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Värdeskapande aktiviteter online: En kvalitativ studie om kunders upplevelse på e-handelsplattformar
Södertörn University, School of Social Sciences.
Södertörn University, School of Social Sciences.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: Even though the fashion industry has grown to become one of the most digitized and consumed industries in the world, it seems to be an issue for physical fashion companies to break through within ecommerce. This is due to the lack of ability for physical companies to adapt to the digital development and the changing customer behavior prevailing on the internet. E-commerce has gone from selling goods and comparing prices online, to provide valuecreating experiences for customers. As a result, the competition has drastically increased, which makes the customer able to easily move and choose between a variety of e-commerce platforms. As an increased understanding of customer experience in e-commerce can provide profit-sharing competitive advantages, it is important for physical fashion companies to take customer preferences into account.

Purpose: The aim of this study is to generate an understanding of valuecreating activities in e-commerce and what customers value on ecommerce platforms.

Methodology: This thesis is based on a qualitative research strategy with an abductive research approach. The empirical material has been collected by means of semi-structured interviews and observations with seven respondents in the ages between 19 and 40 years.

Conclusion: Based on the results of the study, it is necessary for fashion companies to maintain an utilitarian and hedonic approach to generate value-creating activities. The conclusions indicate that the utilitarian activities should be designed in a standardized manner, while the hedonic activities rather should keep an unique and distinctive approach.

Place, publisher, year, edition, pages
2018. , p. 50
Keywords [en]
E-commerce, value-adding activities, customer value, fashion industry
Keywords [sv]
E-handel, värdeskapande aktiviteter, kundvärde, modebranschen
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-35427OAI: oai:DiVA.org:sh-35427DiVA, id: diva2:1213361
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2018-06-05 Created: 2018-06-04 Last updated: 2018-06-05Bibliographically approved

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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • 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