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Citizen Influencers on Instagram : A quantitative study of persuasiveness and purchase intentions within the fashion industry.Jost Auf Der Stroth, Sebastian August Michael, Sedov, Aleksandr January 2019 (has links)
Background: With social media being ever present in today's marketing world, research guiding and aiding this phenomenon is of mount importance. With social credibility and source attractiveness being lucrative schemes on citizen influencers persuasiveness towards target followers on Instagram and ultimately the drive of online purchase intentions, a holistic approach is introduced to understand each key determinant of each phenomena. Purpose: The purpose of this study is to investigate the determinants of citizens influencers’ persuasiveness and its relationship with source credibility and source attractiveness, as well as determining a consumers’ online purchase intention on the social media platform Instagram. Method: The study was written in a quantitative manner, aiding the need for generalizable data within the field. An exploratory research design was used with web-based surveys sent out to the sample selection for completion. Main Findings: Four out of the five hypothesis regarding source credibility and attractiveness towards the persuasiveness of citizen influencers were rejected, indicating interesting results as it contradicts previous literature. Furthermore, online purchase intention hypotheses were found to have more positive alignments towards citizen influencers. Grounds for theoretical and practical implications as well as future research endeavors were found.
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Anúncios Orgânicos e Patrocinados: estudo sobre intenção de compra online e comportamento visual / Organic and Sponsored Ads: online purchase intent and visual behavior studySouza, Marina Teixeira de 07 December 2017 (has links)
A propaganda em sites de pesquisa utilizando anúncios orgânicos e patrocinados corresponde a uma estratégia de Marketing que propicia a interação entre empresas e seu público alvo a partir da utilização de palavras-chave ao efetuar a pesquisa online, dessa forma, os sites de pesquisa agem como intermediários entre necessidades dos consumidores e o grande número de informações disponíveis nas páginas da web. Assim, este estudo tem como objetivo verificar como é a relação entre atenção aos anúncios orgânicos e patrocinados e tipos de comportamento visual acerca da intenção de compra online. Foi realizada uma revisão da literatura sobre os Canais de Comunicação Online, Anúncios Orgânicos e Patrocinados bem como a utilização e eficácia desses tipos de anúncios, também foi abordado sobre a Intenção de Compra Online, Tipos de Comportamento Visual e, por fim, foi traçada a relação entre esses fatores. Na sequência, a partir da coleta de dados primária realizada com 100 estudantes da Faculdade de Administração, Economia e Contabilidade de Ribeirão Preto (FEA-RP/USP) - foi realizado um estudo quantitativo e descritivo utilizando o equipamento eye-tracking seguido da aplicação de um questionário. Utilizou-se a técnica estatística de Regressão Logística com Efeito Aleatório, que permite verificar o comportamento de um indivíduo em cenários diferentes e atender aos objetivos do estudo. A partir da análise, foi possível verificar que os indivíduos têm maior tendência a optar por Anúncios Patrocinados dos sites de pesquisa e que esse fato está positivamente relacionado à atenção visual e independe do tipo do Comportamento Visual que possui. Esses resultados fornecem informações relevantes acerca de apresentação de anúncios em sites de pesquisa, além de proporcionar reflexões teóricas para pesquisas nessa área / Advertising on search sites using organic and sponsored ads corresponds to a Marketing strategy that allows the interaction between companies and their target audience from the use of keywords when doing online search, in this way, the search sites act as intermediary consumer needs and the large number of information available on web pages. Thus, this study aims to verify how the relationship between attention in organic and sponsored ads and types of visual behavior about the intention to buy online. A review of the literature on Online Communication Channels, Organic and Sponsored Ads as well as the use and effectiveness of these types of ads was also made on Online Intention, Types of Visual Behavior and, finally, relationship between these factors. A quantitative and descriptive study was carried out using the eye-tracking equipment, followed by the application of the results obtained from the primary data collection with 100 students from the - School of Economics, Administration and Accounting of Ribeirao Preto (FEA-RP/USP) - a quantitative and descriptive study was performed using eye-tracking equipment followed by the application of a questionnaire. The statistical technique of Logistic Regression with Random Effect was used, which allows to verify the behavior of people in different scenarios and to meet the objectives of the study. From the analysis, it was possible to verify that the individuals have a greater tendency to choose Sponsored Ads of the research sites and this fact is positively related to the visual attention and independent of the type of Visual Behavior. These results provide relevant information about the display of ads on search sites, as well as provide theoretical insights for searches in this area
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[en] THE IMPORTANCE OF THE DIMENSIONS OF THE RISK PERCEIVED IN THE PURCHASES OF PRODUCTS AND SERVICES IN THE INTERNET / [pt] A IMPORTÂNCIA DAS DIMENSÕES DO RISCO PERCEBIDO NAS COMPRAS DE PRODUTOS E DE SERVIÇOS NA INTERNETEDUARDO VIANNA BARRETO 25 September 2006 (has links)
[pt] O número de consumidores que compram pela Internet no
Brasil tem
crescido significativamente nos últimos anos, porém, ainda
representa um
percentual baixo da população de usuários. Uma das razões
apontadas pela
literatura para o baixo volume de vendas na Internet é a
insegurança de comprar
online, manifestada sob o risco que o consumidor percebe
de formas distintas.
