sh.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Generation W's upplevda risker och riskreducerande metoder vid e-handel
Södertörns högskola, Institutionen för samhällsvetenskaper.
Södertörns högskola, Institutionen för samhällsvetenskaper.
2020 (Svenska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Background: A shift from physical trading to online shopping has taken place. Generation W trades online to a lesser extent compared to generations X and Y, even though they have strong purchasing power. Perceived risk is one of the reasons why consumers choose to refrain from shopping online. Previous research in the area of risk recommends future research to study more profound older adults' perceived risks with e-commerce. When consumers experience risks, they develop risk-reducing methods to reduce the risks. Riskreduction methods can range from consulting a friend to completely refraining from shopping.

Research question: What is generation Ws view regarding risk and risk reduction methods?

Purpose: The purpose of this study is to explore what risks and risk reduction strategies are perceived among generation W when shopping online.

Theory: Risk and risk reduction theories, buyer process models and decision making modelsare used in this study.

Method: The essay is based on a qualitative descriptive study where primary data has been collected using semi structured interviews.

Conclusion: Many previously known risks as well as some newly found risks like environmental risks and the risk of urban environment degradation are presented. Generation W uses risk-reducing methods or chooses to refrain from shopping online. Respondents explained the importance of their previous experience in e-commerce, which has laid the foundation for how they act in online trading today.

Ort, förlag, år, upplaga, sidor
2020. , s. 52
Nyckelord [en]
Generation W, online shopping, risk, risk reduction
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:sh:diva-43873OAI: oai:DiVA.org:sh-43873DiVA, id: diva2:1524139
Ämne / kurs
Företagsekonomi
Uppsök
samhälle/juridik
Handledare
Examinatorer
Tillgänglig från: 2021-02-01 Skapad: 2021-01-31 Senast uppdaterad: 2021-02-01Bibliografiskt granskad

Open Access i DiVA

fulltext(617 kB)163 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 617 kBChecksumma SHA-512
e2afc90b7556c59b70fded4c32a11259bc936a5108f0c3b752d22dede32fd8aa4861c730ce837a1427d8ff14be85c55a5dffa83587985cf212fd7d901b61b1cf
Typ fulltextMimetyp application/pdf

Av organisationen
Institutionen för samhällsvetenskaper
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 163 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 397 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf