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How do Entrepreneurs respond to Online Shopping Behavior in the Retail Industry
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2021 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Nowadays, in the entrepreneurial journey, entrepreneurs servemany customers online due to the revolution of the internet. More and morepurchases are done purely online. Besides, the purchase decisions are mostlyinfluenced by behaviors of customers when they shop online, especially in retailindustry. Therefore, there is a need to learn about the relation betweenentrepreneurs and online shopping behavior in the retail industry.

Research questions: What is the understanding of entrepreneurs about onlineshopping behavior in the retail industry? How do entrepreneurs respond to onlineshopping behavior in the retail industry? 

Purpose: The aim of this study is to investigate how Entrepreneurs understandand respond to online shopping behavior in the Retail Industry.

Method: This research is designed as an exploratory study and follows aqualitative strategy with abductive reasoning. Data is collected through nine semistructured interviews with participants from four countries.

Conclusion: Our study revealed that in the retail industry, entrepreneursunderstand online shopping behavior in many aspects, and they know that it candrive the change in the industry totally. Besides, entrepreneurs aware thatcustomers become more demanding and good relationships with customers willbenefit their businesses. Furthermore, entrepreneurs proactive find tactics do dealwith online shopping behavior and seeking manner to build, maintain goodrelationship with customers. Then, entrepreneurs make plans to cope with onlineshopping behavior. Finally, there are two main types of entrepreneurs regardingdealing with online shopping behavior, some quickly adapt to the trend, somelagging behind

Place, publisher, year, edition, pages
2021. , p. 107
Keywords [en]
entrepreneurs, retail, online shopping behavior, consumers, tracking online shopping, buying behavior, social media
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-104849OAI: oai:DiVA.org:lnu-104849DiVA, id: diva2:1567190
Educational program
Entrepreneurship, Master Programme, 120 credits
Supervisors
Examiners
Available from: 2021-06-18 Created: 2021-06-16 Last updated: 2021-06-18Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • 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