Serviços, devido à intangibilidade, são percebidos como
mais arriscados do que
produtos que, entretanto, são também intangibilizados
quando apresentados
através de uma representação na tela do computador, não
permitindo ao
consumidor uma avaliação adequada. Este estudo pretendeu,
através de um
levantamento em uma amostra representativa da população de
usuários de Internet
no Brasil, comparar o risco percebido na compra pela
Internet de um produto e de
um serviço bem como determinar as dimensões mais
relevantes do risco percebido
em cada uma das duas situações. Os resultados apresentam
evidências de que a
compra de serviços pela Internet é percebida como mais
arriscada do que a de
produtos. A partir de uma análise de regressão
multivariada surgiram evidências
de que no caso da compra pela Internet de produtos as
dimensões de risco mais
relevantes são a financeiro e a de desempenho enquanto que
para serviços
sobressaem os riscos financeiro, de desempenho e
psicológico. / [en] The number of online consumers has risen significantly in
Brazil in the last
few years, although it still corresponds to a small share
of the general Internet
users. One of the reasons mentioned in the existing
literature for the low level of
online sales is the uncertainty of the online trading,
expressed through the various
risks perceived by the consumers. Due to their intangible
nature, services are
perceived as more risky than products, which acquire an
intangible character
through when displayed over the screen and making it hard
for the consumer to
make a proper evaluation of the product. This study is
intended, through a survey
carried out with a typical group of online users in
Brazil, to compare the perceived
risks of buying a product or a service online, and to
establish the most relevant
risks perceived in either situation. The outcome expresses
the evidence that
buying services is seen as more hazardous than buying
products online. From a
multivariate regression analysis it became evident that
the most relevant risks of
buying products online have to do with financial and
performance issues, while
buying services online involve financial, performance and
psychological risks.
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Anúncios Orgânicos e Patrocinados: estudo sobre intenção de compra online e comportamento visual / Organic and Sponsored Ads: online purchase intent and visual behavior studyMarina Teixeira de Souza 07 December 2017 (has links)
A propaganda em sites de pesquisa utilizando anúncios orgânicos e patrocinados corresponde a uma estratégia de Marketing que propicia a interação entre empresas e seu público alvo a partir da utilização de palavras-chave ao efetuar a pesquisa online, dessa forma, os sites de pesquisa agem como intermediários entre necessidades dos consumidores e o grande número de informações disponíveis nas páginas da web. Assim, este estudo tem como objetivo verificar como é a relação entre atenção aos anúncios orgânicos e patrocinados e tipos de comportamento visual acerca da intenção de compra online. Foi realizada uma revisão da literatura sobre os Canais de Comunicação Online, Anúncios Orgânicos e Patrocinados bem como a utilização e eficácia desses tipos de anúncios, também foi abordado sobre a Intenção de Compra Online, Tipos de Comportamento Visual e, por fim, foi traçada a relação entre esses fatores. Na sequência, a partir da coleta de dados primária realizada com 100 estudantes da Faculdade de Administração, Economia e Contabilidade de Ribeirão Preto (FEA-RP/USP) - foi realizado um estudo quantitativo e descritivo utilizando o equipamento eye-tracking seguido da aplicação de um questionário. Utilizou-se a técnica estatística de Regressão Logística com Efeito Aleatório, que permite verificar o comportamento de um indivíduo em cenários diferentes e atender aos objetivos do estudo. A partir da análise, foi possível verificar que os indivíduos têm maior tendência a optar por Anúncios Patrocinados dos sites de pesquisa e que esse fato está positivamente relacionado à atenção visual e independe do tipo do Comportamento Visual que possui. Esses resultados fornecem informações relevantes acerca de apresentação de anúncios em sites de pesquisa, além de proporcionar reflexões teóricas para pesquisas nessa área / Advertising on search sites using organic and sponsored ads corresponds to a Marketing strategy that allows the interaction between companies and their target audience from the use of keywords when doing online search, in this way, the search sites act as intermediary consumer needs and the large number of information available on web pages. Thus, this study aims to verify how the relationship between attention in organic and sponsored ads and types of visual behavior about the intention to buy online. A review of the literature on Online Communication Channels, Organic and Sponsored Ads as well as the use and effectiveness of these types of ads was also made on Online Intention, Types of Visual Behavior and, finally, relationship between these factors. A quantitative and descriptive study was carried out using the eye-tracking equipment, followed by the application of the results obtained from the primary data collection with 100 students from the - School of Economics, Administration and Accounting of Ribeirao Preto (FEA-RP/USP) - a quantitative and descriptive study was performed using eye-tracking equipment followed by the application of a questionnaire. The statistical technique of Logistic Regression with Random Effect was used, which allows to verify the behavior of people in different scenarios and to meet the objectives of the study. From the analysis, it was possible to verify that the individuals have a greater tendency to choose Sponsored Ads of the research sites and this fact is positively related to the visual attention and independent of the type of Visual Behavior. These results provide relevant information about the display of ads on search sites, as well as provide theoretical insights for searches in this area
