As social media platforms continue to evolve, the rapid evolution has significantly transformed consumer behavior, particularly among generation Z. TikTok has emerged as a particularly dominant force and therefore this thesis investigates the influence of TikTok User-generated content on impulsive buying behavior towards beauty products among generation Z. Through a qualitative analysis the authors explore the intricate dynamics of TikToks UGC, aiming to uncover trends and patterns that trigger impulsive purchases.  Drawing on semi-structured interviews with Generation Z beauty consumers, the study investigates how TikTok's unique features and content dynamics drive impulsive purchases. The analysis focuses on identifying key trends and patterns in UGC that contribute to spontaneous buying decisions, as well as understanding the role of authenticity, trust, and emotional engagement in this process. The findings reveal that individuals who spend more time on TikTok are more likely to exhibit impulsive buying behavior. Key factors influencing these behaviors include the perceived honesty and expertise of influencers, the relatability and aspirational qualities of content creators, and the repeated exposure to products. Limited editions and perceived exclusivity further amplify the urgency to purchase. TikToks video format, which provides immediate and relatable visual proof of products effectiveness, plays a crucial role in driving these impulsive buying decisions. This study underscores the importance for brands to strategically leverage TikToks platform to engage with Generation Z consumers effectively. By creating honest, relatable content and utilizing the power of repeated exposure, brands can enhance consumer engagement and drive sales, fostering long term trust and loyalty among Generation Z consumers.

Idag lever vi i ett samhälle som digitaliseras allt mer och mer. Från att handeln för 20 år sedan enbart utfördes i fysiska butiker till att konsumenter idag hemma från tv-sofforna enkelt kan beställa hem produkter via e-handel. Digitaliseringen har främjat handel på internet och gjort att e-handeln har etablerats på modemarknaden. Även sättet som konsumenter handlar, alltså köpprocessen, har påverkats av samhällets digitalisering. Enligt Workman och Studak (2006) består köpprocessen av följande fem steg: behovsidentifikation, informationssökning, alternativutvärdering, köp och utvärdering av köp. En annan aspekt som uppsatsen undersöker är livsstil och då relaterat till familje- och arbetssituation för Generation X och Y. Generation X och Y är ett utgångsläge i uppsatsen. Generation X är födda under mitten av 1960-talet till början av 1980-talet och kännetecknas av att vara karriärsinriktade med begränsad fritid. Internetanvändningen för generationen sker främst i samband med informationssökning och som verktyg, exempelvis e-mail. Generation Y är födda i början av 1980-talet till 1990-talets mitt. Generationen karaktäriseras av att vara flitiga internetanvändare som är relativt högutbildade, då majoriteten har eftergymnasial utbildning. Uppsatsens syfte är att undersöka om köpprocessen skiljer sig mellan Generation X och Y utifrån livsstil, samt om det påverkar konsumenters val av köp i fysisk butik eller via e- handel. Resultatet av undersökningen visar att köpprocessen ser likvärdig ut för de båda generationerna. Däremot skiljer sig generationerna åt när det kommer till hur faktorerna i köpprocessens tredje steg, alternativutvärdering, prioriteras. Å andra sidan är båda generationerna eniga om att pris är den högst prioriterade faktorn. När det kommer till val mellan köp i fysiska butiker och via e-handel visar resultatet att valet inte enbart har med generation och livsstil att göra. Däremot kan slutsats dras att vanor, värderingar och individuella preferenser har större påverkan på vart köp utförs, i fysisk butik eller via e- handel, än vad livsstil samt konsumenters generation har. / Today we are living in a society that is becoming more and more digitalized. Only 20 years ago all kind of fashion trading took place in physical stores. Today, 20 years later, consumers can easily through the Internet purchase products from their couches in front of the TV. The digitalization has encouraged commerce on the Internet, which has established e-commerce on the fashion market. The way consumers shop, in other words the buying process, has been affected by the digitalization in society. According to Workman and Studak (2006) the buying process consists of the five steps: need identification, information search, alternative evaluation, purchase and evaluation of purchase. Another aspect that this essay examines is the lifestyle of Generation X and Y related to family- and work situation. This essay is based on Generation X and Y. Generation X was born in the middle of the 1960 to the beginning of the 1980. The generation is characterized for being very focused on their career, which limit their leisure time. The Internet usage of the generation is mainly in relation to information search and as a tool, for example e-mail. Generation Y was born in the beginning of the 1980 to the middle of the 1990. The generation is known for using Internet frequently and is highly educated, since the majority of the generation has a post-secondary education. The purpose of this essay is to examine if the buying process differentiates between Generation X and Y based on lifestyle, and if this influences the choice consumers make between purchase in physical store or through e-commerce. The result of the study demonstrates that the buying processes of both generations are equal. However, the generations differentiate in the third step of the buying process, alternative evaluation, when it comes to priority of different variables. On the other hand, the generations were united about that price is the highest prioritized variable. When it comes to the choice between purchases in physical stores or through e-commerce the result presents that the choice does not only depend on what generation or lifestyle consumers has. Nevertheless, a conclusion can be that habit, values and individual preferences have bigger impact on where the purchases are executed, in physical stores and through e-commerce, than what lifestyle and generation have.

