Iepirkšanās pieredzes uzlabošana interneta vidē Latvijā
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Latvijas Universitāte
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lav
Abstract
Maģistra darba mērķis ir uzlabot patērētāju iepirkšanās un izvēles pieredzi interneta vidē Latvijā, īpašu uzmanību pievēršot tehnoloģiju preču segmentam, jo tieši šajā nozarē patērētāji visbiežāk sastopas ar izvēles grūtībām un informācijas nepilnībām, kā to apliecina arī veiktais pētījums. Pētījumā atklāts, ka patērētājiem ir grūti orientēties plašajā tehnoloģiju preču klāstā un iegūt uzticamu, saprotamu informāciju. Analizējot e-komercijas tirgu un aptaujājot 213 respondentus, identificētas galvenās problēmas: izvēles pārslodze, informācijas trūkumi un nepietiekama personalizācija. Tika izstrādāti vairāki risinājumu varianti, no kuriem izvēlēts optimālākais – lietotājam draudzīgs interneta veikals ar skaidriem aprakstiem, salīdzināšanas rīkiem un AI padomdevēju. Darba beigās tika izstrādāta detalizēta risinājuma ieviešanas rokasgrāmata. Darbs sastāv no 84 lapām, 30 attēliem, 8 tabulām un 21 pielikumiem. Atslēgas vārdi: e-komercija, iepirkšanās pieredze, izvēles pārslodze, tehnoloģiju preces, mākslīgais intelekts, salīdzināšanas rīki.
The objective of the master's thesis is to improve consumer shopping and decision-making experiences in Latvia’s online environment, with a particular focus on the technology product segment. This sector is where consumers most frequently encounter difficulties in making choices and gaps in information, as confirmed by the conducted research. The study revealed that consumers struggle to navigate the vast assortment of technology products and obtain reliable, understandable information. By analyzing the e-commerce market and surveying 213 respondents, the main challenges were identified: choice overload, information shortages, and insufficient personalization. Several solution options were developed, with the optimal one selected— a user-friendly online store featuring clear descriptions, comparison tools, and an AI advisor. At the end of the thesis, a detailed implementation guide for the solution was created. The thesis consists of 84 pages, 30 figures, 8 tables, and 21 appendices. Keywords: e-commerce, shopping experience, choice overload, technology products, artificial intelligence, comparison tools.
The objective of the master's thesis is to improve consumer shopping and decision-making experiences in Latvia’s online environment, with a particular focus on the technology product segment. This sector is where consumers most frequently encounter difficulties in making choices and gaps in information, as confirmed by the conducted research. The study revealed that consumers struggle to navigate the vast assortment of technology products and obtain reliable, understandable information. By analyzing the e-commerce market and surveying 213 respondents, the main challenges were identified: choice overload, information shortages, and insufficient personalization. Several solution options were developed, with the optimal one selected— a user-friendly online store featuring clear descriptions, comparison tools, and an AI advisor. At the end of the thesis, a detailed implementation guide for the solution was created. The thesis consists of 84 pages, 30 figures, 8 tables, and 21 appendices. Keywords: e-commerce, shopping experience, choice overload, technology products, artificial intelligence, comparison tools.