The issue of consumption pattern of luxury-bag has been concerned for a long time. The early researches of consumption pattern of luxury-bag, scholars studied on single consumption pattern of luxury-bag, it means, there is no research of many consumption patterns of luxury-bag in one time. So the author wants to compare the different consumption patterns of luxury-bag in consumption value, expecting that understanding the influencing factors between different consumers of purchasing patterns. There are two purposes in the research, 1. Make the radar charts in different consumption patterns of luxury-bag, and then according to the results give the suggestions of marketing. 2.Compare the different consumption patterns of luxury-bag in a single consumption value. By collecting and analyzing questionnaires, the results are that consumers with different patterns have different consumption value; people who purchase new luxury-bag have similar consumption value to people who purchase second-hand luxury-bag; people who purchase counterfeits pay much attention to social value; people who rent the luxury-bag pay much attention to condition value.

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Med narrativ ges en mer begriplig och engagerande information av transparens än vad den traditionella numeriska transparensen bidrar med. Istället för att använda olika certifieringar, siffror och grafer som belyser transparensen består narrativ istället av berättelser och visualiseringar som öppnar upp till dialog med konsumenterna. Tidigare forskning säger att narrativ transparens är det som konsumenter eftersträvar, men hur gröna konsumenter skapar ett värde kring mottagandet av informationen är desto mindre uppmärksammat. Med det ökade gröna konsumtionssamhället ställer gröna konsumenter mer krav på modeföretagen. Därmed blir ökad transparens i värdekedjan en fördelaktig väg för modeföretagen att gå för att förbättra sin legitimitet gentemot intressenterna. Consumption Value Theory menar på att värdeskapande och tillfredsställande av ett visst behov är det som utgör grunden för konsumtion. Det blir därför viktigt för modeföretag att ha förståelse för konsumenters upplevda värde, för att kunna erhålla en fördel på marknaden. I denna studie följer därmed en undersökning om vilket värde narrativ transparensinformation har för gröna konsumenter i en modekontext. Med hjälp av semistrukturerade intervjuer faställdes en slutsats om att alla fem värden inom CVT-modellen går att kartlägga i samband med uppvisande av exempel på narrativ transparensinformation. En ytterligare slutsats som fastställdes var att narrativ bidrar till upplevelse av värde för gröna konsumenter genom att modeföretagen presenterar sin transparens på ett pålitligt, sammanhangsskapande, känslomässigt engagerande samt nyfikenhets- och kunskapsväckande sätt. Gröna konsumenters värden skapas dessutom av en association utifrån en specifik omständighet samt via social interaktion med andra individer eller grupper. En tydlig och tillräcklig narrativ transparensinformation motverkar att skepsis uppstår hos konsumenterna. Modeföretagen kan framföra sin transparens genom narrativ för att kunna nå ut till den gröna konsumenten på ett mer effektfullt sätt. / Narrative provides more comprehensible and engaging information of transparency than traditional numerical transparency. Instead of using different certifications, numbers and graphs that highlight transparency, narratives consist of stories and visualizations that open up for dialogue with the consumers. Previous research implies that narrative transparency is what consumers strive for, but how green consumers create value around this type of information has been less focused on. With the increased green consumer society, green consumers place more demands on fashion companies. Thus, increased transparency in the value chain becomes an advantageous way for fashion companies to improve their legitimacy in relation to their customers. Consumption Value Theory implies that the perception of value and the satisfaction of a certain need creates the basis for consumption. Therefore, it becomes important for fashion companies to have an understanding of consumers' perceived value, in order to obtain an advantage in the industry. This study follows an examination of the value of narrative transparency information for green consumers in a fashion context. With the help of semi-structured interviews, a conclusion was proposed that all five values ??within the CVT model can be located in relation to the presentation of narrative transparency information. Further, a conclusion was established that narratives contribute to the experience of value for green consumers, if the fashion companies present their transparency in a reliable, context-creating, emotionally engaging and curious and knowledge-inspiring way. The values ??of green consumers are also created by an association based on a specific circumstance and through social interaction with other individuals or groups. A clear and sufficient narrative transparency information counteracts that skepticism arises among consumers. Fashion companies can express their transparency through narrative in order to reach the green consumer in a more effective way.

