Date: 02.06.2021 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Avesta Aspitman (94/05/24) , Beata Valeria Karacsonyi (95/08/01), Dalia Uthman (97/01/07)                      Title: Changes in online shopping activities of Generation Z students - A qualitative study on online purchase intent and impulsivity during Covid-19 Tutor: Leanne Johnstone Keywords: Online purchase intent, Covid-19, Generation Z, Students, Impulsive shopping Research question:  How has Covid-19 impacted the online purchase intent of students at Mälardalen region of Sweden? Purpose: To examine how the impact of Covid-19 has affected the online      purchase intent of students of Mälardalen region in Sweden. Method: This study has an inductive approach with a qualitative data collection. Semi-structured interviews were held with nine students within the Mälardalen region and were conducted online through the communication tool ZOOM. A thematic analysis was conducted to analyze the collected primary data and with assistance of the literature review, four dimensions of the topic could be identified: financial, performance, time and psychological. Conclusion: Online purchasing during Covid-19 has increased and thus, affected the online purchasing intent of students in the same way. This is mainly due to restrictions and due to the pandemic and the consumer’s perception of the online retailers’ adaptation to it. Increased impulsivity due to Covid-19 cannot be concluded in this study and thus contradicts existing and recent literature that suggests impulsive shopping increases in crises. Instead, Generation Z students are more inclined to save their money and make strategic choices to purchase online.

Artificial intelligence (AI) has become an increasingly integrated aspect of daily life. Particularly, businesses have been incorporating AI into many of their features from customer support to product personalization. While there has been a body of research exploring the interpersonal impacts of AI and human participants, there is limited research on the effects of human-like AI on its influence in the purchasing process. Taking the theoretical framework of the Computer Are Social Actors (CASA) paradigm, I utilized a 2 x 3 experiment to measure if the perceived sex of an artificial intelligence impacts consumers' purchase intention, trust, and sense of agency. Participants interacted with either a male-gendered or female-gendered AI chatbot, or a static website, which then recommended a water bottle based on the participants' preferences. The study indicated significance with both male and female participants preferring the control website over both AI sexes. The study also indicated significance in women participants feeling more overall agency than men participants during the experiment. The results indicate a potential need for a new level of human realism before CASA can be framed within some AI applications. / MACOM / Artificial intelligence (AI) has become an increasingly integrated aspect of daily life. Particularly, businesses have been incorporating AI into many of their features from customer support to product personalization. While there has been a body of research exploring the interpersonal impacts of AI and human participants, there is limited research on the effects of human-like AI on its influence in the purchasing process. Taking the concept that people naturally treat human-like technology as real humans, I have evaluated whether consumers' purchase intention, trust, and sense of agency are impacted while interacting with either a male-gendered or female-gendered AI chatbot , or a static website, which then recommended a water bottle based on the participants' preferences. The study showed that both male and female participants preferred the control website over both AI sexes, and women participants overall felt more agency than men participants during the experiment. The results indicate that there may need to be a new level of human realism before users will treat some AI applications as fellow humans.

