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The phenomena of Online Purchasing : Why do consumers make the choice of canceling their purchase online?

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-68302
Date January 2017
CreatorsDedic, Arnela
PublisherLinnéuniversitetet, Institutionen för marknadsföring (MF)
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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