As a result of the prosperous growth of electronic commerce businesses and the rapid progress of the information technologies, various innovative e-commerce business models are emerging. In recent years, there is a new and very successful e-commerce business model called ¡§One Deal a Day.¡¨ It is surprising that the way how the One Deal a Day violates many principles of doing good business in the past. For this reason, the purpose of this thesis is to study why and how One Deal a Day can succeed by analyzing the empirical data collected from WOOT! which is the starter of One Deal a Day business model. Overall, the unique characteristics of One Deal a Day include single item only at any moment, 24 hours only or even shorter of selling, great discounts, funny story as marketing tactics, and full of uncertainty. Based on these characteristics and literature, we conclude the success of One Deal a Day is resulted from hedonic consumption and impulse buying behaviors. According to the analysis of empirical data, when the selling time is shorter and more uncertain, or when the price is cheaper, it will encourage more impulse buying. However, the time pressure will negatively moderate the impact of the price on impulse buying. From the aspect of consumer loyalty, we found that One Deal a Day business model is easy to build up consumer loyalty. In addition, when the selling time is shorter and more uncertain, it will attract more consumers with high loyalty, but less new consumers.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2016-08-29T12:58:01Z No. of bitstreams: 1 Silmara Cristiane Gomes.pdf: 1167588 bytes, checksum: 9a335c3dd2beef96a23a62caca05fa98 (MD5) / Made available in DSpace on 2016-08-29T12:58:01Z (GMT). No. of bitstreams: 1 Silmara Cristiane Gomes.pdf: 1167588 bytes, checksum: 9a335c3dd2beef96a23a62caca05fa98 (MD5) Previous issue date: 2016-04-04 / Banco Santander / individual conflicts, which may help to explain the hedonistic consumer actions, and the specific objectives are: a) identify if the interrelationships between Personal and Labour Values generate individual conflicts; b) identify if individual conflicts, generated by interrelations between Personal and Labour, are predictors of consumer actions. Statistical analyzes were performed to verify the objectives and a literature review was made to enable understanding of the elements that influence the interrelation between Personal Values and Labour Values. Is considered throughout this work, that the hedonistic consumption has gradually been presented as individuals common action and the stimuli that make it happen have changed over the centuries and that these multiple stimuli should be analyzed. This work is dedicated to an aspect of these stimuli / Este trabalho de pesquisa tem como objetivo geral verificar se os Valores Pessoais e Laborais geram conflitos individuais, que podem auxiliar na explicação de ações de consumo hedonistas, e como objetivos específicos: a) identificar se as inter-relações entre Valores Pessoais e Valores Laborais geram conflitos individuais; e b) identificar se os conflitos individuais, gerados pelas inter-relações entre Valores Pessoais e Laborais, são preditores de ações de consumo. Realizouse análises estatísticas para a verificação dos objetivos e revisão bibliográfica para possibilitar a compreensão dos elementos que influenciam na inter-relação entre Valores Pessoais e Valores Laborais. Considera-se, ao longo deste trabalho, que o consumo hedonista tem gradativamente se apresentado como uma ação comum aos indivíduos e que os estímulos que o fazem acontecer vêm mudando ao longo dos séculos e que esses múltiplos estímulos devem ser analisados. Aqui, se dedica a uma vertente desses estímulos

Submitted by Geandra Rodrigues (geandrar@gmail.com) on 2018-04-02T18:34:49Z No. of bitstreams: 1 izabelgerheimvillaca.pdf: 1616177 bytes, checksum: 52bce00aecc0bc67425bbb5257a8417c (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2018-04-02T19:44:12Z (GMT) No. of bitstreams: 1 izabelgerheimvillaca.pdf: 1616177 bytes, checksum: 52bce00aecc0bc67425bbb5257a8417c (MD5) / Made available in DSpace on 2018-04-02T19:44:12Z (GMT). No. of bitstreams: 1 izabelgerheimvillaca.pdf: 1616177 bytes, checksum: 52bce00aecc0bc67425bbb5257a8417c (MD5) Previous issue date: 2014-05-22 / PROQUALI (UFJF) / No espectro da intangibilidade que caracteriza os serviços, destaca-se que o processo de avaliação desses últimos repousa muito mais nas chamadas qualidades de experiências, que incluem sabor e sensação causada pelo uso. Assim, todos os serviços são experiências e seu consumo deixa de ter características unicamente objetivas, funcionais ou racionais, e passa a conter uma dimensão experiencial. Atividades de lazer, como o teatro, são experiências que devem proporcionar entretenimento para que os consumidores aproveitem seu escasso tempo livre, assim como as experiências sempre foram o núcleo dos negócios de entretenimento. Entretanto, atributos de experiência como emoção, diversão ou valor de entretenimento só podem ser percebidos e avaliados após a compra ou durante o consumo. Essa dificuldade de avaliação, por sua vez, gera uma particularidade: