TY  - THES
U1  - Bachelor Thesis
A1  - Mosaddegh-Manschadi, Nima
T1  - German Drugstores in B2C E-Commerce: An Explorative Approach
N2  - The study explores the factors relevant to enticing consumers to purchase goods online at German drugstores and the measures the drugstores can take to address these factors. Based on the Online Shopping Acceptance Model and sector characteristics, enticing factors are derived and corresponding measures relevant to B2C e-commerce are identified. Qualitative research to support the validity is done in the form of in-depth and expert interviews, and of a case study on a company successful in e-commerce, Zalando SE. Results show that currently few factors are enticing and measures to target these are limited, and that only certain aspects of Zalando’s success can be transferred to drugstores. Given the current situation drugstores are advised not to aim at shifting large parts of their business to online channel. Nevertheless, the study provides drugstores a number of measures to improve their online offering in the context of their multi-channel strategy.
KW  - Drugstores
KW  - E-commerce
KW  - FCMG
Y2  - 2018
ER  -