本篇論文共一冊，約八萬字，共分為五章，包括一、導論；二、文獻探討；三、研究 方法；四、研究結果；五、結論與建議。內容主要採討大台北地區兒童夏令營之消負 行為，包括一、了解兒童夏令營之市場，並比較中美兒童夏令營不同發展之趨勢；二 、探討兒童夏令營購買者之購買行為、購買動機、對各夏令營之評價、知覺與偏好； 三、從購買者人口統計其數、生活型態來分析購買行為的差異性，以作為市場區隔化 的基礎；四、探討上述分析結果對於主辦夏令營之機構在行銷策略上之涵義，並且希 望能對家長在選擇夏令營時有所助益。

Since the improved people’s living standard, luxury buying has increasingly spread in popularity, especially in developing countries. Conspicuous consumption has resulted in this luxury buying among consumers. This mentality leads to consumers to achieve their own goal through luxury goods, such as reflecting their status, showing the uniqueness and so on. In order to buy their favorite luxury goods, consumers try different channels and overseas buying is the main channel for them. Under this situation, China as the second-biggest luxury market, the demand for overseas luxury among Chinese consumer has credit raised. It is therefore important for conducting consumer behavior research to analyze this phenomenon and identify corresponding factors that lead consumers buying luxury abroad. The purpose of the research is to understand the phenomenon of the consumers buying luxury goods overseas and to identify the corresponding factor for the luxury shop or the company which could conduct managerial implication to encourage consumers buying domestically. Since the improved people’s living standard, luxury buying has increasingly spread in popularity, especially in developing countries. Conspicuous consumption has resulted in this luxury buying among consumers. This mentality leads to consumers to achieve their own goal through luxury goods, such as reflecting their status, showing the uniqueness and so on. In order to buy their favorite luxury goods, consumers try different channels and overseas buying is the main channel for them. Under this situation, China as the second-biggest luxury market, the demand for overseas luxury among Chinese consumer has credit raised. It is therefore important for conducting consumer behavior research to analyze this phenomenon and identify corresponding factors that lead consumers buying luxury abroad. The purpose of the research is to understand the phenomenon of the consumers buying luxury goods overseas and to identify the corresponding factor for the luxury shop or the company which could conduct managerial implication to encourage consumers buying domestically.

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.).

The aim of this thesis is to determine whether there has been a change in buying behavior of customers over the previous two years, when a similar research was done within my bachelor's work done. This thesis is divided into 3 parts. The first part concerns the theoretical description of the decision-making process of customers, defining the types of retail sales and also deals with private-brand and organic food. The second part is devoted to the development of the Czech retail market in the past few years, the current situation on the Czech market and outlines possible future developments. The third section includes a detailed description of the shopping opportunities in the district of Tabor and an evaluation of my research, that was realised on basis of the questionnaire confrontation of obtained results with the data from previous research. The whole thesis is finished by evaluation and summary of the results which have been identified in carried out research. There are suggestions at the end where the observed results could be applied directly in practice.

