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。

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.

The purpose of this thesis is to explore if consumers evaluate CSR more into their purchase criterion compared to before the Covid-19 pandemic. CSR activities, consumer buying behavior, and CSR as a purchase criterion were combined in a conceptual framework. The consumer decision-making model was used as a framework in consumer buying behavior. In CSR as a purchase criterion, three factors were used to conclude if consumers started to evaluate CSR more as a purchase criterion. The empirical data was collected through two semi-structured focus groups. Group A was ensembled through a convenience sampling method but evolved to a snowball effect. Group B was ensembled through a purposive sampling method. The findings indicated that consumers did not start to evaluate CSR more as a purchase criterion. The main reason was the financial situation. However, consumers have started to buy more sustainable food, especially locally produced during the pandemic which indicated an increased awareness towards CSR as a purchase criterion. The findings also showed that the Covid-19 pandemic influenced consumers' awareness of CSR but the implemented safety precautions in grocery stores had a limited effect on consumers. The research field of consumer buying behavior in the context of CSR can be complemented with the findings in this study. This study contributed to a deeper understanding of consumer buying behavior and if they value CSR in their purchases during the Covid-19 pandemic.

The rapid growth and development of cities have brought new mobility challenges, which the emergence of micro-mobility solutions, such as Personal Mobility Vehicles, has addressed. However, the increase in the use of these vehicles has also led to a rise in the number of accidents and injuries due to the inadequate use of protective equipment. Consequently, the sales of safety apparel have increased (Smith, 2022), creating a more competitive market where marketing strategies have become essential to successfully sell the product. This study aims to investigate the purchase behavior of safety apparel products, using the Theory of Planned Behavior as a framework to analyze the factors that affect the intentions of consumers to buy safety apparel. The research considered both product and societal factors that motivate or discourage the purchase of safety apparel. The results of the study revealed that the characteristics of the safety apparel product were the most significant factor that motivated the purchase. Consumers preferred discreet aesthetics and dark colors; low prices were also important factors. In addition, fashion, the influence of specialists in stores and on social networks, and the role of authorities were also found to be significant factors. However, the ability of buyers to carry out this behavior was subject to product compatibility, affordability, and availability. The findings of this research will help manufacturers and retailers to develop better marketing strategies that will increase the effectiveness of campaigns and enhance the motivation, importance, and priority to buy safety apparel. The study's contributions also have implications for other organizations that market safety-related products or want to promote their use. Overall, this study sheds light on the understanding of safety apparel customers and aims to contribute to improving marketing strategies in the safety apparel industry and promoting the safety culture among city commuters.

本研究共壹冊，預計四萬至六萬字，分五章：第一章、導論；第二章、文獻探討；第 三章、研究方法；第四章、研究結果；第五章、結論與建議。 內容提要 內容主要在探討大台北地區兒童才藝班消費行為，包括： 一、瞭解兒童才藝班之市場。 二、探討兒童才藝班購買者之購買行為、購買動機、對各兒童才藝班之評價、如覺與 偏好。 三、從購買者人口統計變數、生活型態來分析購買行為的差異性，以作為市場區隔的 基礎。 四、探討上述分析結果對於主辦兒童才藝班之機構在行銷策略上之涵義，並且希望能 對家長在選擇兒童才藝班時有所助益。