Cette étude a pour objectif d’analyser l’influence de l’information multidimensionnelle diffusée à travers les sites boursiers sur la confiance de l’investisseur individuel, ainsi que tester l’effet médiateur de la confiance sur la relation informations/intention d’achat des actions.À partir d’une étude qualitative exploratoire et une étude quantitative auprès de 180 investisseurs individuels, nous montrons que la forme et la qualité de l’information influencent la confiance de l’investisseur. La qualité du site boursier exerce aussi un effet sur la confiance. De même, la confiance joue un rôle de médiateur partiel sur la relation informations/intention d’achat des actions. / This study aims to analyze the influence of multidimensional information disseminated through the stock-exchange websites on the confidence of individual investors, as well as test mediating effect of trust on the relationship information/ purchase intent actions.From a qualitative exploratory study and a quantitative study of 180 individual investors, we show that the shape and quality of the information affect investor confidence. Stock-exchange website quality also has an effect on trust. Similarly, trust plays a partial mediator of the relationship information/ intention to purchase shares.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-08-06T15:00:32Z No. of bitstreams: 1 Marcelo Curth_.pdf: 3523824 bytes, checksum: 18ecaadf7b6998969313b3cd3ad001c1 (MD5) / Made available in DSpace on 2018-08-06T15:00:32Z (GMT). No. of bitstreams: 1 Marcelo Curth_.pdf: 3523824 bytes, checksum: 18ecaadf7b6998969313b3cd3ad001c1 (MD5) Previous issue date: 2018-04-04 / Nenhuma / O presente trabalho teve o objetivo de propor e testar um modelo teórico que considerou as relações entre envolvimento cognitivo, envolvimento afetivo, identidade social, laços de interação social, flow e intenção de compra. Para atingir os objetivos do estudo, inicialmente, foi realizada uma busca sistemática de elementos teóricos para composição do modelo e proposição das hipóteses. A partir disso foram realizados dois estudos por meio de uma survey, com 244 e 269 respondentes, respectivamente, com participantes de comunidades mobile (m-comunidades). O modelo teórico foi testado utilizando a técnica de Modelagem de Equações Estruturais (MEE). Além do teste do modelo e das hipóteses, também foi verificada a mediação dos construtos identidade social, laços de interação social e flow entre os construtos envolvimento cognitivo, envolvimento afetivo e intenção de compra. Os resultados indicaram que o envolvimento afetivo possui relação positiva na identidade social, o que não ocorreu com o envolvimento cognitivo nos dois estudos. A relação entre identidade social e intenção de compra foi suportada apenas no primeiro estudo. Para as outras relações, o primeiro estudo suportou as relações entre envolvimento afetivo e identidade social com laços de interação, envolvimento afetivo e identidade social com flow. No segundo estudo, os resultados mostraram suporte para a relação entre envolvimento cognitivo e identidade social com laços de interação, envolvimento cognitivo e identidade social com flow, além dos laços de interação com intenção de compra. Constatou-se um efeito mediador dos laços de interação com os envolvimentos e intenção de compra, sendo completa no primeiro estudo e parcial no segundo. Além disso, verificou-se que a identidade social e o flow não apresentaram efeito mediador entre os envolvimentos e intenção de compra. Por fim, a tese contribui em termos acadêmicos e gerenciais, possibilitando avanços no entendimento dos antecedentes da identidade social e as relações com a intenção de compra, demonstrando efeitos mediadores dos laços de interação. / The present study aimed to propose and test a theoretical model that considered the relationships between cognitive involvement, affective involvement, social identity, social interaction ties, flow, and purchase intent. In order to achieve the objectives of the study, initially, it was carried out a systematic search for theoretical elements for creating the model and the proposition of hypotheses. The two studies were carried out with a survey, with 244 and 269 respondents, respectively, with participants from mobile communities (m-communities). The theoretical model was tested by using the Structural Equation Modeling (SEM). In addition to the test of the model and the hypotheses, it was also analyzed the mediation of the constructs: social identity constructs, social interaction ties, and flow among the constructs cognitive involvement, affective involvement, and purchase intention. The results showed that the affective involvement has a positive relationship on the social identity. This did not occur with the cognitive involvement in both studies. The relationship between social identity and purchase intention was supported only in the first study. For the other relationships, the first study supported the relationships between affective involvement and social identity with interactions ties, affective involvement, and social identity with flow. In the second study, results show support to the relationship between cognitive involvement and social identity with interaction ties, cognitive involvement and social identity with flow, in addition to the interaction ties with purchase intent. It is seen a mediator effect of the interaction ties with the involvements and purchase intent, with the first study being complete and the second study being partial. In addition, it was found that social identity and flow did not present a mediator effect between involvements and purchase intent. Finally, the thesis is a contribution in academic and managerial terms, making it possible for advances in understanding the background to the social identity and relationships with the purchase intent, while showing mediator effects of the interaction ties.

