An exploration of international and Finnish students' online shopping behavior
Taiwo, Sulaimon Gbemisola; Ofosu-Budu, Fidelia (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052214513
https://urn.fi/URN:NBN:fi:amk-2024052214513
Tiivistelmä
The primary objective of this thesis was to explore the online shopping behavior among International and Finnish students in Kuopio. The purpose of the study was to understand their preferences, decision-making process, psychographic elements influencing their choices, and cultural variables that shape their purchasing patterns.
The study began by examining the determinants that impact the online shopping behavior of Finnish and Inter-national students. This study utilized a quantitative technique, gathering data from a sample of 44 Finnish students and 108 international students through an online survey questionnaire.
The findings indicated that Finnish students prefer local merchants due to their perception that international merchants engage in unfair practices and the belief that Finnish platforms have sufficient variety of goods that align with their interests. Conversely, international students opt for international merchants over Finnish merchants because they perceive them to offer more attractive products and are familiar with the brands from their home countries. Both groups consider cultural backgrounds while making purchasing decisions. Finnish students have a moderate level of thoughtfulness, but international students demonstrate a more adaptive attitude affected by diverse cultural backgrounds. Finnish students indicate minimal changes in their buying habits due to online shopping, but the impact varies among international students, indicating different levels of adaptability. Psychographic traits have a considerable impact on purchasing behavior, particularly in terms of impulse buying tendencies and alignment with personal views. In conclusion, understanding psychographic and cultural influences can enable e-commerce platforms to design customized strategies to accommodate the diverse requirements and preferences of students as well as support a more sustainable and conscientious approach to consumption.
The study began by examining the determinants that impact the online shopping behavior of Finnish and Inter-national students. This study utilized a quantitative technique, gathering data from a sample of 44 Finnish students and 108 international students through an online survey questionnaire.
The findings indicated that Finnish students prefer local merchants due to their perception that international merchants engage in unfair practices and the belief that Finnish platforms have sufficient variety of goods that align with their interests. Conversely, international students opt for international merchants over Finnish merchants because they perceive them to offer more attractive products and are familiar with the brands from their home countries. Both groups consider cultural backgrounds while making purchasing decisions. Finnish students have a moderate level of thoughtfulness, but international students demonstrate a more adaptive attitude affected by diverse cultural backgrounds. Finnish students indicate minimal changes in their buying habits due to online shopping, but the impact varies among international students, indicating different levels of adaptability. Psychographic traits have a considerable impact on purchasing behavior, particularly in terms of impulse buying tendencies and alignment with personal views. In conclusion, understanding psychographic and cultural influences can enable e-commerce platforms to design customized strategies to accommodate the diverse requirements and preferences of students as well as support a more sustainable and conscientious approach to consumption.