Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-cite-them-right
  • 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
"Just one click": utilitarian and hedonic motivations of students to shop fashion online
Högskolan i Borås, Akademin för textil, teknik och ekonomi.
2015 (Engelska)Självständigt arbete på avancerad nivå (magisterexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

The online shopping industry has been growing over the past decade (Statista, 2014). Former researchers identified consumers’ utilitarian and hedonic online shopping motivations. A qualitative research was conducted to understand the utilitarian and hedonic online shopping motivations of students to shop fashion online. A phenomenological interviewing method was used to generate detailed and in-depth descriptions of the seven students’ experiences of the University of Borås. Respectively three utilitarian and four hedonic online shopping motivations emerged out of the data and could be linked the motivations identified by Vignali and Reid (2014). This paper analyses the utilitarian online shopping motivations respectively convenience, price and discounts and selections and hedonic online shopping motivations respectively enjoyment, sociability, trend discovery and exclusivity. Regarding the utilitarian online shopping motivation convenience several convenience dimensions emerged out of the collected data and matched the dimensions identified by Jiang, Yang and Jun (2013) respectively, respectively access, search, evaluation, transaction, possession and post-purchase convenience. Regarding the hedonic online shopping motivation enjoyment, several dimensions emerged out of the data and could be linked to dimensions identified by Monsuwé et al. (2004) respectively escapism, pleasure and arousal. Some of the linkages that could be found by comparing former research were also found in the data collected. Regarding the utilitarian online shopping motivations, information availability identified by Vignali and Reid (2014) could be linked to evaluation convenience and product availability identified by Vignali and Reid (2014) could be linked to access convenience. Regarding the hedonic online shopping motivations, relaxation shopping identified by (Ozen and Engizek, 2014) could be linked to escapism, social shopping (Ozen and Engizek, 2014) to sociability and idea shopping (Ozen and Engizek, 2014) to trend discovery. The analyses on the linkages further deepened the understanding of both utilitarian and hedonic motivations of students to shop fashion online.

Ort, förlag, år, upplaga, sidor
2015.
Nyckelord [en]
Fashion, online shopping, student motivations, utilitarian motivations, hedonic motivations
Nationell ämneskategori
Ekonomi och näringsliv
Identifikatorer
URN: urn:nbn:se:hb:diva-762OAI: oai:DiVA.org:hb-762DiVA, id: diva2:853711
Ämne / kurs
Textilt management - inriktning mot butikschef
Uppsök
teknik
Tillgänglig från: 2015-09-24 Skapad: 2015-09-14 Senast uppdaterad: 2015-09-24Bibliografiskt granskad

Open Access i DiVA

fulltext(862 kB)1523 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 862 kBChecksumma SHA-512
56c9674904a1a5c4f731829c6e1fbc135a4c04a0ddc0eae718f90d0326916075525425543e75e68b30bf0be292f6b9adac7e4627602571033f5046926b9bdd24
Typ fulltextMimetyp application/pdf

Av organisationen
Akademin för textil, teknik och ekonomi
Ekonomi och näringsliv

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 1523 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: 1212 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-cite-them-right
  • 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