uma maior percepção de risco de desempenho, entendido como a capacidade de cumprir o prometido. Tendo em vista essa inevitabilidade do risco associado ao consumo de serviços e a preferência de muitos clientes de evitarem esse risco, esses últimos não raro costumam recorrer a pesquisas de informação adicionais sobre o prestador, mais provavelmente fazendo-o quanto maior o risco. Entretanto, frequentemente, para simplificarem a tomada de decisão, muitos consumidores, ao invés de buscarem informações, se utilizam de atalhos mentais – como, por exemplo, nomes de marca. Esta dissertação, apoiada no método indutivo, de abordagem qualitativa, e classificada como exploratória, lançou mão de pesquisa bibliográfica, documental e de campo para investigar até que ponto a marca do estabelecimento onde ocorre espetáculo teatral – no caso, o teatro Oi Casa Grande - influencia a escolha do cliente desse serviço. Foram realizadas entrevistas semiestruturadas com 10 frequentadores assíduos, cujos resultados foram analisados por meio de uma variante da análise de discurso. Foi identificado que a marca do teatro teria relevância apenas relativa na escolha de espetáculos teatrais. Enquanto não foi relativizada ao nicho específico dos “grandes musicais”, marca não foi nem mesmo citada como motivador do consumo de espetáculos teatrais. O grande combustível nesse sentido foi o conteúdo da peça, só ocorrendo dependência entre a marca e a promessa trazida por ela quando se trata de nicho de mercado - como ocorre junto aos grandes espetáculos musicais, dadas as condições físicas especiais que eles requerem. Contudo, quando convidados a raciocinar de uma forma mais completa – ou seja, elaborando um pouco mais a imagem do serviço, nela incluindo exigências mais sofisticadas necessárias à sua correta prestação ao cliente – os entrevistados automaticamente identificaram a impossibilidade de essa prestação se dar sem o devido atendimento às necessidades físicas adequadas. Com isso, confirmou-se, à perfeição, a literatura de Marketing de Serviços quando essa diz que os tangíveis servem como um indício primário para o cliente avaliar o serviço antes da compra e para medir sua satisfação durante e depois da prestação, combinada com a percepção de risco percebido que é intensificada no consumo de serviços. / In the spectrum of intangibility that characterizes the services, it is highlighted that the process of evaluation of the latest rest much more in the so called qualities of experience, which includes taste and sensation caused by use. Therefore, all the services are experiments and its use ceased to have characteristics ultimately objective, functional, or rational, and began to contain an experimental dimension. Leisure activities, such as theatre, are experiences that should provide entertainment so that the consumers can make good use of their rather scarce free time. However, attributes of experience such as emotion, fun or value of entertainment can only be perceived and evaluated after a purchase or during consumption. This difficulty of evaluation, on the other hand, creates a circumstance: a higher risk of performance, understood as a capacity to deliver what was promised. Having in sight the inevitability of risk associated to the consumption of the services and the preference of various clients to avoid this risk, However, to simplify making a decision, many consumers frequently use mental shortcuts instead of searching for information; as brand names for example. This thesis, based on the inductive method, qualitative approach, and classified as exploratory, drew on literature, documentary and field research to investigate the extent to which the mark of the establishment where theatrical spectacle occurs influences the choice of the customer of that service. Semi-structured interviews were conducted with 10 regular guests of the theater Oi Casa Grande, located in the city of Rio de Janeiro, whose results were analyzed using a variant of the discourse analysis It was identified that the brand of the theater would only be relevant on the choice of theatrical performances. While it was not relativized to a particular niche of the "great musicals", the brand was not even cited as motivating the consumption of theatrical performances. The great fuel in this sense was content of the play, only by occurring dependency between the brand and the promise brought by it when it comes to niche market - as occurs with the large musicals, given the special physical conditions they require. However, when asked to think of a simple way - i.e., elaborating the image of the service a bit more, including sophisticated requirements necessary for its proper delivery to the customer – the interviewers automatically identified the impossibility of this provision is to give assistance to adequate physical care needs. Thus, it was confirmed, the perfection, the literature of Marketing Services says that when tangibles serve as a primary indicator for assessing customer service prior to purchase and to measure their satisfaction during and after delivery, combined with the perception of perceived risk that is heightened during the consumption of services.

