) Title: Consumer behavior toward online purchasing behavior Authors: Kaorat ThienmongkolPongsatorn Thaisuntad Supervisor: Daniel Tolstoy Problem: “What factors trigger the online purchasing decision of young SwedishConsumer?” Purpose: The purpose of this report is to study the insights about the factors that triggerpurchasing behavior of young Swedish consumer to shopping on the internet.The result will enable managers of e-commerce firms to outline strategies topenetrate the Swedish market, and will also contribute to e-commerceliterature in general. The students who study and interested in this area will beable to use this result as their empirical data and to enhance their knowledge. Method: 160 questionnaires were used as primary data. Stockholm, Goteborg, Uppsala,Vasteras, and Eskiltuna are the cities that authors collected the data. Forsecondary data, authors collected data from the website. Conclusion: Young Swedish consumers have positive experience on online shopping, trustand like to shop online. They concern on the type of product when shoppingon the internet. And young Swedish consumer also effect by situational factor. Keyword: online shopping, online purchasing decision, consumer behavior

This study proposes a model of e-shopping continuance intentions that incorporate the revised technology acceptance model and expectation confirmation theory to measure continuance online shopping intentions within Saudi Arabia. Using structural equation modelling to confirm the model fit, and a 463-person sample, the author finds that perceived usefulness, enjoyment, and subjective norms determine online shopping continuance intentions, across male (30% of the sample) and female (70%) respondents. The structural weights are largely equivalent, yet the regression paths from site quality to perceived usefulness and perceived usefulness to continuation intentions are not invariant across the research sample. This research thus moves beyond consideration of online shopping intentions to include factors that may affect online shopping continuance. The research model is able to explain 61% of the variance in intentions to continue shopping online. Therefore, online strategies cannot ignore either direct or indirect differences in continuance intentions due to behaviour differences among shoppers in Saudi Arabia. With the high percentages of participants from the main populated regions in Saudi Arabia, the research model can be generalized across Saudi Arabia. Thus, the research has added to the limited literature on online repurchase intention or continuance intention by testing the proposed model in a context that has never before been tested. Furthermore, few prior studies use SEM as their methodological approach, and even fewer apply invariance analysis to verify behavioural differences based on gender, regional, education, e-shopping experience, and e-shopping spending with a sample obtained from Saudi Arabia. This study addresses these various knowledge gaps. Moreover, this thesis provides managers with useful and important information they can use to plan their Web sites and marketing strategies. The findings will help e-retailers to identify which web site attributes influence consumers’ e-shopping intentions, and thus improve the effectiveness of their e-shopping sites. A more thorough understanding of e-shopping continuance intention helps e-retailers to entice e-shoppers to shop online more, and entice non-online shoppers to shop online. Keywords: Internet shopping, e-shopping, technology acceptance, behavioural differences, continuance intentions, online shopping, Saudi Arabia.

Many people have growing concerns about privacy issues, especially the treatment of personal information. Other researchers have demonstrated that consumers do not effectively use privacy policies while shopping online. Current research tends to focus on the contents of Online Privacy Policy (OPP). Often the OPP contains items to meet vendor interests rather than consumer concerns, such as how well the OPP reduces privacy risk. Moreover, various approaches interpret the contents of the OPP rather than the OPP effects on reducing privacy risk. These approaches have not made a substantial impact on consumer selection of a vendor. The research distinguished two types of Privacy Protection Information (PPI): the level of Vendor Privacy Risk (V) added by vendor practices allowed by the OPP and the level of Online Privacy Risk (O) not reduced by the OPP. A survey presented for each vendor the two types of PPI together with a product price. The results indicate that the respondents readily used PPI and preferred to have no Online Privacy Risk rather than no Vendor Privacy Risk. Of the six demographics attributes of the respondent, only the frequency of online shopping and the concern for privacy significantly increased the use of PPI. Recommendations were made for future research.