Consumer expectations in relation to the use of physical and online channels for fashion goods post COVID-19 - A comparative study between Denmark and Spain
Authors
Havgaard, Anne Katrine Lunde ; Olesen, Signe Vinther ; Macieira De Amorim Lopes, Joana
Term
4. Term
Publication year
2021
Abstract
This thesis examines how the COVID-19 pandemic has shaped consumers’ expectations for using physical and online channels when buying fashion goods in a post-COVID-19 context in Denmark and Spain. Using a qualitative approach with 113 interviews, the study identifies emerging expectations about channel choice and finds that 55% of respondents expect to shop in physical stores, 20% expect to shop exclusively online, and 25% expect to combine both channels. Comparing behavior before and during the pandemic shows that COVID-19 accelerated awareness of online channels, and changes in channel use were influenced by perceived infection risk and restrictions. Responses differ by country, gender, and age, and the findings suggest implications for marketers and businesses as they adapt physical and digital customer experiences.
Denne afhandling undersøger, hvordan COVID-19-pandemien har påvirket forbrugeres forventninger til at bruge fysiske og online kanaler ved køb af modevarer i en post-COVID-19 kontekst i Danmark og Spanien. Gennem en kvalitativ tilgang med 113 interviews identificerer studiet fremvoksende forventninger til kanalvalg og finder, at 55% af de adspurgte forventer at handle i fysiske butikker, 20% forventer udelukkende at handle online, og 25% forventer at kombinere begge kanaler. Sammenligninger af adfærd før og under pandemien indikerer, at pandemien accelererede bevidstheden om onlinekanaler, og at ændringer i kanalbrug var præget af opfattet smitterisiko og restriktioner. Svarene varierer på tværs af land, køn og alder, og resultaterne indikerer implikationer for marketing og detailvirksomheder i tilpasningen af fysiske og digitale kundeoplevelser.
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