The impact of user experience on customer purchase intention in a highly competitive market
Vandecandelaere, Astrid (2018)
Pro gradu -tutkielma
School of Business and Management, Kauppatieteet
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With the help of previous researches and study, the thesis questions the influence of user experience on customers, from the decision process to the purchase intention. The focus is set on high competitivity markets are they are indicated to highlight such capacities. In this research the case studies exploit the case of a price comparator and its potential to develop user experience to gain market share on the French online E-tourism bargain market.