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Publication
E-loyalty among millenials: How millennials develop their loyalty towards fashion brands that sell online
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| 694.77 KB | Adobe PDF |
Advisor(s)
Abstract(s)
This research has as the main goal to understand what motivates the
loyalty of Millennials towards fashion brands that sell online, in the context of
accelerated changes in online commerce that resulted from the 2020 pandemic.
A literature review was made to obtain a more detailed knowledge of e-loyalty,
fashion brands that sell online, and the behaviours of millennials as consumers.
The Millennials that were interviewed were people who have started or
have increase their online shopping purchases in 2020. Based on these
interviews, an analysis was made by dividing the answers into themes to help
get a better understanding of the answers. After that, the discussion was made,
by complementing the results found with the literature studied.
There were three main findings discovered, Covid has impacted
Millennial’s consumer habits with the lockdowns, Millennial’s value website
characteristics when online shopping and in this study e-trust presents more
value than e-satisfaction.
Description
Keywords
Millennials e-loyalty Online shopping Motivations Fashion brands Covid