E-handel
en studie om konsumenters köpbeteende vid köp av böcker online
The purpose of this thesis is to increase the understanding about consumer buying behaviour when purchasing books online. In order to acquire data for the study we used a questionnaire that 75 students where asked to respond. The respondents were students at the University of Technology in Luleå. Our findings suggest that the following factors are the most commonly cited reasons for deciding to complete the purchase: trust, perceived risk, price, convenience, design of the website and experience. The following factors are the most commonly cited rea-sons for deciding not to complete the purchase: trust, perceived risk, price and the design of the website. Our findings also suggest that in the online buying decision process, the transaction stage is the most critical stage where most of the consumers decide not to complete the purchase.