eThesis - Kauppakorkeakoulun sähköiset gradut

Objectives:

The main objective of this thesis is to gain knowledge of how consumers' perceptions regarding the ethics of online retailers affect to consumers' online shopping attitudes, more specifically consumers' perceptions of online shopping convenience. Also ambition is to achieve deeper knowledge about consumer behaviour and especially consumers' perceptions towards online retailers.

Besides connection between consumers' perceptions regarding the ethics of online retailers and consumers' perceptions of online shopping convenience is examined also their relationship to purchasing intention is investigated.

Methodology:

The research is quantitative by nature and structural equation modelling (SEM) is used to examine the relationships of consumers' ethic and convenience perceptions as well as their link to purchasing intention. Online questionnaire was used to collect data and 315 useful individual responses were gathered.

Findings:

Thesis provides information for both academics and practitioners of consumer behaviour and especially of consumers' perceptions of online retailers. According to findings consumers' perceptions regarding the ethics of online retailers affect significantly to consumers' perceptions of convenience. Also highly significant effect was found between consumers' perceptions of convenience and purchasing intention. Moderate but essential effect was found between consumers' perceptions of ethics and purchasing intention.