Cette thèse développe et teste un modèle expliquant les antécédents de la culpabilité post-consommation et ses effets sur la satisfaction et l'intention de réachat. Sur la base d'une étude qualitative et de deux expérimentations, cette recherche doctorale identifie ainsi l'estime de soi, la tendance à culpabiliser, le sexe et le contrôle situationnel comme des antécédents de la culpabilité post-consommation. Elle identifie également le rôle médiateur des stratégies d'ajustement dans la relation entre culpabilité post-consommation et satisfaction, ces stratégies étant modérées par les antécédents de la culpabilité postconsommation. Enfin, le dernier apport de cette thèse renvoie à la construction d'une typologie fondée sur les stratégies d'ajustement et identifiant quatre classes de consommateurs s'ajustant différemment à leur culpabilité / "This dissertation develops and tests a model explaining the antecedents of post-consumption guilt and its effects on satisfaction and repurchase intention. On the basis of a qualitative study and two experiments, this doctoral dissertation identifies self-esteem, guilt proneness, gender and situational control as antecedents of post-consumption guilt. This work also identifies the mediating role of coping strategies in the effect of guilt on satisfaction, these coping strategies being moderated by the antecedents of guilt. Finally, the last contribution of this doctoral dissertation lies in a coping strategies-based typology which identifies four clusters of consumers reacting in different ways to guilt."

The objective of this study is to explore possible factors affecting college students¡¦ preference for fair trade coffee. The investigated factors included four of the values listed in Sheth, Newman and Gross's (1991a) theory of consumption values, as well as price, convenience (of buying fair trade coffee), and demographic variables. The values were functional value, social value, emotional value, and epistemic value. This study further divided emotional value into caring value and mood value; the formal reflected caring about farmers, child labor and the environment/ecology, and the latter focused on the possibility of having a good mood from consuming fair trade coffee. A convenience sample of 198 college students studying in Kaohsiung who often drank coffee were interviewed. Results from regression analysis suggest that college students would be more intended to buy fair trade coffee if they believed it had high caring value or high mood value. Furthermore, respondents spending less than 200 NTD per month on coffee were less intended to buy fair trade coffee than those spending between 200 NTD and 499 NTD per month on coffee were. Finally, functional value, social value, epistemic value, prices, and convenience¡Xall assessed by respondents' perceptions¡Xdid not have significant impact on the respondents¡¦ preference for fair trade coffee. Based on these findings, several recommendations were made to the government, schools, and organizations interested in promoting fair trade coffee.

Background: P2W games (Pay-to-Win) occupy a significant position in the Chinese gaming market, attracting a large number of players to participate and spend money. However, there is still a knowledge gap in understanding the motivational factors behind the behavior and psychology of Chinese players in terms of their purchase motivation in specific games Diablo: Immortal. Purpose: The objective of this study is to use the TCV framework to explore in depth the purchase motivations of Chinese players in the P2W game Diablo Immortal and to find out what factors have the greatest impact on the purchase of virtual items within this game. Method: In the method section, the article uses a qualitative research method to conduct semi-structured interviews. Convenience sampling and snowball sampling were conducted through friends close to the author, and 8 respondents were selected who met the research criteria. After data collection, a thematic analysis approach was used to analyze the data.  Conclusion: This study reveals that Chinese players in the P2W game Diablo: Immortal are motivated to purchase virtual items based on five key themes: functional value, social value, emotional value, conditional value, and monetary value. Among these, social value emerges as the strongest motivator, followed closely by conditional value, emotional value, functional value, and monetary value. The findings highlight the importance of enhancing the social aspects of the game, such as fostering player interactions and creating a sense of community. Additionally, developers should consider offering attractive discounts and promotions to stimulate player buying behavior. These insights provide valuable guidance for game developers and operators seeking to understand and cater to the motivations of Chinese players in the context of virtual item purchases.

