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Author:Sonninen, Antti
Title:Digitalization strategies for retailers - a consumer research approach
Digitalisaatiostrategioita vähittäiskauppiaille - kuluttajatutkimusnäkökulma
Publication type:Master's thesis
Publication year:2013
Pages:viii + 64 s. + liitt. 50      Language:   eng
Department/School:Sähkötekniikan korkeakoulu
Main subject:Tietoliikennetekniikka   (TU-53)
Supervisor:Järvenpää, Eila
Instructor:Smedlund, Anssi
Electronic version URL: http://urn.fi/URN:NBN:fi:aalto-201401101100
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
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Location:P1 Ark Aalto  1137   | Archive
Keywords:retail
smartphone
Internet
vähittäiskauppa
älypuhelin
Internet
Abstract (eng):Already in the times before internet, the consumption habits of mankind have been influenced by several needs and certain behavioral patterns arising from the said needs.
The literature review of this thesis suggests that these needs would be utilitarian, hedonic and social.
The information technology revolution brought us web shops, virtual goods, social media and digital distribution of music as well as video.
This thesis examines the changes presented by the digital age and what kind of opportunities the said age poses to traditional retailers.
The research methodology includes a literature review, a survey and an interview.
The results of the research suggest that the digital retailing of material goods can be considered as an extension of the physical retailing of the same goods.
Based on the results, the thesis presents recommendations to traditional brick-and-mortar retailers.
Abstract (fin):Ihmisten kulutustottumuksia ovat jo internetiä edeltävällä aikakaudella ohjanneet useat tarpeet sekä niistä seuranneet käyttäytymismallit.
Työn kirjallisuuskatsaus viittaa siihen, että nämä tarpeet voisivat olla utilitaristisia, hedonistisia ja sosiaalisia.
Tietotekninen vallankumous toi mukanaan nettikaupat, virtuaalihyödykkeet, sosiaalisen median sekä musiikin ja videon digitaalisen jakelun.
Työ tarkastelee digitaalisen aikakauden muutoksia kulutukseen ja saman muutoksen tuomia mahdollisuksia perinteisten vähittäiskauppiaiden näkökulmasta.
Tutkimusmenetelminä ovat kirjallisuuskatsauksen lisäksi kysely ja haastattelu.
Tulokset viittaavat siihen, että materiaalisten hyödykkeiden digitaalinen vähittäiskauppa voidaan käsittää samojen hyöydykkeiden fyysisen kaupan jatkeena.
Tulosten perusteella esitetään suosituksia perinteisille kivijalkavähittäiskauppiaille.
ED:2014-01-19
INSSI record number: 48433
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