Submitted by Mariana Dornelles Vargas (marianadv) on 2015-05-06T18:02:07Z No. of bitstreams: 1 humor_propagandas.pdf: 942498 bytes, checksum: ccceb92f33058e5404e26b45302a2152 (MD5) / Made available in DSpace on 2015-05-06T18:02:07Z (GMT). No. of bitstreams: 1 humor_propagandas.pdf: 942498 bytes, checksum: ccceb92f33058e5404e26b45302a2152 (MD5) Previous issue date: 2010 / Nenhuma / A propaganda cumpre um papel importante em favor da sociedade, economia e mercado das empresas. Seu valor no marketing é fundamental, considerada a principal ferramenta de exposição ao público, capaz de modificar comportamentos e atitudes, encantando e persuadindo os mesmos com apelos variados e que fazem a diferença no contexto propagandístico. Isto é, o humor é um apelo considerado irreverente e de sucesso quando bem usado nas peças publicitárias. É um recurso que pode facilitar o interesse do consumidor pela mensagem. Objetiva-se neste estudo aprofundar o entendimento acerca da percepção dos consumidores sobre o humor presente nas propagandas televisivas. Destaca-se, no entanto, que existem poucos estudos que remetem ao apelo humor no Brasil, especificamente nas propagandas televisivas. Para tanto, a presente dissertação contribui com o tema, apresentando estudos bibliográficos de autores seminais e descrevendo um estudo qualitativo no método de amostragem teórica, especificamente como entrevista em profundidade. Abordando doze mulheres, ditas como donas de casa e profissionais de mercado, que dizem gostar de ver televisão, com características biográficas variadas (idade, estado civil, profissão) e consequentemente com características comportamentais bem distintas. Nas etapas metodológicas, as participantes foram entrevistadas separadamente (uma por uma), totalizando nove perguntas, mas ressaltando, quando necessário, a realização de "subperguntas", a fim de instigar e fazê-las falar e exprimir sentimentos, emoções e valores. O método dessa entrevista expõe tais condições, tendo em vista que sua intenção é levantar todos esses dados comportamentais para uma conclusão satisfatória do estudo. A entrevistadora, dita como investigadora (STRAUSS, 2008), não tendência as respostas, mas faz as entrevistadas responderem com detalhes, buscando envolvê-las para assim perceber e aprofundar nas suas formas de comunicação verbal ou não-verbal o assunto proposto. Depois dessa etapa, fazem-se as análises comparando respostas e avaliando, numa visão sistêmica e num foco aprofundado, o olhar que as mesmas têm em relação ao humor nas propagandas. Diante dessa proposta, o estudo constata que há um comportamento positivo, um olhar notável na aceitação do humor nas propagandas que condiciona e acaba influenciando no quesito lembrança e "no chamar a atenção" do telespectador, embora o atributo humor deva estar unido a outros elementos-chaves que ajudam e favorecem a persuasão, como por exemplo, a criatividade contextual, a necessidade dos produtos na visão do consumidor, o preço, o nome, os personagens, entre outros. O fato de aceitar e ver o humor como um apelo forte e dito como diferencial pode estabelecer uma relação direta junto à intenção da compra, mas nessa condição, são necessários mais estudos e métodos diferenciados para admitir tal hipótese com exatidão. Com o estudo, pode-se constatar que o indivíduo vê a propaganda humorística, quando "bem feita", com "bons olhos". De acordo com as entrevistadas, o comercial que utiliza o humor fica na lembrança do indivíduo, associa o produto à propaganda, e como consequência, serve de auxílio no ato da compra. Quanto às implicações acadêmicas e sugestões a dar continuidade a futuros estudos são expostos no fim da dissertação. / Advertising plays an important role for society, economy and business market. Its value in marketing is crucial, as the leading tool for public exposure, can change behavior and attitudes, charming and persuading them with varied and appeals that make a difference in the context propaganda. The humor is irreverent and considered an appeal of success when properly used in the materials. It is a resource that can facilitate the interests of consumers by the message. The objective of this study was to deepen the understanding of consumers perceptions of the humor present in television advertisements. Stands out, however, that there are few studies that refer the appeal humor in Brazil, specifically in television advertisements. To that end, this paper contributes to the topic, presenting bibliographical studies author seminal and a qualitative study