<p>På dagens marknad råder hård konkurrens om konsumenterna. För att företag ska lyckas med att</p><p>vinna marknadsdelar och tillfredställa oss med rätta produkter och image, gäller det att gå på</p><p>djupet och undersöka oss konsumenter och varför vi egentligen shoppar.</p><p>Nivån av njutning och tillfredställelse vid shopping skiljer sig åt mellan konsumenter. Den</p><p>shopping som inte är nödvändig för att vi ska kunna fungera i vardagen, som används för att öka</p><p>livskvalité och njutning, kallas hedonic shopping. Vid den hedonistiska aspekten av shopping</p><p>blir konsumenten motiverad av den emotionella och underhållande dimensionen associerat med</p><p>inköpen. Den utilitariana shopparen, å andra sidan, handlar varor målmedvetet och effektivt och</p><p>påverkas därmed inte av den underhållande delen på samma sätt (Babin, Darden & Griffin,</p><p>1994).</p><p>För att kunna kategorisera och djupare förstå den hedonistiska aspekten av shopping har sex</p><p>kategorier utvecklats: adventure shopping, social shopping, gratification shopping, idea</p><p>shopping, role shopping och value shopping. (Arnold & Reynolds, 2003). Kategorierna kommer</p><p>att beröras och utvecklas närmare genom uppsatsens gång och ligger till grund för uppsatsens</p><p>insamlade empiri och analys.</p><p>Tidigare forskning som gjorts kring ämnet shopping har undersökt vilka som konsumerar vad och</p><p>varför konsumenter shoppar. Forskare som undersökt varför konsumenter shoppar har fokuserat</p><p>och bland annat försökt ge svar på hur miljön man handlar i, som butikens utformning, påverkar</p><p>konsumenters val vid shopping. Vad som fokuserats lite kring är hur hedonic shopping kan</p><p>påverkas av andra faktorer som nationalitet och kultur (Millan et al, 2007).</p>

På dagens marknad råder hård konkurrens om konsumenterna. För att företag ska lyckas med att vinna marknadsdelar och tillfredställa oss med rätta produkter och image, gäller det att gå på djupet och undersöka oss konsumenter och varför vi egentligen shoppar. Nivån av njutning och tillfredställelse vid shopping skiljer sig åt mellan konsumenter. Den shopping som inte är nödvändig för att vi ska kunna fungera i vardagen, som används för att öka livskvalité och njutning, kallas hedonic shopping. Vid den hedonistiska aspekten av shopping blir konsumenten motiverad av den emotionella och underhållande dimensionen associerat med inköpen. Den utilitariana shopparen, å andra sidan, handlar varor målmedvetet och effektivt och påverkas därmed inte av den underhållande delen på samma sätt (Babin, Darden & Griffin, 1994). För att kunna kategorisera och djupare förstå den hedonistiska aspekten av shopping har sex kategorier utvecklats: adventure shopping, social shopping, gratification shopping, idea shopping, role shopping och value shopping. (Arnold & Reynolds, 2003). Kategorierna kommer att beröras och utvecklas närmare genom uppsatsens gång och ligger till grund för uppsatsens insamlade empiri och analys. Tidigare forskning som gjorts kring ämnet shopping har undersökt vilka som konsumerar vad och varför konsumenter shoppar. Forskare som undersökt varför konsumenter shoppar har fokuserat och bland annat försökt ge svar på hur miljön man handlar i, som butikens utformning, påverkar konsumenters val vid shopping. Vad som fokuserats lite kring är hur hedonic shopping kan påverkas av andra faktorer som nationalitet och kultur (Millan et al, 2007).

¡§Brand¡¨ is not only the most valuable asset, but also a powerful marketing tool for the enterprises. As progressing of marketing management, co-branding strategy which combines two brand partners can bring profits and sustainable competitive advantages to the corporate enterprises. Between-partner congruity (BPC) has been identified as an influential factor in the success of a co-branding strategy, and there are two mainstreams of research in co-branding strategy exist: (1) linear relationship between BPC and co-brand evaluation or (2) reverse-U curve relationship between BPC and co-brand evaluation. Based on such inconsistent findings, this study explores how hedonic shopping motivation and ad focus affect consumers¡¦ evaluation toward the co-branded product through different levels of BPC. The present study employs an experimental design to investigate the effects of BPC (high vs. moderate vs. low), ad focus(product vs. brand), and hedonic shopping motivation (high vs. low) on consumers¡¦ evaluation of co-branded product. A 3x2x2 factorial design is conducted. Six different scenarios are established through virtual co-branded cell phone advertisement. Median split is used to distinguish consumers into high and low hedonic shopping motivation. Consumers¡¦ evaluation is measured by purchase intention, attitude toward the co-branded product, and perceived quality. The results indicated that when the ad focus is product, there is a linear relationship between BPC and consumers¡¦ evaluation. However, when the ad focus is brand, the aforementioned relationship becomes weaker. The linear relationship is robust for those consumers with low hedonic shopping motivation. On the other hand, when the ad focus is brand, moderate BPC would lead to higher purchase intention and quality perception for consumers with high hedonic shopping motivation. Based on the above findings, influences of ad focus should be considered when different levels of BPC are determined. Marketers should choose the right focus for higher evaluation toward co-branded products.

