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Kan modeföretag förbättra shoppingupplevelsen i sina onlinebutiker?
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
Can fashion retailers improve the shopping experience in their online stores? (English)
Abstract [en]

In this paper we have chosen to study three aspects of the shopping experience online -navigation, product image and product information based on Hasan’s (2016) theory, to examine if, and how, the shopping experience online needs to improve in the fashion retail industry. From eyetracking-observations and qualitative interviews in this study, we identified the customers expectations and perceived problems in the online shoppingexperience. One of our findings show that there is a general agreement that product images have a significant impact on the shopping experience online. Another finding shows that distinctively visible filtering options on the online stores are important for the consumer to find what they are looking for.

Abstract [sv]

För denna uppsats har vi valt att studera kring tre aspekter inom shoppingupplevelsen online -navigering, produktbild och produktbeskrivning, utifrån Hasans (2016) grundmodell för att undersöka om och hur shoppingupplevelsen online behöver förbättras inom modebranschen. Utifrån eyetracking-observationer och kvalitativa intervjuer framkommer vilka förväntningar och upplevda problem som identifieras av konsumenter, för shoppingupplevelsen online. Ett av resultaten visar att det överlag finns en generell överenskommelse för att bland annat produktbilder har en stor inverkan på shoppingupplevelsen online. Ytterligare ett resultat visade att en tydlig presentation av filtreringsmöjligheter på webbshoppar är av betydelse för att konsumenten ska hitta rätt i sin sökning.

Place, publisher, year, edition, pages
2017.
Keyword [en]
online shopping experience, online customer experience, perceived problems online shopping, online shopping navigation, shopping website design
Keyword [sv]
shoppingupplevelse online, upplevda problem onlineshopping, onlineshopping navigation, shopping webbsida design
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-12799OAI: oai:DiVA.org:hb-12799DiVA: diva2:1146900
Subject / course
Textile management
Available from: 2017-10-04 Created: 2017-10-04 Last updated: 2017-10-04Bibliographically approved

Open Access in DiVA

K_TM2017.13.17(2603 kB)8 downloads
File information
File name FULLTEXT01.pdfFile size 2603 kBChecksum SHA-512
f7a527d9a9e30a22ec3b943853123a67abc89f10379df278be9702f5a85a18ae31e385d744fd535a36f56ac2fdeb95445b055668564f4759bd236ad6857f9ec4
Type fulltextMimetype application/pdf

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Faculty of Textiles, Engineering and Business
Economics and Business

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CiteExportLink to record
Permanent link

Direct link
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