Purpose: The purpose of the study is to investigate and identify which factors using eWOM contribute to reduced returns in the purchase decision process. Theory: The study is based on theories that contain the purchase decision process, electronic word of mouth (eWOM), social media, positive and negative eWOM and the website´scredibility. Method: The study is based on a qualitative research approach where a convenience selectionis applied. Eight semi-structured interviews were conducted on both male and female online consumers. Conclusion: The study shows that respondents tend to spend more time and focus on the purchase decision process for online purchases from foreign e-commerce companies compared to Swedish e-commerce companies to avoid a costly and time-consuming return process. The respondents actively engage in the search for information before making anonline purchase to reduce the uncertainty about the quality and fit of the clothing products, which has proven to be the main reason for dissatisfaction and return after an online purchase. The study also shows that eWOM contributes to better purchasing decisions and reduced returns, partly because it helps to create a holistic view of the clothing products. The contributing factors to reduced returns are eWOM in the form of consumer reviews, consumer- images and videos that complement the available product information. Other contributing factors are the combination of positive and negative consumer reviews and the credibility of the website.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-49408 |
| Date | January 2022 |
| Creators | Guven, Maria, Himid, Youssef |
| Publisher | Södertörns högskola, Institutionen för samhällsvetenskaper |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| 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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