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Digitala bildskärmar i butik: Hur interagerar konsumenten med bildskärmar i butik i köpprocessens informationssökande skede?
University of Skövde, School of Business.
University of Skövde, School of Business.
2014 (Swedish)Independent thesis Basic level (university diploma), 10 credits / 15 HE creditsStudent thesisAlternative title
Digital displays in retail stores : How does consumer interact with digital signage in retrial stores in consumers buying process when searching information about a product? (English)
Abstract [sv]

I takt med den digitala utvecklingen och dess framfart är det relevant att som butik förstå konsumenters interaktion med digitala bildskärmar och hur dessa bildskärmar kan förmedla information, som i slutändan kan locka till sig konsumenter. Det är i och med detta också väsentligt för butikerna och dess medarbetare att få en förståelse kring köpprocessen då vi anser att denna går hand i hand med konsumenters interaktion av skyltning genom digitala bildskärmar. I denna uppsats presenteras det hur konsumenters interaktion med digitala bildskärmar sker och hur konsumenten tar till sig den information som flödar via detta medium. Vidare presenteras köpprocessens alla steg och där en fördjupning i steget informationssökning kopplas till konsumenters interaktion med digitala bildskärmar. Med hjälp av kvalitativa studier där intervjuer varit en central del besvaras den forskningsfråga som presenteras och som i samband med uppsatsens syfte ska ge svar på det centrala i uppsatsen såsom köpprocessen, informationssökning och digitala bildskärmar i butik.Hur går konsumenters köpprocess till och hur påverkas konsumenten i ett informationssökande skede vid interaktion med bildskärmar i butik?Uppsatsen fann en tydlig koppling till en konsuments interaktion till digitala bildskärmar i butik och där en konsuments köpprocess hade stor betydelse för interaktionen. Uppsatsen fann även att vid ett informationssökande skede användes den digitala bildskärmen men först i sista hand och där istället personliga kontakter var något som värderades högt hos respondenterna. Det har i denna uppsats tagits hänsyn till köpprocessen och kritik mot modellen då den är föränderlig beroende på en konsuments köpsituation. De största faktorerna till varför köpprocessens alla steg inte skulle gås igenom var då impulsköp eller vaneköp skedde.

Abstract [en]

As the digital revolution and its speed is increasing, it’s relevant that retail stores understand consumer interaction with digital displays and how these displays convey information that ultimately can attract consumers. It’s also relevant for the retail stores and their employees to get an understanding of the buying process as we believe that it goes hand in hand with the interaction of signage through digital displays. In this paper it is presented whether consumer interact with digital displays occur and how the consumer embrace the information that flows in this media. The buying process and its steps are also presented and where an advanced study in the step information search was made with a connection to consumer interaction with digital displays. Using qualitative studieswhere interviews have been a central part, the research question presented will also be answered in connection with the purpose of the essay.How does the consumer buying process go and how is the consumer influenced in an information seeking stage during interaction with digital displays in retail stores?This paper identified a clear link to a consumer's interaction to the digital displays in stores and where a consumer's buying process was very important for that interaction. This paper also found that when an information seeking stage was used digital displays were only used in the last resort and instead there were personal contacts that were something that was highly valued by the respondents. It has in this paper been taken consideration of the buying process and it’s criticized of the model as it is changeable depending on a consumer's buying situation. The main factors why the buying process and all its steps would be examined were when impulse or buying by habit occurred.

Place, publisher, year, edition, pages
2014. , 41 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:his:diva-9539OAI: oai:DiVA.org:his-9539DiVA: diva2:726958
Subject / course
Business Administration
Educational program
Retail Store Manager - Study Programme
Supervisors
Examiners
Available from: 2014-08-29 Created: 2014-06-19 Last updated: 2014-08-29Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Output format
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