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López Barrera, Ana Karen (2024) Factors influencing online shopping a comparative study of Mexican and Irish consumers. Masters thesis, Dublin, National College of Ireland.
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Abstract
The purpose of the present research is to explore and compare between two samples from different contexts and backgrounds, Irish consumers and Mexican consumers the factors and some IT affordances of the social media that may influence online shopping.
The research questions that were addressed are focus on whether any the degree of difference in the degree of Perceived benefits, perceived risks and disadvantages, hedonic motivation, trust and security issues of online shopping, whether any the degree of difference in the degree of visibility, metavoicing, shopping guidance, social presence and interactivity affordances on social media shopping between Mexican and Irish consumers?
It is important to point out that differences were expected, however, this study is exploratory.
This work uses a qualitative research method and primary data, positivism and deductive approaches were adopted as research philosophy and research approach, respectively. The two samples that met the criteria and participated in the study were integrated by 128 participants in total, 64 Irish and 64 Mexican consumers. The data collection was carried out through surveys developed based on pre- validated instruments. All the collected data has been analysed using, excel for organising the information, the software SPSS statistics and the non-parametric test Mann-Whitney-U
The research has shown among its findings no significant differences between Irish and Mexican consumers for each of the factors evaluated, however, as it is explained in the proper chapter some variables were scored higher than others for each sample. In general, both samples consider the benefits perceived, the risks and disadvantages perceived and the metavoicing affordance on social media as the top three of the factors influencing online shopping. Unexpectedly, trust and security issues were the factors with the lowest score influencing the process of buying online.
This piece of work, may provide helpful insights for professionals in the field of marketing or e-commerce in order to develop strategies, improve and focus efforts to reach consumers in the better way.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Farrel, Lynn UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Electronic Commerce J Political Science > JN Political institutions (Europe) > Ireland Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks |
| Divisions: | School of Business > Master of Science in Entrepreneurship |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 01 Aug 2025 09:17 |
| Last Modified: | 01 Aug 2025 09:17 |
| URI: | https://norma.ncirl.ie/id/eprint/8399 |
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