Exploring the Consumer Adoption of Alternative E-payment Methods : A study of the Swedish market

Sammanfattning: Purpose: The purpose of this thesis is to identify the factors of adoption within alternative e-payments methods, and gain a deeper understanding of the reasons to why these factors affect the consumer’s adoption. This will be conducted through empirical research, as well as looking into previous theory in order to propose a research framework that is appropriately adapted to the specific phenomenon of alternative e-payments.   Problem: The substantial growth of e-commerce, and the limitations within conventional card payment has paved way for the development of new and innovative alternative e-payment methods. Past research point towards that, there are gaps in literature, where there is a lack of qualitative studies within the field. Furthermore, Sweden is one of the nations with the highest level of innovativeness, as well as e-commerce usage making it an appropriate market to analyze.   Method and Methodology: By applying an intepretevism paradigm, this research views knowledge from a subjective viewpoint. The primary data is collected through a qualitative approach, using one-to-one semi structured interviews, in order to obtain deeper a response. The gathered data is later on analyzed and compared with the previous research within the field.   Findings: The findings of this thesis identifies the factors of adoption within alternative e-payments and why they have an affect. Certain factors seemed to be of greater importance than others, and many of the factors held similarities showing their interdependent nature. Furthermore, new factors were identified as well as the factors being highly context specific, identifying gaps that should be addressed in future research.