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Online Retailers Opening Brick and Mortar Stores and the Impact on the Customer Base: The Case of NetOnNet
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

During recent years, technology has played a crucial role in shaping the retail industry. Digitalisation and e-commerce are seen as the future of retailing. However, big online retailers have shown increasing interest in offline shopping by heavily investing in brick and mortar stores. The strategy of a retailer making use of both offline and online channels is called omnichannel strategy. This study investigates why online retailers are investing in physical stores and what is the impact of this decision on their customer base. The study uses a two-step research. First, a case study on the Swedish retailer NetOnNet is conducted to confirm the theoretical framework and build the research model. Then, a quantitative research with questionnaire is used to investigate the impact of an omni-channel strategy on the consumers’ attitudes towards the retailer. The results show that awareness and control are the factors most affected by an omni-channel strategy. Instead, having both an online and offline presence does not have a relevant impact on the factors trust, perceived risk and personalisation.

Place, publisher, year, edition, pages
2018. , p. 73
Keywords [en]
omni-channel, retail industry, online shopping, offline shopping, firm input variables, firm output variables, customer mediating variables.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-354812OAI: oai:DiVA.org:uu-354812DiVA, id: diva2:1222736
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2018-06-25 Created: 2018-06-22 Last updated: 2018-06-25Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf