Betala nu, senare eller lite då och då : En kvalitativ studie om betalningsmetoders betydelse för svenska konsumenters köpprocess online

The growing e-commerce market has fundamentally changed the consumption behaviors among swedes, and it is more popular than ever for people to carry out their everyday transactions online. These new shopping opportunities place different demands on the consumer compared to traditional shopping, and the consumer behavior has come to include more analysis regarding risk and security especially when it comes to the final payment step. This study therefore aims to create an understanding of consumers' experience of the importance of payment methods during the online buying process. To execute this aqualitative approach was used where the data collection has been carried out through method triangulation, in the form of a combination of observations together with semi-structured interviews. A total of 10 purchase interviews were made with respondents aged 26 - 59, where the participants fictitiously made an optional product purchase online, which they simultaneously verbally described through sharing their thoughts and motivations for their actions in the process. The observations were complemented with interviews to confirm the buying process but also to achieve an in-depth understanding of their behavior. Results show that most of the respondents generally value the benefits that different payment methods provide when buying online, because it facilitates smooth and secure online transactions. Half of the participants prefer to pay directly for online purchases, while the other half prefer to pay after the product has been delivered, but it varies in what way these preferences affect their behavior during the buying process. Most of the respondents appear to place less emphasis on specific payment options during the buying process and devote more focus to other factors. It is shown that only three out of ten respondents value the payment method (invoice via Klarna) as a significant factor in their buying process in a way that they experience this influencing their choice of website. Part of the conclusion is that the result shows tendencies that the importance of payment methods in the online buying process varies with the type of purchase situation the payment takes place in, related to the consumer's perceived uncertainty about the purchase