There is no denying that consumer electronics has a great influence on our daily life, and it now also even create and lead trend in modern society. Traditionally, we think of men as the major customer in consumer electronics, but with fashion and social trend are both been added in the concept of the product, many research has shown that women has gradually become the main customer in consumer electronics. Among all the consumer electronic product, smartphone has became the fastest growing product, and the marketshare has already exceeded cell phone since last year. As for the digital camera, there still are promising growing in DSLR-like¡BDSLR and EVIL, and the trend in market this year is to add Wi-Fi as the new function to against smartphone. From literature review, we can found that there are many research about product involvement on buying decision, but fashion involvement is seldom being considered in it. Therefore, we used product involvement and fashion involvement as moderating variable and the research outcome indicate that the intension of buying are easilier stimulated by product function when people has high product involvement in smart phone/digital camera, and they also value public praise of product more. As for people has high fashion involvement, they tends to buy smartphone/digital camera on the stimulation of fashion trend and social influence. To sum up, product involvement andfashion involvement will influence buying decision in different ways and also the pastexperiences of urban women in Taiwan.

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Datum: 26:e juni 2019 Nivå: C-uppsats, i företagsekonomi, specialisering marknadsföring. Institution: Institutionen för ekonomi, teknik och samhälle - Luleå Tekniska Universitet Författare: Sara Bohlin Handledare: Maria Ek Styvén Titel: Fördelar och nackdelar med att konsumera secondhandkläder Nyckelord: Secondhandkläder, secondhand, traditionellt tillverkade kläder, kläder, miljömedvetenhet, prismedvetenhet, behov av att vara unik, modeintresse, behov av att visa status upplevelse av ofräschhet. Syfte: Syftet med studien är att få en ökad förståelse för konsumenters drivkrafter när det gäller att köpa eller inte köpa secondhandkläder. Metod: Deduktiv studie med ett kvalitativt tillvägagångsätt som genomförts med hjälp av semistrukturerade intervjuer. Slutsats: Slutsatserna som drogs efter intervjuerna var att de vanligaste anledningarna till att köpa secondhandkläder var miljömedvetenhet, prismedvetenhet och modeintresse. De av de intervjuade som köpte mycket secondhandkläder utryckte alla på något sätt att de också hade ett behov av att ha en unik stil. Den vanligaste anledningen till att inte köpa secondhandkläder var modeintresse. Detta visade sig genom att de flesta av de intervjuade som köpte få eller inga kläder på secondhand också svarade att de var intresserade av mode. / Date: June 26, 2019 Level: C-uppsats, thesis in business Administration, Specialization Marketing Institution: Department of Business Administration, Technology and Social Sciences - Luleå University of Technology Author: Sara Bohlin Title: Advantages and disadvantages of consuming second-hand clothes Tutor: Maria Ek Styvén Key words: Second-hand clothes, second-hand, traditionally made clothes, clothes, environmentalism, price sensitivity, need for uniqueness, fashion involvement, need for status, perception of contamination. Purpose: The purpose of this study is to better understand what, motivates consumers to buy or not to buy second-hand clothes. Method: A deductive study with a qualitative approach that was implemented using semi-structured interviews. Conclusion: The conclusions drawn after the interviews were that the most common reasons for buying second-hand clothes were environmentalism, price sensitivity and fashion involvement. Those of the interviewed who bought a lot of second-hand clothes all expressed in some way that they also had a need to have a unique style. The most common reason for not buying second-hand clothes was fashion involvement. This was shown by the fact that most of the interviewees who bought few or no clothes on second-hand, also replied that they were interested in fashion.