FINNISH ONLINE STORE TO RUSSIA – CASE COMPANY X
Hirvonen, Susanna (2015)
Hirvonen, Susanna
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015081313985
https://urn.fi/URN:NBN:fi:amk-2015081313985
Tiivistelmä
The purpose of this research is to provide a framework in the context of online store usability for the case company X and other Finnish online store companies. If they decide to operate in the Russian online market, they may have a better chance to succeed due to this framework. This study is strictly focused on online store usability. The study reveals whether usability can be defined as the key issue in gaining the trust of Russian online consumers.
Qualitative research methods were utilised in this research. The study was conducted by semistructured focused interviews. Five Russian online market specialists were interviewed. The results of the study are coherent with the theory. The theory explains the overall issues about online stores and consumers’ trust in e-commerce. In the study, the overall focus is on the Russian market.
Gaining and maintaining the trust of consumers is especially important in the Russian online market. Usability was not found to be the key issue, but it is an important part of the whole process. If the usability fails to reach the expectations of Russian consumers, trust will not be built. Because small Finnish online store companies usually do not have already well-known brands or the money to spend on big marketing campaigns, this thesis serves to explain how to bring the trustworthiness to Russian consumers.
Qualitative research methods were utilised in this research. The study was conducted by semistructured focused interviews. Five Russian online market specialists were interviewed. The results of the study are coherent with the theory. The theory explains the overall issues about online stores and consumers’ trust in e-commerce. In the study, the overall focus is on the Russian market.
Gaining and maintaining the trust of consumers is especially important in the Russian online market. Usability was not found to be the key issue, but it is an important part of the whole process. If the usability fails to reach the expectations of Russian consumers, trust will not be built. Because small Finnish online store companies usually do not have already well-known brands or the money to spend on big marketing campaigns, this thesis serves to explain how to bring the trustworthiness to Russian consumers.