Pre-purchase Information Seeking Practices of Online Shoppers. A Practice Theory Approach
(2015) SMMM20 20151Department of Service Studies
- Abstract
- This master‘s thesis deals with pre-purchase information seeking practices
of online shoppers. Previous research regarding pre-purchase behavior
mostly focuses on cognitive and social aspects and is limited to the picture of a rational and socially influenced consumer. The aim of this study is to get a deeper understanding of online shoppers and their pre-purchase behavior and to get a more holistic view on online shoppers by applying practice theory. A socio-material view is used while paying attention to the greater context of online shopping. Empirical data was gathered with the help of participant observations. The sample consisted of Swedish university students. Three practices were discovered: Reducing Risk, Seeking Convenience and... (More) - This master‘s thesis deals with pre-purchase information seeking practices
of online shoppers. Previous research regarding pre-purchase behavior
mostly focuses on cognitive and social aspects and is limited to the picture of a rational and socially influenced consumer. The aim of this study is to get a deeper understanding of online shoppers and their pre-purchase behavior and to get a more holistic view on online shoppers by applying practice theory. A socio-material view is used while paying attention to the greater context of online shopping. Empirical data was gathered with the help of participant observations. The sample consisted of Swedish university students. Three practices were discovered: Reducing Risk, Seeking Convenience and Seeking Control. The main findings are that
online shoppers’ different ways of pre-purchase information seeking are
not created through the differences between many individuals, but through
different practices that interact with socio-material contexts. Furthermore, the material component in online shopping gains more relevance in the way of how shoppers seek for information. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/7363253
- author
- Romanowski, Kira LU
- supervisor
- organization
- course
- SMMM20 20151
- year
- 2015
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Online Shopping, Consumer Behavior, Information Search, Practice Theory, Service Management
- language
- English
- id
- 7363253
- date added to LUP
- 2016-02-04 13:22:21
- date last changed
- 2016-02-04 13:22:21
@misc{7363253, abstract = {{This master‘s thesis deals with pre-purchase information seeking practices of online shoppers. Previous research regarding pre-purchase behavior mostly focuses on cognitive and social aspects and is limited to the picture of a rational and socially influenced consumer. The aim of this study is to get a deeper understanding of online shoppers and their pre-purchase behavior and to get a more holistic view on online shoppers by applying practice theory. A socio-material view is used while paying attention to the greater context of online shopping. Empirical data was gathered with the help of participant observations. The sample consisted of Swedish university students. Three practices were discovered: Reducing Risk, Seeking Convenience and Seeking Control. The main findings are that online shoppers’ different ways of pre-purchase information seeking are not created through the differences between many individuals, but through different practices that interact with socio-material contexts. Furthermore, the material component in online shopping gains more relevance in the way of how shoppers seek for information.}}, author = {{Romanowski, Kira}}, language = {{eng}}, note = {{Student Paper}}, title = {{Pre-purchase Information Seeking Practices of Online Shoppers. A Practice Theory Approach}}, year = {{2015}}, }