Research Question: Which factors impact the purchase decision of consumers within emerging markets when shopping online? Purpose: The purpose of this study is to examine the relationship between e-commerce factors and the consumer purchase decision within e-commerce on emerging markets to unravel how certain factors impact the consumer purchase decision. The aim is to provide knowledge regarding consumer purchase decision making for retailers entering an emerging e-commerce market, this by carrying out a survey to consumers on a representative emerging market. Hypotheses: H1: E-logistics has a positive impact on the e-consumer purchase decision. H2: E-marketing activities have a positive impact on the e-consumer purchase decision. H3: Online integrity has a positive impact on the e-consumer purchase decision. H4: E-vendor contact alternatives have a positive impact on the e-consumer purchase decision. H5: Web site design has a positive impact on the e-consumer purchase decision. Method: This study has a deductive research approach combined with a quantitative research method. The primary data consists of data collected through carrying out a survey in Warsaw, Poland. The data was later on analyzed using the statistics software programme SPSS. Conclusion: In order for e-vendors to gain market shares and utilize the market capacity of the hyper-competitive emerging markets the factors web site design, e- marketing and e-vendor contact alternatives are essential to address due to their positive impact on the consumers purchase decision.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-44453 |
| Date | January 2015 |
| Creators | Hallberg, Gustav, Krysén, Sebastian |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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