Online Consumer Behavior toward Sports Apparel in Finland

Abstract

Customer shopping habits have changed drastically in the last few years as the unceasing development of Ecommerce creates new opportunities, new markets with economic activities. (Slavko, 2016). Ecommerce platforms such as Amazon and eBay, Alibaba have substantially contributed to the growth of electronic retails (etails) in the last decade, which raises the question of how etails can be distinguished from competitors. The objective of this thesis was to analyze various factors that drive consumer attitudes and preferences in online purchasing especially within the sportswear industry, and provide a comprehensive understanding of consumer buying behaviour to assist ecommerce retails in Finland in implementing holistic strategies and increasing profitability. The theoretical background presents the concept of ecommerce, consumer behaviour and consumer satisfaction, while its main determinants were introduced and explained. A combination of quantitative and qualitative approaches was used in the data analysis. The study outcome indicated that there was a positive picture of ecommerce in Finland. The quality of information and variety were the most important factors for online consumers to purchase sportswear. The main obstacle for people who prefer to buy instore was the ability to test products beforehand. Both Internet and non Internet purchasers received information through Social media mainly. It was crucial for businesses to invest in building appealing content and optimize the website to provide consumers flawless experience, retain consumers' interest and attract new web visitors, and thus minimize consumer loss and improve profitability.