describing the method of theoretical sampling, specifically as in-depth interview, covering twelve women, spoken as housewives and professional market, which say they enjoy watching television, with various biographical characteristics (age, marital status, occupation) and consequently with very different behavioral Characteristics. In methodological steps, participants were interviewed separately (one by one), totaling nine questions, but noting, where necessary the creation of sub-questions in order to instigate and make them talk and express feelings, emotions and values. The method of this interview exposes these conditions, remembering that their intention is to raise all these behavioral data to meet the study. The interviewer said to the researcher (Strauss, 2008) tendency not the answers but does the interviewees respond in detail to involve them trying to understand and thus deepen in its forms of verbal or nonverbal communication the matter proposed. After this step, make up the analysis by comparing and evaluating responses in a systemic view and a focus depth look that they have in relation to humor in advertising. Given this proposal, the study finds that there is a positive attitude, a look at the remarkable acceptance of humor in advertisements that conditions influencing and ends in the question and remembrance in calling the attention of the viewer, although the mood attribute should be attached to other elements Key which help promote and persuasion, such as contextual creativity, the need for vision products in the consumer price, the names, characters, among others. The fact accept and see humor as a strong call said as differential can establish a direct relationship with the intention of buying, but in this condition, further studies are needed and different methods to admit this hypothesis accurately. With the study, one can see that the individual sees the humorous advertisement, when well done with good eyes, according to the interviewees, the shopping is in remembrance of the individual, associate product advertising, and as a consequence serves as an aid in the purchase. As for the academic implications and suggestions for future studies continue to be exposed at the end of the dissertation.

[pt] Apesar da crescente importância da internet como um canal de informação, compra e venda de serviços de turismo, ainda há uma lacuna sobre as motivações e barreiras que levam consumidores a utilizarem a internet para o consumo de produtos e serviços ligados ao turismo. A hipótese central deste estudo é de que a confiança e seus antecedentes têm papel fundamental na formação da intenção de compra de produtos e serviços turísticos na internet. A partir da análise da literatura, foram identificados e selecionados antecedentes de maior relevância na decisão de compra online de turismo. Foi proposto então um modelo estrutural e formuladas dezesseis hipóteses relacionando os construtos utilizados e seus efeitos sobre a intenção de compra. Todas as hipóteses foram testadas por meio equações estruturais com base nos dados de uma survey de 292 usuários de sites de produtos e serviços turísticos, todos residentes na cidade do Rio de Janeiro. Os resultados obtidos confirmam a maior parte das hipóteses formuladas, com relações significativas sendo verificadas entre o construto confiança e os demais construtos abordados, influenciando significativamente a intenção de compra de produtos e serviços de turismo na internet. / [en] Despite the growing importance of the Internet as an information and purchase channel for the tourism industry, there is still a gap in the literature about the motivations and barriers involved in the online consumption of tourism related services and products. The central hypothesis of this study is that trust and its antecedents have an important role in the formation of the intention of purchasing travel products and services on the Internet. Based on a literature review, several relevant antecedents to online trust and tourism purchase behavior were identified. A structural model was then proposed to test sixteen hypotheses relating the selected constructs to purchase intent. Data from a survey of 292 previous buyers of online tourism products and services was used to test the proposed model. The results confirm most of the hypotheses, with significant relationships being found between trust and the other addressed constructs, most of which were found to significantly influence the intention to purchase tourism-related services or products online.