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Social Media Marketing System Aiming at Increasing Purchase Intentions on B2c E-Commerce SitesDanieli, Ela January 2016 (has links)
The purpose of this thesis is to analyse and to explore how B2C e-commerce businesses could use social media marketing strategies to increase their consumers purchase intentions on their sites. Findings enabled the development and research of a comprehensive social media marketing system which includes a general set of components and tools aiming at increasing purchase intentions on such sites. The theoretical framework of the thesis is based on literature as well as previous studies of Social Media, Social Media Marketing, Social Media Marketing System, E-commerce, B2C, Social Commerce, S-commerce, Online Purchase Intentions, Trust and Social Trust. A conceptual framework was created and led the research method which used a convergent parallel mixed method design that includes gathering and analysing both qualitative and quantitative data. The data is gathered from potential users and clients of the system and led by the user-centered design (UCD) process. The obtained qualitative and quantitative data was analysed separately and then merged together by a side-by-side comparison. With the use of this approach, several ways businesses can increase consumers purchase intentions towards their B2C e-commerce site were discovered. Social media presence, published content, publishing frequency, content type, special sale promotions and social media friends are variables that have been found to be influential upon purchase intentions. The integration of a social media marketing system combined with these variables was found to be a successful tool for B2C e-commerce businesses wanting to increase consumers purchase intention through social media networks.
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Les déterminants du report de l'achat en ligne / The causes of the online purchase delayMamlouk, Lamia 03 June 2011 (has links)
Cette thèse se propose de contribuer à l’avancement des travaux en marketing sur le comportement d’achat et de report sur Internet. Dans ce travail, nous avons proposé une nouvelle vision du concept de report d’achat et de celui de la procrastination de l’achat. Après une étude qualitative et une revue de la littérature, nous avons identifié plusieurs causes potentielles du report de l’achat en ligne que nous avons classé en deux catégories, selon le type de report qu’elles induisent : Les causes du report subi et les causes du report choisi de l’achat en ligne. Nous avons ensuite testé l’effet de ces causes sur le report et sur sa durée et ce aussi bien en nombre de visites qu’en nombre de jours. A cet effet, deux modélisations ont été proposées. La première modélisation, qui concerne le report, a été testée au moyen d’une régression logistique binaire mettant en jeu sept déterminants du report. La deuxième modélisation, qui concerne la durée du report, a été testée au moyen de deux systèmes d’équations structurelles, le modèle global et le modèle réduit. Dans ce qui suit, nous présentons les apports théoriques et managériaux de la thèse, ainsi que les limites et les voies de recherches futures. 1. Apports de la recherche Cette recherche présente plusieurs contributions tant au niveau théorique que managérial. Ces apports sont développés ci-dessous. 1.1. Apports au niveau théoriqueCette recherche a permis de clarifier les ambiguïtés de la littérature autour des concepts de report et de procrastination. Nous avons proposé une nouvelle approche de ces deux concepts et mis en valeur l’existence de deux types de report : le report subi et le report choisi de l’achat. Après une revue détaillée de la littérature, nous avons contribué à une meilleure identification des causes du report de l’achat en ligne via une étude qualitative dédiée. Nous avons mis en valeur l’existence des causes du report subi et nous avons souligné l’importance de leur prise en considération dans l’explication du report d’achat et de sa durée.Ensuite, nous avons montré l’importance de quatre causes du report de nature situationnelle : La non-urgence, l’incertitude du besoin, le risque de la réalisation immédiate et la complexité. L’effet positif des trois premières causes a été testé et vérifié aussi bien sur le report que sur sa durée. L’effet positif de la complexité a été vérifié uniquement sur la durée du report en nombre de