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E-handel och tillit: En kvalitativ studie om företags och kunders perspektiv på tillit
Umeå University, Faculty of Social Sciences, Department of Informatics.
Umeå University, Faculty of Social Sciences, Department of Informatics.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Statistics indicate an increase in online shopping. This indication could result in the loss of safety factors for the customer, for example the possibility to physically examine the product, interact with professional store personnel and try the product before purchase – factors which all could support the customer in her choice of company and product. The purpose of this study is to increase the theoretical knowledge regarding strategies in the area of trust-development between customers and companies. We have chosen to investigate what strategies web based companies apply and how they are perceived by their customers. Thus, we conduct our study on a market leading company, selling quality-demanding products, to investigate how they apply trust-development strategies. To be able to understand the inner workings of e-commerce and how trust-development is created, we will present the history of e- commerce as well as the concept of web 2.0 and their impact on customers and companies acting in the e-commerce market. To answer our research questions and sub-purposes we have applied a three-step method containing a literature study, an observational study and focus groups. Results of the study indicate that the existing general strategies in the area of trust-development are applicable, however they lack certain important components according to customers. The most prominent results of the study show that the design of web sites and web-shops is of utmost importance to the customers and thus should be integrated into previously developed strategies. 

Place, publisher, year, edition, pages
2013. , 40 p.
Informatik Student Paper Bachelor (INFSPB), SPB 2013.13
National Category
Information Systems, Social aspects
URN: urn:nbn:se:umu:diva-73241OAI: diva2:630521
Educational program
Programme in Behavioural Analysis of IT-Environments
Social and Behavioural Science, Law
Available from: 2013-06-19 Created: 2013-06-19 Last updated: 2013-06-19Bibliographically approved

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