Submitted by Franciele Moreira (francielemoreyra@gmail.com) on 2017-11-30T12:16:28Z No. of bitstreams: 2 Dissertação - Fernanda Paulla de Godoi - 2017.pdf: 1376709 bytes, checksum: fee705fc65089a270e97d79119d66b24 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2017-11-30T12:59:45Z (GMT) No. of bitstreams: 2 Dissertação - Fernanda Paulla de Godoi - 2017.pdf: 1376709 bytes, checksum: fee705fc65089a270e97d79119d66b24 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2017-11-30T12:59:45Z (GMT). No. of bitstreams: 2 Dissertação - Fernanda Paulla de Godoi - 2017.pdf: 1376709 bytes, checksum: fee705fc65089a270e97d79119d66b24 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2017-05-22 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The peki fruit(Caryocar brasiliense Camb.) stands out among the fruits from various Cerrado native frui species.). However, it is still not very popular throughout Brazil, because it has a very characteristic taste and aroma, and is still restricted to preserves, creams and chestnut oil. The objective of this work was to develop breaded chicken patties with peki fruit pulp and to evaluate the effect of different concentrations of peki fruit pulp and of different cooking methods on acceptance and purchase intention. For the preparation of the breaded ckichen patties, chicken breast, ice water, salt, erythorbate, sodium phosphate, garlic, parsley, pepper, onion, curing salt and peki fruit pulp were used in the following concentrations (2.5, 5.0, 7.5 and 10.0%). At coverage stage, corn starch, water, and onion and garliflavored breadcrumbs were used. The breaded chicken patties were prepared to consume using four different cooking methods (air-fryer, microwave, conventional oven and fried by oil immersion) andevaluated for acceptance tests and purchase intent. The texture, flavor, color and aroma attributes were evaluated. There was no rejection in any of the samples, in spite of the peki fruit pulp concentration, but the degree of acceptance varied from one cooking method to another. The cooking method most accepted by consumers were in electric airfryer and conventional oven. / Dentre os frutos de várias espécies frutíferas nativas do cerrado, vem se destacando o pequi (Caryocar brasiliense Camb.), porém, ainda não muito popular em todo território brasileiro, por apresentar gosto e aroma bem característico, e por ainda estar restrito a conservas, cremes e óleo da castanha. Objetivou-se, com este trabalho, desenvolver e avaliar empanados de peito de frango com diferentes concentrações de polpa de pequi, e com diferentes métodos de cocção, por meio de testes de aceitação e intenção de compra. Para a elaboração dos empanados, utilizou-se peito de frango, água gelada, sal, eritorbato de potassio, fosfato de sódio, alho, salsa, pimenta, cebola, sal de cura e polpa de pequi nas seguintes concentrações 2,5, 5, 7,5 e 10%. Já na etapa de cobertura, foram utilizados amido de milho, água e farinha de empanar sabor cebola e alho. Os empanados foram preparados para consumo utilizando-se quatro métodos de cocção diferentes (airfryer, micro-ondas, forno convencional e fritos por imersão em óleo) e avaliados em testes de aceitação e intenção de compra. Os atributos como textura, sabor, cor e aroma foram avaliados nos empanados. Não houve rejeição em nenhuma das amostras, a despeito da concentração de pequi utilizada, contudo, o grau de aceitação diferenciou de um método de cocção para outro. Os métodos de cocção mais aceitos pelos consumidores foram em fritadeira elétrica airfryer e forno convencional.

Submitted by Geandra Rodrigues (geandrar@gmail.com) on 2018-08-01T15:25:02Z No. of bitstreams: 1 danilodeoliveirasampaio.pdf: 64353826 bytes, checksum: 18205065f906a37199938c37551047a6 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2018-08-01T17:08:48Z (GMT) No. of bitstreams: 1 danilodeoliveirasampaio.pdf: 64353826 bytes, checksum: 18205065f906a37199938c37551047a6 (MD5) / Made available in DSpace on 2018-08-01T17:08:48Z (GMT). No. of bitstreams: 1 danilodeoliveirasampaio.pdf: 64353826 bytes, checksum: 18205065f906a37199938c37551047a6 (MD5) Previous issue date: 2012-10-01 / PROQUALI (UFJF) / Os consumidores estão cada vez mais conscientes e exigentes em relação aos tipos de alimentos ofertados, em especial, aos fatores como: qualidade, prego, saúde e preservação do meio ambiente natural. Nesse contexto, o alimento orgânico certificado tem sido uma opção entre os tipos de alimentos, pois é concebido sob um sistema de cultivo baseado na agricultura agroecológica e sustentável, a qual veta o uso de agrotóxicos, preserva a natureza sem contaminar a terra, os rios, a flora e fauna e, ainda, provoca uma relação diferenciada com o trabalhador do campo, com políticas que respeitam a legislação trabalhista. Esta pesquisa teve como foco o comportamento de compra/consumo do consumidor de alimentos orgânicos, buscando responder o problema de pesquisa - Quais são os fatores que determinam significativamente