Consumers' online shopping motivation

Marketing in the digital world and being recognizable in the eyes of the consumers is important. By making sure the company’s website is up to date and all the functionalities are easy for the consumers to use, assures better customer satisfaction. There are numerous ways which the companies could improve their website design and therefore gain more interest from the consumers. An easy to use and navigate website is proven to be one of the most motivating aspects for consumers when online shopping for items. This thesis functions as a general guide to companies willing to improve their online presence and gain more loyal customers by offering a well-balanced online shopping experience. The objective of this thesis was to find and name aspects which the consumers find the most important for their online shopping experience. This was done by conducting interviews with a group of interviewees collected from the University of Tampere and Tampere University of Applied Sciences. The background data for the thesis was collected from scientific literature on motivation, digital marketing and website design and functionalities. Based on the conducted research, the research data was then used to create recommendations for companies in the apparel sector willing to improve their website design and customer satisfaction. These recommendations function as improvement ideas to focus on to gain more loyal customers and better custom-er satisfaction. This can be done by creating a more user-friendly website and increasing the number of options for the consumer to choose from while placing an order online based on their preferences