Factors of Consumers’ Demand on the Online-Shopping Services (the Case of Computer and Laptop Market)

Student: Morozova Kseniia

Educational Programme: Economics (Bachelor)

Final Grade: 8

Year of Graduation: 2017

E-commerce offers many online marketing opportunities to companies worldwide and along with high rapid growth of online shopping; it has impressed many retailers to sell products and services through online channel to expand their market. This research estimates consumers’ intention to make purchases of computers and laptops on the Internet and main futures of buyers who had experience in purchases in both online and offline stores to compare the nature of their incentives. The multiple logit-regression analysis was employed to measure the relationship between 14 independent variables to identify the receptivity to online shopping. The results show that the price, analog shop and where the computer was explored are key factors in selecting the method of purchase. The results can be used by existing players of online market to improve performance and by new firms seeking to explore their audience.

Full text (added May 10, 2017)

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