Recently, more business reduced marketing expenses for responding the changes of macro-economic environment. The business strategy turned traditional marketing into internet marketing. More business used internet marketing to compete with others. Because internet industry grown speedily that ¡§Otaku Economy ¡§changed consumer behavior on shopping. In addition, these economy models become more strong shopping power. Consumers change their shopping patterns that it carries more opportunities and economy effects when the environment is in a slump. The research has four purposes as follows: First, to discuss e-commerce bring the effectiveness of brand essentially. Second, to explore affected on purchase decision-making whether internal or external factors when consumers use e-commerce process. However, people perceive differently for online shopping on decision model. People have difference effects on perceived price, perceived quality, perceived value and purchase intention in their mind. In addition, we want to discuss that consumer¡¦s brand loyalty when people face more choice on online shopping websites. Finally, we observed effectiveness on brand A and the gap between business and consumer in business side. The model was tested using SPSS 17.0 Variate Statistical Analysis and Case Study. The sample size of this survey includes 360 respondents, 335 were identified as usable. PayEasy were selected for the study. The findings are as follows: 1. We demonstrated the price-perceived value concept model that found consumers considered the more quality on products/ website the more overall value in their mind. The result created more purchase probability. 2. Two group are 15-18 year-old students and office workers bought cosmetic products online frequently because without time and space limit. More and more female consumers interest in online shopping. 3. In fact, people have lower brand loyalty on online shopping due to they have more choices. Product substitution and cheaper price could affect consumer decision-making behavior. 4. PayEasy has more unique competitiveness on information flow, product flow, cash flow, logistics and CRM. The key contribution of the research is that we reflect opinions of people and perspectives gap on e-commerce in consumer and business side. Further, we understand factors of decision-making process in consumer¡¦s mind that will help to enhance relationship between business and consumers on e-commerce. And helping business create more new innovate model to increase brand effectiveness.

Grove and Fisk ¡]1983¡^ had used the noun and idea of drama performance in the theater to compare the offering of service, such attendants as known as performer, customers as known as audience, and separate the front and back stage of service encounter clearly. At the same time, they offer the structure to easily understand the process of the wholly service contact and to help estimate the influence of each important link of service contact. So, this research focused on ¡§perceived value¡¨ of customer experiences through which, the ¡§visualized service backstage¡¨ in the service contact promotes the interaction of consumers and suppliers. Moreover, this study used the involvement of the back stage information and attention of attendants¡¦ appearance to moderate consumer experiences. The results showed that ¡§visualized service backstage¡¨ has positive influence on ¡§perceived value¡¨ with different levels, and customers have more consciousness on ¡§experience value¡¨. Actually the service with ¡§visualized service backstage¡¨ can really improve customers¡¦ perceived value. It not only can strengthen consumers¡¦ experience value, but also promote other different values of consumers. In fact, if service providers can use this advantage to create more perfect service performance by which the front stage and the back stage fully support. And it could bring to people more different service value than others. In addition, through the analysis of this study and real practices, it can help the service providers understand which value is the key factor to be attention for offering visualized service backstage.

Waiting for service was often happen in Service setting. The literatures about the consequence of the waiting were strong in certain respects, typically negative and erode the customers¡¦ overall service evaluation, and underdeveloped in other respects. In this article, I consider the influence of the waiting on the customers perceived values. I propose the effect of waiting experiences on the customers perceived values depends on both how far the time lags of distances between purchasing and consuming and the word-of ¡Vmouth information supply. For the purpose, I choose the oversea leisure travel products that appear to have a significant time lag of consuming. The sample data from 290 college and graduated students were analyzed using descriptive statistics, T-tests, One-Way ANOVA and Two-Way MANOVA. The results of the three studies are presented as follows: 1. When customers perceived higher the value of the service products, they were more patient about waiting duration and more purchasing intentions. 2. The time lags of distances between purchasing and consuming were longer, the customers perceived values would increase first and then drop late. 3. Word of mouth information supply will enhance the customers perceived value.

