Digital Transformation. The Influence of New Payment Service Providers on Purchasing Behavior Using the Example of Klarna

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
• 2 Theoretical Foundation
• 2.1 Digital Transformation
• 2.1.1 Definition
• 2.1.2 Change in consumption through digitalization
• 2.1.3 Consumption and Commerce 4.0
• 2.2 Consumer and purchasing behavior
• 2.2.1 Definition
• 2.2.2 Different types of decision-making
• 2.2.3 Factors affecting consumer's purchasing decision
• 2.2.4 Consumers purchasing model
• 2.3 Digital payment and provider
• 2.3.1 Customer journey in transition
• 2.3.2 Payment service provider
• 2.3.3 Influencing factors
• 2.3.4 The merchant's point of view
• 2.3.5 Gen Y and Gen Z
• 3 Methodology
• 3.1 The research project and objective
• 3.2 Data collection
• 3.3 Questionnaire
• 3.4 Payment provider: Klarna
• 4 Results
• 4.1 Demographic characteristics
• 4.2 Use and purpose of the Internet
• 4.3 Frequency, types, and spending of shopping per month
• 4.4 Payment habits
• 4.5 Choice and use of digital providers
• 5 Discussion
• 5.1 Contributions to theory
• 5.2 Limitations and future work

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to understand the influence of digital payment providers, specifically Klarna, on consumer purchasing behavior. The research utilizes various theories related to digital transformation, consumer behavior, and digital payment systems. A quantitative study focusing on 20-30 year-olds and online clothing purchases was conducted to gather data.

• The impact of digital payment providers on consumer purchasing decisions.
• The role of digital transformation in shaping consumer behavior and payment preferences.
• Analysis of different consumer decision-making processes in the context of online shopping.
• Examination of the specific influence of Klarna as a payment service provider.
• The relationship between demographic characteristics and online purchasing habits.

Zusammenfassung der Kapitel (Chapter Summaries)

1 Introduction: This introductory chapter sets the stage for the thesis by highlighting the increasing importance of e-commerce and digital payment methods. It emphasizes the need to understand how new payment mechanisms influence consumer behavior in the rapidly evolving digital landscape. The chapter establishes the research question and outlines the thesis's structure and methodology.

2 Theoretical Foundation: This chapter provides a comprehensive overview of the theoretical frameworks underpinning the research. It delves into the concept of digital transformation, exploring its impact on consumption patterns and the emergence of Commerce 4.0. It also examines existing theories of consumer behavior, including various decision-making models, and factors influencing purchasing decisions. Furthermore, it presents an in-depth analysis of digital payment systems and the role of payment service providers, including an examination of the customer journey and the perspective of merchants. The chapter lays the theoretical groundwork for understanding the complex interplay between digital transformation, consumer behavior, and digital payment methods.

3 Methodology: This chapter details the research methodology employed in the study. It describes the research project's objective and outlines the data collection process, including the design and administration of the questionnaire. It specifically focuses on the chosen payment provider, Klarna, and explains why it was selected for this study. The methodology section provides a clear and transparent account of how data was gathered and prepared for analysis, ensuring the reproducibility of the study.

4 Results: This chapter presents the findings of the quantitative study. It analyzes the demographic characteristics of the respondents, their internet usage patterns, their online shopping behavior (frequency, types of goods purchased, and spending habits), and their payment preferences. The results section offers a detailed breakdown of the data collected, focusing particularly on the use and choice of Klarna as a payment provider. This section lays the foundation for the discussion and interpretation of the results in subsequent chapters.

5 Discussion: This chapter interprets the results of the study, drawing connections between the findings and the theoretical framework presented earlier. It discusses the contributions of the research to existing theories on digital transformation, consumer behavior, and digital payments. It also addresses the limitations of the study and suggests avenues for future research. This chapter provides a critical evaluation of the research and its implications.

Schlüsselwörter (Keywords)

Digital transformation, digital payments, Klarna, consumer behavior, purchasing decisions, online shopping, e-commerce, payment service providers, quantitative research, Commerce 4.0, Gen Y, Gen Z.

Frequently Asked Questions: A Comprehensive Language Preview

What is the main topic of this thesis?

This thesis investigates the influence of digital payment providers, specifically Klarna, on consumer purchasing behavior, particularly among 20-30 year olds purchasing clothing online.

What are the key themes explored in the thesis?

The key themes include the impact of digital payment providers on consumer purchasing decisions; the role of digital transformation in shaping consumer behavior and payment preferences; analysis of consumer decision-making processes in online shopping; examination of Klarna's influence; and the relationship between demographics and online purchasing habits.

What theoretical frameworks are used?

The thesis draws upon theories related to digital transformation, its impact on consumption patterns (including Commerce 4.0), consumer behavior (including various decision-making models and influencing factors), and digital payment systems, including the customer journey and merchant perspectives.

What methodology was employed?

A quantitative research approach was used, involving a questionnaire-based study focusing on a specific demographic (20-30 year olds) and online clothing purchases. The data collection process and the selection of Klarna as the primary payment provider are detailed in the methodology chapter.

What data was collected and analyzed?

The study analyzed demographic characteristics of respondents, their internet usage patterns, online shopping frequency, types of goods purchased, spending habits, and payment preferences, with a particular focus on the use and choice of Klarna.

What are the key findings of the study?

The results chapter presents a detailed breakdown of the data collected regarding demographic characteristics, internet usage, shopping behavior, payment habits, and the choice and usage of digital providers like Klarna. Specific findings are not summarized here, but are fully detailed in the thesis itself.

What are the contributions to theory and limitations of the study?

The discussion chapter interprets the results, connecting findings to the theoretical framework. It outlines the study's contributions to existing theories on digital transformation, consumer behavior, and digital payments and also addresses limitations and suggests avenues for future research.

What are the keywords associated with this research?

Digital transformation, digital payments, Klarna, consumer behavior, purchasing decisions, online shopping, e-commerce, payment service providers, quantitative research, Commerce 4.0, Gen Y, Gen Z.

What is included in the Table of Contents?

The table of contents includes an introduction, theoretical foundation (covering digital transformation, consumer behavior, and digital payment providers), methodology, results (covering demographics, internet use, shopping habits, and payment habits), and a discussion of the findings, limitations, and future research directions.

Where can I find chapter summaries?

Chapter summaries providing a concise overview of each chapter's content are provided in a dedicated section of the document preview.

What is the overall aim of the thesis?

The overall aim is to understand the influence of digital payment providers, particularly Klarna, on consumer purchasing behavior in the context of online shopping and digital transformation.