As the world moves towards a more sustainable future and consumers begin to research more sustainable ways to consume, many turn to second hand for purchasing apparel due to its supposed minimal effect on the environment. The second hand market is rapidly growing but research surrounding the implications of its growth is scarce. This study aims to research consumer habits in the second hand fashion market in Sweden. More specifically, if the Swedish second hand consumption reflects the fast fashion way of consuming, meaning purchasing vast amounts of apparel for minimal use. The study utilizes a mixed method of collecting data, both a qualitative and a quantitative method. A survey and interviews were conducted, mapping the consumption habits of second hand apparel of Swedish people in their early twenties. The results show that second hand consumption has some similarities to the fast fashion way of consuming but there are still several differences. There were signs that the second hand market is moving towards excessive consumption practices which the fast fashion industry has been criticized for in the past. The key similarities between second hand fashion consumption and fast fashion consumption observed in the participants were impulse buying, minimal usage of products, seeking trendy items and gaining hedonic pleasure.

Syftet för studien är att öka förståelsen för den valda konsumentgruppens konsumentbeteende i livsmedelsföretagens omni-kanaler. Förståelsen för konsumentbeteendet skall ökas genom att se på studiens tre delar, konsumtionsvärde, kanalanvändning och kanalintegration i relation till köpprocessen. Samt att syftet är att se på likheter och skillnader i konsumentbeteendet för män respektive kvinnor. Studien är utförd med en kvantitativ undersökningsmetod. Primärdata har samlats in vid genomförandet av en enkätundersökning som jämförts med sekundärdata som består av litteratur och tidigare forskning. Slutsatsen som kan dras av denna studie är att konsumentgruppen handlar livsmedel med störst del utilitaristiska konsumtionsvärden för att uppleva nytta och effektivitet genom köpprocessen. Det speglas även i de kanalval som görs genom köpprocessen där en slutsats är att fysisk butik fyller en viktig roll. Men att konsumentgruppen även kan tänka sig att kombinera fysisk butik med online och mobil kanal för att uppleva nytta. Störst användning av flera kanaler förväntas ske i samband med informationssökningen. Kanalintegrationen för konsumentgruppen förväntas ha en viktig betydelse för att de ska bli tillfredsställda i flera kanaler. Avslutningsvis har inga större skillnader mellan män och kvinnor kunnat påvisas i studien för konsumentbeteendet i flera kanaler. / The purpose of the study is to increase understanding of the selected consumer group consumer behavior in food retailers omni-channels. The understanding of consumer behavior should be increased by ensuring the study's three parts, the consumption value, channel usage and channel integration in relation to the buying process. Another purpose of the study is to investigate similarities and differences in consumer behavior for men and women respectively.  The study is designed with a quantitative research method. Primary data has been gathered in the implementation of a survey that compared with secondary data consisting of literature and previous research. The conclusion to be drawn from this study is that the consumer group's food with the greatest number of practical consumption values to experience the benefits and efficiency through the buying process. It is also reflected in the channel selection made by the buying process in which a conclusion is that the physical store plays an important role. But consumer group may also consider combining physical store with online and mobile channel to experience the benefits. The greatest use of multiple channels is expected to occur in connection with the search for information. Channel integration for the consumer group is expected to have a major importance for them to be satisfied in multiple channels. Finally, no major differences between men and women has been demonstrated in the study of consumer behavior in multiple channels.

[pt] Trata-se de pesquisa qualitativa, realizada por meio de grupos focais e painéis visuais com interessados em objetos de arte africana no Brasil, com o objetivo de levantar crenças e preferências desses indivíduos. O estudo explorou o conceito de arte africana junto a esse público, imagens e emoções associadas a esse conceito, motivos que orientam a preferência por alguns objetos sobre outros e aspectos importantes do valor simbólico e estético dos objetos de arte africana. A pesquisa também trouxe observações sobre a adequação dos objetos de arte africana às propriedades encontradas em objetos de consumo hedônico e sobre alguns aspectos do consumo e posse de objetos de arte africana. / [en] This qualitative research uses focal groups and visual panels to elicit beliefs and preferences of some Brazilians interested in objects of African art. It hás explored the concept of African art, the images and emotions associated with it, the driving motives underlying the preferences for certain art objects over others. This study also discusses some important simbolic and aesthetic aspects of hedonic consumption related to African art.

