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Konsumentattityder: En kvantitativ studie om två olika generationers attityd mot E-handeln
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A quantitative research on two generations' attitudes towards E-commerce (English)
Abstract [sv]

Den snabba tekniska utvecklingen som har skett under de senaste två årtionden har lett till nya innovativa möjligheter för dagens konsumenter. Idag är inköpen inte längre begränsad till öppettider eller till besök i fysiska butiker och en stor del av kläderna som konsumeras köps via E-handelsföretag. Inköpen, som idag sker genom datorer, surfplattor och smartphones, är globala och statistiken visar att E-handel fortsätter att öka och den tekniska utvecklingen fortskrider.

Syftet med denna studie är att undersöka om ålder påverkar konsumenter attityd och benägenhet att handla kläder via E-handeln respektive i fysisk butik. Vi fokuserar på tre möjliga barriärer som vi valt att fördjupa oss i, trygghet, service och användarvänlighet. Resultatet visar ett signifikantsamband mellan konsumenters ålder och deras attityd mot och benägenhet att delta i E-handeln. Vår undersökning bekräftar att vår äldre målgrupp generellt har en mer negativ attityd mot E-handeln jämfört med vår yngre målgrupp. Vidare påvisar vårt resultat att det råder skillnader mellan våra två generationsgruppers syn på service, trygghet och användarvänlighet när det kommer till klädköp via E-handel.

Ytterligare ämnar vår studie att bidra till en djupare förståelse av den pågående förändringen av konsumentbeteende som sker till följd av den tekniska utvecklingen och hur olika kundsegment anpassar sig till detta.

Abstract [en]

The rapid technological development that has taken place over the past two decades has led to new innovative opportunities for today's consumers. Purchases are no longer limited to opening hours or visits to physical stores and a large part of clothing is being purchased through e-commerce companies. The purchases, that are being made through computers, tablets and smartphones, are global and statistics shows that e-commerce will continues to grow as well as the technological progress will continue to develop.

The purpose for this study is to investigate whether age affects consumers' attitude and willingness to shop clothes through E-commerce. Our study will be delimited to three selected barriers to E-commerce which are: safety, service and user-friendliness. Our results shows a significant correlation between consumer age and their attitude towards E-commerce. Our survey confirms that our older target group generally has a more negative attitude towards E-commerce compared to our younger target group. Furthermore, our results shows that there are differences between our target groups views on service, safety and user-friendliness when it comes to purchasing clothes through E-commerce.

Additionally, our study intends to contribute to a deeper understanding of the ongoing change in consumer behavior that occurs as a result of digitalisation and how the various customer segments adapts.

Place, publisher, year, edition, pages
2019.
Keywords [en]
consumer behavior, physical store, E-commerce, safety, service, user-friendliness
Keywords [sv]
konsumentbeteende, fysisk handel, E-handel, trygghet, service, användarvänlighet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-21980OAI: oai:DiVA.org:hb-21980DiVA, id: diva2:1369292
Subject / course
Business Administration
Available from: 2019-11-12 Created: 2019-11-11 Last updated: 2019-11-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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