Measuring consumer perceptions of online shopping convenience

Abstract

The aim of this master thesis is to identify which dimensions of convenience affect consumers’ intention of using online shopping. Also it explores a conceptual model to measuring consumer perceptions of online shopping convenience. This paper contains prospects about online consumer behavior, and the results have important implications for retailers, managers and marketers, related to online shopping strategies. An empirical investigation was carried out to test the hypotheses. In order to answer the research question, data collection was done through a web-based survey with a convenient sample as a means to collect customers’ feedback, opinion, feelings, attitudes, and perceptions about their last online shopping experience. The findings were further discussed in the light of existing literature. The sample includes 250 young Portuguese anonymous participants. It was used a Confirmatory Factor Analysis (CFA) in the scale validation for the analysis and measurement of specific constructs and a Structural Equ

Date of Award	21 Jul 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)