visites. L’effet positif du trait de procrastination a également été testé. Son effet sur la décision du report n’a pas été vérifié, mais son effet sur la durée du report via le risque de la réalisation immédiate et la complexité a été vérifié. Nous avons, par ailleurs, montré que le trait de procrastination a un effet positif sur la perception du risque général, du risque de la réalisation immédiate, de la complexité de l’achat ainsi que sur l’attitude négative envers l’achat en ligne. Cette recherche a également montré que la modélisation du trait de procrastination en haut de la chaine de causalité conduisant au report d’achat en ligne procurait un ajustement acceptable aux données, spécialement dans le cas d’un modèle réduit. Par ailleurs, nous avons développé la première échelle du trait de procrastination de l’acheteur en ligne. Nous avons également développé l’échelle de mesure du risque de la réalisation immédiate (Coût d’opportunité) et celle relative au degré de certitude du besoin. Enfin, nous avons adapté à partir d’échelles préexistantes les échelles d’attitude négative envers l’achat en ligne, du risque général de l’achat en ligne et de la complexité de l’achat en ligne. 1.2. Apports au niveau managérialLes résultats de cette recherche attirent tout d’abord l’attention des sites web marchands sur le fait qu’une majorité des répondants attribuent le report d’achat à des causes indépendantes de leurs volontés (report subi). / This thesis contributes to marketing works on the consumer delay in online purchases. In this work, we proposed a new vision of the concept of purchase delay and that of the procrastination of the purchase. After a qualitative study and a literature review, we identified several potential causes of the on-line purchase delay which we classified in two categories, according to the type of delay whom they lead: (1) The causes of the undergone online purchase delay and (2) the causes of the chosen online purchase delay. We then tested the effect of these causes on the online purchase delay and on its duration. For that purpose, two models were proposed. The first model, which concerns the “delay” was tested by means of a binary logistic regression involving seven determiners. The second model, which concerns the duration of the delay, was tested by means of two systems of structural equations. In what follows, we present the theoretical and manager contributions of the thesis, as well as the limits and the ways of futures researches. 1) Contributions of the researchThis research presents several theoretical and manager contributions. These contributions are developed below. a) Theoretical contributionsThis research allowed to clarify the ambiguities of the literature around the concepts of “delay” and “procrastination”. We proposed a new approach of these two concepts and emphasized the existence of two types of “delay” : “The undergone delay” and “the chosen delay”.After a literature review, we contributed to a better identification of the causes of the on-line purchase delay via a dedicated qualitative study. We emphasized the existence of the causes of the undergone delay and we underlined the importance of their taking into consideration in the explanation of the purchase delay and of its duration. Then, we showed the importance of four situational causes of the delay : The non-urgency, the uncertainty of the need, the risk of the immediate realization and the complexity. The positive effect of the first three causes was tested and verified as well on the “delay” as on its duration. The positive effect of the complexity was only verified on the duration of delay in number of visits. The positive effect of the online buyer trait procrastination was also tested. Its effect on the delay decision was not verified, but its effect on the delay duration via the risk of the immediate realization and the complexity was verified. We showed, besides, that the trait procrastination has a positive effect on the perception of the general risk, the risk of the immediate realization, the complexity of the purchase as well as on the negative attitude to the on-line purchase. This research also showed that the modelling of the online buyer trait procrastination at the top of the causality chain leading to on-line purchase delay got an acceptable adjustment to the data, specially in the case of the reduced model.Besides, we developed the first scale of the online buyer trait procrastination. We also developed a scale of the immediate purchase realization risk (Opportunity cost) and a third scale relative to the purchase need certainty degree . Finally, we adapted from pre-existent scales the scales of on-line purchase negative attitude, the on-line purchase general risk and the on-line purchase complexity. b) Managerial contributions The results of this search research draw first of all the attention of retail websites on the fact that a majority of online buyers the referees attribute their online purchase delay to causes independent from their wills (undergone delay ). Among these causes, a good part is presented by the online buyers as resulting from a failure of the site (persistent technical breakdowns, unavailability of the product, refusal of the credit card, etc.).
