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Att e-handla i Sverige eller utomlands, vad är det som avgör?: En kvantitativ studie om faktorer som kan ligga bakom unga svenska konsumenters beslutsfattande vid gränsöverskridande e-handel
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2022 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study is to examine if there are any factors that influence young Swedish consumers' willingness to participate in the cross-border e-commerce market. Another aim is to examine the perceived risks associated with e-commerce in Sweden and overseas. The authors generated ten hypotheses to test this. The authors employed a quantitative approach and sent a survey to 162 people, with questions based on applicable theories, to investigate if there are factors that affect young Swedish consumers when they transact on the cross-border e-commerce market. The questions were sent through the authors’ social media. The findings suggest that seven factors influence young Swedish consumers’ decision-making when conducting cross-border e-commerce. Furthermore, the findings show that these factors have an impact on young Swedish customers, such as opinions from friends and family, perceived risk, loyalty to their own country, all of which affect when young Swedish consumers opt to use the cross-border e-commerce market.

Place, publisher, year, edition, pages
2022. , p. 79
Keywords [en]
Cross-border e-commerce, word of mouth, consumer ethnocentrism, perceived risk, country of origin
Keywords [sv]
Gränsöverskridande e-handel, word of mouth, konsumentetnocentrism, upplevda risker, country of origin
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-49336OAI: oai:DiVA.org:sh-49336DiVA, id: diva2:1673171
Subject / course
Business Studies
Supervisors
Examiners
Available from: 2022-06-27 Created: 2022-06-20 Last updated: 2022-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • 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