Kommunikation inom e-handel : En undersökning ur konsumentperspektiv

Sammanfattning: Abstract Despite that e-business nowadays is established scepsis against it amongst consumers exists. We, as consumers, suppose that this skepticism is caused by bad communication from the e-business companies. This has lead to our suggestion that some con-sumers refrain from e-business because of bad communication or deficient trust. Our purpose with this paper was to investigate factors of communication between companies and consumers within e-business (B2C) from the consumers’ point of view. We thereby have drawn conclusions regarding consumers’ choice of e-business company. The research questions we intended to investigate was how consumers’ perceive the communication between them and the companies, what factors that af-fects the consumers when they are going to choose an e-business company to buy from and what factors that makes consumers’ refrain from e-business. In order to in-vestigate whether our assumptions were true or not we carried out a survey in Jönköping. In the survey we put up some questions concerning consumers’ beliefs and attitudes towards e-business, communication possibilities and other possible rea-sons. The respondents were men and women from the age of 15 years and up (n=50). The result of the investigation shows that communication possibilities with and information about the e-business companies’ is not as important for the consumers’ as we thought it would. Instead the main reason for consumers avoiding e-business is their fear of that companies will handle their personal information in an incorrect way. Furthermore the survey shows that the price of the products is the most deci-sive issue and not how big and well-known the company is, when choosing a company to buy from. That companies offer a good customer service is the main reason how companies will gain trust from consumers. We perceive that consumers’ see a good working buying process as a whole as the most important. The consequences of our conclusions are that if an e-business company mediates and offer prod-ucts/services to a low cost they will not have to spend money on other factors such as layout, having many payment options, etc. They will obtain a large network of consumers anyway. As we found out that consumers’ are putting greater importance regarding price issues than for example security and communication aspects we can assume that consumers’ are willing to sacrifice some security and possibilities of personal contact to get products/services at a low cost.