| Abstract [eng] |
Relevance/Problem - E-commerce has become integral part of today's business environment, intensifying competition among online sales platforms. To maintain a competitive edge, companies must prioritise strategies that encourage favourable consumer behaviour. There is a lack of research that specifically addresses not only changes in shopper behaviour but also efforts to manage them. The identified situation has contributed to the formulation of a research problem, which is expressed in the following question: how can e-commerce companies effectively manage and respond to changes in shopper behaviour in order to increase customer satisfaction and retention? The aim of the thesis is to evaluate how changes in shopper behaviour in e-commerce are managed by identifying the most effective management practices. The following methods were used to achieve the aim of the thesis: 1. A literature review was conducted to explore shopper behaviour patterns and to justify the relationship between sustainability, psychological, social factors and shopper behaviour change in the context of e-commerce. 2. Qualitative research data analysis was applied to analyse the strategies and tactics of e-commerce companies to adapt to changing shopper behaviour. Seven e-commerce experts participated in the study. The analysis of the data revealed that companies use personalisation, communication, loyalty strategies to manage changes in shopper behaviour. It was noted that in Lithuania the implementation of innovations such as Artificial Intelligence or Augmented Reality is not yet widespread, with international companies being more active in implementing innovations. The analysis of showed a significant growth of the older customer segment, so companies are trying to adapt both functional solutions and communication to them. The analysis of shopper behaviour management strategies revealed differences in strategies depending on consumer segments and the frequency of purchase and consumption of goods. Companies with high purchase and consumption volumes tend to use emotional communication on social media and loyalty programmes to appeal to hedonistic motivations. In contrast, companies selling more expensive, less frequent products focus more on feedback platforms, their communication is linked to customer education, product quality, ease of service. Such strategic differences between companies show that companies adapt differently to the expectations and habits of shoppers when assessing their field of activity and confirm that e-commerce companies operating in Lithuania understand the complexity of changes in e-shopper behaviour and try to react flexibly to it. |
