Advanced

Pre-purchase Information Seeking Practices of Online Shoppers. A Practice Theory Approach

Romanowski, Kira LU (2015) SMMM20 20151
Department of Service Management and 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:
author
Romanowski, Kira LU
supervisor
organization
course
SMMM20 20151
year
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},
  keyword      = {Online Shopping,Consumer Behavior,Information Search,Practice Theory,Service Management},
  language     = {eng},
  note         = {Student Paper},
  title        = {Pre-purchase Information Seeking Practices of Online Shoppers. A Practice Theory Approach},
  year         = {2015},
}