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E-handel av livsmedel i utveckling: En studie om främjande aspekter samt barriärer som påverkar konsumenten i köpbeslutsprocessen
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
E-commerce of Food in Development : A study on promoting aspects as well as barriers that affect consumers in the purchase decision-making process (English)
Abstract [sv]

Syfte och problemformulering: Syftet med studien är att identifiera de främjande aspekter samt barriärer som har en påverkan på konsumentens köpbeslut vid e-handel.

  • Hur ser den digitala köpbeslutsprocessen ut och var i processen uppstår barriärerna?

Teori: Studiens teoretiska referensram omfattar en presentation av de aspekter som har en påverkan på konsumentens köpbeslut vid e-handel, vilka är produktkvalitet, varumärkesförtroende, pris, upplevelse, demografiska aspekter, tid och bekvämlighet samt utformning av hemsida. Vidare redogörs det för köpbeslutsprocessen som konsumenten går igenom då ett köpbeslut ska tas, vilket innefattar följande steg; identifiering av behov, informationssökning, bedömning av alternativ, genomförande av köp samt utvärdering av köp.

Metod: Studien bygger på en kvalitativ ansats med ett deduktivt tillvägagångssätt. Den empiriska datainsamlingen utgörs från fyra fokusgrupper.

Slutsats: Studien har resulterat i en utformning av en digital köpbeslutsprocess som även belyser var i processen konsumentens uppfattade barriärer uppstår. Den digitala köpbeslutsprocessen består av följande steg; identifiering av behov, värdering, beslutsfattning, betalning och leverans samt utvärdering av köp.

Abstract [en]

Purpose: The purpose of this study is to identify the promotional aspects as well as barriers that have an impact on consumer purchasing decisions in e-commerce.

  • What does the digital purchase decision-making process look like and where does the barriers occur in the process?

Theory: The theoretical reference framework of the study includes a presentation of the aspects that influence the consumer's purchasing decisions in e-commerce, which are product quality, brand confidence, price, experience, demographic aspects, time and convenience as well as website design. Furthermore, it explains the purchase decision-making process that the consumer reviews when a purchase decision is taken, which includes the following steps; need recognition, information search, evaluation of alternatives, purchase and post purchase evaluation.

Methodology: The study is based on a qualitative methodology with a deductive approach. The empirical data collection consists of four focus groups.

Conclusion: The study has resulted in a design of a digital purchase decision-making process that also illustrates where in the process the consumer’s perceived barriers arise. The digital purchase decision-making process consists of the following steps; need recognition, valuation, decision making, payment and delivery as well as post purchase evaluation.

Place, publisher, year, edition, pages
2018. , p. 76
Keywords [en]
E-commerce, purchase decision-making process, digital purchase decisionmaking process
Keywords [sv]
E-handel, köpbeslutsprocess, digital köpbeslutsprocess
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-74610OAI: oai:DiVA.org:lnu-74610DiVA, id: diva2:1210365
Subject / course
Business Administration - Other
Educational program
Enterprising & Business Development, 180 credits
Supervisors
Examiners
Available from: 2018-07-02 Created: 2018-05-28 Last updated: 2018-07-02Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
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  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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