Background: Online shopping is now the most popular way to spend. It haschanged people's consumption habits. In this change, customer satisfaction hasplayed a crucial role. Therefore, this paper studies the impact of online shoppingon customer satisfaction. The researchers analyzed it from three perspectives:efficiency, electronic service quality, and brand image. Explain how each ofthese three aspects affects customer satisfaction. Purpose: The purpose of this paper is to explain how three factors related toonline shopping (Efficiency, E-Service Quality, and Brand image) affectcustomer satisfaction through a quantitative research approach. Methodology: This study follows the structure of deductive research. Therefore,researchers used quantitative methods to study this project. The researchersdesigned an online questionnaire and selected generation Z (18-27 years old) asrespondents for this study. In the end, They received 80 responses. After theresearchers cleaned and coded the collected data, they entered the SPSSsoftware for analysis. The analysis content mainly includes multiple linearregression, descriptive statistics, and Cronbach's alpha and correlation analysis.It organizes the results of the multiple linear regression analysis into a resultstable and shows whether the hypothesis was rejected. Findings: In the three aspects, efficiency and brand image have a positive andsignificant impact on customer satisfaction. But e-service quality has nosignificant impact on customer satisfaction.

Gamification is in its infancy yet is proving to be a useful tool for practitioners in many industries. Little research into the perceptions of consumers, in regards to the gamification of online shopping, has been conducted though. Along with a lack of research from the consumer perspective, there is also a lack of qualitative research in this field. The purpose of this paper is to explore the consumer perceptions toward the gamification of online shopping and describe this through a model. Therefore this paper aims to bridge the gap by providing insight on the consumers perception using eight semi-structured interviews. This was supported with established theories, including the mechanics, dynamics and aesthetics (MDA) framework. Through these interviews, the participants allowed for rich empirical information to be gathered. The main findings of this paper conclude consumer perceptions towards the gamification of online shopping to be perceived benefits, enjoyment and drawbacks. The perceptions of consumers also included suggestions for the gamification of online shopping; such as privacy and sustainability.

Purpose - The purpose of this study is to investigate online shopping experiences and the perception of used goods among Millennials. This paper will assess how different aspect influences the Millennials' consumption of second-hand goods in a sustainable manner and regarding their decision-making process.  Design/methodology/approach - To address the research questions, qualitative methods were used, including 24 semi-structured interviews with Millennials between 22 and 36 years old, who shop second-hand on Swedish online marketplaces.  Findings - The findings reveal various experiences of Millennials when buying and selling used goods online, and the reason for it being considered a trend today. Young people prefer to buy and sell used goods online, and favor Facebook Marketplace over other platforms. Moreover, Millennials are being influenced by the idea that buying and selling used goods is sustainable consumption. The affordable prices, however, are more motivating. In most cases, Millennials made sustainable buying decisions without considering sustainability. It does not appear that environmental concerns were a primary factor in these decisions. When selling used products, on the other hand, the factor of sustainability outweighs the factor of making money. These findings suggest that different motivations play a role in Millennials' buying and selling of used goods. Practical implication - The Millennial generation is highly interested in buying and selling second-hand goods online. As a result of this trend, "traditional" companies need to expand their offerings to attract and retain this customer group. Furthermore, they should also consider the different motivational factors involved in buying and selling used products. Originality/value - This study examined Millennials’ various experiences, taking a closer look at environmental concerns while buying and selling second-hand goods online. Furthermore, it is investigated which role the decision-making process has in their overall consumption of used goods.

