| Yhteenveto: | As online shopping is getting more common all the time and competition over
customers increases, companies should draw attention to the customer
perception of online shopping. Therefore, the present study aims to describe
and understand the customer online shopping perception in every stage of the
online shopping process. Online shopping has been studied earlier from the
viewpoints of the ease of use and the usefulness but as the quickness and
easiness of shopping have been found to be factors that motivate customers to
use online stores, the customer perception of the convenience of online shop
use will be investigated in the present study. In addition to the convenience,
the risk and the enjoyment have been found to affect the customers’
willingness to purchase online and both of them are taken into account when
revealing the online shopping perception.
The present study was conducted as a qualitative research to describe the
phenomenon diversely and to increase a practical and theoretical knowledge
about the online shopping perception. The data was collected through semistructured
interviews and observation. The collected data was analyzed based
on the theoretical framework of the present study.
The present study finds that the functionality and the content of the site affects
the customer perception of convenience, risk and enjoyment. In addition, the
personal characteristics of the customer, like the previous experiences of online
shopping, have an effect on the perception of online shopping. Different factors
of perceived convenience, risk and enjoyment were found in different stages of
purchase process. To conclude, the convenience was the most perceived in the
pre-stages of purchase since online shops offer functional product search and
evaluation tools. The most risk was related to the evaluation, purchase and
post-purchase stages due to the non-physicality of online shopping
environment. The enjoyment was perceived mostly through the functionality
of a page and the easiness of online shopping. The perception of convenience ,
risk and enjoyment are linked to the overall perception of online shopping and
customer behavior in online shopping environment.
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