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Konsumentupplevelsen av e-handel: Med inriktning mot sinnesmarknadsföring
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

E-handeln har visat sig vara en av de mest fortlöpande och slagkraftiga förändringskrafterna. Detta kan bero på att möjligheter inom köpande, försäljning, betalning och informationssökning finns lättillgängligt på Internet. Konsumtionen av varor och tjänster kategoriseras av låga och höga värden för konsumenten, en sinnesupplevelse för konsumenten kan således anses utgå ifrån rationella och emotionella aspekter. Sinnesmarknadsföring grundar sig i att företag skapar sensationer som genom sinnesintryck kan leda till en sinnesupplevelse hos konsumenten. Stimulans av sinnena kan vara ledande för utvecklingen av konsumentbeteende och kan i sin tur resultera i konsumentupplevelser. Konsumentupplevelse definieras via positiva och negativa integrationer mellan företag och konsument.

 

Denna studie avser en kvalitativ forskning där vi vill beskriva konsumentupplevelsen inom e-handelsföretag, samt analysera konsumenters upplevelse av e-handel. Undersökningen har begränsats till ett undersökningsobjekt vilket är e-handelsföretaget Boozt.com. För att undersöka syftet med studien har tre fokusgrupper med konsumenter genomförts samt en intervju med företaget. Studien kan slutligen belysa hur och med vilka sinnen e-handelsföretaget Boozt arbetar medvetet respektive omedvetet med, samt hur konsumenterna upplever detta.

Abstract [en]

E-commerce has proven to be one of the most continuous and powerful forces of change. This may be due to the fact that opportunities within purchases, sales, payments and information are easily accessible online. The consumption of products and services is categorised by low and high values for the consumer, and therefore a sensory experience may be based on rational and emotional aspects. Sensory marketing is achieved by companies creating sensations through sensory input, which can lead to a sensory experience for the consumer. Stimulation of the senses can be the leading factor in developing consumer behaviour, which may result in consumer experiences. Consumer experiences are defined by positive and negative integration between business and consumer.

This study aims to present qualitative research where we want to describe the consumer experience in E-commerce, and to analyse the consumer experience within Ecommerce.

The investigation was limited to one example object, this being the E-commerce company Boozt.com. To further examine the purpose of the study three focus groups with consumers have been conducted, as well as an interview with the company. The results of the study will illustrate how and which senses the E-commerce company Boozt.com are using, whether it be consciously or unconsciously, as well as describe how consumers experience them.

Place, publisher, year, edition, pages
2016. , 76 p.
Keyword [en]
E-commerce, consumer experience, sensory marketing
Keyword [sv]
E-handel, konsumentupplevelse, sinnesmarknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-55730OAI: oai:DiVA.org:lnu-55730DiVA: diva2:954992
Subject / course
Business Administration - Marketing
Educational program
Interior Decoration and Visual Merchandising, 180 credits
Supervisors
Examiners
Available from: 2016-08-25 Created: 2016-08-24 Last updated: 2016-08-25Bibliographically approved

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