The increasing prevalence of e-commerce and online shopping, particularly throughthird-party sites, signifies a significant shift in the consumer decision-making process inthe era of digitalization. Despite the overall reduction in market time, the continuedtime spent shopping online suggests that online platforms are pivotal in thedecision-making process. However, from a consumer perspective, the extent to whichonline information and e-commerce influence decision-making and the reliability ofonline sources are areas that necessitate further exploration. A comprehensiveunderstanding of the role and impact of online platforms in the decision-making processwill provide invaluable insights to the study. Our aim with this study was to describe the effects of digitalization and e-commerce onthe consumer decision-making process of buying a car from a consumer perspective.More specifically, we want to understand how consumers use online platforms asthird-party sites in their decision-making process and to see whether the followingfactors in a website design, such as functionality, product variety, information,reliability, and service quality, simplify their process. The thesis showed thatdigitalization and e-commerce have hugely benefited the decision-making process;respondents highlighted through interviews which factors they deem most important onan online platform to simplify their process and create an enjoyable shoppingexperience. These were simple web design, easy to navigate, good functionality,product variety, and reliability.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-100523 |
| Date | January 2024 |
| Creators | Barakhanov, Mukhammed, Kaya, Mehmet |
| Publisher | Karlstads universitet, Handelshögskolan (from 2013) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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