¡§Introductory Price¡¨ is a quality signal used in the service introductory period, implying consumers that introductory price brought the loss to service providers. Consumers will guess service providers wish them repurchase the service to recover their loss, so the service should be higher quality and higher value. Past researchers¡¦ empirical studies about signal theory mostly focused on products. Therefore, the objective of this study is to verify whether ¡§Introductory Price¡¨ is an effective quality signal in service industry, and find out other potential variables which have moderate effect with ¡§Introductory Price¡¨. This study use experimental design to examine consumers¡¦ perceived quality, perceived sacrifice, perceived value, and purchase intention when they hear about the introductory price information of new service. Besides, this study use ¡§Price estimate¡¨ to develop a new concept ¡§Relative Introductory Price¡¨. ¡§Introductory Price¡¨, ¡§Competitor¡¦s Price Information¡¨, and ¡§Cost Information¡¨ will influence ¡§Relative Introductory Price¡¨, which will influence the consumers¡¦ perceived quality. The result shows that even though consumers can¡¦t differentiate the introductory price and long-term price, and still think ¡§low price means low quality¡¨, but other price information still has the moderate effect with ¡§Introductory Price¡¨ to influence the ¡§Relative Introductory Price¡¨. Besides, the service providers in Taiwan used to make a high origin price. This kind of pricing style makes existence of other price information become more important.

Abstract This study examines the relationship between perceived brand fit, perceived risk, perceived value and intention to purchase in the context of co-branded hotels and restaurants. Today’s market contains many products and services that can look very similar, and companies use co-branding of their products to make them distinctive from other products on the market. A better understanding of consumer behaviour and attitude to co-branding may improve restaurant profitability and hotel occupancy. One important question to be considered is what determines consumers’ willingness to purchase in co-branded hotel and restaurants? In spite of a number of research papers on hotel-restaurant co-branding written in recent years, previous academic studies have not addressed the relationship between co-branding of hotels and restaurants and intention to purchase. The aim of this research is to examine how the relationship of brand fit, risk and value relate to intention to purchase, and to do this three research questions and eleven hypotheses are proposed. A previous study by Boo and Matilla (2002) has proposed a conceptual model of hotel-restaurant brand alliance strategies, relating management strategy characteristics and consumer characteristics with the consequences of perceived brand fit. The present study develops this existing model by examining the components of brand fit that determine consumer intention to purchase. The study investigates three main areas: firstly, it examines the relationship between perceived brand fit and intention to purchase in terms of perceived fit (overall), complementary fit based on product usage and product goal, and transferability fit based on service quality. Secondly, it examines the relationship between perceived risk and intention to purchase in terms of personal characteristics including risk-taking behaviour and self-confidence; uncertainty of loss including financial loss, time loss and physical loss, and, performance risk. Thirdly, it examines the relationship between perceived value and intention to purchase in terms of perceived brand image, perceived quality and perceived sacrifice, based on monetary and non-monetary price. A quantitative approach involving survey of hotel guests has been employed with data collected in four and five star hotels in Bangkok and Pattaya, Thailand from August to September 2008. A survey questionnaire was administered to guests and a total of 511 completed responses were collected. The data analyses performed using a standard multiple regression method, a paired sample T-test, a chi-square test and a multiple response technique. The results indicate that the model of perceived brand fit in this study has two key components which positively influence a consumer’s intention to purchase. Firstly, the perceived fit (overall), and, secondly, complement fit based on product usage and product goal. Furthermore, for the perceived risk model the finding also indicates two key components which positively influence a consumer’s intention to purchase. The first component is uncertainty of loss in terms of financial, time and physical loss. The second component is performance risk in terms of product and service performance. Lastly, the results indicate that the perceived value model revealed three components which are positively related to consumer’s intention to purchase. The first component is perceived brand image, the second component is perceived quality, and the last component is perceived sacrifice in terms of both monetary and non-monetary price. The conceptual framework developed and tested in this study can be used as a guideline to enable an appropriate co-branding marketing strategy to be developed.

The number of people shopping on the Internet has grown rapidly in recent years and it has been suggested that the growth rate of Internet transactions now exceeds that of traditional retailing. Despite the significant growth in the use of the Internet for business transactions, there is evidence to suggest that many customers abandon web sites without completing their transactions. It is clearly important to understand why people buy from the Internet and also the way consumers examine websites. There had been limited research undertaken to investigate the relationships between the various antecedents and the willingness to buy in the Internet environment, especially within a single study. The main trust of this research is to examine the antecedents that influence the willingness to buy from the Internet and also how these antecedents influence one another. The antecedents included in this research were brand image (Dodds, Monroe & Grewal, 1991), perceived risk (Sweeney & Soutar, 2001), trust (Lynch & Beck, 2001), affect (Lynch & Beck, 2001), convenience (Szymanski & Hise, 2000), relative price (Sweeney, Soutar & Johnson, 1999), site reputation (Baker, Grewal & Parasuraman, 1994) and web design (Szymanski & Hise, 2000). Some of the antecedents were found to be unsuitable and they were dropped from the study. The empirical results from the final model suggest that perceived value is positively influenced by affect and brand image. Both brand image and affect also positively influence the trust of the website. Willingness to buy from the website is influenced by perceived value and trust of the website.

