Den svenska regeringen har beslutat om en strategi för IT-politiken, där målet är att Sverige ska vara bäst i världen på att använda digitaliseringens möjligheter. Dessa möjligheter kommer öppna upp för en enklare vardag för privatpersoner och företag. Flera kommuner har idag samarbeten med EU, regioner och kommuner där syftet är att digitalisera samhällsbyggnadsprocessen med hjälp av att utveckla innovativa digitala verktyg. Offentliga utredningar har påvisat brister i hur lösningarna presenteras och att det finns utvecklingspotential. I nuläget presenteras information för allmänheten i form av text och bilder, vilket ger en ofullständig bild av pågående och framtida byggprojekt. Tidigare studier inom andra områden har visat att 3D-teknik kan vara värdefullt på en bred front. Syftet med studien var att undersöka hur 3D-kartor påverkar användbarheten och förståelsen hos allmänheten i medborgardialoger inom samhällsbyggnadsprocessen. Studien berörde även hur processens virtualiserbarhet påverkas. Som teoretiskt ramverk och principer som underlag för studien, användes modellen Process Virtualization Theory (PVT) och användbarhet. Inom det sistnämnda används komponenter som effektivitet, fel, minnesbarhet, lärbarhet och tillfredsställelse för att mäta användbarheten av tjänsterna. PVT-modellen kan användas för att mäta hur lämpad en process är att vara digital och huruvida IT kan möjliggöra en bättre digital process eller inte. Studien har en genomgående kvalitativ ansats som undersökte  användbarheten och hur lämpad processen är att vara digital. Användbarhetstest med kompletterande intervjuer utfördes under två separata tillfällen där det ena riktades mot en befintlig webbtjänst och den andra mot en ny webbtjänst med en 3D-karta.  Resultatet i användandet av 3D-kartan påvisade att igenkänning och ovana är två återkommande teman där tillfredsställelse uppvisas i form av nyfikenhet och intresse. I jämförelse mellan webbtjänsterna så bidrog 3D-kartan till en ökad visuell förståelse av informationen som presenterades. Å andra sidan gav informationsdokumenten en djupare förståelse. 3D-kartan påverkade den undersökta processen positivt och var framförallt användbar för den visuella förståelsen. Processen var lämpad för att vara digital där representationen var en bidragande faktor för vad IT möjliggjorde. / The Swedish government has decided on a strategy for IT policy where the goal is for Sweden to be the best in the world at utilizing the possibilities of digitalisation. These opportunities will open up for a simpler everyday life for individuals and companies. Several municipalities today have collaborations with the EU, regions and municipalities where the purpose is to digitize the community building process with the help of developing innovative digital tools. Public investigations have shown shortcomings in how the solutions are presented and that there is development potential. At present, information is presented to the public in the form of text and images, which gives an incomplete picture of ongoing and future construction projects. Previous studies in other areas have shown that 3D technology can be valuable on a broad front. The purpose of the study was to investigate how 3D maps affect the public's usefulness and understanding in citizen dialogues in the community building process. The study also touched on how the virtualisability of the process is affected. As a theoretical framework and principles as a basis for the study, the model Process Virtualization Theory (PVT) and usability were used. Within usability, components such as efficiency, error, memorability, learnability and satisfaction are used to measure the usefulness of the services. The PVT model can be used to measure how appropriate a process is to be digital and whether IT can enable a better digital process or not. The study has a consistent qualitative approach that relates to examining usability and how appropriate the process is to be digital. Usability tests with supplementary interviews were performed on two separate occasions, where one is aimed at an existing web service and the other at a new web service with a 3D map. The results in the use of the 3D map showed that recognition and unfamiliarity are two recurring themes where satisfaction is shown in the form of curiosity and interest. In comparison between the web services, the 3D map contributed to an increased visual understanding of the information presented. However, the information documents provided a deeper understanding. The 3D map proved to have a positive effect on the investigated process and was above all useful for the visual understanding. The process also proved to be suitable for being digital, where representation was a contributing factor to what IT made possible.

Volunteer organizations face two challenges not found in non-volunteer organizations: recruiting and retaining volunteers. While social media use is increasing amongst individuals, its use and effectiveness for volunteer recruitment and retention by volunteer organizations is unknown. The dissertation reports the results of three studies to investigate this important question. Using a mixed-methods approach, it addressed the dual nature of social media and its effectiveness by including volunteer organizations and social media users. This dissertation found that although volunteer organizations are not using social media effectively, they could virtualize requirements of the recruitment process by focusing on relatable events instead of sterile marketing. This dissertation contributes to information systems literature by extending the post-acceptance model of IS continuance to show that social media mediates volunteer continuance. It further contributes by revealing a potential new area of research, i.e., the use and effectiveness of online social media for volunteer organizations.

