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1. 1. Factors that make non buyers hesitant to buy groceries online

   Kandidat-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Författare :Sargon Korea; Julia Le; Rubar Onursal; [2021]
   Nyckelord :Non buyers; Online grocery; Theory of planned behavior; Technology acceptance model;

   Sammanfattning : What are the factors that make non buyers hesitant to buy groceries online? The purpose of this study is to examine why non buyers hesitate to buy groceries online. Different factors are linked to two theoretical frameworks, namely Theory of planned behavior (TPB) and Technology acceptance model (TAM). LÄS MER