Social media has grown in importance as an advertising communication tool, and companies take advantages of this by using social media marketing to meet their marketing objectives. The research context in this study is chosen to be the social media Facebook, mainly since it is the biggest and most used social media in Sweden but also since Facebook offers companies many different commercial options. We detected a research gap, since there is a lack of theory on Facebook’s customized advertisements on a more specific context that is felt urge to buy impulsively. We could also identify a research gap since there is no study investigating how positive affect and felt urge to buy impulsively are affected by different characteristics in Umeå, Sweden or in the Facebook context among Umeå members. The purpose with this study is to investigate the effects of ad characteristics, personal consumption characteristics, and situational characteristics on positive affect and felt urge to buy impulsively. The characteristics consist of nine constructs; felt urge to buy impulsively, positive affect, promotional effect, atmospheric effect, impulse buying tendency, hedonic consumption, customized advertisement, time availability and money availability. To fulfill the purpose of this thesis, we conducted a quantitative study. In the quantitative study we conducted a web-based self-selected survey. The link to the survey was posted in four different Facebook groups and on our own Facebook pages. The link the survey was also distributed by flyers to randomly targeted people at Umeå University and Umeå center. By conducting a survey we were able to detect effects between the variables. When analyzing the results using regression analysis we concluded there are eight supported hypothesizes. The first multiple regression analysis showed that promotional effect, atmospheric effect, hedonic consumption tendency, customized advertisement and time availability had a significant positive effect on positive affect. In the second multiple regression analysis we concluded that hedonic consumption tendency and customized advertisement had a significant positive effect on felt urge to buy impulsively. The last regression analysis showed that positive affect had a significant positive effect on felt urge to buy impulsively. From the result we could confirm some of previous study’s findings and also contribute with new findings. We also suggest practical recommendations for companies using Facebook as an advertising channel, and how they can improve the advertising to make a good impression on the consumers.

Tidigare studier har visat att skuldsättning har ökat till resultat av avregleringar och ökad tillgängligheten av olika typer av krediter och lån. Dessutom fanns det få forskning om unga vuxnas syn på skuldsättning och skuldsättning för konsumtion. Därför har författarna valt att studera det på grund av ökat intresse för ämnet. Syftet med studien är att öka förståelse, beskriva och analysera unga vuxnas syn på skuldsättning. Studien fokuserar också på att öka förståelse för unga vuxnas syn på konsumtion som leder till skuldsättning. Studiens målgrupp att rikta sig in är personer mellan 18-25 år i båda kön. Studien är en kvalitativ forskning som använder intervju som metod. Det är 12 respondenter som intervjuades genom telefon, skriftligt form och i verkligheten. Studiens forskningsresultat visar att unga vuxna har en negativ syn på skuldsättning men när det gäller studielån eller bostadslån är det inte inkluderad som skuldsättning. Dessutom saknar unga vuxna en korrekt förståelse för skuldsättning. / Previous studies have shown that indebtedness has increased as a result of deregulation and increased availability of different types of credits and loans. In addition, there was little research on young adults' views on indebtedness and indebtedness for consumption. Therefore, the authors have chosen to study it due to increased interest in the subject. The purpose of the study is to increase understanding, describe and analyze young adults' views on indebtedness. The study also focuses on increasing understanding of young adults' views on consumption that lead to indebtedness. The study's target group people between 18-25 years in both sexes. The study is qualitative research that uses interviews as a method. There are 12 respondents who were interviewed by telephone, in writing and in real life. The study's research results show that young adults have a negative view of indebtedness, but when it comes to student loans or housing loans, it is not included as indebtedness. In addition, young adults lack a proper understanding of indebtedness. Keywords:

