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Påverkar generationstillhörigheten konsumentbeteendet online?: En studie om tre generationers agerande på eWOM
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syftet med studien är att undersöka hur olika generationer agerar på eWOM-kommunikation via online recensioner.

Metod: Studien använder en kvantitativ forskningsmetod med en enkätundersökning som underlag för framarbetat resultat. Enkätundersökningen baserades på 8 frågor och 148 svar samlades in från respondenter från tre olika generationer. Svaren analyserades med deskriptiv statistik och univariat analys.

Resultat och slutsats: Studiens resultat visar hur generationstillhörigheterna Baby Boomers, Generation X och Generation Y agerar när de läser online recensioner. De tre generationernas köpintentioner baseras på centrala faktorer som riskbenägenhet, förtroende och internetkompetens. Alla tre generationerna hävdar att eWOM och i synnerhet online recensioner påverkar dem.

Förslag till vidare forskning: Ytterligare forskning kan undersöka varför konsumenter av en produkt inte är benägna att själva skriva recension men vill ta del av recensioner av produkter som andra konsumenter skrivit. Trots att det tydligt framgår att recensioner är en viktig del av köpbeslutsprocessen. Denna ovilja finns representerade hos samtliga undersökta generationer vilket framtida forskning bör undersöka.   

Uppsatsens bidrag: Studien bidrar med ett antal förtydliganden för konsumentbeteenden i eWOM-kommunikationen. Studien kommer fram till flertalet slutsatser om hur generationerna påverkas och agerar för online recensioner.

Abstract [en]

Aim: The purpose of the study is to explain how different generational affiliation react on eWOM-communication via online reviews.

Method: The study uses a quantitative research method to conduct survey. The survey was based on 8 questions and 148 responses were collected from respondents from three different generations. The responses were analyzed by descriptive statistics and univariate analysis.

Result and conclusion: The study shows how generational affiliations of Baby Boomers, Generation X and Generation Y act on the online reviews. The three generations` buying intentions are based on key factors such as risk aversion, trust and internet knowledge. All three generations claims that eWOM and, in particular, online reviews affect them.

Further research: A future study can deal with why consumers of a product are not inclined to write online reviews of the product but want to read online reviews on products from other consumers. Although it is obvious that reviews are an important part of the purchasing decision. All three generations investigated tend to not willing to write online reviews

Contribution of the thesis: The contribution of the study is several clarifications for consumer behavior in general especially generation marketing. The study concludes how the generations are affected and act for online reviews.

Place, publisher, year, edition, pages
2019. , p. 46
Keywords [en]
Generational affiliation, eWOM, Online reviews, Baby Boomers, Generation X, Generation Y
Keywords [sv]
Generationstillhörighet, eWOM, Online recensioner, Baby Boomers, Generation X, Generation Y
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-30387OAI: oai:DiVA.org:hig-30387DiVA, id: diva2:1333797
Subject / course
Business administration
Educational program
Business administration
Supervisors
Examiners
Available from: 2019-07-03 Created: 2019-07-01 Last updated: 2019-07-03Bibliographically approved

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Citation style
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