This research aims to realize the relationship between store image and consumer purchasing behavior of coffee chain store in Kaohsiung city. In order to paint a vivid picture of consumer behavior in Kaohsiung coffee chain store, this research tries to analyze the importance of store image and customer¡¦s satisfaction. The research is only conducted in Kaohsiung area and the range includes some specific coffee chain systems that open above 5 stores in Kaohsiung. In this case, the research is focus on three coffee chain stores ¡GSTARBUCKS, DOUTOR and BRUNCH . A total number of 315 effective questionnaires are collected until the end of April in 2003 . In this research, some attributes of store image are grouped into six dimensions. They are products, services, atmosphere, convenience, advertising¡Aand promotion and solid equipment .The six-dimensional research structure contains 26 attributes which are measured by Likert Scale to understand the importance of store image ,customer¡¦s satisfaction and total store image . The following are the results of this research ¡Gone result shows the level of significance with regard to the differences between importance of store image and customer¡¦s satisfaction. This reveals that customers dissatisfy with some attributes when they patronize coffee chain stores. The whole store image has positive correlation and level of significance with consumption, frequency of purchase and Re-patronage but doesn¡¦t show the level of significance with staying time. The result shows significantly different with total store image and consumer¡¦s satisfaction but doesn¡¦t show significantly different with the importance of store image in different coffee chain stores. The research also reveals significantly the difference among consumption, re-patronage and companies yet the difference with frequency of purchase and staying time in different coffee chain stores. The last but not the least, in different coffee chain stores, the research has the education difference but not the difference with gender , marriage, age, occupation and income .

Rapporten undersöker vilka faktorer i influencers sponsrade inlägg på Instagram som påverkar studenters attityder gentemot influencers. Vidare undersöks hur influencer marketing påverkar studenters köpintentioner. Vald metod för undersökningen är en kvantitativenkätundersökning med 72 respondenter bestående av studenter på Högskolan i Borås. Resultatet visar att faktorer som påverkar studenters attityder gentemot influencers är hur ofta sponsrade inlägg publiceras, vilken typ av produkt eller tjänst som marknadsförs och om förmåner som rabattkoder inkluderas i det sponsrade inlägget. Vidare visar resultatet att studenters köpintentioner påverkas positivt om om det inkluderas rabattkoder i det sponsrade inlägget och om produkten eller tjänsten marknadsförs på ett tilltalande sätt enligt konsumenten. Därtill påverkas studenters köpintentioner positivt genom att de via sponsrade inlägg på Instagram lägger märke till produkter de tidigare inte haft kännedom om. Slutligen väljer studenter att köpa av influencers sponsrade inlägg då de litar på influencerns omdöme och förväntar sig därför att produkten eller tjänsten är bra. / This report examines the effects of influencer marketing on student attitudes and purchase intentions. The study focuses on the effects of influencers sponsored posts on their Instagram account. Its purpose is to identify the factors in sponsored Instagram posts that affect students attitudes towards influencers as well as to identify how it affects consumer purchase behaviours. The method used was a quantitative survey with 72 participants consisting of university students attending University of Borås. The results showed that factors affecting student attitudes towards influencers was frequency of posting, the type of product being advertised and different benefits included in the offer, such as discount codes. The results also showed that students purchase behavior is mainly affected by discounts and by how the product is being advertised. Students also claimed that their purchase behaviour is affected by the fact that the sponsored posts makes the consumer aware of a product that they did not know of previous to seeing the post. Lastly, consumer purchase behaviour is also affected positively because consumers claim to trust the influencers judgement and therefore believe that the product will hold a certain level of quality or standard. This study is written and conducted in Swedish.

Title: Impact of covid 19 Pandemic situation on customers purchasing Behavior: Adoption of online services platforms. Level: Final assignment for Master degree in Business Administration (MBA) Authors: Sheratun Jannat and Sajjad Aslam Toor Supervisor: Dr. Olivia Kang Examiner: Professor Akmal Hyder Date: 2021- January  Aim: The study aims to find the factors that impact consumer purchasing behavior on the Covid-19 pandemic and adaptation of online services platform. Methodology: A qualitative study was applied with the semi-structured online interview conducted with nine respondents from Stockholm and Gävle of Sweden. The collected primary data were transcribed, compared, and thematically analyzed with the literature reviews.  Findings and Conclusion: We conclude that Covid-19 impacts consumer purchase behavior. Besides, consumers adopted online services to purchase different items as per their needs. We have also found that various factors impact consumer online purchase behavior. Furthermore, trustworthiness and transparency is the essential factor that has implications on consumer online purchase behavior.  Contributions of the Thesis: This study suggests that online purchase behavior during Covid-19 significantly impacts the consumer. Besides, consumers face various impacts on online purchase such as product, price and quality, personality and characteristics, psychological, cultural and social, and trustworthiness and transparency. It is recommended for the managers to determine the impacts and develop strategies to maintain online business effectively.  Suggestion for future research: We suggest future research on a similar topic using a larger sample size. We also recommend a comparative study with two or more countries on a similar case to determine the differences and results. Focusing on different issues or services with a larger audience might be done for future research. Keywords: Covid-19 pandemic, Consumer purchase behavior, Online purchase behavior, Adoption of online service platform, and Factors impacting online purchase behavior.