The Internet has developed into a new distribution channel and online

transactions are rapidly increasing. This has created a need to understand how

the consumer perceives online purchases.

The purpose of this dissertation was to examine if there are any particular

factors that influence the online consumer. Primary data was collected through

a survey that was conducted on students at the University of Kristianstad.

Price, Trust and Convenience were identified as important factors. Price was

considered to be the most important factor for a majority of the students.

Furthermore, three segments were identified, High Spenders, Price Easers and

Bargain Seekers. Through these segments we found a variation of the different

factors importance and established implications for online book stores.