Click, Shop, Done

Abstract: Online shopping is increasing at a high pace and express checkout systems are becoming widely available. For this reason, this study aims to gain a deeper knowledge on how express checkout systems shape consumers’ buying behavior online. To investigate the relationship between express checkout systems and consumers’ buying behavior, qualitative semi-structured interviews have been conducted with fifteen participants. The results indicate that express checkout systems play a crucial role in shaping consumers’ buying behavior online. The findings address that convenience, efficiency, security, and the perceived value of money impact consumers’ decision-making process and can further result in impulsive buying behavior or checkout and cart abandonment.