Elbilsköparnas tankevurpor: Vad som får oss att kliva över till den gröna sidan
(2023) FEKH29 20222Department of Business Administration
- Abstract (Swedish)
- Titel: Elbilköparnas tankevurpor: Vad som får oss att kliva över till den gröna sidan
Seminariedatum: 2023-01-11
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Marcus Andersson, Christopher Duong, Ludmilla Mateus Tati
Handledare: Veronika Tarnovskaya
Nyckelord: Innovators, early adopters, early majority, konsumenter, köpbeteende, eWOM, WOM
Syfte: Jämföra olika grupper av konsumenter utifrån deras attityder och beslutfattande vid köp av elbilar.
Teoretiskt ramverk: Studiens teoretiska ramverk omfattas av: Livscykeln för adoption av ny teknologi, planerat beteende, word-of-mouth, elektronisk word-of-mouth, barriärer vid adoption av ny teknologi, högt och låg engagemang,... (More) - Titel: Elbilköparnas tankevurpor: Vad som får oss att kliva över till den gröna sidan
Seminariedatum: 2023-01-11
Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Marcus Andersson, Christopher Duong, Ludmilla Mateus Tati
Handledare: Veronika Tarnovskaya
Nyckelord: Innovators, early adopters, early majority, konsumenter, köpbeteende, eWOM, WOM
Syfte: Jämföra olika grupper av konsumenter utifrån deras attityder och beslutfattande vid köp av elbilar.
Teoretiskt ramverk: Studiens teoretiska ramverk omfattas av: Livscykeln för adoption av ny teknologi, planerat beteende, word-of-mouth, elektronisk word-of-mouth, barriärer vid adoption av ny teknologi, högt och låg engagemang, samt köpprocessen.
Metod: Studien utgår från en kvantitativ undersökning. Det empiriska materialet samlades genom en enkätundersökning med totalt 322 respondenter. En analys av medelvärdet mellan konsumentgrupperna utfördes för att pröva hypoteserna, analyserna stärks med T-test för att se ifall en signifikant skillnad fanns mellan grupperna. Cronbachs alpha beräknades för att mäta reliabiliteten mellan frågorna.
Resultat: Resultatet visar att det finns signifikanta skillnader mellan de olika konsumentgrupperna. Grupperna som antar ny teknologi snabbt värderar faktorer och barriärer annorlunda jämfört med gruppen som antar ny teknologi med försiktighet.
Slutsats: Vår studie visar att det finns en skillnad på vilka faktorer och barriärer som anses avgörande beroende på om konsumenten antar ny teknik snabbt eller inte. Studien har även identifierat vilka dessa faktorer och barriärer är för respektive konsumentgrupp. (Less) - Abstract
- Title: The thoughts of electric car buyers: What makes us step over to the green side
Date of seminar: 2023-01-11
Course: FEKH29, Business Administration, Bachelor's Degree thesis in Marketing
Authors: Marcus Andersson, Christopher Duong, Ludmilla Mateus Tati
Advisor: Veronika Tarnovskaya
Keywords: Innovators, early adopters, early majority, Consumers, The buying decision process, eWOM, WOM
Purpose: The purpose of the study is to compare different groups of consumers based on their attitudes and decision-making when purchasing electric cars.
Theoretical framework: The study's theoretical framework is designed to study and confirm the study's six hypotheses. Technology adoption life cycle, planned behavior, high and low... (More) - Title: The thoughts of electric car buyers: What makes us step over to the green side
Date of seminar: 2023-01-11
Course: FEKH29, Business Administration, Bachelor's Degree thesis in Marketing
Authors: Marcus Andersson, Christopher Duong, Ludmilla Mateus Tati
Advisor: Veronika Tarnovskaya
Keywords: Innovators, early adopters, early majority, Consumers, The buying decision process, eWOM, WOM
Purpose: The purpose of the study is to compare different groups of consumers based on their attitudes and decision-making when purchasing electric cars.
Theoretical framework: The study's theoretical framework is designed to study and confirm the study's six hypotheses. Technology adoption life cycle, planned behavior, high and low involvement, as well as the buying decision process are the concepts that are defined.
Methodology: The study is based on a quantitative survey. The empirical material was collected through a survey with a total of 322 respondents. An analysis of the mean value between the consumer groups was performed to test the hypotheses, the analyzes are strengthened with T-test to see if there was a significant difference between the groups. Cronbach's alpha was calculated to measure the reliability between the questions.
Results: The result shows that there are significant differences between the different consumer groups. The groups that adopt new technology quickly value factors and barriers differently compared to the group that adopts new technology cautiously.
Conclusions: Our study shows that there is a difference in which factors and barriers are considered decisive depending on whether the consumer adopts new technology quickly or not. The study has also identified what these factors and barriers are for each consumer group. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9110148
- author
- Andersson, Marcus LU ; Duong, Christopher LU and Mateus Tati, Ludmilla LU
- supervisor
- organization
- course
- FEKH29 20222
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Innovators, early adopters, early majority, konsumenter, köpbeteende, eWOM, WOM
- language
- Swedish
- id
- 9110148
- date added to LUP
- 2023-02-15 09:31:52
- date last changed
- 2023-02-15 09:31:52
@misc{9110148,
abstract = {{Title: The thoughts of electric car buyers: What makes us step over to the green side
Date of seminar: 2023-01-11
Course: FEKH29, Business Administration, Bachelor's Degree thesis in Marketing
Authors: Marcus Andersson, Christopher Duong, Ludmilla Mateus Tati
Advisor: Veronika Tarnovskaya
Keywords: Innovators, early adopters, early majority, Consumers, The buying decision process, eWOM, WOM
Purpose: The purpose of the study is to compare different groups of consumers based on their attitudes and decision-making when purchasing electric cars.
Theoretical framework: The study's theoretical framework is designed to study and confirm the study's six hypotheses. Technology adoption life cycle, planned behavior, high and low involvement, as well as the buying decision process are the concepts that are defined.
Methodology: The study is based on a quantitative survey. The empirical material was collected through a survey with a total of 322 respondents. An analysis of the mean value between the consumer groups was performed to test the hypotheses, the analyzes are strengthened with T-test to see if there was a significant difference between the groups. Cronbach's alpha was calculated to measure the reliability between the questions.
Results: The result shows that there are significant differences between the different consumer groups. The groups that adopt new technology quickly value factors and barriers differently compared to the group that adopts new technology cautiously.
Conclusions: Our study shows that there is a difference in which factors and barriers are considered decisive depending on whether the consumer adopts new technology quickly or not. The study has also identified what these factors and barriers are for each consumer group.}},
author = {{Andersson, Marcus and Duong, Christopher and Mateus Tati, Ludmilla}},
language = {{swe}},
note = {{Student Paper}},
title = {{Elbilsköparnas tankevurpor: Vad som får oss att kliva över till den gröna sidan}},
year = {{2023}},
}