Extrinsic factors that customers consider while making an online purchase decision of electronics products ; a critical discussion on developed and emerging markets
Authors
Nahar, Nazmun ; Samia, Sadia Tabassum
Term
4. term
Publication year
2021
Submitted on
2021-06-01
Pages
72
Abstract
This master’s thesis examines which extrinsic factors shape consumers’ intentions to purchase electronics online and whether their effects differ between a developed and an emerging market. Drawing on an extensive literature review, the authors propose a conceptual framework that groups potential drivers into product characteristics (e.g., price, perceived quality, brand/country of origin), website characteristics (e.g., usability, trust, reviews, return policy), and customer characteristics (ethnocentrism and demographics). The study uses a questionnaire-based survey and tests hypotheses with factor analysis and regression. Findings indicate that product characteristics significantly influence online purchase intention in both market contexts, whereas website characteristics are not influential in either. Demographic variables have divergent effects across the two markets, and ethnocentrism is not influential in the developed market but appears influential in the emerging market. The thesis discusses theoretical contributions, outlines managerial implications for e-retailers across market contexts, and acknowledges limitations and avenues for future research.
Dette kandidatspeciale undersøger, hvilke ekstrinsiske faktorer der former forbrugeres intention om at købe elektronik online, og om effekterne varierer mellem et udviklet marked og et vækstmarked. Med afsæt i et omfattende litteraturreview udvikles en konceptuel ramme, der grupperer mulige drivkræfter i produktkarakteristika (fx pris, oplevet kvalitet, brand/oprindelsesland), webstedskarakteristika (fx brugervenlighed, tillid, anmeldelser, returpolitik) samt kundekarakteristika (etnocentrisme og demografi). Studiet anvender et spørgeskemebaseret survey og tester hypoteser via faktoranalyse og regressionsanalyse. Resultaterne viser, at produktkarakteristika har en signifikant indflydelse på online købsintention i begge markeder, mens webstedskarakteristika ikke er indflydelsesrige i nogen af dem. Demografiske forhold har forskellige effekter på tværs af de to markeder, og etnocentrisme er ikke indflydelsesrig i det udviklede marked, men synes at være det i vækstmarkedet. Specialet diskuterer teoretiske bidrag, giver ledelsesmæssige implikationer for e-forhandlere på tværs af markeder og peger på begrænsninger samt muligheder for videre forskning.
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