The Role of Motivational Factors and Gender on E-Satisfaction : A Comparison of Sweden and Germany

Abstract: Through the past decades online shopping has become a big part of today’s societies. This has to do with consumers adapting to a modern world where purchasing products and services online has become normal. There are many theories behindthe adaption of consumers to modern technology, which in addition islooking at consumer’s attitudes and behaviours. There are many online motivational factors that have been researched and adapted to e-commerce. The outcome of a decision process can either be satisfaction or dissatisfaction, which influences consumers in future purchase decisions.Motivational factors have shown to influence e-satisfaction.When looking at consumer behaviour, it is interesting to examine gender differences, as men and women have different shopping intentions. Previous research has shown that men tend to find online shopping more convenient and men tend to purchase online more often than women. These are factors that can influence every society and therefore the research questions are: RQ 1: Are there any similarities between Sweden and Germany regarding online shopping motivation and e-satisfaction? RQ 2: Are there any similarities between Sweden and Germany regarding gender differences and e-satisfaction? With a descriptive and exploratory purpose, a qualitative approach and a case study with semi-structured interviews with ten Germans and ten Swedes the research questions could be answered. Mostly, there were similarities found between societies regarding both research questions. However, differences could be identified within gender differences.