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- Ek Styvén, Maria, 1969-, et al.
(författare)
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Benefits and barriers for the use of digital channels among small tourism companies
- 2019
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Ingår i: Scandinavian Journal of Hospitality and Tourism. - : Taylor & Francis. - 1502-2250 .- 1502-2269. ; 19:1, s. 27-46
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Tidskriftsartikel (refereegranskat)abstract
- This study aims to identify and explain perceived benefits and barriers for the use of digital channels by tourism companies in Swedish Lapland. Data were collected through exploratory interviews and an online survey to tourism companies in the region, most of which are small firms. Through factor analysis, we identified four barriers (Financial risk, Time constraints, External environment, and Lack of IT expertise and strategy) and three benefits (Internal efficiency, Marketing and competition, and Financial benefit) connected to the use of digital channels for customer communication. Results suggest that having staff with work time specifically reserved for working with digital channels, rather than trying to manage this alongside other tasks, increases the perceived benefits and decreases barriers related to Information and Communication (ICT) use. Moreover, analysis shows that the most important factors explaining tourism firms’ intentions to use digital channels are the perceived benefits connected to marketing and competition, as well as the perceived financial risk, which works as a barrier. Contrary to expectations, time constraints had a significant positive correlation with the intention to use digital channels. This implies that tourism firms in Swedish Lapland increasingly recognize the necessity of investing time in online communications in order to attract more visitors.
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- Ek Styvén, Maria, 1969-, et al.
(författare)
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From Santa Claus to yodeling : International tourists' brand knowledge of Swedish Lapland
- 2017
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Ingår i: Proceedings of the 12th Global Brand Conference of the Academy of Marketing,School of Business and Economic, Linnaeus Univeristy, Kalmar, 26th-28th, April, 2017. - Kalmar : Linnaeus University School of Business and Economics. - 9789188357694 ; , s. 413-420
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Konferensbidrag (refereegranskat)
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- Ek Styvén, Maria, 1969-, et al.
(författare)
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Impulse buying tendencies among online shoppers in Sweden
- 2017
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Ingår i: Journal of Research in Interactive Marketing. - : Emerald Group Publishing Limited. - 2040-7122. ; 11:4, s. 416-431
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this study is to characterize consumers with high impulse buying tendency (IBT) by comparing them with low-IBT consumers in an online shopping context.Design/methodology/approach: Data were collected through a postal survey to a random sample of Swedish citizens, resulting in 144 responses, which were analysed statistically.Findings: Results indicate that high-IBT consumers, compared to those with low IBT, are on average younger, more likely to be female and more frequent online shoppers with higher levels of trust in the internet. However, they seem more likely than low-IBT consumers to abandon their online shopping carts before completing the purchase, often because of need uncertainty.Practical implications: The findings can give retailers a better understanding of consumers with high IBT and thereby increase the possibility to target and communicate with them more effectively. This is an interesting opportunity as both multi-channel shopping and impulse buying behaviour is likely to become even more common in the future.Originality/value: The study contributes to the understanding of impulsive consumers, as it addresses the role of situational and socio-demographic attributes of high-IBT consumers compared to low-IBT consumers. The differences in online purchases, intentions to buy fashion online, shopping cart abandonment and trust in the internet suggest that even if IBT is a relatively stable and general personal trait, the tendencies to act on buying impulses may be more context-specific.
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