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Konsumentens upplevda risk inför onlineköp: En kvalitativ studie om riskupplevelsen inom e-handel
Södertörn University, School of Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Bakgrund: En stadig växande e-handel har medfört förändringar hos konsumenternas beteende. Forskning inom detta blir därmed allt mer viktigare för onlinebutikerna, eftersom god insikt i beteendet hos konsumenterna genererar konkurrensfördelar. Konsumenternas beteende påverkas av flera faktorer och en av faktorerna är upplevd risk, som kan utgöra ett hinder i konsumenternas köpbeslut. Upplevd risk har en större inverkan på konsumenter vid e-handel än vid fysisk handel och det beror på att den fysiska interaktionen saknas vid e-handel. Därmed blir det allt viktigare för onlinebutikerna att skapa en förståelse över vad som får konsumenterna att uppleva en risk samt hur de kan reducera den upplevda risken hos konsumenterna.

Syfte: Syftet med denna studie är att undersöka konsumenternas upplevda risker och förtroende inför onlineköp av skor genom att studera konsumenternas beteende.

Metod: Denna studie bygger på en kvalitativ forskningsstrategi med en deduktiv forskningsansats. Studiens empiriska material har samlats in via åtta semistrukturerade intervjuer med respondenter mellan 22-27 år, bosatta i Stockholm.

Slutsats: Studiens resultat visade att produktrisken, finansiella risken, psykologiska risken, tidsrisken samt den sociala risken förekommer hos konsumenter inför onlineköp av skor. Vidare visade studien att konsumenter med ett socialt konsumentbeteende har större tendens att uppleva en social risk samt att konsumenter med ett rationellt konsumentbeteende har större tendens att uppleva en psykologisk risk. Studien visar även på att förtroende är en viktig faktor för konsumenterna inför onlineköp av skor eftersom gott förtroende reducerar de upplevda riskerna. Onlinebutikerna bör därmed kräva BankID-verifiering vid betalning, ha ett gott rykte, erbjuda generös returpolicy samt ha bra produktbeskrivningar då dessa faktorer visade sig vara mest signifikanta för konsumenterna inför onlineköp av skor.

Abstract [en]

Background: An ever-increasing e-commerce has led to changes in consumer’s behavior. This means that research about this phenomenon is becoming increasingly central, as good insight into consumer behavior generates competitive advantages. Consumer behavior is influenced by several factors, and one of the factors is the perceived risk, which could constitute an obstacle to consumer purchasing decisions. A perceived risk has a greater impact on consumers in e-commerce than in physical commerce due to the lack of physical interaction in e-commerce. Thus, it becomes increasingly important for online stores to understand what causes consumers to experience risk and how they can reduce consumers perceived risk.

Purpose: The purpose of this study is by examining consumer’s behavior to investigate consumer’s perceived risks and trust for online shopping of shoes.

Methodology: This study is based on a qualitative research strategy with a deductive research approach. The empirical material of the study has been collected via eight semi-structured interviews with respondents between 22-27 years located in Stockholm.

Conclusion: The study's empirical evidence shows that product risk, financial risk, psychological risk, time risk and social risk occur with consumers for online shopping of shoes. Furthermore, the study showed that consumers with social consumer behavior have a greater tendency to experience a social risk and that consumers with a rational consumer behavior are more likely to experience a psychological risk. The study also shows that trust is an important factor for consumers for online shopping of shoes as good faith reduces the perceived risk. Online stores should therefore require BankID-verification upon payment, have a good reputation, provide generous return policy, and have good product descriptions as these factors proved to be most significant to consumers for online shopping of shoes

Place, publisher, year, edition, pages
2018. , p. 50
Keyword [en]
Perceived risk, consumer risk, e-commerce, consumer trust, consumer behavior and returnpolicy
Keyword [sv]
Upplevd risk, konsumentrisk, e-handel, förtroende, konsumentbeteende och returpolicy.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-35421OAI: oai:DiVA.org:sh-35421DiVA, id: diva2:1213069
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2018-06-04 Created: 2018-06-04 Last updated: 2018-06-04Bibliographically approved

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