a intenção de compra/consumo de alimentos orgânicos e quais as relações desses fatores entre si? Essa pergunta permitiu a elaboração do objetivo geral da pesquisa, que foi propor e testar um modelo que avaliasse o impacto das variáveis que afetam a intenção de compra/consumo de alimentos orgânicos a partir da perspectiva do consumidor desse tipo de alimento. Nesse sentido, o referencial teórico desta pesquisa aborda dois campos do conhecimento: a escola de marketing denominada comportamento do consumidor e os estudos sobre o comportamento dos consumidores de alimentos orgânicos. Tendo em vista sua concepção, esta pesquisa é classificada como descritiva contendo uma fase exploratória, prevalecendo a filosofia positivista. Para responder aos objetivos e hipóteses desta pesquisa, foram desenvolvidas duas fases metodológicas: uma qualitativa e outra quantitativa. Assim, desenvolveram-se dois grupos focais em Juiz de Fora (MG) e um survey transversal com 560 consumidores de alimentos orgânicos em Belo Horizonte (MG). Após a construção da escala ajustada aos propósitos desta pesquisa, um modelo de comportamento de compra/consumo de alimentos orgânicos foi elaborado com base na técnica de modelagem de equações estruturais Podese concluir que o único construto endógeno deste modelo proposto, Intenção de Compra/Consumo, apresentou um coeficiente dc correlação (RZ) de 41%, indicando que 41% de suas variações são explicadas pelos construtos exógenos e os outros 59% refletem outras coisas que influenciam a intenção de compra/consumo, mas que 115.0 foram abordadas no modelo. O R2 de 41% indica um poder de previsão de moderado a substancial, de acordo com Chin (1998), que ressalta que se o construto é explicado por apenas uma ou duas variáveis, sendo o valor moderado aceitável. Dos três construtos exógenos do modelo proposto, apenas dois apresentaram impacto estatisticamente significativo, que foram os construtos crença e atributo. Ambas as cargas foram positivas, sendo que o impacto do construto atributo (carga padronizada de 0,50, p valor <1%) 1 foi maior do que o impacto do construto crença (carga padronizada de 0,20, p valor <l%), por ser mais próxima de um. O construto grupos de referência apresentou um impacto de 0,05 (carga próxima de zero, apesar de positiva), não exercendo influencias que impactam na intenção de compra/consumo se comparado aos outros construtos. Com relação as contribuições acadêmicas e gerenciais, destacamse: o resgate de um referencial teórico atualizado sobre o comportamento do consumidor de alimentos orgânicos; e que os varejos podem criar ações de publicidade e promoção de vendas incluindo uma mensagem de valorização ao meio ambiente, a qualidade e a disponibilidade do alimento orgânico. Dentre as limitações do estudo, destaca-se que o período de realização da pesquisa foi limitado e que mais cidades poderiam ter sido pesquisadas vislumbrando uma comparação entre as mesmas. Como sugestão de pesquisa futura, a diferenciação enquanto estratégia mercadológica pode ser utilizada tendo em vista os diversos tipos de alimentos orgânicos, apontando comportamentos de compra/consumo específicos por produto (tanto in natura como processado) possibilitando o aperfeiçoamento do modelo proposto. / Consumers are increasingly aware and choosy about the types of food offered, in particular, factors such as quality, price, health and preservation of the natural environment. ln this context, the certified organic food has been a choice between types of food because it is designed under a cropping system based on agroecology and sustainable agriculture, which prohibits the use of pesticides, nature preserves without contaminating the land, the rivers, flora and fauna, and also causes a different relationship with the field worker, with policies that respect the labor laws. This research focused on the buying behavior/consumer consumption of organic food, seeking to answer the research question - What are the factors that determine significantly the intention to purchase/consumption of organic food and what the relationship of these factors with each other? That question led to the development of general purpose of the research, which was to propose and test a model to assess the impact of 1 variables affecting the intention to purchase/consumption of organic food from the ` perspective of the consumer of this type of food. ln this sense, the theoretical framework of , this research addresses two areas of knowledge: the school named marketing and consumer behavior studies on the behavior of consumers of organic food. Given its design, this research is classified as containing a descriptive exploratory phase, prevailing positivist philosophy. To meet the goals and hypotheses of this research was developed twostage methodology: a qualitative and quantitative one. Developed two focus groups in Juiz de Fora (MG) and a transverse survey with 560 consumers of organic food in Belo Horizonte (MG). After the construction of the adjusted