The term ‘New Economy’ is frequently used for the dot-com bubble of the late1990’s and early 2000’s. The term refers to transition from a manufacturing-based economy to a service-based economy. From this period a few internet companies has survived and became some of the world biggest and most innovative companies, such as, Facebook, Amazon. While a few of the dot-com companies survived, many of them failed. Today’s ‘New Economy’ is similar to the dot-com bubble in terms of succession rate and capital need. Now it is called start-up ecosystem with its innovative new type of companies, for example, online retailers, crowd-funding, mass customisation, social media, sharing economy etc. E-commerce always has been a big market for the ‘New Economy’. However it evolved in time. At first the most important feature of e-commerce was the convenience. With e-commerce the customers can compare prices, features, availability and the service. These features are now granted at almost all e-commerce websites. After the basic features, some layer of sophistication is added like daily deals (groupon.com), private shopping (gilt.com), Curation is the next layer of sophistication added. Since some of the e-commerce sites became overcrowded with too many options, why not mindful and skilful hands that we share a common sense should not pick for us. For example Lovli.it which curates Italian Design products. The curation layer gave a start to subscription services for curated products. Since each subscription system targets different niche market segment, they created their own communities. Communities are people and as people we are emotional creatures and we need interaction. This brings us the last level of sophistication, the emotional level. This thesis examines the emotional and psychological drivers that effect our online shopping behaviours, focusing on subscription services. The purpose of the thesis is to provide an answer to the following questions: Is it possible to sell emotions (specifically happiness)? Can surprise be used as a marketing tool (nature of subscription model) to sell emotions? In order to answer this question a literature research has been conducted that covers the market trends, consumer demographics in Turkey, the factors that effects decision making, studies about happiness and surprises. The outcome of the research is implemented to design-based subscription box service ‘Bikutumutluluk’. Bikutumutluluk ( a box of happiness) became a successful small business that promises just to bring little happy moments. This case study shows the experiment creating an emotional brand that can provoke the sentiment of happiness for its customers. While better explaining the dynamics of a subscription company in marketing, customer satisfaction and operational contexts, the case study provides insights to answer the question: Can happiness be bought?
Il termine ‘new economy’ viene spesso utilizzato per la bolla dot-com degli late1990 e nei primi anni del 2000. Il termine si riferisce alla transizione da un’economia di produzione a base di un’economia basata sui servizi. Da questo periodo alcune aziende Internet è sopravvissuto ed è diventato parte del mondo più grandi e più innovative aziende, come ad esempio, Facebook, Amazon. Mentre alcune delle aziende dot-com sopravvissuti, alcuni non. Oggi la ‘New Economy’ è simile alla bolla dot-com in termini di tasso di successione e necessità di capitale. Ora si chiama ecosistema di start-up, con il suo innovativo nuovo tipo di aziende, ad esempio, i rivenditori online, crowd-funding, personalizzazione di massa, i social media, consumo collaborativo ecc E-commerce è sempre stato un grande mercato per la ‘nuova economia’. Tuttavia si è evoluta nel tempo. All’inizio la caratteristica più importante del commercio elettronico è la convenienza. Con l’e-commerce i clienti possono confrontare i prezzi, caratteristiche, disponibilità e il servizio. Queste caratteristiche sono ora concessi a quasi tutti i siti di e-commerce. Dopo le caratteristiche di base, qualche strato di sofisticazione è aggiunto come offerte giornaliere (groupon.com), lo shopping privato (gilt.com), Curation è il prossimo livello di sofisticazione aggiunto. Dal momento che alcuni dei siti di e-commerce è diventato sovraffollato con troppe opzioni, perché le mani non consapevoli e abili che condividiamo un senso comune non devono scegliere per noi. Per esempio Lovli.it che curati prodotti del design italiano. Lo strato curation ha dato un inizio di servizi di abbonamento per i prodotti cura. Dal momento che ogni sistema di abbonamento diversi target segmento di mercato di nicchia, hanno creato loro comunità. Le comunità