Q-handel: Användning, bekvämlighet och betydelsen på konsumentens vardagspraktiker
2021 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 80 credits / 120 HE credits
Student 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
2021-07-012021-07-012021-07-01Bibliographically approved