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Webbutikens uppbyggnad: Faktorer hos en webbutik som influerar unga kvinnors tillit
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT, Division of Business Administration.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The creation of a web store : Factors of a web store that influence youngwomen's trust (English)
Abstract [sv]

Webbutiker med försäljning av mode har på senare tid blivit allt vanligare och den största målgrupp som handlar kläder, skor och accessoarer på Internet är idag unga kvinnor. Den stora tillväxten av webbutiker har resulterat i att tilliten ifrågasätts av konsumenter. Syftet med denna rapport är att undersöka vilka faktorer som influerar unga kvinnor att känna tillit gentemot webbutiker. En kvalitativ studie har genomförts i form av en fokusgruppsintervju som undersöker sju kvinnors attityder och åsikter gentemot webbutiker. Studien grundar sig på teori med sex olika faktorer som påverkar tillit gentemot webbutiker. Dessa faktorer går under begreppet webbsidans kvalité och är: webbsidans användarvänlighet, säkerhetsskydd, webbsidans prestanda, produkt- och service information, och estetiska aspekter. Undersökningen visar att de sex faktorerna har en stor påverkan på tilliten och framför allt helheten. Dessutom visar studien att word of mouth har ett stort inflytande och skulle kunna utvecklas till en egen faktor. 

Abstract [en]

Online retailers that sell fashion have recently become more common and the biggest target group for clothes, shoes and accessories today are young women. The large growth of online retailers has resulted in trust concerns by consumers. The purpose of this report is to examine the factors that influence young women to feel trust towards a web store. A qualitative study has been conducted in form of a focus group interview, which examines seven women's attitudes and thoughts towards online retailers. This study is based on a theory of six different factors that affect trust towards online retailers, which go under the term web site quality. The factors are: web site usability, security and privacy, speed of download, product and service information quality, and aesthetic aspects. The report shows that the six factors have a large impact on trust and particularly the completeness of the web site. Also, the study shows that word of mouth has a big influence and can be developed to an additional factor. 

Place, publisher, year, edition, pages
2014. , p. 41
Keywords [en]
E-commerce, trust, B2C, online retail, online shop, fashion, online
Keywords [sv]
E-handel, förtroende, tillit, B2C, webbutik, webbshop, mode, online
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-7205Local ID: EXC504OAI: oai:DiVA.org:hv-7205DiVA, id: diva2:773315
Subject / course
Business administration
Educational program
Ekonomprogrammet
Supervisors
Examiners
Available from: 2014-12-19 Created: 2014-12-18 Last updated: 2015-09-15Bibliographically approved

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