sono persone e come persone che sono creature emotive e abbiamo bisogno di interazione. Questo ci porta l’ultimo livello di sofisticazione, il livello emotivo. Questa tesi esamina i driver emotivi e psicologici in tal senso i nostri comportamenti di shopping online, concentrandosi su servizi in abbonamento. Lo scopo della tesi è quello di fornire una risposta alle seguenti domande: E ‘possibile vendere emozioni (in particolare la felicità)? Può sorprendere essere utilizzato come strumento di marketing (natura del modello di abbonamento) per vendere emozioni? Al fine di rispondere a questa domanda è stata condotta una ricerca della letteratura che copre le tendenze del mercato, la demografia dei consumatori in Turchia, i fattori che il processo decisionale effetti, gli studi sulla felicità e sorprese. L’esito della ricerca è implementata per la progettazione basata su servizio di scatola di abbonamento ‘Bikutumutluluk’. Bikutumutluluk (una scatola di felicità) è diventato una piccola impresa di successo che promette solo per portare piccoli momenti felici. Questo caso di studio dimostra l’esperimento la creazione di un marchio emotivo che può provocare il sentimento di felicità per i suoi clienti. Mentre spiegare meglio le dinamiche di una società di sottoscrizione nel marketing, soddisfazione del cliente e contesti operativi, il caso di studio fornisce spunti per rispondere alla domanda: la felicità può essere acquistato?
Bikutumutluluk (a box of happiness) : surprise box subscription system for emotional satisfaction
AYDIN, ASLICAN
2015/2016
Abstract
The term ‘New Economy’ is frequently used for the dot-com bubble of the late1990’s and early 2000’s. The term refers to transition from a manufacturing-based economy to a service-based economy. From this period a few internet companies has survived and became some of the world biggest and most innovative companies, such as, Facebook, Amazon. While a few of the dot-com companies survived, many of them failed. Today’s ‘New Economy’ is similar to the dot-com bubble in terms of succession rate and capital need. Now it is called start-up ecosystem with its innovative new type of companies, for example, online retailers, crowd-funding, mass customisation, social media, sharing economy etc. E-commerce always has been a big market for the ‘New Economy’. However it evolved in time. At first the most important feature of e-commerce was the convenience. With e-commerce the customers can compare prices, features, availability and the service. These features are now granted at almost all e-commerce websites. After the basic features, some layer of sophistication is added like daily deals (groupon.com), private shopping (gilt.com), Curation is the next layer of sophistication added. Since some of the e-commerce sites became overcrowded with too many options, why not mindful and skilful hands that we share a common sense should not pick for us. For example Lovli.it which curates Italian Design products. The curation layer gave a start to subscription services for curated products. Since each subscription system targets different niche market segment, they created their own communities. Communities are people and as people we are emotional creatures and we need interaction. This brings us the last level of sophistication, the emotional level. This thesis examines the emotional and psychological drivers that effect our online shopping behaviours, focusing on subscription services. The purpose of the thesis is to provide an answer to the following questions: Is it possible to sell emotions (specifically happiness)? Can surprise be used as a marketing tool (nature of subscription model) to sell emotions? In order to answer this question a literature research has been conducted that covers the market trends, consumer demographics in Turkey, the factors that effects decision making, studies about happiness and surprises. The outcome of the research is implemented to design-based subscription box service ‘Bikutumutluluk’. Bikutumutluluk ( a box of happiness) became a successful small business that promises just to bring little happy moments. This case study shows the experiment creating an emotional brand that can provoke the sentiment of happiness for its customers. While better explaining the dynamics of a subscription company in marketing, customer satisfaction and operational contexts, the case study provides insights to answer the question: Can happiness be bought?| File | Dimensione | Formato | |
|---|---|---|---|
|
2016_12_Aydin.pdf
Open Access dal 05/12/2017
Descrizione: Thesis text
Dimensione
88.36 MB
Formato
Adobe PDF
|
88.36 MB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/131652