Denna studie undersöker hur olika beröringspunkter påverkar kundengagemanget inom dagligvaruhandeln. Då trenden går mot att se till kundens helhetsupplevelse inom ett företags ekosystem snarare än det enskilda köpet blir kundengagemang och omnikanal två begrepp som kan ses som högst aktuella att studera när företag idag ska utforma sin beröringspunktarkitektur. Beröringspunkter är alla de kontaktpunkter, såväl fysiska som digitala, mellan ett varumärke och en kund. Dessa beröringspunkter verkar tillsammans och bidrar alla genom omnikanalsperspektivet till en sammansatt kundupplevelse. Skapandet av denna upplevelse kallas tjänstedesign och inbegriper att noggrannt orkestrera den beröringspunktsarkitektur i vilket kunden befinner sig under sin kundresa. Vidare undersöker denna studie ovannämnda process i ljuset av Process Virtualization Theory (PVT) vilken verkar som ett verktyg för att förstå i vilken utsträckning en beröringspunkt lämpar sig för digitalisering. Därtill appliceras Uses and Gratification Theory (UGT) för att förstå de bakomliggande faktorer som påverkar kundengagemang. Mot bakgrund av detta teoretiska ramverk utförs tretton stycken semistrukturerade intervjuer med card sorting för att undersöka vilka attityder och beteende som finns relaterade till de olika beröringspunkterna för ett specifikt företag inom den svenska dagligvaruhandeln. Resultatet visar att de viktigaste beröringspunkterna för kundengagemang är erbjudanden, rabatter och medlemskap samt den fysiska butiken. Den sistnämnda inbegriper butikens atmosfär, utbud och geografiska läge. Dessa beröringspunkter är den huvudsakliga anledningen till att en kund väljer att handla hos en viss butik. Det finns även andra faktorer som påverkar valet och olika faktorer spelar olika stor roll beroende på situation, dock antyder resultaten att de andra faktorerna oftast endast spelar en sekundär roll. Resultaten kan även till stor del förklaras av de två ovannämnda modellerna. För att öka sitt kundengagemang som företag inom dagligvaruhandeln förslås slutligen att det bör investeras i digitala lösningar som förstärker upplevelsen kring beröringspunkter i omnikanaler, i den usträckning PVT-modeller antyder att det skulle vara lämpligt. Dessa lösningar bör även inkorporera de motivationsfaktorer som UGT-modellen föreslår i de viktigaste beröringspunkterna. Ett användande av dessa lösningar som digitala verktyg skulle möjligtvis kunna leda till att den fysiska och digitala världen bättre kan mötas genom en omnikanal vilket slutligen bidrar till en mer sammansatt och positiv kundupplevelse genom hela kundresan. / This paper examines the importance of different touchpoints within a customer journey for increased customer engagement, focusing specifically on the grocery market. Because of the trend within the commerce industry to consider at customer’s overall experience as oppose to the individual purchase, customer engagement and omnichannel are therefore highly relevant approaches for a company to consider when forming their touchpoint architecture.  Touchpoints can be physical as well as digital points of contact between a brand and a customer. These touchpoints normally work in joint co-operation with each other, through omnichannels, for a complete customer experience. This complete experience is formed through the process of service design which includes a thoroughly designed touchpoint architecture in which the customer travels as part of her customer journey. Furthermore, this paper examines to which extent a process can be digitalised through applying the Process Virtualization Theory (PVT) model. In order to understand the customer engagement process and the reasons behind customer engagement the Uses and Gratification Theory (UGT) model is also applied. With this theoretic background in place thirteen semi-structured interviews with a card sorting exercise was conducted to examine the attitudes and behaviours related to, and associated with, a company’s touchpoints within the Swedish grocery market industry. The customer research presented in this paper shows that the most important touchpoints for customer engagement are store offers and discounts, a grocery store’s atmosphere and supply and finally store location. These touchpoints are the main reasons to why customers choose to engage with a grocery store brand as they are perceived as the most important reasons a specific brand is chosen. There are other reasons too, and often the choice of brand is also determined by convenience and time available. However, the study shows that these reasons are only secondary to the former reasons. These results are supported by the two models mentioned above. In order to increase customer engagement a brand should therefore put resources into digital solutions, to the extent possible according to the PVT model, to reinforce the motivational factors from the UGT-model in these touchpoints. This way the physical and digital world would meet through omnichannel as the solutions would assist customers in their customer journey to make their overall experience better.