Bakgrund: Vi utsätts för reklam dagligen och det är svårt för produkter att differentiera sig. Då vi även lever i ett förväntningssamhälle tror vi alltid att nästa produkt kommer vara bättre än den förra. Inom teknikområdet är det väldigt tydligt då vi ofta väntar på nästa lansering. Vilket gör att företagen marknadsför produkten långt innan den kommer ut. Det finns inte mycket forskning om produkter som inte lanserats men vi ser att det blir allt vanligare att man marknadsför sin produkt innan lansering. Syfte: Vi vill undersöka om teorierna gällande köpbeteende och kundvärde även är tillämpliga för produkter som ännu inte finns att köpa men marknadsförs innan lanseringen. Metod: Vi har studerat de teorier som idag finns etablerade avseende köpbeteende och kundvärde på marknaden. Vi har sedan använt oss av semistrukturerade intervjuer för att samla in det empiriska materialet. Urvalet har gjorts med hjälp av det så kallade snöbollsurvalet och alla respondenter har anknytning till Högskolan i Jönköping. Vi analyserar vårt material utifrån hermeneutiken där vi använder vår egen förförståelse och kunskap i analysen. Teori: Vi utgår från teorier om köpbeteende och kundvärde i vår analys. Resultat: Det finns många olika bakomliggande faktorer till vad som påverkar konsumenten att köpa en produkt. Våra respondenter anger samma huvudsakliga faktorer som skäl till sitt köpbehov för den produkt som ännu inte fanns att köpa på marknaden, när studien påbörjades, som teorierna om köpbeteende och kundvärde anger för de produkter som redan har lanserats. Varumärket har lyckats kommunicera de värderingar som konsumenten uppskattar samt lyckats skapa lojalitet hos de flesta respondenterna. Vår slutledning är därför att teorierna gällande köpbeteende och kundvärde på marknaden även är tillämpliga för produkter som ännu inte finns att köpa men marknadsförs innan lanseringen. / Background: We are exposed to advertising on a daily basis and it is difficult for products to differentiate themselves. Since we also live in a expectation society, we believe that the next product will be better than the last. Within the technologic area, this is very clear: we often wait for the next launch. This leads to firms marketing their product long before it comes out on the market. There is not much former research on products that are not launched, but we see that it is increasingly common for people to advertise their product before launch. Objective: We want to examine if the theories regarding buying behavior and customer value are also applicable for products not yet available for purchase but are marketed before launch. Method: We have studied the theories that today are located on buying behavior and customer value in the market. We have then used the semi structured interviews to collect the empirical material. The selection was made using the so-called snowball sample, all respondents are related to Högskolan i Jönköping. We analyze our material on the basis of hermeneutics in which we use our own understanding and knowledge in the analysis. Theory: We start with the theories of buying behavior and customer value in our analysis. Results: There are many underlying factors that influence a consumer  to buy a product. Our respondents use the same main factors as reasons to their buying need for the product that was not yet available in the market, when the study began, that the theories of buying behavior and customer value indicates for the products that have already been launched. The brand has managed to communicate the values that consumers appreciate and managed to create loyalty among most respondents. Our conclusion is therefore that the theories concerning buying behavior and customer value in the market also apply to products that are not yet available for purchase but are marketed before the launch.

Syftet med den här uppsatsen är att ta reda på vilka faktorer och risker som påverkar köpbeslutet för en konsument gällande en ny innovativ produkt. Uppsatsen kan på så sätt bidra med kunskap och förståelse för företag som vill utveckla den här typen av produkter. Studiens inriktning och syfte togs fram i samarbete med textilföretaget FOV Fabrics. Med utgångspunkt ur syftet och problemet genomfördes en enkätundersökning som kompletterades med semi-strukturerade intervjuer med fyra av enkätrespondenterna. Resultatet av enkätundersökningen analyserades och jämfördes med resultatet av intervjuerna. Enkät- och intervjurespondenterna delades in i två grupper, adoptörer och icke-adoptörer, baserat på om de valt att adoptera produkten i fråga eller ej. Grupperna analyserades och jämfördes för att få en förståelse för varför konsumenter adopterar nya produkter och varför vissa inte gör det. Studien visade att adoptering av nya produkter inte kan göras konkret för produkter överlag, då processen skiljer sig bland produktkategorier. Den här studien visar endast hur köpbeslutsprocessen för specifikt en skjorta i funktionsmaterial kan gå till, vilket även kan gälla för andra plagg med samma material men inte för andra produktkategorier. Studien visade på att adoptörer, bestående av innovators och early adopters, är främst mottagliga för nya innovationer. De består av tekniska, funktionsorienterade individer. Förutom funktionerna skjortan erbjuder (vattenavvisande, smutsavvisande, strykfri, antibakteriell) värderar de passform, komfort och design i ett plagg. Det är innovatörerna som bör adoptera produkten för att produkten ska kunna accepteras av majoriteten av konsumenterna. För att en adoption ska kunna ske av mer skeptiska konsumenter är det viktigt med tillförlitlighet och ett varumärke konsumenten kan lita på, om inte informationen och kunskapen om produkten är tillräcklig. / The purpose of this paper is to find the different factors and risks that affect the buying decision for a consumer when being faced with an innovative product. The study can contribute with knowledge and an understanding for companies that are looking to develop this type of products. The focus and purpose was developed in cooperation with the textile company FOV Fabrics. With the purpose and the problematics as a basis, a survey was completed alongside semi-structured interviews with four of the respondents from the survey. The result from the survey was analyzed and compared with the results from the interviews. All of the respondents were divided into two groups, adopters and non-adopters, based on if they wanted to adopt the product in question or not. The two groups were analyzed and compared to reach an understanding to why consumers choose to adopt new products and why some of them do not. The study showed that adoption of new products is not something that can be defined for all products, as the process differentiates between product categories. This study only shows what the buying decision process looks like for a shirt made of functional material, which can be translated to another garment with the same material, but not through other product categories. The study also showed that the adopters are consisting of innovators and early adopters, which are most receptive to new innovations. They are technical, function- oriented individuals. Besides the functions in the shirt (water repellant, stain resistant, non-iron, anti-bacterial) they value fit, comfort and design in garments. The innovators should adopt the product so it can be accepted by the majority of the consumers later on. To achieve an adoption by the skeptical consumers, reliability is an important factor and a brand that the consumer can trust, if the knowledge and information about the product is not sufficient enough. Please note that the paper is written in Swedish.

