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Köper du så köper jag: Shoppinggrupper på Facebook och dess påverkan på modekonsumtion.
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
If you buy, I buy : Shopping Groups on Facebook and its impact on Fashion Consumption. (English)
Abstract [sv]

Vårt syfte med denna studie har varit att undersöka och analysera hur kommunikationen inom shoppinggrupper på Facebook påverkar kvinnliga medlemmarnas köpbeteende när det gäller modevaror samt i vilken del av köpbeslutsprocessen som kommunikationen i en shoppinggrupp verkar mest effektivt. Detta har vi sökt svar på genom enkätundersökningar samt intervjuer. Uppsatsen belyser även vilka kommunikativa faktorer inom en shoppinggrupp som stimulerar till köp av modeplagg. För att kunna analysera och diskutera och därefter komma fram till en slutsats har vi använt oss av tidigare forskning och köpbeslutsprocessen.

Studien visar att shoppinggrupper har ett stort inflytande på konsumenter när det kommer till att genomföra köp av modeplagg. Konsumenter influeras av andra medlemmar genom bilder, kommentarer och rekommendationer i sin strävan efter att känna gemenskap och delaktighet i det sociala samspelet. Genom kommentarer, diskussion och kommunikation skapas samhörighet och gemenskap, vilket utgör kärnan i dessa grupper. När det kommer till konsumenternas köpbeteende framgår det utifrån resultatet att det är kommunikationen inom shoppinggrupperna som är den styrande faktorn i alla steg av köpbeslutsprocessen.

Abstract [en]

Our purpose of this study has been to investigate and analyze how communication within shopping groups on Facebook affects women's buying behavior in fashionable goods and in what part of the purchasing decision-making process that the communication in a shopping group seems most effective. We have sought this through questionnaires and interviews. The essay also highlights the communicative factors within a shopping group that stimulates the purchase of fashionable items. In order to analyze and discuss and then arrive at a conclusion, we have used the previous research and purchasing decision process.

The study shows that shopping groups have a major influence on consumers when it comes to buying behavior in fashionable goods. Consumers are influenced by other members through pictures, comments and recommendations. In his quest to feel community and participation in social interaction. Through comments, discussion and communication, togetherness and community are created, which forms the core of these groups. When it comes to consumer purchasing behavior, it is apparent from the result that it is the communication within the shopping groups that is the guiding factor in all stages of the purchase decision process.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Shopping groups, Facebook, consumption, communication
Keywords [sv]
Shoppinggrupp, Facebook, konsumtion, kommunikation
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-13837OAI: oai:DiVA.org:hb-13837DiVA, id: diva2:1190878
Subject / course
Textile management
Available from: 2018-03-28 Created: 2018-03-15 Last updated: 2018-03-28Bibliographically approved

Open Access in DiVA

KTM_2017.13.03(616 kB)6 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • apa
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