A Comparison of Online Shopping Behavior of American and German Consumers

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
• 1.1 Overview of Online Shopping Trend
• 1.1.1 Online Shopping in Germany
• 1.1.2 Online Shopping in the USA
• 1.1.3 Online Shopping World-Wide
• 1.2 Objectives of the Paper
• 2 Online Buyer Behavior
• 2.1 E-Commerce Barriers
• 2.1.1 Consumer Concerns
• 2.1.2 Delivery Problems
• 2.1.3 Operating with Technology
• 2.2 E-Commerce Advantages
• 2.2.1 Convenience
• 2.2.2 Price Competitiveness
• 2.2.3 Wider Choice Range
• 2.3 Online Buyer Profile
• 3 A Framework for Factors Influencing Online Purchasing Behavior
• 3.1 Personality
• 3.1.1 Internet Usage
• 3.1.2 Attitude towards Online Shopping
• 3.1.3 Perceived Convenience
• 3.1.4 Perceived Risk
• 3.1.5 Perceived Trust
• 3.2 Purchase Situation
• 3.2.1 Online Shopping Experience
• 3.2.2 Shopping Purpose
• 3.2.3 Easiness of Order Procedure
• 3.2.4 Payment Options
• 3.2.5 Web Site Usability
• 3.3 Product Qualities
• 3.3.1 Price Competitiveness
• 3.3.2 Brand Reputation
• 3.3.3 Speed of Delivery
• 3.3.4 Choice Range
• 3.4 Product Categories
• 3.4.1 Books
• 3.4.2 Clothes
• 3.4.3 Flights
• 3.5 Nationality
• 4 Research Methodology and Data Interpretation
• 4.1 Data Collection
• 4.2 Sample
• 4.3 Methodology of Analysis
• 4.4 Research Results for German Consumers
• 4.4.1 Influencing Factors of Online Purchasing Behavior
• 4.4.1.1 Personality
• 4.4.1.2 Purchase Situation
• 4.4.1.3 Product Qualities
• 4.4.2 Comparison of Online and Not-Online Buyers
• 4.4.2.1 Differences
• 4.4.2.2 Similarities
• 4.5 Research Results for American Consumers
• 4.5.1 Influencing Factors of Online Purchasing Behavior
• 4.5.1.1 Personality
• 4.5.1.2 Purchase Situation
• 4.5.1.3 Product Qualities
• 4.5.2 Comparison of Online and Not-Online Buyers
• 4.5.2.1 Differences
• 4.5.2.2 Similarities
• 4.6 Comparison of German and American Consumers
• 5 Implications, Limitations and Outlook
• 5.1 Management Implications
• 5.1.1 Differences between Product Categories
• 5.1.2 Reduction of Uncertainty to improve Online Shopping Acceptance
• 5.1.2.1 Online Payment Security
• 5.1.2.2 Brand Reputation
• 5.1.2.3 Warranty Seals
• 5.2 Limitations
• 5.3 Outlook
• 6 References

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis investigates the online shopping behavior of American and German consumers, comparing and contrasting their attitudes and motivations towards online purchasing. It aims to understand the factors influencing their choices, both in terms of personality traits and situational factors, and to identify key differences and similarities between the two nationalities.

• Comparative analysis of online shopping behavior between American and German consumers
• Identification of key factors influencing online purchasing decisions, including personality, purchase situation, and product qualities
• Exploration of barriers and advantages associated with online shopping
• Examination of the impact of nationality on consumer perceptions and preferences
• Development of insights for businesses seeking to optimize their online shopping strategies

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction

This chapter provides an overview of the online shopping trend, highlighting its growth in Germany, the USA, and worldwide. It also outlines the objectives of the thesis.

• Chapter 2: Online Buyer Behavior

This chapter delves into the factors influencing online buyer behavior, focusing on both the barriers and advantages of e-commerce. It discusses consumer concerns, delivery problems, operating with technology, convenience, price competitiveness, and wider choice range. The chapter concludes with an overview of the online buyer profile.

• Chapter 3: A Framework for Factors Influencing Online Purchasing Behavior

This chapter presents a framework for understanding the factors influencing online purchasing behavior, categorizing them into personality, purchase situation, product qualities, and nationality. It examines each category in detail, exploring the specific elements that impact consumer decisions.

• Chapter 4: Research Methodology and Data Interpretation

This chapter outlines the research methodology employed in the thesis, including data collection, sample selection, and methods of analysis. It presents the research results for German consumers, focusing on influencing factors, a comparison of online and not-online buyers, and an identification of key differences and similarities. The chapter also provides similar findings for American consumers.

Schlüsselwörter (Keywords)

This thesis focuses on online shopping behavior, consumer attitudes, influencing factors, nationality, e-commerce barriers and advantages, comparative analysis, research methodology, and data interpretation. It examines the impact of personality, purchase situation, and product qualities on consumer choices.