Kända Varumärke - Större, Starkare, Säkrare

Detta är en C-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: In todays high-technological society where the Internet plays a central role in our day-to-day life, many e-retailers are not able to attract customers to complete a transaction on their website. In order to succeed, many e-commerce sites must improve several safety aspects regarding online payment, in order to be perceived as a reliable and secured retailer. The purpose of this paper is to investigate if increment in various combinations and aspects in online payment will in fact improve the customer's perception of the e-retailer and result in completed transactions. In order to investigate this aspect, an experiment was conducted to be able to compare eight independent groups, that each had been exposed to a different security scenario on the online payment website of either a known or unknown retailer. Our results clearly prove that perceived security of the retailer's payment website increases willingness to purchase from the retailer. Further finding show that well designed webpages, technically advanced and user-friendly webpages increases intention to purchase from the retailer. A final key finding is that known brands are perceived as safer to purchase from online, however increasing security measurements allow unknown brands to enjoy the same benefits to a certain extent. Our study is primarily focused to card payments online, willingness to disclose sensitive information and tested only for certain amount of combinations.

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