E-handel eller fysisk butik – vad påverkar konsumenternas val? En studie kring konsumentbeteende
(2020) DIKK60 20201Division of ALM and Digital Cultures
- Abstract (Swedish)
- Syftet med denna avhandling är att undersöka hur respondenterna från fem strukturerade intervjuer och har förändrat sin syn på konsumentbeteende, som ett resultat av utvecklingen av e-handel, med fokus på detaljhandel och konsumenthandel. Avhandlingen undersöker hur och om den förändrade synen har påverkat e-handeln med kläder och skor.
Utöver de fem strukturerade intervjuerna har sekundära källor använts i form av rapporter från PostNord och Svensk Handel. Resultaten som samlats in från både intervjuerna och sekundära källor visade att trots att e-handel tar en större plats i vår vardag finns det fortfarande en preferens för fysiska butiker. Inspiration via personlig reklam spelar en större roll i inköp än andra annonser. Även om... (More) - Syftet med denna avhandling är att undersöka hur respondenterna från fem strukturerade intervjuer och har förändrat sin syn på konsumentbeteende, som ett resultat av utvecklingen av e-handel, med fokus på detaljhandel och konsumenthandel. Avhandlingen undersöker hur och om den förändrade synen har påverkat e-handeln med kläder och skor.
Utöver de fem strukturerade intervjuerna har sekundära källor använts i form av rapporter från PostNord och Svensk Handel. Resultaten som samlats in från både intervjuerna och sekundära källor visade att trots att e-handel tar en större plats i vår vardag finns det fortfarande en preferens för fysiska butiker. Inspiration via personlig reklam spelar en större roll i inköp än andra annonser. Även om reklam som visas digitalt spelar en stor roll i våra inköp väljer majoriteten av respondenterna att handla i fysiska butiker istället för via e-handel
Trots utvecklingen av e-handel väljer konsumenter fortfarande huvudsakligen att göra sina inköp i fysiska butiker. Den främsta faktorn till detta är sinnet känsel. Det faktum att respondenterna kunde känna på produkterna och prova dem på plats var en stor anledning att handla i fysiska butiker. (Less) - Abstract
- The purpose of this thesis is to investigate how the respondents from five structured interviews and have changed their view of the consumer behavior, as a result of the development of e-commerce, with a focus on retail and consumer shopping. The thesis examine how and if the changed view has affected e-commerce in clothing and shoes.
In addition to the five structured interviews secondary sources have been used in the form of reports from PostNord and Svensk Handel. The results that have been gathered from both the interviews and secondary sources showed that despite e-commerce taking a greater place in our everyday lives, there still exists a preference for physical stores. Inspiration via personalized advertising plays a greater role... (More) - The purpose of this thesis is to investigate how the respondents from five structured interviews and have changed their view of the consumer behavior, as a result of the development of e-commerce, with a focus on retail and consumer shopping. The thesis examine how and if the changed view has affected e-commerce in clothing and shoes.
In addition to the five structured interviews secondary sources have been used in the form of reports from PostNord and Svensk Handel. The results that have been gathered from both the interviews and secondary sources showed that despite e-commerce taking a greater place in our everyday lives, there still exists a preference for physical stores. Inspiration via personalized advertising plays a greater role in purchases than other advertisements. Even though advertising that appears digitally plays a big role in our purchases, the majority of respondents choose to shop in physical stores instead of via e-commerce
Despite the development of e-commerce, consumers still choose mainly to carry out their purchases in physical stores. What mattered most is the feeling of physical connection. The fact that respondents were able to take the products and try them on site was a big reason for shopping in physical stores. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9028555
- author
- Löwegren, Sara LU
- supervisor
- organization
- alternative title
- E-commerce or physical store - what influences consumers' choices? A study of consumer behavior
- course
- DIKK60 20201
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- pop-up ads, personifierad reklam, sociala medier, e-handel, handel
- language
- Swedish
- additional info
Department affilation moved from v1000075 (Division of Digital Cultures) to v1000073 (Division of ALM and Digital Cultures) on 2022-05-10 14:50:04.- id
- 9028555
- date added to LUP
- 2020-11-26 13:34:50
- date last changed
- 2022-05-10 14:50:04
@misc{9028555,
abstract = {{The purpose of this thesis is to investigate how the respondents from five structured interviews and have changed their view of the consumer behavior, as a result of the development of e-commerce, with a focus on retail and consumer shopping. The thesis examine how and if the changed view has affected e-commerce in clothing and shoes.
In addition to the five structured interviews secondary sources have been used in the form of reports from PostNord and Svensk Handel. The results that have been gathered from both the interviews and secondary sources showed that despite e-commerce taking a greater place in our everyday lives, there still exists a preference for physical stores. Inspiration via personalized advertising plays a greater role in purchases than other advertisements. Even though advertising that appears digitally plays a big role in our purchases, the majority of respondents choose to shop in physical stores instead of via e-commerce
Despite the development of e-commerce, consumers still choose mainly to carry out their purchases in physical stores. What mattered most is the feeling of physical connection. The fact that respondents were able to take the products and try them on site was a big reason for shopping in physical stores.}},
author = {{Löwegren, Sara}},
language = {{swe}},
note = {{Student Paper}},
title = {{E-handel eller fysisk butik – vad påverkar konsumenternas val? En studie kring konsumentbeteende}},
year = {{2020}},
}