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Showrooming: Samband mellan kanalattribut, produkttper och friåkningbeteendet showrooming
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2017 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
Showrooming : A study in what engages consumers in this shopping behaviour (English)
Abstract [sv]

Problemställning: Konsumentbeteendet showrooming är ett hot mot den fysiska butikens kundlojalitet. För att företag med fysiska butiker ska kunna bemöta detta beteende i deras lojalitetsarbete behöver de veta vad som får konsumenter att engagera sig i detta beteende och varför.

Syfte: Syftet med studien är att bidra till förståelsen för showrooming genom att undersöka hur olika kanalattribut och produkttyper driver ett urval svenska konsumenter till att engagera sig i showrooming.

Forskningsfråga:

  • Vilka olika kanalattribut och produkttyper leder till att urvalet av konsumenterengagerar sig i showrooming?
  • Vilka kanalattribut respektive produkttyper har störst påverkan på deras engagemang i showrooming?

Resultat: Urvalet engagerade sig i showrooming och deras beteende påverkades av kanalattribut och produktkategorier men på olika sätt. Vidare visade det sig att vissa av attributen och produktkategorierna inte alls ledde till att urvalet engagerade sig i showrooming.

Kunskapsbidrag: Denna studie har bidragit med kunskap om friåkningsbeteendet showrooming genom att bidra med kunskap om vilka kanalattribut och produktkategorier som får konsumenter att engagera sig i detta shoppingbeteende och varför

Abstract [en]

Problems: The consumer behaviour called showrooming is a threat towards the customer loyalty of the physical store. In order for these companies to great this behaviour in their loyalty work they need to know what leads to consumers engaging in this behaviour and why

Purpose: The purpose of this study is to contribute to the understanding of showrooming through an investigation about how different channel attributes and product types leads a selection of Swedish consumers to engage in showrooming.

Research question:

  • Which different channel attributes and product types leads to the selection of Swedish consumers engaging in showrooming?
  • Which channel attributes and product types have the biggest impact on the consumers engagement in showrooming?

Result: The selection engaged in showrooming and their behaviour was affected by channel attributes and product categories, however, differently. Furthermore, it became visible that some channel attributes and product categories did not lead towards consumers engaging in showrooming.

Knowledge contribution: This study has contributed with knowledge about the phenomena showrooming through contribution of what channel attributes and product categories leads towards consumers engaging in this consumer behaviour.

Place, publisher, year, edition, pages
2017. , p. 84
Keywords [en]
Consumer decision making, multichannel, consumer behaviour, cross-channel freeriding, showrooming, loyalty, channel characteristics, product types
Keywords [sv]
Friåkning, showrooming, kanalattribut, produkttyper, fokusgrupp, freeriding
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-144992ISRN: LIU-IEI-FIL-A--17/02546--SEOAI: oai:DiVA.org:liu-144992DiVA, id: diva2:1181181
Subject / course
Master Thesis in Business and Economics Programme (Business Administration); Master Thesis in International Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2018-02-12 Created: 2018-02-08 Last updated: 2018-02-12Bibliographically approved

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Showrooming(1475 kB)47 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
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  • Other style
More styles
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  • de-DE
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
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  • asciidoc
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