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Brand Image y Brand Loyalty con respecto a la compra online de alimentos orgánicos.Cortegana Castro, Graciela Rubí, Prieto Assurza, Mariafernanda 08 July 2021 (has links)
El mercado de alimentos orgánicos se encuentra presente en el Perú desde hace muchos años, creciendo y tomando relevancia con el pasar del tiempo. Así mismo, se ha podido observar un crecimiento exponencial en las compras online, por lo que muchas marcas han migrado a canales digitales para satisfacer las nuevas necesidades de los consumidores y adaptarse a sus nuevos hábitos de consumo. Es por ello que en este estudio se busca examinar el papel del brand image y brand loyalty a la hora de influir en el online purchase intention de los alimentos orgánicos en el contexto peruano, con el fin de comprobar si existe una relación significativa entre las variables mencionadas.
Para el estudio se adoptó un alcance de investigación correlacional y un enfoque cuantitativo de carácter concluyente. Además, este será un estudio transversal, basado en una muestra no probabilística infinita de 400 personas consumidoras de alimentos orgánicos con una metodología de encuestas online, de escala de Likert (5 puntos). Finalmente, el análisis de la data será de bivariados, desde correlaciones, a través del programa SPSS y de análisis multivariados, de ecuaciones estructurales, a través del programa Smart PLS. / The organic food market has been present in Peru for many years, growing and gaining relevance over time. Likewise, exponential growth has been observed in online shopping, so many brands have migrated to digital channels to satisfied the new needs of consumers and adapt to their new consumption habits. That is why this paper seeks to examine the role of brand image and brand loyalty for influence the online purchase intention of organic foods in the Peruvian context, in order to check if there is a significant relationship between the variables mentioned. A correlational research scope and a conclusive quantitative approach were adopted for the study. In addition, this will be a cross-sectional study, based on an infinite non-probabilistic sample of 400 consumers of organic food with an online survey methodology, Likert scale (5 points). Finally, the data analysis will be bivariate, from correlations, through the SPSS program, and multivariate analysis, from structural equations, through the Smart PLS program. / Trabajo de investigación
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Varumärkeskännedom, digital innehållsmarknadsföring på sociala medier eller eWOM : En kvantitativ studie om vilket som har störst påverkan på konsumenters köpbeslut onlineEngström, Ebba, Svensson, Elin January 2023 (has links)
Purpose: The aim of the study is to find out which factor of brand awareness, digital content marketing on social media and eWOM, has the greatest impact on a consumer's online purchase decision. Methodology: A quantitative study that aims to create a basic understanding of which variable of brand awareness, social media content marketing and eWOM has the greatest impact on a consumer's purchase decision. Data was collected via online survey, with 319 responses, which are analyzed in order to draw a relevant conclusion. Findings: Based on the collected survey data and previous studies, this study provides insights into the research question, “Which impacts consumers' online purchase decisions most: brand awareness, digital content marketing on social media, or eWOM?”. The findings suggest that brand awareness is perceived to have the most significant influence on respondents' online purchase decisions. However, it is important to note that further in-depth investigation is required to draw definitive conclusions and provide a comprehensive understanding of consumers' online purchase decisions. Therefore, the research question may remain partially unanswered, highlighting the need for future research in this area. Research limitations: This study is geographically limited to consumers in Sweden and a survey is sent out to respondents of different ages via social media. / Syfte: Syftet med studien är att få svar på vilken variabel av varumärkeskännedom, digital innehållsmarknadsföring på sociala medier och eWOM som har störst påverkan på konsumentens köpbeslut online utifrån studiens insamlade data. Metod: En kvantitativ studie som syftar till att skapa en grundläggande förståelse för vilken variabel av varumärkeskännedom, digital innehållsmarknadsföring på sociala medier och eWOM som har störst påverkan på en konsumentens köpbeslut. Data var insamlad via en online enkät, med 319 svar, som analyserades för att kunna dra en relevant slutsats. Resultat: Baserat på den insamlade data från enkätundersökningen, samt tidigare teorier, ger denna studie en inblick i forskningsfrågan, “Vilket av varumärkeskännedom, digital innehållsmarknadsföring på sociala medier eller eWOM har störst påverkan på konsumenters köpbeslut online?”. Resultaten tyder på att varumärkeskännedom uppfattas ha störst inverkan på respondenternas köpbeslut online. Det är dock viktigt att notera att det krävs ytterligare djupgående undersökningar för att dra definitiva slutsatser och ge en omfattande förståelse för konsumenternas köpbeslut online. Därför kan forskningsfrågan förbli delvis obesvarad, vilket understryker behovet av framtida forskning inom detta område. Avgränsningar: Denna studie är geografiskt avgränsad till konsumenter i Sverige och en enkät skickas ut till respondenter i olika åldrar via sociala medier.
