Consumer Characteristics – Impact on Purchase Decision in an E-Commerce Context

Sammanfattning: Aim: Measure the impact of consumer characteristics and overall attitudes toward online complexity dimensions as well as tendencies of purchasing complex products online. Methodology: Initially, this thesis starts with reviewing prior research and theories about the relevant domains in order to deduce hypotheses about consumer characteristics and their relation to complexity dimensions. Secondly, linear regressions have been conducted with the purpose of examining the consumer characteristics’ impact on purchasing tendency. Theoretical Framework: The theoretical framework is composed of previous research in each of the complexity dimensions as well as in each of the determinants i.e. consumer characteristics. Empirical Foundation: Mean values, correlations and linear regression analysis made in SPSS are the empirical foundation in this thesis. Conclusion: Aligned with prior research, correlations and regressions have been found showing that there is a statistical relationship between consumer characteristics and purchasing tendency of complex products online as well as attitudes toward complexity dimensions.