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Biljana Lukic_Master Thesis_Consumer behaviour towards online shopping of electronics in Bosnia and Herzegovina American University od Bosnia and Herzegovina Mentor Enis Dzanic, Phd MAGISTARSKA TEZA PONAŠANJE KUPACA PRILIKOM ONLINE KUPOVINE ELEKTRONIČKE ROBE U BOSNI I HERCEGOVINI
Citation preview
Consumer behaviour towards Consumer behaviour towards
online shopping of electronics in online shopping of electronics in
Bosnia and HerzegovinaBosnia and Herzegovina
Master thesisMaster thesis
Biljana LukiBiljana Lukićć
Sarajevo, June 2014
Introduction Introduction Consumer behaviourConsumer behaviour
Online decision making processOnline decision making process
Factors influencing consumers’ behavior toward Factors influencing consumers’ behavior toward
online shoppingonline shopping
Hypothesis developmentHypothesis development
MethodologyMethodology
ResultsResults
ConclusionConclusionBiljana Lukić, Master Thesis, Sarajevo, June 2014
Consumer behaviourConsumer behaviour
“ “Consumer behaviour is the study of individuals, Consumer behaviour is the study of individuals,
groups, or organizations and the processes they groups, or organizations and the processes they
use to select, secure, and dispose of products, use to select, secure, and dispose of products,
services, experiences, or ideas to satisfy needs services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the and the impacts that these processes have on the
consumer and society. “ consumer and society. “
(Kuester, 2012) (Kuester, 2012)
Biljana Lukić, Master Thesis, Sarajevo, June 2014
To explore factors affecting consumer To explore factors affecting consumer decision whether to buy electronic decision whether to buy electronic goods online or not. goods online or not.
The aim of the researchThe aim of the research
Online decision making processOnline decision making process
Biljana Lukić, Master Thesis, Sarajevo, June 2014
NEED RECOGNITIONNEED RECOGNITION
INFORMATION COLLECTINGINFORMATION COLLECTING
EVALUATING ALTERNATIVESEVALUATING ALTERNATIVES
MAKING A PURCHASEMAKING A PURCHASE
Factors influencing online shoppingFactors influencing online shopping
Biljana Lukić, Master Thesis, Sarajevo, June 2014
Hypothesis developmentHypothesis development
The null hypothesis:The null hypothesis:
There is a relationship between factors affecting There is a relationship between factors affecting
consumer behaviour and online shopping.consumer behaviour and online shopping.
Biljana Lukić, Master Thesis, Sarajevo, June 2014
Hypothesis developmentHypothesis developmentH1: Individual demands has positive influence on online consumer
purchase decision and behaviour.
H2: Consumers attitude has influence on online consumer purchase
decision and behaviour.
H3: Reasonable price strategy has positive influence on online
consumer purchase decision and behaviour
H4: Product quality has positive influence on online consumer purchase
decision and behaviour.
H5: Web trust has positive influence on online consumer purchase
decision and behaviour.
H6: Online consumer purchase decision and behaviour has positive
influence on repeated purchase behaviour.
Biljana Lukić, Master Thesis, Sarajevo, June 2014
MethodologyMethodologySurvey was conducted through questionnaire that: Was sent out by e-mail to friends and followers
Was consisted from 41 demographic (age, gender, education,
registration and activity) and perception questions (focused on
users’ behavior)
Sample Respondents were Internet users who knew how to make an
online purchase, possibly had made one or were willing to make
one in the future
Respondents were not limited with age constraint
Respondents live in Bosnia and Herzegovina
Biljana Lukić, Master Thesis, Sarajevo, June 2014
MethodologyMethodology
Measurement
1-5 Likert scale
Frequency of online buying was measured through
categories:
Trial (once yearly)
Occasional (2-4 times yearly)
Frequent (5-10 time yearly)
Regular (More than 10 times yearly)
Biljana Lukić, Master Thesis, Sarajevo, June 2014
Biljana Lukić, Master Thesis, Sarajevo, June 2014
2.189.9402.189.940
Internet users in Bosnia and HerzegovinaInternet users in Bosnia and Herzegovina
57%57%
Internet penetrationInternet penetration
Biljana Lukić, Master Thesis, Sarajevo, June 2014
Demographics
Gender:Gender:
Age:Age:
Male 54.22%
Female 45.78%
18-29 31.33%
30-49 68.67%
50 and over 0%
ResultsResults
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
Demographics
Monthly income:Monthly income:
Less than 700BAM 14.63%
700-1000BAM 21.95 %
1001-1500BAM 35.37 %
1500-3000BAM 17.07 %
More than 3000BAM 10.98 %
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
Demographics
Education:
High school 27.71%
College 26.51%
Bachelor 28.92%
Postgraduate or more 16.87%
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
The main influencing factors have been identified as
PricePrice
TrustTrust
ConvenienceConvenience
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
PricePrice
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
PricePrice
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
TrustTrust
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
TrustTrust
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
TrustTrust
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
ConvenienceConvenience
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
ConvenienceConvenience
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
ConvenienceConvenience
ResultsResults
Biljana Lukić, Master Thesis, Sarajevo, June 2014
ConvenienceConvenience
ConclusionConclusion
Biljana Lukić, Master Thesis, Sarajevo, June 2014
Hypothesis Outcome
H0: There is a relationship between factors affecting consumer behaviour and online shopping.
Supported
H1: Individual demands has positive influence on online consumer purchase decision and behaviour.
Supported
H2: Consumers attitude has influence on online consumer purchase decision and behaviour.
Supported
H3: Reasonable price strategy has positive influence on online consumer purchase decision and behaviour.
Supported
H4: Product quality has positive influence on online consumer purchase decision and behaviour.
Supported
H5: Web trust has positive influence on online consumer purchase decision and behaviour.
Supported
H6: Online consumer purchase decision and behaviour has positive influence on repeat purchase bahaviour.
Supported
ConclusionConclusion
Biljana Lukić, Master Thesis, Sarajevo, June 2014
Online buyers in Bosnia and Herzegovina:
Are very price sensitive and convenience oriented.
Are very cautious with risks associated with the purchase, especially with financial risks.
Use Internet mostly for searching information and work.
Usually spend maximum 50BAM per month for online buying.
ConclusionConclusion
Biljana Lukić, Master Thesis, Sarajevo, June 2014
Online buyers of different sex and age have very similar purchasing behavior.
Online buyers find sales channels mostly through recommendation from their friends and families.
The main reasons for buying online are best prices and availability of goods that are not available in local market.
The main barriers for online buying are safety of payment and high shipping costs.
Thank you Thank you