En ny typ av betalningslojalitet i ett digitalt paradigmskifte

Sammanfattning: Consumer behaviour when shopping online differs from their behavior when shopping in a physical store. One contributory reason is the increasing level of consumption and range of goods online. When online shopping increases it demands the payment methods to work as expected. This paper aims to evaluate and analyse the payment methods when shopping online. The paper aims to increase the knowledge of how consumers are affected by these method when shopping online. This has lead us in to our issue: In what way will consumers be affected when it comes to payment methods within shopping online. The study is based on a qualitative and quantitative research design. The empirical data is collected through focus group interviews with subsequent surveys from Swedish consumers. The study combines the theories, Technology Acceptance Model, TAM, with Task Technology Fit, TTF. TAM is based on the theory of individuals' actual reception and acceptance of a technical solution. With the help of TTF you can describe and measure how technology helps users to perform. The conclusion indicates that the payment method is crucial for the consumer, if the payment method does not meet the requirements set by the consumer, the purchase will thus be canceled. There is strong competition between different players and it is easy for the consumer to choose the online store that offers the exact payment method that is best adapted to their needs. The conclusion further shows that there is a payment method that is preferred over others, this method is Klarnas. The study also shows that safety and simplicity are issues that the consumer sees as decisive based on how they make their purchases online. Loyalty is also a factor being dealt with, a customer is not always loyal to a website if it proves to be difficult to complete the purchase. Customers prefer to make a purchase on a website that offers a payment method that another operator does not.