Factors Leading to Online Purchase Intentions: Customized Gifts Industry in Denmark

Gift giving is a global behavior and important for most people’s social and cultural life. In fact, at least $300 billion are spent annually for gifts in the US, while in recent years, more consumers are purchasing gifts online, mainly to speed up the gift-giving process. However, it is difficult for marketers to understand the main factors affecting online purchase behavioral intentions. Therefore, the objectives of this study were to identify...