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Online visual merchandising: På e-handelssidor riktade mot den svenska marknaden
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Online visual merchandising – Of web sites targeted at the Swedish market (English)
Abstract [sv]

År 2014, var kläder och skor två av de varukategorier som resulterade i flest transaktioner online, i Sverige. Till följd av att e-handeln växer, behöver företag inom modeindustrin utveckla sin visual merchandising online, så att den är lika effektiv som i fysiska butiker. De amerikanska forskarna Ha, Kwon och Lennon (2007) utvecklade i en studie en taxonomi där de undersökte visual merchandsing-element på den koreanska och amerikanska e-handelsmarknaden. Syftet med denna studie är att testa den taxonomi som Ha et al. (2007) utvecklade, på e-handelssidor riktade mot den svenska marknaden. Resultatet jämförs med den tidigare studien av Ha et al. (2007), följaktligen e-handelssidor på den koreanska och amerikanska marknaden. Detta utförs genom att undersöka om de visual merchandsing-element som Ha et al. (2007) identifierade återfinns på e-handelssidor riktade mot den svenska marknaden, samt om det finns nya visual merchandising-element som kan identifieras på e-handelssidor riktade mot den svenska marknaden. Som metod användes en innehållsanalys där online visual merchandsing-teman studerades på 50 e-handelssidor riktade mot den svenska marknaden. De teman, med underliggande element, som analyserades var navigering, e-handelsmiljön och produktpresentation. Utöver dessa teman lades ytterligare ett tema till, från en studie gjord av Park och Stoel (2002); information. Flertalet andra element observerades som inte fanns med i den tidigare taxonomin av Ha et al. (2007) och dessa adderades till studien. Resultatet visade att vissa av elementen inom online visual merchandsing på den svenska marknaden skiljde sig från de resultat Ha et al. (2007) presenterade i sin studie

Abstract [en]

In 2014, apparel and shoes was two of the product categories that resulted in most transactions online in Sweden. As a result of the growing interest in e-commerce, companies in the fashion industry needs to develop visual merchandising strategies that can function just as well online as the ones in physical stores. In a study made by the American researchers Ha, Kwon and Lennon (2007), a taxonomy was developed in order to examine visual merchandising elements of apparel retail websites in Korea and The US. The purpose of this study is to test the taxonomy created by Ha et al. (2007) on websites targeted at the Swedish market This will be done by addressing the questions at issue; to examine if the visual merchandising elements that Ha et al. (2007) identified can be found on the web sites in this study and to examine whether there are new elements to identify on the web sites targeted at the Swedish market. A content analysis was used to examine online visual merchandising-themes on 50 Swedish e-commerce sites. The themes analysed, with underlying elements, was environment, manner of presentation, path finding. In addition to these themes another one was added from a study made by Park and Stoel (2002), information. During the analysis several elements that was not included in the previous studies was discovered. These were also added to the taxonomy developed in this study. The findings of the study showed that some of the online visual merchandsing-elements differed on the Swedish market compared to previous studies. Also as mentioned, the taxonomy was further developed. This thesis will henceforth be written in Swedish.

Place, publisher, year, edition, pages
2015.
Keyword [en]
Visual merchandising, e-commerce, online visual merchandsing, online path finding assistance, environment, manner of product presentation
Keyword [sv]
Visual merchandising, e-handel, online visual merchandsing, konsumentbeteende, navigering, e-handelsmiljö, produktpresentation
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-314OAI: oai:DiVA.org:hb-314DiVA: diva2:827292
Subject / course
Business Administration
Uppsok
Social and Behavioural Science, Law
Available from: 2015-07-01 Created: 2015-06-26 Last updated: 2015-07-07Bibliographically approved

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  • apa
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