Title: Multi-Sensory in Online Shopping: Insights into User Engagement Keywords: Online Shopping, Multi-sensory, Consumer Awareness, User Experience, User Engagement Research questions: 1. What factors of digitally enhanced multi-sensory experiences affect consumers' awareness? Purpose: 2. How are multi-sensory experiences affecting consumer engagement in e-commerce? Purpose: The purpose of this study is to describe the level of consumer behaviour in multi-sensory online shopping, consisting of three stages: awareness, experience, and engagement, and to explore the factors that affect purchase intention. Method: To fulfill the purpose of the study, a quantitative research method is employed, utilizing an online questionnaire. Conclusion: Based on the research, consumer awareness, user experience, and user engagement with multi-sensory technology have a strong impact on purchase intention. Furthermore, gender, shopping frequency, level of interest in digital innovation, and country are related to consumer awareness and purchase intention.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-67144 |
| Date | January 2024 |
| Creators | Tran, Thi Ngoc Quynh |
| Publisher | Mälardalens universitet, Akademin för ekonomi, samhälle och teknik |
| 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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