In recent years, e-commerce has become an essential part of the global retail framework. The retail industry has undergone an essential conversion due to the rise of the Internet and the ongoing development of digitalization. The Internet is more easily accessible with a rapid increase globally, and the number of potential online buyers is gradually increasing. This accessibility of the Internet has become evident in Sweden, which has been ranked as one of the top three most digitalizing countries among the member states of the European Union. In the year 2020, sales in e-commerce increased sharply in Sweden. It has been assessed that the change in consumer behavior has led to the increased use of e-commerce, and this continuous change will proceed in the future. Hence, the purpose of this study is to examine e-service quality in online apparel stores in Sweden using the E-S-QUAL model. In addition, this study investigates if each of the four dimensions in the E-S-QUAL model has an effect on customers’ e-satisfaction in online apparel stores. The research investigates how much each of the independent variables is affecting customers’ e-satisfaction. This will be researched using Swedish university students. The research follows a quantitative research design, and the data was based on the answers from an online questionnaire which resulted in 62 responses. Random- and snowball sampling was used to collect the data, and a survey research design was followed in the study. The data were analyzed using SPSS, where regression analysis was conducted to test the hypothesis. From the analysis, it was found that all of the four dimensions have an effect on customers’ e-satisfaction. However, the results show that the two dimensions efficiency and privacy have the highest impact on customers’ perception of e-service quality and thereby are affecting customers’ level of e-satisfaction the most.

In recent years – and especially since the beginning of the COVID-19 pandemic – online shopping has become a part of everyday life for many people. Yet, in contrast to buying at a traditional retail store, staying anonymous is at least difficult if not impossible when shopping online – in particular, when physical goods are to be delivered. From the customer perspective, reasons for seeking anonymity when shopping online can be manifold, for example some do not want anyone to know about their purchases, others do not want their data to be used by Big Data-enabled online retailers. From the point of view of online retailers, the prospect of anonymous online shopping should therefore not only be seen as a threat to their data-driven business models, but also as an opportunity to attract new customers. In this thesis we search and find support in the literature regarding the question whether there is indeed a demand for anonymous online shopping, and we discuss system architecture designs that were proposed by other authors for potentially realizing what we call All-Steps Anonymous Purchase Platforms (ASAPP). We propose a new architecture design that improves earlier work by realizing the concept of Separation of Data within a single platform: GhostBuy. We implement a working prototype of this platform that demonstrates not only the fundamental feasibility of the architecture but also that such a platform can be realized with a look-and-feel similar to that of common online shops. We also propose solutions for certain related aspects that are particularly important in the context of such a platform, as for example a guaranteed use of secure user passwords or application-level database encryption. We evaluate to what extent the proposed architecture and prototype preserve the customers’ anonymity/privacy, showing that the prototype provides it to the maximum possible extent that can be achieved based on the proposed architecture. We also show that the system provides 256-bit security against all but one considered cryptographic and mis-authentication attack vectors and discuss how this can also be achieved for the remaining attack vector. Closing our evaluation, we show how well the platform could presumably be deployed in the real world. Finally, limitations, possible improvements, and potential further future work are discussed and proposed.

Introduction: In today's business environment in Bangladesh, social media has become an integral component of the marketing process. Social networking services are increasingly being used in various businesses throughout the world. By using a digital platform, e-commerce businesses may quickly reach a considerable number of Bangladeshi customers. Bangladesh's E-Commerce sector also provides the chance to interact with clients more efficiently and effectively by leveraging new technology. Purpose: The purpose of this research is to illustrate the concept of Digital Bangladesh, and its connection with consumers buying behavior, and how it is improving the online shopping patterns , and behaviors in Social Media. Methodology: The thesis is more inductive, providing descriptive information to the scientific findings and interpretation. A qualitative analysis approach was chosen for this thesis. This research follows the primary data collection mode and entirely based the research on the collected data. Findings: Social Media impact significantly every step of buyers in the overall buying behavior of consumers in Digital Bangladesh. The reasons are mainly because social media bring convenience to people, consumers can spend more time on it. Limitations: The limitation in this research indicates the massive, and significant possibilities the empirical testing of the main aptitude needs to exist in many contexts for the theory to have a strong balance.