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Efectos de la experiencia web en la intención de compra en línea por millennials en sitios web de retailers minoristasBriceño Yañez, Stephanie Matilde, Cabezas Navarro, Alexandra 17 January 2022 (has links)
Propósito - El actual contexto evidencia un incremento en la atracción hacia las compras en línea en sitios web de retailers minoristas. Asimismo, se evidencia un cambio en el comportamiento de los usuarios millennials y los factores que afectan su intención de compra. Por ello, el objetivo del presente estudio es analizar el efecto de los factores de la EW (usabilidad, interactividad, confianza y estética) en la intención de compra en línea de los usuarios en sitios web retail, específicamente en la categoría ropa, en Lima Metropolitana. Los descubrimientos del estudio ayudarían a los retailers minoristas en el diseño de sitios web más efectivos.
Diseño / metodología /enfoque - De 486 cuestionarios distribuidos a jóvenes millennials en Lima Metropolitana, se obtuvieron 400 respuestas efectivas. Asimismo, se empleó un muestreo no probabilístico con una técnica de muestreo por conveniencia. La data recolectada fue procesada mediante SPSS. Se utilizó el Alfa de Cronbach para comprobar la fiabilidad de las escalas. Un análisis factorial exploratorio fue ejecutado para la reducción de datos que permitió explorar las variables en estudio. Finalmente, se realizó una regresión lineal múltiple para determinar la estructura de relación entre las variables.
Hallazgos - Los resultados muestran que la usabilidad, interactividad, confianza y estética son los factores de la EW que afectan positivamente y significativamente la intención de compra en línea en usuarios millennials en Lima Metropolitana. Se propusieron 4 hipótesis las cuales fueron aceptadas en su totalidad.
Originalidad / valor - La presente investigación comparte información relevante acerca de los efectos de los factores de la EW en la intención de compra en línea. Además, amplía el conocimiento respecto a la importancia del diseño de sitios web efectivos integrando los factores más relevantes como usabilidad, interactividad, confianza y estética para mejorar la experiencia del usuario en línea. / Purpose - The current context shows an increase in the attraction to online purchases on retail websites. Hence, there is a change in the behavior of millennial users and the factors that seek their purchase intention. Therefore, the objective of this study is to analyze the effect of EW factors (usability, interactivity, trust and aesthetics) on the online purchase intention of users on retail websites, specifically in the clothing category, in Lima Metropolitan. The study's findings would aid retail retailers in designing more effective websites.
Design / methodology /approach - From 486 questionnaires distributed to millennials in Lima Metropolitana, 400 effective responses were obtained. Likewise, non-probability sampling was used with a convenience sampling technique. The collected data was processed using SPSS. Cronbach's Alpha was used to check the reliability of the scales. An exploratory factor analysis was performed for data reduction that allowed exploring the variables under study. Finally, a multiple linear regression was performed to determine the relationship structure between the variables.
Findings - The results show that usability, interactivity, trust and aesthetics are the WE factors that positively and significantly affect online purchase intention in millennial users in Lima Metropolitana. 4 hypotheses were proposed which were fully accepted.