A presente pesquisa consistiu em identificar a imagem percebida pelo consumidor em relação ao valor da marca em perfumes de luxo. Com a evolução do Marketing ao longo dos anos muitas mudanças e aperfeiçoamentos foram necessárias para que o marketing viesse contribuir para o desenvolvimento e crescimento das organizações, bem como, incentivar o consumo no mercado. Com isso, o entendimento do comportamento do consumidor é importante para saber e compreender as necessidades e desejos do consumidor e, também, o comportamento da oferta e da demanda. Neste aspecto, o comportamento do consumidor aborda um sistema de configuração de imagem que consiste no inter-relacionamento, explicações e experiências (emocionais e racionais) do consumidor com o ambiente fazendo com que uma imagem seja gerada na mente do cliente. Além disso, é importante saber como o consumidor toma a decisão de compra, quais os fatores externos que influenciam esta geração de imagem no cognitivo. Neste sentido as classes sociais são destacadas, pois cada produto é criado para nichos específicos do mercado. Nesta pesquisa destaca-se o luxo buscando uma relação entre os fatores e, assim, surge o problema de pesquisa: Qual a afinidade existente entre imagem de marca, qualidade, envolvimento, imagem de preço e valor percebido em relação à intenção de compra? Para responder a esta pergunta a pesquisa se deteve em uma pesquisa quantitativa e, através de um experimento, estudou o comportamento do consumidor em relação ao perfume 212 MEN e 212 Sexy, perfumes caracterizados de luxo. Para o experimento se adotou um modelo fatorial de 2 x 2 (duas marcas e dois preços), aplicou-se a pesquisa em 4 grupos diferentes. O grupo n.º 1 caracterizava-se na apresentação do perfume, marca, preço e aroma original, o grupo 2 foi exposto à marca e aroma original e preço inferior. No grupo 3 foi apresentado uma marca manipulada mas o preço e aroma do perfume original e no grupo 4 a marca e o preço foram manipulados e o aroma original. Após a aplicação do questionário nos grupos, foi feito ajuste no questionário e os dados obtidos foram tratados. Como resultados foram feitos os testes das hipóteses, onde H1 foi confirmada, com apresentando 44,5% de explicação no valor percebido como impacto positivo na intenção de compra. H2 também foi confirmada, e a imagem da marca influencia em 46,2% na intenção de compra. H3 obteve-se 49,7% no fator qualidade percebida como fator influenciador na intenção de compra. Por fim, a imagem de preço e o envolvimento foram rejeitados na intenção de compra, apresentando 23,7% e 24,4%, respectivamente. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-04-28T13:31:57Z No. of bitstreams: 1 Dissertacao Vinicius de Vargas Bacichetto.pdf: 5137263 bytes, checksum: 5ced3a3cb6cfeb23ea3de82a2500c20d (MD5) / Made available in DSpace on 2014-04-28T13:31:57Z (GMT). No. of bitstreams: 1 Dissertacao Vinicius de Vargas Bacichetto.pdf: 5137263 bytes, checksum: 5ced3a3cb6cfeb23ea3de82a2500c20d (MD5) / The present research was to identify the image perceived by the consumer to the value of the brand in luxury fragrances. With the evolution of marketing over the years many changes and improvements were necessary for the marketing would contribute to the development and growth of organizations, as well as encouraging the consumption market. With this understanding of consumer behavior is important to know and understand the needs and desires of the consumer and also the behavior of supply and demand. In this respect, consumer behavior covers a system image configuration consisting of the inter-relationship, explanations and experiences (emotional and rational) consumer with the environment so that an image is generated in the mind of the customer. Furthermore, it is important to know how the consumer decides to buy, what external factors that influence this imaging in cognitive. In this sense social classes are highlighted, as each product is created for specific market niches. This research highlights the luxury seeking a relationship between the factors and thus arises the research problem: What is the affinity between brand image, quality, engagement, image price and perceived value in relation to the purchase intent? To answer this question, the research stopped in quantitative research and, through an experiment, studied consumer behavior in relation to perfume MEN 212 and 212 Sexy, perfumes featured luxury. For the experiment was adopted a model of 2 x 2 factorial (two marks and two prices), applied research in 4 different groups. The group n.º 1 was characterized in the presentation of perfume, brand, price and original aroma, group 2 was exposed to the brand and original aroma and lower price. In group 3 was presented a brand but manipulated the price and original aroma of perfume and group 4 to brand and price were manipulated and original aroma. After the questionnaire in groups, adjustments were made in the questionnaire and the data were treated. As results were made tests of hypotheses, where H1 was confirmed, with 44.5% presenting explanation on perceived value as positive impact on purchase intent. H2 was also confirmed, and brand image influences in 46.2% in purchase intent. H3 was obtained in 49.7% factor influencing perceived quality as a factor in purchase intent. Finally, the price image and involvement were rejected in purchase intent, with 23.7% and 24.4%, respectively.

