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  1. 1. Keeping in touch with millennials: How millennial consumers handle the inability to touch clothes when shopping online

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Ted Stenberg; Linyue Zhao; [2019-07-03]
    Nyckelord :E-commerce; Clothes; Inability to touch; Touch compensation; Millennials;

    Sammanfattning : Purpose – The purpose of this paper is to research how millennial consumers currently use and perceive available means of overcoming the inability to touch clothing products when shopping online as well as how they view relevant future innovations. Design/methodology/approach – The paper builds on a set of 10 observations and in-depth interviews from millennial consumers in Sweden and adopts an exploratory approach aimed at understanding the relationship between preference for touch and possible means of overcoming the inability to touch clothing products when shopping online. LÄS MER