Denna magisteruppsats behandlar e-handlares anpassning av en fysisk köpprocess till en virtuell. Med detta syftar vi mer specifikt på e-handlare av modekläder som i högre grad är beroende av en fysisk köpprocess. Vår frågeställning var således: Hur gör e-handlare inom klädbranschen för att anpassa den fysiska köpprocessen till ett virtuellt sammanhang? För att undersöka detta använde vi oss av Overbys artikel "Process Virtualization Theory and the Impact of Information Technology" från 2008 där han beskriver fyra olika faktorer som spelar in vid ett köp: sinnliga krav, förhållandekrav, synkroniseringskrav samt identifikations- och kontrollkrav. Denna teori har byggde vi även upp med stöd från Belks (1975) så kallade situationsvariabler samt allmän teori om Internetmarknadsföring. Detta utmynnade sedan i en teoretisk modell som vi byggde vår analys kring. För vår empiriska datainsamling utgick vi ifrån en kvalitativ ansats. Efter att ha utarbetat en intervjumall utifrån den teoretiska referensramen gjorde vi två telefonintervjuer och tre e-postintervjuer med e-handlare inom genren modekläder. Resultatet visade på att e-handlarna i olika grad har använt sig av faktorerna inom processvirtualisering. Marknadsföringen var av nödvändighet nästan helt anpassat till Internet. Den fysiska upplevelsen däremot kopierades i så hög grad som möjligt, och målet var att kunderna skulle få en uppfattning om hur produkterna såg ut och kändes i verkligheten. Vi kom fram till att virtualiseringsprocessen i slutändan handlar om en kompromiss, en kombination av fysiska processer anpassade till ett virtuellt sammanhang och nya idéer som inte hade varit möjliga i något annat medium. Att hitta en balans mellan dessa faktorer kommer att vara en av Internethandlarnas största utmaningar i framtiden. / This master thesis deals with e-traders adaptation of a physical shopping experience into a virtual one. More specifically we examine e-retailers of fashion apparel, a market that more dependent on the physical purchasing experience. Our research question is as follows: How do e-retailers of fashion apparel adapt the physical purchasing process to a virtual context? To examine this, we used Overby’s article "Process Virtualization Theory and the Impact of Information Technology" from 2008 where he describes four different factors that influence a purchase: sensory requirements, relationship requirements, synchronization requirements and identification and control requirements. To strengthen Overby’s theory we also used Belk’s (1975) theory about situation variables and the general theory of Internet marketing. These theories are summarized in a theoretical model which we have based our analysis on. For our empirical data collection we use a qualitative approach. After establishing an interview template based on the theoretical framework, we executed two telephone interviews and three e-mail interviews with e-retailers of fashion clothing. The results shows that e-retailers have used these factors in slightly different ways in the process of virtualization. Marketing is by necessity almost adapted to the Internet. The physical experience, however, is copied as closely as possible, and the goal is that customers gets an idea of what the products look like and feels like in reality. Our conclusion is that in the end, the virtualization process is a compromise between physical processes adapted to a virtual context, and new ideas that would not have been possible in any other medium. Finding a balance between these factors will be one of the greatest challenges for e-retailers in the future.

Submitted by Marcio Noveli (marcionoveli@yahoo.com.br) on 2013-03-05T13:50:15Z No. of bitstreams: 1 TESE MARCIO NOVELI 2013.pdf: 5213550 bytes, checksum: ec32da7d5c1562fbeea63c0e73a23045 (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2013-03-05T17:16:39Z (GMT) No. of bitstreams: 1 TESE MARCIO NOVELI 2013.pdf: 5213550 bytes, checksum: ec32da7d5c1562fbeea63c0e73a23045 (MD5) / Made available in DSpace on 2013-03-05T17:31:18Z (GMT). No. of bitstreams: 1 TESE MARCIO NOVELI 2013.pdf: 5213550 bytes, checksum: ec32da7d5c1562fbeea63c0e73a23045 (MD5) Previous issue date: 2013-02-06 / As Tecnologias de Informação e Comunicação (TIC) têm permitido, no contexto organizacional, que processos que dependiam da presença física dos envolvidos, sejam eles indivíduos ou objetos, em um mesmo lugar e ao mesmo tempo, ocorram sem esses limites. A explicação para esse fenômeno tem passado por diversos modelos e teorias, baseados em diferentes áreas e, a partir de vários níveis de análise, acompanhando a evolução das capacidades dessas tecnologias ao longo dos anos, inclusive na área de Sistemas de Informação (SI). Partindo dessa área, especificamente da corrente de estudos que assume que processos tornam-se virtuais quando as TICs usadas para viabiliza-los são adotadas/utilizadas pelos indivíduos envolvidos no processo, essa pesquisa delimitou-se a estudar empiricamente a divergência acerca da adequação dos mundos virtuais, para a virtualização do processo ensino-aprendizagem, partindo de um modelo geral, baseado na Teoria de Virtualização de Processo (TVP), com o objetivo de identificar a relação entre os requisitos de um processo e as capacidades das TICs na virtualização de um processo. Para isso, utilizou a estratégia de estudo de casos múltiplos, que contou com 3 casos e diversas fontes de evidências, permitindo, por meio de técnicas de análise de conteúdo: (1) identificar cinco constructos que se destacaram como requisitos do processo ensino-aprendizagem, inclusive um constructo adicional ao modelo da TVP, duas capacidades dessa tecnologia, três indicadores da virtualização, além de três outros fatores que estiveram presentes nesse processo; (2) descrevê-los quanto a como eram avaliados e (3) mapear como estavam associados, a partir da perspectiva dos participantes do processo. Isso possibilitou identificar um quadro sistematizado de relações entre os fatores identificados e avaliados, o qual aponta que capacidades das TICs estão relacionadas ao preenchimento de requisitos de processo, viabilizando a virtualização, e que outros fatores identificados estão envolvidos na virtualização de um processo. / Information and Communication Technologies (ICT) have allowed that, in the organizational context, processes which depended on the physical presence of those involved, individuals or objects, at the same place and time, occur without these limits. The explanation for this phenomenon has gone through several models and theories, based on different areas and from different levels of analysis, following the evolution of the capabilities of these technologies over the years, including in the area of Information Systems (IS). From this area, specifically from the group of studies which assumes that processes become virtual when the ICT used to enable them are adopted/used by individuals involved in the process, this research was delimited to an empirical study on the divergence about the adequacy of virtual worlds in teaching-learning process virtualization, starting from a general model based on the Process Virtualization Theory (PVT), aiming to identify the relationship between the requirements of a process and the capabilities of ICTs in a process virtualization. Thus, it was used the multiple case studies strategy, which included 3 cases and various sources of evidence, allowing, through techniques of content analysis: (1) identify five constructs which stood out as requirements of the teachinglearning process , including an additional construct to the PVT model, two capabilities of this technology, three indicators of virtualization, plus three other factors that were present in this process, (2) describe them as to how they were evaluated and (3) map how they were associated, from the perspective of the participants in the process. It also identified a systematic framework of relations between the factors identified and evaluated, which indicates that ICT capabilities are related to the filling of the process requirements, enabling virtualization, and other factors identified are involved in process virtualization.

Made available in DSpace on 2010-04-20T20:48:20Z (GMT). No. of bitstreams: 3 61692.pdf.jpg: 12951 bytes, checksum: f21a26b2d67d24fa9df3402f15548227 (MD5) 61692.pdf: 6960724 bytes, checksum: ab8b6a805bb9a90839593c4cc351ad2f (MD5) 61692.pdf.txt: 649872 bytes, checksum: 22f48a3f65121b9e50ed809b225edafe (MD5) Previous issue date: 2004-12-01T00:00:00Z / This research project intended to bring light to the way manufacturing organizations use the Internet and other information technologies in order to add value to their customers and/or reduce costs. Special attention is given to the virtualization of products and services that companies provide to their customers and to the virtualization of business processes, including the relationship with suppliers and other business partners. The study was based on survey data, obtained from 665 manufacturers from the state of Sao Paulo, Brazil. The analysis was performed using quantitative methods. / Esta tese tem por objetivo aprofundar o conhecimento acadêmico sobre a maneira como as empresas do setor industrial estão se utilizando da Internet e outras tecnologias da informação para agregar valor para os seus clientes e/ou reduzir seus próprios custos, com foco na possibilidade de virtualização dos produtos/serviços oferecidos e dos processos utilizados na sua obtenção, incluindo o relacionamento com os parceiros comerciais. O estudo foi realizado com base em dados levantados a partir de pesquisa de campo, com aplicação de questionário, e na utilização de métodos quantitativos para a análise das informações obtidas. Responderam ao questionário 665 empresas industriais do estado de São Paulo.