Originality / value - This research shares relevant information about the effects of Web Experience factors on online purchase intention. In addition, it expands the knowledge regarding the importance of effective website design by integrating the most relevant factors such as usability, interactivity, trust and aesthetics to improve the online user experience. / Tesis / PE
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Hur fungerar egentligen köpbeslutsprocessen inom e-handel? : En kvalitativ studie om konsumenternas beteende vid konsumtion på Internet.Hjärne, Sara, Perem, Mathilda, Wallin, Ewelina January 2014 (has links)
Title: How does the buying decision process really function within e-commerce? - A qualitative study of consumer behavior when they consume on Internet. Institution: School of Economics, Linnaeus University, Växjö. Course code: 2FE16E. <img src="file:///page3image2784" />Authors: Sara Hjärne, Mathilda Perem, Ewelina Wallin. Tutor: Dan Halvarsson. Examiner: Åsa Devine. Key words: Buying decision process, purchase decision process need recognition, information search, evaluation, purchase decision, postpurchase behavior, consumer decision making, E-commerce, E- commerce channels, online shopping, online purchase, e-retail, internet shopping, electronic shopping, consumer behavior, online appereal shopping, social media, decision making, online retailing, website design, customer satisfaction, webshopping, perceived risk, convinience, price, online consumption behavior. Background: Buying decision process is a model that marketers use to get a better understanding of their customers and their behavior when purchasing a product. This process consists of five different steps; need recognition, information search, evaluation of alternatives, purchase decision and evaluation. Buying decision process has for a long time been an accepted model but scientists argue that the introduction of Internet as a channel for consumption has changed this process. The Internet has also led to a change of power in which customers today have greater influence, which greatly affects the buying decision process in e-commerce Purpose: The purpose is to explore how consumers perceive their behavior when they consume through e-commerce. Research questions:How do consumers perceive the buying decision process they experience when they consume through e-commerce?How do consumers perceive different factors that are important to them when they consume through e-commerce? Methodology: Qualitative study, cross-sectional design, semi-structured interviews. Conclusion: This thesis shows that the traditional model of the buying decision process is not consistent with consumers' perception of how they are undergoing the process when applied to an e-commerce context. This process is influenced by different factors, which is influence, convenience, webpage's atmosphere, risk, price, supply, consumption occasions, expectations, delivery and return. / Titel: Hur fungerar egentligen köpbeslutsprocessen inom e-handel?- En kvalitativ studie om konsumenternas beteende vid konsumtion på Internet. Institution: Ekonomihögskolan, Linnéuniversitetet, Växjö. Kurskod: 2FE16E. Författare: Sara Hjärne, Mathilda Perem, Ewelina Wallin.<img src="file:///page5image4008" /> Handledare: Dan Halvarsson. Examinator: Åsa Devine. Nyckelord: Buying decision process, purchase decision process need recognition, information search, evaluation, purchase decision, postpurchase behavior, consumer decision making, E-commerce, E- commerce channels, online shopping, online purchase, e-retail, internet shopping, electronic shopping, consumer behavior, online appereal shopping, social media, decision making, online retailing, website design, customer satisfaction, webshopping, perceived risk, convinience, price, online consumption behavior. Bakgrund: Köpbeslutsprocessen är en modell som marknadsförare använder för att få en bättre förståelse för sina kunder och deras beteende vid köp av en produkt. Denna process består av fem olika steg; behov, informationssökning, värdering av alternativ, köpbeslut och utvärdering. Köpbeslutsprocessen har länge varit en accepterad modell men forskare menar att introduktionen av Internet som en kanal för konsumtion har även förändrat denna process. Internet har även lett till ett maktskifte där kunderna idag har större inflytande, vilket i hög grad påverkar köpbeslutsprocessen inom e-handel Syfte: Syftet är att utforska hur konsumenterna uppfattar sitt beteende när de konsumerar genom e-handel. Forskningsfrågor: Hur uppfattar konsumenter den köpbeslutsprocess de går igenom när de konsumerar genom e-handel?Hur uppfattar konsumenterna olika faktorer som är betydelsefulla för dem när de konsumerar genom e-handel? Metod: Kvalitativ studie, Tvärsnittsdesign, Semi-strukturerade intervjuer. Slutsats: Studien visar att den traditionella modellen för köpbeslutsprocessen inte stämmer överens med konsumenternas uppfattning om hur de genomgår processen i en e-handel kontext. Denna process påverkas av faktorerna inflytande, bekvämlighet, webbsidans atmosfär, risk, pris, utbud, konsumtionstillfällen, förväntningar, leverans och retur.
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