Masoome Abikari

Tell us about Masoome Abikari.

I am a person who enjoys challenging myself.

Describe your research.

My dissertation focuses on examining how emotions influence consumers' experience of e-services in the financial sector.

What sparked your interest in this field?

During my four years as a marketing manager, I became increasingly interested in adoption, which is a process in marketing that involves understanding the mental steps customers go through from becoming aware of a new product or service to purchasing or using it. For me, it was about gaining knowledge about consumers' relationships and experiences with financial services. In 2019, I pursued a master's degree in business administration at Mittuniversitetet, and my thesis focused on this topic of adoption and FinTech, which I am now further developing in my licentiate thesis.

Why is this type of knowledge important?

My research highlights the importance of considering consumers' emotions when designing different types of e-services by practitioners and decision-makers. By doing so, it becomes easier to anticipate how different types of financial solutions will be received by consumers, leading to significant benefits in terms of time, money, and decision-making in product development and implementation of various e-services.

Dream scenario in terms of your job?

In addition to working as a researcher and teacher at the university, my goal is also to develop my skills in FinTech and adoption to be able to work on consultancy assignments in the industry as a self-employed entrepreneur.