With the rise of e-commerce, more and more retailers switch the focus to online environment. In order to gain customers’ e-loyalty, e-retailers have to pay more attention to e-loyalty itself and its antecedents. To help practitioners and academicians better understand e-loyalty, theory of e-satisfaction, e-trust and perceived value were introduced in this thesis. A conceptual model was structured to further explain the relationships towards e-loyalty. The purpose of this thesis is to explain the relationship of e-loyalty and its antecedents (e-satisfaction, e-trust and perceived value) and identify the strongest antecedent leading to e-loyalty.

O presente trabalho tem por objetivo descrever o valor percebido dos consumidores das camadas de baixa renda, moradores de bairros notadamente pobres de Porto Alegre, sobre o seu consumo de alimentos e produtos de limpeza, adquiridos preferencialmente em estabelecimentos comerciais (pequenos mercados) de bairros. Ao partir da premissa de que os consumidores das camadas de baixa renda pagam mais por seus alimentos e produtos de limpeza, se buscou investigar seus hábitos de consumo, procurando entender as motivações que norteiam seu consumo, aspectos cujo entendimento nos leva também a compreender o valor percebido que estes consumidores atribuem ao seu universo de consumo. Para tanto, o trabalho foi apoiado num referencial teórico essencialmente da área de marketing, transitando por aspectos essenciais da disciplina, como preço, comportamento de consumo, níveis de envolvimento e percepção de valor (noção de justiça X noção de injustiça). A opção pela abordagem qualitativa deve-se ao fato de que o objeto de estudo não demanda um resultado que possa ser expresso em números, mas a descrição e o melhor entendimento de um fenômeno social. Recentemente, Deighton; MacInnis; McGill & Shiv (2010) destacaram as pesquisas conceituais como ricas em ideias, na maior parte das vezes inovadoras, interessantes, fundamentadas teoricamente e capazes de estimular outras pesquisas, além de proporcionarem novas maneiras de se pensar o comportamento do consumidor. A utilização de uma etapa de observação ao trabalho proporcionou uma vivência fundamental do universo de estudo e sedimentou o terreno para a elaboração e execução das entrevistas em profundidade, instrumento este que propiciou uma riqueza significativa de informações na sua coleta. Por fim, a análise de conteúdo, apoiada nos trabalhos de Bardin (1979) e Minayo (2012), trouxe à tona resultados que demonstram um valor percebido de seu consumo altamente positivo pelas camadas de baixa renda da população, afastando a ideia de injustiça pelos preços mais altos que pagam e colocando os estabelecimentos comerciais (pequenos mercados) de bairros de baixa renda no centro de um processo de sociabilização das comunidades, aonde as pessoas encontram confiança, ética e, em especial, um universo de consumo com o qual tem afinidade cultural, colocando o valor percebido em um patamar muito distante dos modelos tradicionais de preço, qualidade e conveniência. / This monograph aims to describe the perceived value of low-income consumers, residents of poor neighborhoods in Porto Alegre, on their consumption of food and cleaning products, preferably acquired in neighborhood’s shops (small markets). Based on the premise that consumers of low income populations pay more for their food and cleaning products, seek to investigate their consumption habits, trying to understand the motivations that guide their consumption, aspects whose understanding leads us also to understand the perceived value these consumers attach to their universe of consumption. Therefore, the work was supported by a theoretical framework mainly in the area of marketing, moving through the essential aspects of the discipline, such as price, to consumer behavior, levels of involvement and perceived value (notion of justice X notion of injustice). The choice of a qualitative approach is due to the fact that the object of study does not require a result that can be expressed in numbers, but an understanding, as it is a description of a social phenomenon at its best. Recently, Deighton; MacInnis; Shiv & McGill (2010) highlighted the research conceptual as rich in ideas, in most cases innovative, interesting, theoretically grounded and able to stimulate further research, in addition to providing new ways of thinking about the behavior of consumer. Using an observation phase the work experience provided a fundamental study of the universe and cemented the ground for the development and implementation of in-depth interviews, this instrument that provided a significant wealth of information in its collection. Finally, content analysis, supported by the work of Bardin (1979) and Minayo (2012), brought up results that demonstrate a perceived value of their consumption highly positive by layers of low-income population, pushing the idea of injustice by higher prices they pay and putting commercial establishments (small markets) of low-income neighborhoods in the center of a process of socialization of communities, where people are trusted, ethical and, in particular, a universe with which the consumer has an cultural affinity, placing the perceived value at a level far away from the traditional models of price, quality and convenience.

