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Omni-kanalshandel för ett ökat konsumentvärde? - En kvantitativ studie om konsumtionsbeteende och kanalval i köpprocessen inom klädesbranschen

Ekeberg, Maria LU and Collin, Mikaela LU (2015) KSKK01 20151
Department of Service Management and Service Studies
Abstract
Background: The use of different purchasing channels when looking for a piece of clothing has increased in recent years. Companies adapt to a greater extent to consumers’ growing need for accessibility and flexibility. The purchase process, from discovering needs to the decision of purchase, could be performed through physical store, online on a laptop and desktop computer, or through a mobile device. Consumers have now become accustomed to make available all information and shop freely through different channels independently of context. Today's consumption behaviour that oscillate between different channels have developed the phenomenon of omni-channel. The issue in this study is based on whether the omni-channel really adds consumer... (More)
Background: The use of different purchasing channels when looking for a piece of clothing has increased in recent years. Companies adapt to a greater extent to consumers’ growing need for accessibility and flexibility. The purchase process, from discovering needs to the decision of purchase, could be performed through physical store, online on a laptop and desktop computer, or through a mobile device. Consumers have now become accustomed to make available all information and shop freely through different channels independently of context. Today's consumption behaviour that oscillate between different channels have developed the phenomenon of omni-channel. The issue in this study is based on whether the omni-channel really adds consumer value for everyone in the clothing industry. Consumer value can still have different meanings depending on the individual motives of utilitarian or hedonistic character within the different steps of the purchasing process.

Purpose: The study aims to examine how the value of consumption appears for people who adopt different behaviours during the purchase process at the integration between physical store, online and mobile commerce.

Method: The study is based on a quantitative method where the empirical material consists of 203 web surveys completed by consumers aged 18-60 years. The empirical data has been encoded to acquire the frequency and cross tables, different charts, and tested for significance to ensure relationships in the statistical program SPSS. The empirical data is interpreted and then analyzed
together with theories of value creation of utilitarian and hedonistic character, the different stages of the purchasing process and theories of demographic factors of age and gender.

Conclusion: The survey shows that the examined consumer groups value omni-channel, but in different ways depending on buying motives. The result shows that age and gender affect the channels being used and the general attitude to channel integration. Women assume a hedonistic motive for omni-channel, while men are more utilitarian. Furthermore is noted that the younger consumers are more positive and values channel integration. They also use the combination of multiple channels to a greater extent, resulting in better conditions for the use of omni-channel. (Less)
Abstract (Swedish)
Bakgrund: Användning av olika handelskanaler vid köp av ett klädesplagg har ökat de senaste åren. Företag anpassar sig mer efter konsumenters växande behov av tillgänglighet och flexibilitet. Köpprocessen, från behovsupptäckt till köpbeslut, utförs bland annat i fysisk butik, online på bärbara och stationära datorer eller via mobila enheter. Konsumenter har numera blivit vana att
oberoende av kontext kunna tillgängliggöra sig information och shoppa obehindrat. Dagens konsumtionsbeteende som pendlar mellan olika kanaler har utvecklat fenomenet omni-kanalshandel. Problematiken i studien utgår från ifall omni-kanalshandel verkligen tillför ökat konsumentvärde för alla inom klädeshandeln. Konsumentvärde kan nämligen ha olika innebörd beroende... (More)
Bakgrund: Användning av olika handelskanaler vid köp av ett klädesplagg har ökat de senaste åren. Företag anpassar sig mer efter konsumenters växande behov av tillgänglighet och flexibilitet. Köpprocessen, från behovsupptäckt till köpbeslut, utförs bland annat i fysisk butik, online på bärbara och stationära datorer eller via mobila enheter. Konsumenter har numera blivit vana att
oberoende av kontext kunna tillgängliggöra sig information och shoppa obehindrat. Dagens konsumtionsbeteende som pendlar mellan olika kanaler har utvecklat fenomenet omni-kanalshandel. Problematiken i studien utgår från ifall omni-kanalshandel verkligen tillför ökat konsumentvärde för alla inom klädeshandeln. Konsumentvärde kan nämligen ha olika innebörd beroende på individuella motiv av utilitaristisk eller hedonistisk karaktär i köpprocessens olika steg.