本研究係以全球科技大廠 – 惠普科技(Hewlett-Packard)中之「家用多功能印表機」產品為例，探討消費者「購買行為」(消費動機、購買考慮因素)、「產品知覺品質」與「顧客滿意度」及「顧客忠誠度」之關係及影響因素，希望能提供惠普科技在後續產品規劃、行銷策略與品牌形象經營之參考。 本研究採量化-「問卷調查法」與質化-「焦點團體訪談法」之方式進行研究；量化調查方面，共取得300份有效問卷，並運用敘述性統計、t檢定、單因子變異數分析（one-way ANOVA）、Pearson相關分析法、迴歸分析法，將資料進行統計分析及獲得假設驗證；質化研究方面，採用焦點團體訪談法，藉由訪談已購買及使用該產品超過一年之消費者，探索研究對象之消費者使用經驗、品牌形象與未被滿足的需求。 本研究的研究結果如下： 一、性別、年齡、個人平均月所得不同的消費者，對HP家用多功能印表機之購買行為的購買考慮因素中，確實存有差異性。 二、購買行為(消費動機、購買考慮因素)與顧客滿意度、顧客忠誠度間具顯著相關性。 三、產品知覺品質與顧客滿意度、顧客忠誠度間具顯著相關性。 四、顧客滿意度與顧客忠誠度具顯著正向關係。 五、經由質化研究，惠普科技(Hewlett-Packard)及其家用多功能印表機在消費者心中的品牌形象是正向的。 針對惠普科技(Hewlett-Packard)提出行銷策略建議： (1) 產品面：建議業者更加加強產品行銷策略，特別是針對產品口碑、品牌、品質及功能…等部份。 (2) 服務面：加強產品的教育訓練以及提升賣場人員對HP品牌的忠誠度、提高產品售後服務保固年限，在國內設置消費者聯絡窗口…等。 (3)就品牌形象：目前惠普科技(Hewlett-Packard)給消費者的感覺已非常正面，也 擁有高知名度，建議保持並更加加強HP品牌在消費者心目中的良好形象。 關鍵字：購買行為、產品知覺品質、顧客滿意度、顧客忠誠度 *關於惠普(Hewlett-Packard)： HP惠普總公司位於美國加州Palo Alto，由Mark Hurd擔任董事長暨執行長，於全球超過170個國家設有服務據點，擁有151,000名以上的員工。2008年全球營收總額逾1183億美元，為財星雜誌(Fortune)評選500大企業中排名11之跨國性企業體。 / In this research, a case study is conducted for the consumer multi-functional printer products of the global market leader, i.e. Hewlett-Packard in order to investigate how consumer buying behavior and perceived quality influence customer satisfaction and customer loyalty. The result is expected to be a point of reference for HP to develop its product roadmap, marketing strategy, and brand image in the future. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 300 effective questionnaires are obtained for statistical analysis where a few statistical methodologies such as Descriptive statistic, t-test, one-way ANOVA, Pearson correlation analysis, Regression are utilized to verify the hypothesis and assumptions. As to qualitative approach, Focus Group is employed where the people with over one year experience in using the products are interviewed in efforts to explore consumer experience, brand image, and unsatisfactory customer needs. The result of this research shows: 1. Interviewees with different sex, age, and income show significant differences when they consider purchasing the products. 2. Buying behavior has a dramatic correlation with customer satisfaction and customer loyalty. 3. There is an obvious correlation with customer satisfaction, customer loyalty on perceived quality. 4. Customer satisfaction and customer loyalty have a positive relationship. 5. Through the qualitative research, HP brand and its multi-functional printers have a positive brand image on consumer. Hereafter are the suggestions for HP to develop the marketing strategy onwards: 1.Product: enhance product marketing strategy in particular in brand image, quality, and functionality, etc. 2.Service: organize channel training programs in order to increase brand loyalty and extend the period of after services as well as establish direct contact window in Taiwan. 3.Brand image: nowadays HP has a positive impression on consumer with its high brand recognition. Advise to maintain and even strengthen the customer relationship.

The main aim of the thesis is the research and evaluation of attitudes and buying behavior of customers in selected shopping center.