Exploring the Influential Factors of Online Purchase Intention in Finland

Abstract

Online shopping or e-commerce is a fact that is observed to be in high existence lately. Looking closely at the rapid growth of the main players in this field proves that there is still a large market potential for online shopping. The benefits of online shopping clarify it as a developing trend among consumers, especially in Finland. The popularity of online shopping has raised the interest of retailers to target this area. Finland is one of the leading countries in the adaptation of new technologies. This study was therefore to determine the factors influencing online purchase intention in Finland. Electronic questionnaire was sent publicly to Finnish people with online shopping experience for answering. 184 responses were collected and the data was then analyzed using SPSS model. The conclusion can be interpreted that most shoppers are young adults. There are however many factors that influence online purchase in Finland with convenience being the biggest perk. Finnish shoppers are also keen on the quality of products that they intend to purchase. For future research, respondents should not only be limited to experienced online shopping Finns, this will give a much more realistic and valid results.