Consumers’ Trial Buying Process of Service Innovation.
Peltonen, Laura (2013)
Peltonen, Laura
HAAGA-HELIA ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120520297
https://urn.fi/URN:NBN:fi:amk-2013120520297
Tiivistelmä
The aim of this thesis was to investigate and give a deeper understanding of consumers’ trial buying process of a service innovation in an online environment. More specifically, this thesis tries to clarify the connection between consumers’ adoption decisions, external influences and the service experience of an innovation in an online environment. A trial buying process was studied in order to increase the case company HOK-Elanto’s knowledge of how their customers make adoption decisions when using their service Kauppakassi and to see if HOK-Elanto would be able to affect the decision with marketing strategies and service development.
The case company, HOK-Elanto, is a co-operative society of a leading retail group called S-Ryhmä and it operates in the capital area of Finland. This research focuses on studying consumer behavior related to the company’s online grocery shopping service Kauppakassi, which was launched in 2010. This research was conducted in order to find answers on how HOK-Elanto could fulfill the expectations of potential customers and retain the existing ones by understanding how the trial buying process affects the adop-tion decision of their customers.
The theoretical framework of this thesis introduces consumer’s adoption process of innovations and consumer’s decision making models as discussed by several authors. The online environment in relation to consumer behavior is introduced on basis of publications by Constantinides , Lohse, Bellman and Johnson, and Krug. These sup-plementary models and theories are used to create one coherent model to represent online consumers’ decision making in adoption process of innovations. [In the abstract, referencing is not needed, as the abstract has to stand on its own without the actual re-port and the list of works cited]
The results of quantitative research revealed that the effects a trial buying process has on consumers’ adoption decision of an innovation are strongly depent on consumer expectations. The main way for the service provider to affect the adoption decision of the consumer is to develop the service based on the customer’s need.
The case company, HOK-Elanto, is a co-operative society of a leading retail group called S-Ryhmä and it operates in the capital area of Finland. This research focuses on studying consumer behavior related to the company’s online grocery shopping service Kauppakassi, which was launched in 2010. This research was conducted in order to find answers on how HOK-Elanto could fulfill the expectations of potential customers and retain the existing ones by understanding how the trial buying process affects the adop-tion decision of their customers.
The theoretical framework of this thesis introduces consumer’s adoption process of innovations and consumer’s decision making models as discussed by several authors. The online environment in relation to consumer behavior is introduced on basis of publications by Constantinides , Lohse, Bellman and Johnson, and Krug. These sup-plementary models and theories are used to create one coherent model to represent online consumers’ decision making in adoption process of innovations. [In the abstract, referencing is not needed, as the abstract has to stand on its own without the actual re-port and the list of works cited]
The results of quantitative research revealed that the effects a trial buying process has on consumers’ adoption decision of an innovation are strongly depent on consumer expectations. The main way for the service provider to affect the adoption decision of the consumer is to develop the service based on the customer’s need.