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C/M/1872. Dissertation. What Motivates Customers to Buy Products and Services Online?

WORDS:
10400
DATE:
2011
PRICE:
109.99 GBP

The dissertation investigates the phenomenon of online shopping as a B2C (business to customer) form of e-commerce. The growth of the Internet and its users around the world is examined on the basis of statistic data. Academic literature is reviewed on the theory of consumer buying process, the technology acceptance model (TAM), the theory of planned behaviour and the theoretical framework of service quality (SERQUAL). A study is conducted using the methods of primary research via a questionnaire to reveal the motivations behind a customer’s decision to buy products or services on the Internet. Conclusions are made about consumer attitudes, motivations and fears with regard to online shopping.

 

KEYWORDS: Dissertation, customer motivations, online shopping, consumer buying behaviour,

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