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"Wanna browse for some Black Friday deals?": An exploratory research uncovering meanings of Utilitarian and Hedonic motivation of Swedish consumers towards online shopping on consumption events with Black Friday Weekend as empirical example.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Most current research on consumption events like Black Friday has been done in an US context. Black Friday do not have any cultural heritage or any other social connection to Sweden, however, it is already considered as the second most significant sales opportunity annually in the country. Additionally, research has confirmed that online retailing has been faster than offline retailing regarding adoption to consumption events. Therefore, to qualitatively investigate motivation towards Black Friday consumption online, in a Swedish context, would provide new insight in the field.

Purpose: This research serves to contribute to the research of motivation towards consumption events online, viewed upon from the consumers perspective. By uncover meanings for utilitarian and hedonic motivation dimensions towards consumption events online, using Black Friday Weekend as an empirical example, this research aims to, besides adding to previous research, clarify ambiguous situations and provide valuable insights for online retailers that may lead to potential business opportunities.

Method: In order to achieve in-depth understanding of the topic, a qualitative study with exploratory design was conducted. Data was gathered through focus group interviews with participants chosen through a purposive sampling technique. The data was analyzed through thematic analysis which generated the empirical findings.

Conclusion: Throughout this research, sixteen themes related to motivation emerged, eight utilitarian and eight hedonic. The themes offer more accuracy and a deepened understanding of motivation towards consumption events online for the empirical foundation researched by explaining meanings of the motivation dimensions in this particular context, namely Black Friday Weekend in Sweden. 

Place, publisher, year, edition, pages
2019. , p. 90
Keywords [en]
Consumption events, Black Friday, Online shopping, E-commerce, Motivation theory, Utilitarian motivation, Hedonic motivation.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-43799ISRN: JU-IHH-FÖA-2-20190863OAI: oai:DiVA.org:hj-43799DiVA, id: diva2:1318492
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-25 Created: 2019-05-27 Last updated: 2019-06-25Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf