For generations, the technological development of the media has changed human behavior, both for the better and for the worse. From having to buy everything in a store to being able to shop through a live-stream. The problem, however, is that there is a lack of research that has touched on this in the Nordic countries. Especially studies that have touched it in a media archeological aspect. In this thesis, I have analyzed liveshopping as a medium by comparing it with TV-shop. This has been done with the help of media archeology/-ecology as a theoretical and methodological framework. Furthermore, the theory has supplemented with the help of remediation and affordance. Together, they form a theory package that complements each other in the thesis' purpose of examining the medium's properties and design, its environment and how it contributes to the individual's behavior. The analysis of the media has been complemented by the multimodal tools. The material consists of seven broadcasts from TVG (TV-shop) and liveshopping-streams from Lyko, Samsung, MQ MARQET and Lensway The result indicates a change in consumer behavior. During the TV-shop we had a behavior of not shopping from home. Which is proven in the media's attempt to attract viewers with cheap prices on the products. In today's liveshopping, reduced prices are not as common. Due to the fact that the audience actively went into the live-stream, it indicates that they do not necessarily watch the broadcast to be able to buy products at cheaper prices. The technological changes of the media have made possible changes in society through our way of consuming and interacting with the content from companies.

Introduktion: Att skapa en stark kundupplevelse har inom de senaste åren blivit en fokuspunkt inom marknadsföring bland både ledande företag och forskning. De flesta studier inom kundupplevelse har behandlat kundupplevelsen i fysisk handel och inom e-handeln. Nu har ytterligare en handelsvariant, liveshopping, skapats som ser ut att slå igenom världen över. Precis som kundupplevelsen designas effektivast på ett visst vis när den sker i fysiska handeln och på ett annat vis när den sker i e-handeln, anser vi att det borde finnas en optimal design för kundupplevelsen inom liveshopping. Syfte: Denna studie syftar till att undersöka hur kundupplevelsen i e-handelsformatet liveshopping kan designas för att påverka konsumenters köpintention positivt. Frågeställningar: Hur påverkar konsumenternas kundupplevelse dess köpintentioner vid liveshopping? Vilken roll spelar typ av värd för konsumenters köpintentioner i liveshopping? Vilken roll spelar graden av personlig interaktion för konsumenters köpintentioner i liveshopping? Metod: Denna magisteruppsats använder sig av kvantitativ strategi, deduktiv ansats, tvärsnittsdesign och enkätmetod. Studiens insamlade data analyseras med variansanalyser i SPSS. Resultat: Studien kommer fram till att den underhållande och sensoriska, den informativa samt den sociala dimensionen av kundupplevelsen påverkar köpintentionerna i liveshopping positivt. Studien visar även att desto mer personlig interaktion i liveshopping, desto högre köpintentioner har konsumenterna samt att en produktexpert leder till högre köpintentioner än en influencer. Kunskapsbidrag: Studien bidrar med kunskap om kundupplevelsen i ett nytt ehandelsformat, liveshopping. / Background: Creating a strong customer experience has in recent years become a focal point in marketing among both leading companies and academic research. Most studies within customer experience have studied the customer experience in physical stores and e-commerce. However, a new shopping format, live shopping, has hit the market around the world. Just as the customer experience is designed more efficiently in a certain way when it takes place in physical store and in another way when it takes place in e-commerce, we believe that there should be an optimal design for the customer experience in live shopping.  Purpose: This study aims to investigate how the customer experience in the ecommerce format live shopping can be designed to positively influence consumers' purchase intention.  Research questions: How does perceived customer experience affect purchase intentions in live shopping? What role does the choice of host play in consumers' purchase intentions in live shopping? What impact does the degree of personal interaction have on consumers' purchase intentions in live shopping?  Methodology: This master's thesis uses quantitative strategy, deductive approach, crosssectional design, and questionnaire method. The collected data is analyzed with variance analysis in SPSS. Conclusion: The study concludes that the entertaining and sensory, the informative and the social dimension of the customer experience positively affect the shopping intentions in live shopping. The study also indicates that more personal interaction in live shopping leads to higher purchase intentions. It also indicates that product experts lead to higher purchase intentions than influencers.  Contribution: The study contributes with knowledge about the customer experience in the new e-commerce format, live shopping

Denna studie är en undersökning om hur Covid-19 pandemin har förändrat kundupplevelsehantering för svensk hemelektronikhandel. Vidare undersöks hur svenska hemelektronikföretag och konsumenter svarat och agerat på dessa förändringar. Forskningen har använt triangulerande datainsamlingsmetoder. Kvantitativ data har samlats in genom enkätundersökningar med konsumenter. Kvalitativ data har samlats in från intervjuer med representanter på svenska hemelektronikföretag. Studien ägde rum under Covid-19 pandemin och utfördes därmed på distans med hjälp av digitala verktyg. Studiens resultat tyder på att Covid-19 pandemin lett till ett hopp på tre år i utvecklingen av handeln inom hemelektronik och därmed bidragit med en övergång från interaktion via fysiska butiker till digitala kanaler. Företag inom hemelektronik har även fokuserat mindre på hur konkurrenter agerat och mer på vad konsumenter efterfrågar. Detta har lett till utveckling av nya kanaler och helt nya sätt att interagera med kunder. De nya kanalerna integrerar mänsklig natur i dess interaktion genom video samt direkt kommunikation mellan kund och anställd. Kunder är mer nöjda med deras upplevelser hos företagen under pandemin än innan pandemin och företagen förutspås fortsätta i den utveckling pandemin bidragit till. / This study investigates how the Covid-19 pandemic has changed customer experience management for the Swedish consumer electronics trade. It also examines how Swedish consumer electronics companies and consumers have responded and acted on these changes. The research has used triangulating data collection methods. Quantitative data have been collected through surveys with consumers. Qualitative data have been collected from interviews with representatives of Swedish consumer electronics companies. The study took place during the COVID-19 pandemic and was thus carried out remotely using digital tools. The results of the study indicate that the Covid-19 pandemic has led to a three-year jump in the development of trade in consumer electronics and thus contributed to a transition from interaction via physical stores to digital touchpoints. Home electronics companies have also focused less on how competitors have acted and more on what consumers demand. This has led to the development of new touchpoints and completely new ways of interacting with customers. The new touchpoints integrate human nature in its interaction through video and direct communication between customer and employee. Customers are more satisfied with their experiences with companies during the pandemic than before the pandemic and the companies are predicted to continue in the development the pandemic has contributed to.