Online consumer behavior among Norwegian business students
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E-commerce is an ever growing phenomenon which merits further research. This study conducts a literature review in the field of online consumer behavior, focusing on online consumer purchase intention and online consumer loyalty in the context of Norwegian business students. We also conduct a survey with 196 business students in Norway, and go on to identify three important variables impacting online consumer purchase intention; online trust, previous online purchase experience and social media interaction, and two important variables impacting online consumer loyalty; online shopping enjoyment and online satisfaction. Reviewing this paper could provide online retailers with valuable information when it comes to understanding the Norwegian consumer.
Masteroppgave i økonomi og administrasjon - Universitetet i Agder 2013