Mobil handel, tillit & sociala medier : En kvalitativ undersökning i hur sociala medier påverkar tillitsskapandet i samband med mobil handel
Our consumption habits are today under development and alteration. The market for mobile commerce is increasing, as well as the use of social networks with mobile devices. This relatively new approach to online shopping requires that retailers adjust to new strategies related to trust issues. The purpose of this study is to examine how social networks affect the establishment of trust between retailers and customers in mobile commerce. We investigate what kind of strategies retailers apply in order for consumers to gain trust in the mobile environment. We also explore how consumers perceive increased trust in retailers who establish activities in social network. The result of our study indicates that the use of social networks often affects retailers’ trademark in a positive way. We also found that the availability increases when the retailers performs these activities. This can be exemplified by the consumers’ opportunity to get in contact with the retailer through different communication channels. This, among other factors, contributes to a greater sense of trust amongst consumers, which is presented furtherer in the report.
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