S/EI/47. Dissertation. What motivates consumers to buy products and services online?

The dissertation investigates the motives behind the online buying behaviour. Literature is reviewed on the theories of motivation identifying the key drivers of buying behaviour and the barriers to buying online. The methods of the research are described including qualitative and quantitative approaches to secondary and primary data obtained through interviews and questionnaires. Primary research findings are analysed; conclusions are made about the motivations, drivers and barriers for consumers shopping online. Recommendations are suggested about further research into consumer trust online. Proposal matching this dissertation is also available on our website under the name: S/EI/48. Proposal. What motivates consumers to buy products and services online?