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Q-handel: Användning, bekvämlighet och betydelsen på konsumentens vardagspraktiker
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2021 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 80 credits / 120 HE creditsStudent thesisAlternative title
Q-commerce : Use, convenience and its’ significance on the consumer's everyday practices (English)
Abstract [en]

The purpose of this study is to investigate and describe the use of q-commerce and it’s significance in consumers’ everyday practices. The study contributes to an understanding of how this form of digital commerce indicates a shift towards a convenience culture. Former studies have investigated how convenience is being experienced and not how it is created through practices, which is a gap this study aims to fulfill by applying the Theory of Practice and seven dimensions of service-convenience. Since q-commerce is a relatively new form of trade, the previous research is limited and mostly mentioned in the media as a phenomenon which has grown exponentially due to the pandemic, COVID-19. However, there are grounds for this form of research to take place based on the previous investigations in the field of e-commerce and m-commerce. By drawing on a qualitative research approach, conducting both interviews and focus groups with 37 swedish young adults, the results show that the participants order take-out food through q-commerce platforms when they are feeling tired, stressed, when the expenses are perceived to be equal to the physical stores’, at social gatherings and simply when q-commerce is perceived to be the better choice. The results show that by ordering food from restaurants through q-commerce platforms, everyday practices, such as grocery shopping and cooking, are being practiced to a lesser extent because they are being replaced by q-commerce. The findings also indicate that the use of q-commerce has positive effects on consumers’ service convenience if access-, search-, transaction-, evaluation and possession convenience are achieved and it saves the consumer both time and effort in acquiring an order. The implications also indicate that q-commerce is found to be a short-term solution for the needs of the consumer, but can have negative effects in the long run. 

Place, publisher, year, edition, pages
2021.
Keywords [en]
q-commerce, restaurant food, service convenience, practice theory, every-day practices, on demand, m-commerce
Keywords [sv]
q-handel, restaurangmat, tjänstebekvämlighet, praktikteori, vardagspraktiker, begäran, m-handel
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-25710OAI: oai:DiVA.org:hb-25710DiVA, id: diva2:1576471
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2021-07-01 Created: 2021-07-01 Last updated: 2021-07-01Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • harvard-cite-them-right
  • apa
  • 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