O presente trabalho tem por objetivo descrever o valor percebido dos consumidores das camadas de baixa renda, moradores de bairros notadamente pobres de Porto Alegre, sobre o seu consumo de alimentos e produtos de limpeza, adquiridos preferencialmente em estabelecimentos comerciais (pequenos mercados) de bairros. Ao partir da premissa de que os consumidores das camadas de baixa renda pagam mais por seus alimentos e produtos de limpeza, se buscou investigar seus hábitos de consumo, procurando entender as motivações que norteiam seu consumo, aspectos cujo entendimento nos leva também a compreender o valor percebido que estes consumidores atribuem ao seu universo de consumo. Para tanto, o trabalho foi apoiado num referencial teórico essencialmente da área de marketing, transitando por aspectos essenciais da disciplina, como preço, comportamento de consumo, níveis de envolvimento e percepção de valor (noção de justiça X noção de injustiça). A opção pela abordagem qualitativa deve-se ao fato de que o objeto de estudo não demanda um resultado que possa ser expresso em números, mas a descrição e o melhor entendimento de um fenômeno social. Recentemente, Deighton; MacInnis; McGill & Shiv (2010) destacaram as pesquisas conceituais como ricas em ideias, na maior parte das vezes inovadoras, interessantes, fundamentadas teoricamente e capazes de estimular outras pesquisas, além de proporcionarem novas maneiras de se pensar o comportamento do consumidor. A utilização de uma etapa de observação ao trabalho proporcionou uma vivência fundamental do universo de estudo e sedimentou o terreno para a elaboração e execução das entrevistas em profundidade, instrumento este que propiciou uma riqueza significativa de informações na sua coleta. Por fim, a análise de conteúdo, apoiada nos trabalhos de Bardin (1979) e Minayo (2012), trouxe à tona resultados que demonstram um valor percebido de seu consumo altamente positivo pelas camadas de baixa renda da população, afastando a ideia de injustiça pelos preços mais altos que pagam e colocando os estabelecimentos comerciais (pequenos mercados) de bairros de baixa renda no centro de um processo de sociabilização das comunidades, aonde as pessoas encontram confiança, ética e, em especial, um universo de consumo com o qual tem afinidade cultural, colocando o valor percebido em um patamar muito distante dos modelos tradicionais de preço, qualidade e conveniência. / This monograph aims to describe the perceived value of low-income consumers, residents of poor neighborhoods in Porto Alegre, on their consumption of food and cleaning products, preferably acquired in neighborhood’s shops (small markets). Based on the premise that consumers of low income populations pay more for their food and cleaning products, seek to investigate their consumption habits, trying to understand the motivations that guide their consumption, aspects whose understanding leads us also to understand the perceived value these consumers attach to their universe of consumption. Therefore, the work was supported by a theoretical framework mainly in the area of marketing, moving through the essential aspects of the discipline, such as price, to consumer behavior, levels of involvement and perceived value (notion of justice X notion of injustice). The choice of a qualitative approach is due to the fact that the object of study does not require a result that can be expressed in numbers, but an understanding, as it is a description of a social phenomenon at its best. Recently, Deighton; MacInnis; Shiv & McGill (2010) highlighted the research conceptual as rich in ideas, in most cases innovative, interesting, theoretically grounded and able to stimulate further research, in addition to providing new ways of thinking about the behavior of consumer. Using an observation phase the work experience provided a fundamental study of the universe and cemented the ground for the development and implementation of in-depth interviews, this instrument that provided a significant wealth of information in its collection. Finally, content analysis, supported by the work of Bardin (1979) and Minayo (2012), brought up results that demonstrate a perceived value of their consumption highly positive by layers of low-income population, pushing the idea of injustice by higher prices they pay and putting commercial establishments (small markets) of low-income neighborhoods in the center of a process of socialization of communities, where people are trusted, ethical and, in particular, a universe with which the consumer has an cultural affinity, placing the perceived value at a level far away from the traditional models of price, quality and convenience.