Background: This study examines online shopping in different cultures and technologies in relation to customer satisfaction in Stockholm and Accra; a developed city with a developing city respectively. In recent times, the use of the internet has rapidly increased around the globe and with it emerged online shopping as a means employed by which business organizations and individual sellers and service providers to maximize growth. Customer satisfaction is an essential element for attaining stability and growth in the business world and online shopping is no exception. Even though customer satisfaction is a universal phenomenon, it can be controlled by culture and technology.  Purpose: The purpose of this thesis is to compare a developed city with a developing one and the interplay of culture and technology in achieving customer satisfaction in online shopping. This thesis therefore seeks to investigate the different cultures and technologies on satisfaction by ascertaining the degree to which factors relating to culture and technology affect customer satisfaction in online shopping. Methodology: Quantitative research method is employed to conduct this thesis. By the use of the snowball sampling method, residents of both Stockholm and Accra were sampled and data collection was done by administering survey questionnaire. SPSS software package was used to analyse research data. The Spearman rank correlation and Mann-Whitney U test were performed using the SPSS software package to arrive at the research results and draw conclusions. Results & Conclusions: This research demonstrates the existence of differences in the culture and technology of Stockholm and Accra. It also demonstrates the impact of selected factors for independent variables (culture and technology) on customer satisfaction in online by showing their inter-relationship. It also reveals the factors which most affected customer satisfaction in online shopping in this thesis. In general, the correlations demonstrated that culture had more impacts on customer satisfaction in online shopping as compared to technology. A good relationship was found between customer satisfaction and culture, and technology provided by the participants from Accra. For Stockholm participants, customer satisfaction in online shopping had a relationship with cultural factors. It was shown in the findings that all four factors measuring culture such as trust, moral, law, and knowledge, and only two factors measuring technology such as internet speed and tools affected customer satisfaction in online shopping in Accra with the most affected factors being trust and moral. In the case of Stockholm, only two factors measuring culture, such as moral and trust affected customer satisfaction in online shopping and moral most affected customer satisfaction. None of the four factors measuring technology affected customer satisfaction. All in all, considering both independent variables, we argued that culture (factors) affected most customer satisfaction in online shopping. Recommendations for future research: Further research can be done by employing both qualitative and quantitative analysis techniques to know how these factors affect customer satisfaction in online shopping. In addition, to better generalize the results, further research could be done with the same concepts but with more factors used to measure the independent and dependent variables. Moreover, similar research could also be done by considering only one group of products or items bought online. Furthermore, the same or similar research can be done using more than one question to describe the factors or sub-variables. Last but not least, further research can deploy a larger sample size to facilitate generalization.

La era digital ha ocasionado que el comprador peruano migre hacia el e-commerce. Sin embargo, percibe ciertos riesgos los cuales influencian en su intención de adquirir algún producto por esta vía. Asimismo, estos riesgos varían de acuerdo a la categoría. Por ello, la presente trabajo estudiará los riesgos percibidos con respecto a la categoría maquillaje, debido a que investigaciones anteriores no han estudiado esta categoría, por lo cual se cubrirá esta deficiencia de conocimiento en el e-commerce. Las variables elegidas son el riesgo financiero, de privacidad, de producto, de conveniencia, compra y post-compra. Para poder comprobar las hipótesis se realizó una investigación mixta. Por un lado, en cuanto al estudio cualitativo, se realizaron 2 focus group a mujeres de 20 a 32 años que compren frecuentemente maquillaje por en canal online, y se realizaron 3 entrevistas a profundidad a expertos en el tema. Por otro lado, con respecto al estudio cuantitativo, se realizaron 250 cuestionarios al público en estudio. Finalmente, para comprobar las hipótesis planteadas, se realizó un análisis de regresión lineal múltiple entre la variable de intención de compra y los riesgos percibidos en su conjunto. Posteriormente, se obtuvo que las variables que influencian en la intención de compra son el riesgo de conveniencia y de producto. / The digital age has caused the Peruvian buyer to migrate to electronic commerce. However, he perceives certain risks which influence his intention to purchase a product through this channel. Similarly, these risks related to the category agreement. Therefore, the present work studying the perceived risks regarding the makeup category, due to previous research that has not studied this category, so this knowledge deficiency in e-commerce will be covered. The variables chosen are financial, privacy, product, convenience, purchase and post-purchase risk. In order to evaluate the hypotheses, a mixed investigation was carried out. On the one hand, regarding the qualitative study, 2 focus groups were used on women between 20 and 32 years of age who make up makeup by online channel, and 3 in-depth interviews were conducted with experts on the subject. On the other hand, regarding the quantitative study, 250 questionnaires were analyzed to the study public. Finally, to verify the hypotheses raised, a multiple linear regression analysis was performed between the purchase intention variable and the risks perceived as a whole. Subsequently, it is expected that the variables that influence the purchase intention are the convenience and product risk. / Trabajo de investigación

