Ilutoodete e-poodide kasutajakogemused ja ostuteekond Eesti Maaülikooli üliõpilaste näitel
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Kuupäev
2025
Kättesaadavus
05.09.2025
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
E-kaubanduse areng on oluliselt muutnud tarbijakäitumist, mistõttu on kasutajakogemuse ja ostuteekonna uurimine muutunud üha olulisemaks, eriti spetsiifilistes valdkondades nagu ilutooted. Varasemad uuringud on käsitlenud kasutajakogemust laiemalt, kuid valdkonnapõhiselt ning sihtrühma (nagu Eesti Maaülikooli üliõpilased) piires uuritud vähem. Töö eesmärk oli hinnata, kuidas ilutoodete e-poodide kasutajakogemused kujunevad vastavalt ostuteekonnale Eesti Maaülikooli üliõpilaste näitel.
Uuringus kasutati kombineeritud meetodit (ühendati kvalitatiivne ja kvantitatiivne lähenemisviis): esmalt viidi läbi poolstruktureeritud intervjuud, mille põhjal koostati kvantitatiivne küsitlus. Andmeid analüüsiti sisuanalüüsi ja statistiliste meetodite abil.
Tulemused näitasid, et kasutajakogemust mõjutasid kõige enam toote leidmise lihtsus, e-poe struktuur ja visuaalne ülesehitus, arvustused, makse- ja tarnevalikud ning selge tarneinfo. Ostuajenditeks olid nii varasemad kogemused, sotsiaalmeedia kui ka sooduspakkumised. Ettepanekutes toodi esile vajadus suurendada e-poe nähtavust, täiustada tootekategooriaid, infoesitlust, visuaalset esitlus ning lihtsustada korduvoste, lisaks mitmekesistada makse- ja tarnevõimalusi.
Töö aitab paremini mõista Eesti Maaülikooli üliõpilaste kasutajakogemusi ilutoodete e-poodides ning pakub soovitusi ostuteekonna ja kasutajakogemuse parandamiseks. Uuringut võib jätkata laiema sihtgrupi ja erinevate valdkondade lõikes.
The development of e-commerce has significantly transformed consumer behavior, making the study of user experience and the customer journey increasingly important—particularly in niche sectors such as beauty products. While previous research has addressed user experience more broadly, there has been less focus on specific sectors or target groups, such as students of the Estonian University of Life Sciences. The aim of this thesis was to assess how user experiences in beauty product e-commerce evolve in relation to the customer journey, using students from the Estonian University of Life Sciences as a case group. A mixed-methods approach was used, combining qualitative and quantitative methods: semi-structured interviews were first conducted, which then informed the design of a quantitative survey. Data were analyzed using content analysis and statistical methods. The results showed that the key factors influencing user experience included the ease of finding products, the structure and visual layout of the e-store, product reviews, payment and delivery options, and the clarity of delivery information. Purchase motivations were shaped by prior experiences, social media, and promotional offers. The recommendations emphasized the need to improve e-store visibility, optimize product categorization and presentation, enhance visual content, simplify repeat purchases, and diversify payment and delivery options. This thesis provides insights into the user experience of beauty product e-commerce among students of the Estonian University of Life Sciences and offers suggestions for improving the customer journey and user experience. Further research could expand to broader target groups and different sectors.
The development of e-commerce has significantly transformed consumer behavior, making the study of user experience and the customer journey increasingly important—particularly in niche sectors such as beauty products. While previous research has addressed user experience more broadly, there has been less focus on specific sectors or target groups, such as students of the Estonian University of Life Sciences. The aim of this thesis was to assess how user experiences in beauty product e-commerce evolve in relation to the customer journey, using students from the Estonian University of Life Sciences as a case group. A mixed-methods approach was used, combining qualitative and quantitative methods: semi-structured interviews were first conducted, which then informed the design of a quantitative survey. Data were analyzed using content analysis and statistical methods. The results showed that the key factors influencing user experience included the ease of finding products, the structure and visual layout of the e-store, product reviews, payment and delivery options, and the clarity of delivery information. Purchase motivations were shaped by prior experiences, social media, and promotional offers. The recommendations emphasized the need to improve e-store visibility, optimize product categorization and presentation, enhance visual content, simplify repeat purchases, and diversify payment and delivery options. This thesis provides insights into the user experience of beauty product e-commerce among students of the Estonian University of Life Sciences and offers suggestions for improving the customer journey and user experience. Further research could expand to broader target groups and different sectors.
Kirjeldus
Bakalaureusetöö
Maamajandusliku ettevõtluse ja finantsjuhtimise õppekaval
Märksõnad
bakalaureusetööd, e-kaubandus, ostukäitumine, ostuotsus