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Social e-shopping: motivation och värde vid interaktion online
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Social e-shopping : motivation and value in online interaction (English)
Abstract [en]

Social media and e-commerce has become a part of every day life for many people.Recommendations and opinions about different products play a big part in the buying process. This is something that is hard to satisfy in e-commerce, therefore conversations and discussions about buying in social media have become more common. This phenomenon is called social e-shopping. Usually, social e-shopping occurs in online-forums, where individuals have the ability to voice their opinions regarding the potential purchasing decision. The purpose of this paper is to further deepen the discussion about social e-shopping by researching motivational factors and values. Through a netnographic study in a Facebook forum, essential empiricism could be gathered. With the help of Self Determination Theory, Social support and Values in a virtual community, the empiricism could be processed and refined. With the support of these theories it could be established that the biggest motivational factors for engaging in social e-shopping are to gain self-affirmation and affection, but also toease the decision making. The pursuit of perpetual confirmation was perceived as  alarming as it indicates that external factors have a bigger influence on the individual than its own will. At the same time, the desire to find solidarity also showed positive consequences through support and a sense of cultural unification. In conclusion it could also be determined that companies fail to satisfy the customer’s need of social interaction when shopping online.

The paper is written in Swedish.

Abstract [sv]

För många människor idag är sociala medier och e-handeln ett naturligt inslag i vardagen. För åtskilliga individer är rekommendationer och åsikter om produkter från omgivningen en betydelsefull faktor i köpprocessen. Det är något som har varit svårt att tillgodose vid ehandel, därför har diskussioner om köp via sociala medier blivit allt vanligare. Fenomenet definieras som social e-shopping. Vanligtvis sker social e-shopping i online-forum där det är möjligt att yttra åsikter individer mellan om eventuella köpbeslut. Uppsatsens syfte är att fördjupa diskussionen om social e-shopping genom att undersöka motivationsfaktorer och värden. Genom att utföra en netnografisk studie i ett Facebook-forum kunde väsentligt empiri samlas in. Empirin har sedan bearbetats med hjälp av Self Determination Theory, Socialt stöd och Värden i en virtuell gemenskap. Med hjälp av teorierna kunde det fastställas att de största motivationsfaktorerna till att ägna sig åt social e-shopping var en drivkraft mot självbekräftelse, samhörighet och hjälp till beslutsfattande. En strävan efter ständigbekräftelse upplevdes oroväckande då det tyder på att yttre faktorer har en mer inflytelserik påverkan än individens egen vilja. Samtidigt visade strävan efter samhörighet positiva konsekvenser i form av stöttning och en känsla av kulturell gemenskap i Facebook-forumet. Vidare har slutsatsen också kunnat dras till att e-handels företag brister i att kunna tillgodose kundens behov av social interaktion vid shopping online.

Place, publisher, year, edition, pages
2017.
Series
Textilt Management, 2017.1.09
Keyword [en]
social e-shopping, e-commerce, social media, motivational factors, values
Keyword [sv]
social e-shopping, sociala medier, e-handel, motivationsfaktorer, värde
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-12661OAI: oai:DiVA.org:hb-12661DiVA: diva2:1142909
Subject / course
Textile management
Available from: 2017-10-13 Created: 2017-09-20 Last updated: 2017-10-13Bibliographically approved

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2017.1.09(15278 kB)82 downloads
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CiteExportLink to record
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Citation style
  • apa
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