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What's in it for me? A qualitative study of consumers’ sensemaking and value creation using mobile location-based service retail applications

Ekendahl Gladh, Johan LU and Bergström, Julia LU (2017) SKOK01 20171
Department of Strategic Communication
Abstract
The research on digitalisation has experienced a shift in the last decade, and animportant facilitator of the effects of business World digitalisation is the increased use of mobile devices. Furthermore, research on value creation has also gone through changes recently. Although much value research has been conducted, there is a gap in retail digitalisation research and the consumers’ interaction and sensemaking of digital devices in a retailing environment. The aim of this study was to add to research on sensemaking and value creation in the context of digitalisation by investigating its impact on usage of mobile locationbased services retail (LBS) applications as a facilitator for value co-creation. To fulfil the purpose, a hermeneutic... (More)
The research on digitalisation has experienced a shift in the last decade, and animportant facilitator of the effects of business World digitalisation is the increased use of mobile devices. Furthermore, research on value creation has also gone through changes recently. Although much value research has been conducted, there is a gap in retail digitalisation research and the consumers’ interaction and sensemaking of digital devices in a retailing environment. The aim of this study was to add to research on sensemaking and value creation in the context of digitalisation by investigating its impact on usage of mobile locationbased services retail (LBS) applications as a facilitator for value co-creation. To fulfil the purpose, a hermeneutic analysis was performed on a qualitative case study of a mobile LBS retail application. The results show that primarily belief-driven sensemaking affects consumers’ willingness to change and co-create value. Consumer identity and beliefs in particular affect the value co-creation process. Furthermore, it shows that complex information hinders sensemaking processes, leading to nega- tive emotions and preventing co-creation of value. Knowledge about this is im- portant to those who work to adopt digitalisation in their own retail context, and for those who wish to expand the horizons of sensemaking. (Less)
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author
Ekendahl Gladh, Johan LU and Bergström, Julia LU
supervisor
organization
course
SKOK01 20171
year
type
M2 - Bachelor Degree
subject
keywords
digitalisation, sensemaking, retail digitalisation, value co-creation, mobile lbs retail applications
language
English
id
8911214
date added to LUP
2017-06-12 08:30:38
date last changed
2017-06-12 08:30:38
@misc{8911214,
  abstract     = {The research on digitalisation has experienced a shift in the last decade, and animportant facilitator of the effects of business World digitalisation is the increased use of mobile devices. Furthermore, research on value creation has also gone through changes recently. Although much value research has been conducted, there is a gap in retail digitalisation research and the consumers’ interaction and sensemaking of digital devices in a retailing environment. The aim of this study was to add to research on sensemaking and value creation in the context of digitalisation by investigating its impact on usage of mobile locationbased services retail (LBS) applications as a facilitator for value co-creation. To fulfil the purpose, a hermeneutic analysis was performed on a qualitative case study of a mobile LBS retail application. The results show that primarily belief-driven sensemaking affects consumers’ willingness to change and co-create value. Consumer identity and beliefs in particular affect the value co-creation process. Furthermore, it shows that complex information hinders sensemaking processes, leading to nega- tive emotions and preventing co-creation of value. Knowledge about this is im- portant to those who work to adopt digitalisation in their own retail context, and for those who wish to expand the horizons of sensemaking.},
  author       = {Ekendahl Gladh, Johan and Bergström, Julia},
  keyword      = {digitalisation,sensemaking,retail digitalisation,value co-creation,mobile lbs retail applications},
  language     = {eng},
  note         = {Student Paper},
  title        = {What's in it for me? A qualitative study of consumers’ sensemaking and value creation using mobile location-based service retail applications},
  year         = {2017},
}