Throughout my research project I have gained a greater understanding of the impacts of e-commerce, the pressures of social media in terms of materialism and conforming to societal pressures alongside the consideration of authenticity amongst the internet. For my surveys, I managed to gather 11 participants. The results from my survey showed that almost three quarters of my participants prefer to use online shopping in comparison to shopping in person. In investigation as to why this way, many suggested that it was easier and more accessible, as there is a larger selection to choose from. Some participants took into consideration that this shopping practise can be harmful to the Highstreet’s status, as well as create more environmental damage. My participants also provided information on how the pandemic has affected their shopping habits. A high percentage of my participants said that it had been affected, with the majority of them saying that the shift from being limited to only being able to shop online resulted in them preferring this shopping practise. 

 

 

 

 

One of my questions I provided was ‘Do you think the rise of online shopping is a positive movement or a negative? Explain your answer.

Through the analysis of my responses, it highlighted to me that at 60% of participants believed that the rise of online shopping had negative consequences. Some of the reasons were that it is “Negative, it is bad for the environment as well as posing a risk to small independent shops who will struggle to compete. I think we as a society are beginning to overconsume massively as the shops are available 24/7, whenever and wherever we want. We can purchase products at the touch of a button, and we don’t even need to leave the house. It can’t be a healthy way to live life.”

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Both my research methods produced similar findings, but the research I built through my focus group interviews provided me with more in-depth knowledge. My focus groups enabled me to explore my research topic further, as I could ask my participants to expand on their responses. There are limitations with using questionnaires, as a participants may feel limited to write few words when it comes to providing answers for me. One of my participants wanted to remain anonymous, but really opened up about the effects digitalization of media has had on them. I was told that the constant bombardment of online retail sites, products and pressure made them feel inadequate within society if they didn’t keep up with the latest trends. Ecommerce has allowed these micro trends to switch so quickly, it can be exhausting keeping up to date with the latest styles. It can lead people to spend mass amounts of money in order to be accepted by others. For example, they admitted that they use the buy now pay later service ‘Klarna’ to purchase products that they cannot simply afford to purchase out wright but would feel as though they were missing out and going to be looked down on if they weren’t wear the latest shoes, clothes, and accessories. This constant pressure can be detrimental to their wellbeing.