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Generation Z with a touch of online: En kvalitativ studie om generation Z:s köpbeteende av kläder inom e-handeln
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Studiens syfte är att klargöra generation Z:s uppfattning angående touch online i den digitala klädhandeln. Studien redogör även för hur ett förstärkt multisensoriskt samspel mellan det visuella sinnet och hörselsinnet kan leda generation Z till att bli mindre beroende av beröring av ett klädesplagg online. Det förstärkta samspelet studien ser till är stimulering av det visuella sinnet via video och stimulering av hörseln via hur tyget låter vid beröring.

Undersökningen visar att generation Z:s köpbeteende skulle påverkas positivt om det förekom en funktion där syn och hörsel kombineras inom e-handeln för kläder. Studien visar att generation Z känner sig mer säkra kring deras produktbedömning ifall de kan höra hur tyget låter vid beröring samtidigt som de ser klädesplagget i rörelse i form av en video. Studien kan även dra slutsatsen att generation Z har en negativ syn till en touch online funktion inom den digitala klädhandeln. Detta beror på generation Z:s bristfälliga kunskap inom ämnet som resulterar i att de uppfattar funktionen komplicerad att använda inom e- handeln för kläder.

Abstract [en]

The purpose of the research is to study generation Z:s perception of a touch online function in the e-commerce clothing store. The study also sees how an enhanced multisensory interaction between the visual and hearing senses can lead generation Z to become less dependent on the sense of touch online. The enhanced interaction the study refers to is stimulating the sight via video of a garment while stimulating the hearing sense through the sound of the fabric when it is touched.

The study shows that generation Z:s buying behaviour would be positively affected if there was a function where the vision and hearing senses were combined in e-commerce for clothing. The research shows that generation Z feels more secure about their product assessment if they can hear how the fabric sounds when it is touched while they see the garment in motion via video. The study can also conclude that generation Z has a negative view of a touch online function in the digital clothing industry. This is due to generation Z:s lack of knowledge within the subject and results in them perceiving the function complicated in the e-commerce for clothing.

Place, publisher, year, edition, pages
2019. , p. 61
Keywords [en]
E-commerce, multisensory interplay, touch online, generation Z
Keywords [sv]
E-handeln, multisensoriskt samspel, touch online, generation Z
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85262OAI: oai:DiVA.org:lnu-85262DiVA, id: diva2:1324063
Subject / course
Business Administration - Other
Educational program
Business Administration and Economics Programme, specialization in Marketing, 180 credits
Supervisors
Examiners
Available from: 2019-06-19 Created: 2019-06-13 Last updated: 2019-06-19Bibliographically approved

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Karlsson, IdaSzadurska, KarolineWerner, Sofia
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • 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