[Truncated abstract] Against a contextual backdrop of slowing growth in developed mobile service markets, the importance of youth as a growth segment, and youth's tendencies to consume mobile services hedonically, two research streams drove this dissertation. The first stream concerned extending the Theory of Planned Behaviour (TPB) to predict youth's behavioural intentions to stay loyal to mobile service providers. Drawing on selfcategorisation theory, a conceptual model extended TPB by replacing subjective norm with group norm, a social influence from behaviourally relevant peers. With the extended TPB as the theoretical framework, the second stream investigated determinants of mobile loyalty intentions. Common to both streams, a key contribution of this dissertation was how hedonic consumption moderated the relationships among mobile loyalty intentions and their determinants. The dissertation addressed five questions in the two research streams, which to the author's knowledge no published studies have explored. Using a triangulation approach to address the research questions, a qualitative survey and literature review yielded six determinants of mobile loyalty intentions. Next, a pretest led to an improved questionnaire before a large-scale survey gathered data for empirical testing. The survey took place with Singaporean youth and yielded a cleaned sample of n = 415. ... For both low and high hedonic consumptions, customer value was insignificant. This might be due to Singapore's competitive mobile service market; youth perceived little differences in value for money among competing mobile service providers. Testing alternative models offered further insights into youth's mobile loyalty intentions. Youth's mobile loyalty behaviour, operationalised as past switching, was not stochastic, suggesting that mobile loyalty intentions contained underlying determinants. Brand trust, salient in other contexts, did not apply to mobile loyalty intentions perhaps because youth perceived little risk in switching mobile service providers in developed markets. An attitude-group norm interaction also did not relate to mobile loyalty intentions, supporting TPB's construct independence and parsimony. Finally, attitude and customer satisfaction were operationally similar in that they related to mobile loyalty intentions similarly. The dissertation concluded by offering academic and managerial implications and contributions, limitations, and future research areas.

Made available in DSpace on 2009-11-18T19:01:38Z (GMT). No. of bitstreams: 1 mbgomes.pdf: 1916342 bytes, checksum: d3e274b572fe37fd42cf2d47606bb34f (MD5) Previous issue date: 2008 / This work aims to explore the context and emotions related to the experience of scuba diving as hedonic consumption, as well as to understand in which conditions the benefit arising from the regular practice of this activity impact the identity construction of the practitioner. Through in-depth interviews, data were collected from scuba divers living in the city of Rio de Janeiro, during the months of January and February of 2008. In order to obtain the expected objectives, the chosen methodology of research was qualitative, with priority of the subject and the subjectivity, using an interpretative approach for the data analysis. The research results confirm some benefits of high-risk sports practice such as flow, self-evolution and communitas. Two additional benefits are presented: the condition of alterity of the ¿underwater world¿, which attributes extraordinany meaning to scuba diving and impacts identity construction, and the scuba ¿buddy¿ practice, that helps to build-up an overall sense of trust to the other. The work is concluded with some managerial recommendations aiming the development of scuba diving industry and related tourism. These above mentioned suggestions include a new industry positioning, integrated marketing communications with specific references to alterity and flow, market segmentation, the creation of gathering spaces and a gradation scale among practitioners. / Este trabalho tem como objetivo explorar o contexto e as emoções relacionadas à experiência do mergulho scuba como atividade hedônica e as condições em que os benefícios oriundos de seu consumo habitual impactam a construção de identidade do praticante. Por meio de entrevistas em profundidade, foram coletados dados junto a mergulhadores scuba residentes na cidade do Rio de Janeiro, durante os meses de janeiro e fevereiro de 2008. Para atingir os objetivos propostos, o método de pesquisa adotado foi qualitativo, com priorização do sujeito e da subjetividade, utilizando-se uma forma interpretativa para análise de dados. Os resultados confirmaram alguns benefícios da prática de esportes de alto risco já pesquisados academicamente como o fluxo, communitas e evolução pessoal. Apresentam-se dois benefícios adicionais: a condição de alteridade do mundo submarino, que atribui significância extraordinária a essa atividade esportiva e impacta a construção identitária dos envolvidos, e a prática de dupla de mergulho, que desenvolve uma confiança generalizada no próximo e serve como referência na definição do indivíduo. Conclui-se o trabalho, fazendo-se recomendações gerenciais com o intuito de beneficiar e desenvolver a indústria e o turismo relacionado a esse esporte. Essas sugestões incluem um novo posicionamento da indústria, comunicação integrada de marketing com menções específicas à alteridade e à experiência de fluxo, segmentação de mercado, criação de espaços de convivência para praticantes e por último, a criação de uma gradação relativa aos diversos níveis de mergulhadores.