Buying products and services over the Internet gives consumers the ability to find and review a wide variety of different products and services and to find special offers with the best features on the Internet. Therefore, the purpose of the diploma paper is to investigate consumer behavior when purchasing products and services over the Internet by examining the factors that can affect the consumer's attitude, purposes and actual behavior. The most important web factors are categorized into two main categories: (1) technology-driven factors and (2) consumer-driven factors. I have analyzed E-shops as sales channels, and as a data collection method, I have used a structured observation method, which belongs under the qualitative research paradigm, where the observer is bound to predetermined categories when observing and recording his observations. The results of the diploma paper will lead to a better understanding of the most important factors of E-commerce, that affect the buying decisions of consumers.
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