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[{"key": "dc.contributor.advisor", "value": "Sepp\u00e4nen, Ville", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ojanaho, Karoliina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-11-24T10:55:29Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-11-24T10:55:29Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/72775", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Verkkokaupan suosio on kasvanut kiihtyv\u00e4sti useamman vuoden ajan. Kosmetiikan verkkokauppaa on tutkittu suppeasti aiemmissa tutkimuksissa, kuten my\u00f6s sit\u00e4, miten asiakkaat saadaan ostamaan kosmetiikkaa verkkokaupan kautta. T\u00e4m\u00e4n tutkimuksen tarkoitus on avata ihmisten ostok\u00e4ytt\u00e4ytymist\u00e4 kosmetiikan verkkokaupassa ja etenkin sit\u00e4, kuinka erilaiset s\u00e4hk\u00f6iset markkinointikanavat toimivat, kun kyseess\u00e4 on kosmetiikan verkkokauppa. Tutkimus on tehty m\u00e4\u00e4r\u00e4llisen\u00e4 tutkimuksena, johon osallistui 91 vastaajaa. Kysymykset kyselyyn on muodostettu kuluttajak\u00e4ytt\u00e4ytymisen teorian ja aiemman tutkimuksen pohjalta. Kysely tehtiin Webropol-kyselyohjelmistoa hy\u00f6dynt\u00e4en ja sit\u00e4 jaettiin s\u00e4hk\u00f6postilla, jotta otoksesta saataisiin mahdollisimman laaja mahdollisimman lyhyess\u00e4 ajassa. \nKyselyn tuloksia analysoitiin PSPP-ohjelmistolla, jonka kautta muodostettiin johtop\u00e4\u00e4t\u00f6kset tuloksista. Tutkimuksessa huomattiin, ett\u00e4 erilaiset markkinointikanavat eroavat merkitt\u00e4v\u00e4sti kesken\u00e4\u00e4n siin\u00e4, miten kanavat otetaan vastaan kuluttajien keskuudessa. Eniten halua ostaa loi erilaiset suositukset, arvostelut ja blogitekstit. Tehokkaimpana markkinointikeinona voitiin siis pit\u00e4\u00e4 k\u00e4ytt\u00e4jien kokemuksia kosmetiikkatuotteista.\nN\u00e4iden tulosten perusteella verkkokauppaa perustaessa ja markkinoidessa on t\u00e4rke\u00e4\u00e4 mietti\u00e4, onko yrityksell\u00e4 k\u00e4yt\u00f6ss\u00e4 kosmetiikalle sopivat markkinointikanavat, ja onko tuote saanut jo tarpeeksi laajan ja uskollisen asiakaskunnan. Kosmetiikkatuotteita halutaan usein kokeilla ennen ostop\u00e4\u00e4t\u00f6st\u00e4, joten verkkokauppaa markkinoidessa suositusten voima, joko tutun tai tuntemattoman ihmisen kautta on varsin suuri ja lis\u00e4\u00e4 kuluttajan luottamusta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Online stores have increased their popularity significantly during the past few years. Only a small amount of research has been conducted about cosmetics online stores and how consumers are converted into buyers through cosmetics online stores. The purpose of this research is to provide insight to consumers\u2019 purchasing behavior in cosmetics online stores and how different e-marketing channels can be utilized in acquiring buying customers. Quantitative research methods were utilized in this research. The questions of the questionnaire were formed based on previous research conducted regarding online consumer behavior. 91 people took part in the questionnaire. The questionnaire was constructed using Webropol and the link to the survey was circulated by email to obtain a large sample size in a short amount of time. The results were analyzed using PSPP-program, through which conclusions of the research were made. The results show that different marketing channels differ remarkably in the way that they are perceived by consumers. Consumers\u2019 willingness to buy cosmetics online was most increased by recommendations, reviews and blogs. According to the results, the most efficient way of marketing was through user experiences. When launching a cosmetics online store it is important to consider whether the e-marketing channels implemented are suitable and whether the products have received a broad and loyal customer base. Often cosmetics need to be tried on before purchase. This makes the value of recommendation rather significant as it increases consumers\u2019 trust.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-11-24T10:55:29Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-11-24T10:55:29Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "45", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "online consumer behavior", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "e-marketing", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "online consumer decision process", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "e-trust", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Consumer behavior and marketing in the e-commerce of cosmetics", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202011246738", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkokauppa", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "verkkoliiketoiminta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaalinen markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "electronic commerce", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumer behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "electronic business", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}]
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