Perceptions of e-commerce How do perceptions of e-commerce vary between young- and elderly consumers

Abstract

E-commerce has revolutionized how people make purchases, and it continues to grow rapidly. In 2024, e-commerce accounts for over 19% of all retail sales worldwide. It has changed the way businesses communicate with their consumers and provided more convenience and accessibility for the consumers. This bachelor's thesis aims to investigate how perceptions of e-commerce vary between young and elderly individuals and to analyze how these perceptions influence their behavior and frequency within e-commerce. The study focuses on two specific age groups, young (aged 20-25) and elderly (aged 55-65), within the Stavanger area. The research investigates the aspects of e-commerce related to physical goods and excludes non-physical products such as tickets to events or other digital services. The thesis aims to provide valuable insight into these two groups' differences in e-commerce behaviors.

E-commerce has revolutionized how people make purchases, and it continues to grow rapidly. In 2024, e-commerce accounts for over 19% of all retail sales worldwide. It has changed the way businesses communicate with their consumers and provided more convenience and accessibility for the consumers. This bachelor's thesis aims to investigate how perceptions of e-commerce vary between young and elderly individuals and to analyze how these perceptions influence their behavior and frequency within e-commerce. The study focuses on two specific age groups, young (aged 20-25) and elderly (aged 55-65), within the Stavanger area. The research investigates the aspects of e-commerce related to physical goods and excludes non-physical products such as tickets to events or other digital services. The thesis aims to provide valuable insight into these two groups' differences in e-commerce behaviors.