Syfte: Studiens syfte är att undersöka hur konsumentvärde ser ut för personer som antar konsumtionsbeteenden av utilitaristisk eller hedonistisk karaktär under köpprocessen vid kanalintegrering mellan fysisk butik, online- och mobilhandel.

Metod: Studien är baserad på en kvantitativ metod där det empiriska materialet består av 203 stycken webbenkäter som fyllts i av konsumenter i åldrarna 18-60 år. Empirin har kodats för framtagande av frekvens- och korstabeller, olika diagram samt signifikanstestad för säkerhet i sambanden i statistikprogrammet SPSS. Det empiriska materialet har tolkats och sedan analyserats tillsammans med teorier inom området för värdeskapande av utilitaristisk och hedonistisk karaktär, köpprocessens olika steg samt teorier kring de demografiska faktorerna ålder och kön.

Slutsatser: Undersökningen visar att de studerade konsumentgrupperna värdesätter omni-kanalshandel på olika sätt beroende på vilket köpmotiv de har. Det kan konstateras att det finns ett samband mellan kön respektive ålder och vilka kanaler som används samt attityder till kanalintegration. Kvinnor antar ett hedonistiskt motiv till omni-kanalshandel, medan män är mer benägna att anta det utilitaristiska. Dessutom kan konstateras att ju yngre konsumenter är, desto mer värderas kanalintegration i köpprocessen. Yngre konsumenter använder även flera kanaler i större utsträckning, vilket ökar förutsättningarna för användandet av omni-kanalshandel. (Less)
Please use this url to cite or link to this publication:
author
Ekeberg, Maria LU and Collin, Mikaela LU
supervisor
organization
course
KSKK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
Konsumtionsbeteende, Köpprocessen, Omni-kanalshandel, Hedonism, Konsumentvärde, Utilitarism
language
Swedish
id
7365791
date added to LUP
2015-06-24 09:29:55
date last changed
2015-06-24 09:29:55
@misc{7365791,
  abstract     = {Background: The use of different purchasing channels when looking for a piece of clothing has increased in recent years. Companies adapt to a greater extent to consumers’ growing need for accessibility and flexibility. The purchase process, from discovering needs to the decision of purchase, could be performed through physical store, online on a laptop and desktop computer, or through a mobile device. Consumers have now become accustomed to make available all information and shop freely through different channels independently of context. Today's consumption behaviour that oscillate between different channels have developed the phenomenon of omni-channel. The issue in this study is based on whether the omni-channel really adds consumer value for everyone in the clothing industry. Consumer value can still have different meanings depending on the individual motives of utilitarian or hedonistic character within the different steps of the purchasing process.

Purpose: The study aims to examine how the value of consumption appears for people who adopt different behaviours during the purchase process at the integration between physical store, online and mobile commerce.

Method: The study is based on a quantitative method where the empirical material consists of 203 web surveys completed by consumers aged 18-60 years. The empirical data has been encoded to acquire the frequency and cross tables, different charts, and tested for significance to ensure relationships in the statistical program SPSS. The empirical data is interpreted and then analyzed
together with theories of value creation of utilitarian and hedonistic character, the different stages of the purchasing process and theories of demographic factors of age and gender.

Conclusion: The survey shows that the examined consumer groups value omni-channel, but in different ways depending on buying motives. The result shows that age and gender affect the channels being used and the general attitude to channel integration. Women assume a hedonistic motive for omni-channel, while men are more utilitarian. Furthermore is noted that the younger consumers are more positive and values channel integration. They also use the combination of multiple channels to a greater extent, resulting in better conditions for the use of omni-channel.},
  author       = {Ekeberg, Maria and Collin, Mikaela},
  keyword      = {Konsumtionsbeteende,Köpprocessen,Omni-kanalshandel,Hedonism,Konsumentvärde,Utilitarism},
  language     = {swe},
  note         = {Student Paper},
  title        = {Omni-kanalshandel för ett ökat konsumentvärde? - En kvantitativ studie om konsumtionsbeteende och kanalval i köpprocessen inom klädesbranschen},
  year         = {2015},
}