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Background:  In recent years, the Swedish furniture industry has recorded many significant successes and increased its influence in the world furniture market with a high proportion of products being used for export purposes and the intensifying popularity of Sweden-originated furniture brands. Among these, IKEA is the most renowned company. Currently, the company plans to grow further in South-East Asia (IKEA, n.d) and Vietnam is a potential market for this expansion due to the shortage of furniture supply in the domestic market. However, nothing can assure that IKEA’s overall success in the oversea market would simplify their way of penetrating the Asia market. Learning from the past, the company has faced many failures in different markets such as China, Japan, and India. Considering this, the authors of this paper believe that it is important to understand how Swedish furniture companies’ product values, IKEA in particular, could affect customer consumption values, which significantly shape their perception. Based on this, the company can better in making predictions on their market penetration, thereby minimizing risks or unprofitable investments.  Purpose:  The purpose of this paper is to understand whether IKEA’s product values have a significant effect on Vietnamese furniture consumption values and shape their perception or not. Therefore, the thesis will be drawn on the question of “What are the potential preferences that make Swedish furniture attract Vietnamese consumers? – IKEA as a case study”. Method:  This paper is based on the quantitative research method with a positivistic paradigm. A survey was conducted for collecting primary data with a sample size of 200 Vietnamese furniture consumers. The collected data were analysed using the SPSS Statistics 28 software.  Conclusion:  The results showed that Swedish furniture firms like IKEA obviously could receive potential growth in Vietnam since all of IKEA’s product values are tested to have positive effects on Vietnamese consumption value, which have a strong correlation with their buying perception. This paper can be used as a premise for further research on customer perceived values when IKEA’s products are officially experienced by Vietnamese consumers.

Problembakgrund: Content Marketing är ett marknadsföringsverktyg som kan användas i syfte att skapa värde och lojalitet. Digitaliseringen har utformat tekniska konsumenter som är skeptiska till traditionella reklambudskap. Skepticismen beror på mängden information som går att hitta på internet vilket gör att det blir en utmaning för marknadsförare att nå ut med värde till sin målgrupp. Digitaliseringen har dock medfört att konsumenterna blir enklare att nå på grund av den stora användningen av sociala medier vilket kan ge varumärken fördelar gentemot sina konkurrenter. Marknadsförare kan använda Content Marketing för att skapa indirekt försäljning vilket leder till lojalitet och lönsamhet för varumärket. Syfte: Syftet med denna studie är att beskriva hur konsumenter upplever Content Marketing inom kosmetika, kopplat till upplevda värden och hur det kan påverka den upplevda lojaliteten. Teoretisk referensram: Den teoretiska referensramen behandlar Content Marketing, Värde och Lojalitet. Metod: Studien grundar sig i en kvalitativ metod med semistrukturerade intervjuer. Respondenter är kvinnor som är användare på Instagram och är utvalda utifrån dess användande, ålder och kön på Instagram. Resultat: Desto fler värdeaspekter som marknadsförare trycker på inom Content Marketing, desto större chans till lojalitet. Content Marketing trycker på de olika aspekterna av värde genom inspiration, interaktion, information och identifiering. Slutsats: Studiens slutsatser visar att Content Marketing kan skapa värde för konsumenterna vilket i sin tur leder till lojalitet och positiv varumärkesuppfattning. / Content Marketing on social media is a marketing tool which can be used to increase value and create brand loyalty. The emergence of digitalization has led to technical consumers who are skeptical towards traditional advertisement. Considering the skepticism, marketers get a challenge to reach out with brand messages which argues for new marketing tools. Due to the digitalization marketers can easily reach the target group through Social Media which can give them advantage towards the competing brands. Marketers can use Content Marketing to create indirect sales through value creation which leads to brand loyalty and profitability for the organization. The purpose of the study is to describe how consumers experience Content Marketing in the cosmetics industry, towards perceived value and perceived brand loyalty. A qualitative method is used to fulfill the purpose of the study, through semi-structured single interviews. The respondents were selected through suitability considering Instagram usage, cosmetics usage, age and gender. The result of the study indicates that Content Marketing is beneficial by using the different perceived value functions to create loyalty. By using Content Marketing, marketers can reach consumers perceived value by inspiration, interaction, information and identification. The conclusions of the study indicate that Content Marketing creates value to consumers which will lead to brand loyalty and positive brand perception.

No description available.