Online Shopping Behavior

Abstract: Online shopping is a very much developed phenomena in Scandinavian countries. Different online factors impact online consumers’ behavior differently depending on the environment of different regions. Sweden is one of the developed and technologically advanced countries. To see the impact of different factors on consumers’ online shopping behavior, the purpose of this study is to analyse the factors that influence consumers’ online shopping behavior in Sweden’s context. One of the objectives of this research is to fill the gap of previous literature that did not much investigated the external online factors that influence consumers’ online shopping behavior in Sweden’s context. Thus, the focus lays on these five online factors: financial risk, product performance risk, delivery risk, trust and security, and website design. The empirical data was collected through a questionnaire survey and it was distributed among 100 respondents by hand and online. The findings of this research revealed that website design is the most influential and significant factor. While product performance risk, and trust & security have a significant impact to consumers’ online shopping behaviour, the study finds that the remaining factors financial risk, and delivery risk have no significant impact on consumers’ online shopping behavior.