AbstractsEconomics

<strong>Purpose: </strong>The purpose of this study was to find what factors, and to what extent these factors, affects students buying behavior regarding textbooks online.<strong></strong> <strong> </strong> <strong>Method: </strong>A quantitative and deductive approach by collecting data using a questionnaire through Facebook.  The population for this study is University students in Sweden, and convenience sampling was used. A descriptive research design was chosen for this thesis. <strong> </strong> <strong>Conclusions: </strong>In this research it was clear that students did not experience perceived risk when purchasing online. Regarding the price as an affecting factor, there was an impact on the students buying behavior. Also the convenience was seen as a factor that was influencing a purchase. The two last factors, social influence and brand awareness, was affecting the students buying behavior but should be treated carefully. <strong></strong> <strong> </strong> <strong>Paper type: </strong>Research paper.<strong> </strong>