scale to the purposes of this research, a model of buying behavior/consumption of organic food has been prepared based on the technique of structural equation modeling. It can be concluded that the only construct endogenous this proposed model, lntent to Purchase/Consumption, showed a correlation coefficient (R2) of 41%, indicating that 41% of their variations are explained by the constructs exogenous and the other 59% reflect other things that influence the intention to purchase/consumption, but were not addressed in the model. The R2 indicates a 41% predictive power of moderate to substantial, according to Chin (1998), which emphasizes that the construct is explained by only one or two variables, and the moderate value acceptable. Of the three exogenous constructs of the proposed model, only two showed statistically significant impact, that the constructs were belief and attribute. Both fillers were positive, and the impact of the construct attribute (standardized cargo 0.50, p value <1%) was higher than the impact of the construct belief (standardized cargo 0.20, p value <l%), being the closest one. The construct reference groups showed an impact of 0.05 (load close to zero, although positive), not exerting influences that impact on intention to purchase/consumption compared to other constructs. With respect to academic and managerial contributions stand out: the rescue of a theoretical date on consumer behavior of organic foods, and that retails actions can create advertising and sales promotion including a message of appreciation to the environment, the quality and availability of organic food. Among the studys limitations, it is noteworthy that the timing of the survey was limited and that more cities could have been surveyed glimpsing a comparison between them. As a suggestion for future research, while differentiating marketing strategy can be used in view of the various types of organic foods, pointing behaviors purchase/consumption by specific product (fresh and processed) enabling the improvement of the proposed model.

Several studies have examined the use of emoji and emoticons in computer mediated communication among peers and colleges but there is yet academic research on the impact of businesses using these paralinguistic cues when responding to online consumer reviews. This research is examining the influence these paralinguistic cues have on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent. Using an online survey, participants are asked to answer general questions about the brand, the quality of the response, brand relationship, and purchase intent after seeing a random condition of both a low and high involvement product. Result support previous eWOM research as valence of the review had the largest impact on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent with an interesting finding where in most cases the addition of an emoji in positive valence message attributes to the strongest findings. With the increase in emoji usage in marketing and advertising, it is important that business are utilizing these tools in effective means otherwise the use of these paralinguistic cues could negatively impact the companies quality of the response to an online consumer review, brand relationship, purchase intent.

Omnichannel retailers have received considerable attention from academics and professionals in recent years; however, its impacts on purchase intention and the results of the relationships between its variables are still unclear. Therefore, the objective of this study is to analyze the relationship of three components of the consumer's omnichannel shopping experience, such as integration, consistency and transparency, in respectant of purchase intention. The methodology of the study will be quantitative and the data will be collected through an online survey with 400 usable responses. The findings will indicate whether the components mentioned previously have a direct and significant impact on purchase intention. Finally, these findings will provide important scopes for theoretical discussions of future academics and research works. / Omnichannel retailers have received considerable attention from academics and professionals in recent years; however, its impacts on purchase intention and the results of the relationships between its variables are still unclear. Therefore, the objective of this study is to analyze the relationship of three components of the consumer's omnichannel shopping experience, such as integration, consistency and transparency, in respectant of purchase intention. The methodology of the study will be quantitative and the data will be collected through an online survey with 400 usable responses. The findings will indicate whether the components mentioned previously have a direct and significant impact on purchase intention. Finally, these findings will provide important scopes for theoretical discussions of future academics and research works. / Trabajo de investigación