The environmental issues in the world are critical and sustainability becomes more important. There is a certain lack in the textile industry, where the production of clothes is responsible for water pollution, landfill waste and greenhouse gas emission. A more sustainable way of consumption is required, and one way is to shop for pre-owned and pre-used clothes. The demand for second-hand goods rapidly increases and the market is expected to continue to grow the next coming years. Internet has opened up for a new marketplace and the number of Peer-to-Peer (P2P) platforms increases and become more and more popular to buy and sell second-hand through. Generation Z are the young consumers that were born with technology, and this has led to a change in young people’s behavior, and attitudes and lifestyle which need to be perceived differently from previous generations. However, there is still a lack of research regarding Gen Z as consumers and no previous research has focused on their behavior when it comes to Online Second-hand Shopping Clothes (OSSC) using digital P2P platforms. Hence, this led us to our research question “What are the motives for Generation Z to shop second-hand clothes on digital P2P platforms?”. The aim is to give important insights to managers who are developing marketing strategies in the environment of OSSC, through exploring motivations and dimensions that could impact the behavior of this amongst Gen Z. We also want to give insights of OSSC through not only incorporating theories on shopping motivations, but also include Impulsive Buying Tendency and Perceived Risk. Based on theories of motivations towards Second-Hand shopping such as economical, ideological, fashionability, convenience, ethical and theories of Impulse Buying Tendency and Perceived Risk we constructed a conceptual framework with several hypotheses. To answer our research question and achieve our research purpose we conducted a deductive quantitative study where we through a web survey targeted people born in Gen Z who had experience of OSSC. The findings revealed that as a motive in our baseline regression analysis, ideological and convenience was significant. In our analysis on bivariate correlation, convenience and ethical motives was significant. In the multiple regression with multiple-items measures, convenience was the only significant motivation. Perceived Risk was only significant in our alternative model where it would affect the consumers perception of monetary spending on OSSC. We found no support that fashionability and impulse buying traits are motives for OSSC. Economical motives were not found to be significant as a motivation, but it can be considered a hygiene factor for OSSC. In conclusion, the findings reveal that all motives are important in different aspects, but convenience and ethical motives are strongly supported to be important drivers towards OSSC amongst Gen Z.

Designing a good customer relationship is important for a company to function and trust plays a major role when building customer relationships. The importance of this becomes more highlighted in the context of non- testable, non-testable products online since the customer cannot evaluate anything physically beforehand. Here trust is the mediator for a successful customer relationship within online shopping. The purpose of this study was to explain the impact of Source of Information and Credibility of Information on online consumer trust in the setting of non-testable, non-returnable products online. With a deductive approach to this quantitative research, the methodology of operationalization was used to measure the theoretical framework and to derive two hypotheses to be rejected or accepted based on the results of an online self-completion questionnaire. The questionnaire got a total of 74 answers that were analyzed by running a multiple regression analysis. The result of this study is that one hypothesis is accepted, the Credibility of Information has a positive relation to Trust when shopping non-testable, non- returnable products online, based on the positive relationship found. By accepting only one hypothesis, this resulted in a modified research model visually presenting the outcome. Which can be concluded that Credibility of Information has a positive relationship with Trust in the context of non- testable, non-returnable products online. Which implies that companies within this area should increase credibility in order to increase customer online trust.