Purpose: This study investigates the hedonic shopping values of Generation Z in the context of online second-hand fashion shopping, focusing on how environmental concerns, ethical reverence, and cost considerations influence their behaviors. This study delves into the existing research gaps by examining the complex interplay between hedonic values and pro-environmental behaviors, especially among younger consumers. Theoretical background: Background and theory highlight the increasing consumer awareness regarding the environmental impacts of fast fashion, leading to a shift towards sustainable alternatives such as second-hand shopping with low costs as a priority. The sections note that this trend is particularly pronounced among Generation Z, a demographic known for their digital nativity and strong ethical consciousness. Theoretical foundations address the high consumption of textiles and the corresponding environmental impact, underscoring the importance of promoting a circular economy in Sweden. Method: The quantitative data was collected through online surveys, which yielded 388 responses and was analyzed using SPSS. The results of all four hypotheses were accepted through Cronbach’s Alpha and Pearson Correlation Coefficient, and further analyzed through a regressionanalysis. Result &amp; Conclusion: The results showed that all four hypotheses were accepted, with Hypothesis 3 having the weakest connection regarding the hedonic shopping value in the context of online second-hand purchases. Generation Z demonstrates an ability to prioritize ethical reasons over personal reasons and pleasure in their purchases, creating a complex paradox that influenced the conclusion and led to an updated conceptual framework where ethical reverence is no longer linked to Hypothesis 1, despite the general presence of hedonic shopping value among Generation Z. Future research is recommended to compare Generation Z with other demographic groups and conduct in-depth studies to observe how behavior changes over time within the same context.

Syftet med denna uppsats är att undersöka fenomenet shoppingturism. Skribenterna valde att utifrån sex stycken kvalitativa intervjuer kartlägga de faktorer som bidrar till att resenärer åker på en shoppingresa. Därutöver undersökte skribenterna även om shoppingturism kan kopplas samman med upplevelseturism samt om respondenterna anser att shoppingresandet kan ha någon påverkan på en destination. Metoden som skribenterna har använt sig av är en kvalitativ intervjustudie där intervjumanualen var halvstrukturerad. För att tolka de resultat som framkommit under samtliga intervjuer har skribenterna använt sig av tidigare forskning samt diverse teoretiska analysverktyg. Under empiriavsnittet har skribenterna redovisat de resultat som framkom under samtliga intervjuer. Empiriavsnittet är uppdelat i fem rubriker. Under den första rubriken presenteras intervjudeltagarna. Under den andra rubriken presenteras de faktorer som intervjudeltagarna anser vara bidragande till att de åker på en shoppingresa. Under den tredje rubriken presenteras infrastrukturens samt resekostnaders betydelse för en destination. Under den fjärde rubriken presenteras huruvida shoppingturismen kan kopplas till upplevelseturismen och slutligen presenteras under den femte rubriken huruvida shoppingresandet kan påverka en destination enligt respondenterna. / The purpose of this paper is to investigate the phenomenon of shopping tourism. The writers chose to identify the factors that contribute to the travelers to go on a shopping trip from six qualitative interviews. In addition, the writers also investigated if shopping tourism can be connected with adventure tourism and if the respondents think that shopping travel can have an impact on a destination. The method which the writers have used is a qualitative interview study in which the interview guide was semi-structured. To interpret the results that emerged from all interviews, the writers made use of previous research and various theoretical analyses. In the empirical section which is divided into five headings, the authors reported the results that emerged from all interviews. The first section contains a presentation of the interview participants. The second section presents the factors that the interview participants feel contributes them to go on a shopping trip. The third section presents the importance of the infrastructure and travel expenses for a destination. The fourth section presents whether shopping tourism can be linked to experience tourism and in conclusion the fifth section presents whether shopping travel can affect a destination according to the respondents.

[pt] Considerando-se que traços de personalidade impactam em muitas variáveis e contextos, a presente tese teve como objetivo verificar o poder preditivo do bemestar subjetivo sobre o comportamento de compra por impulso e sobre a escolha de itens de compra, controlando-se o efeito da personalidade. Para tanto, foram realizados quatro estudos, cujos dados foram coletados por meio de questionários disponibilizados em plataforma na internet. O primeiro estudo teve o objetivo de buscar evidências de validade da escala Hedonic Shopping Motivations. Verificaram-se evidências de validade satisfatórias para o instrumento. A mensuração desse construto testou padrões correlacionais e de predição das motivações hedônicas sobre variáveis de compra, e os resultados revelaram uma rede nomológica que favorece formulações teóricas mais robustas sobre comportamento do consumidor. O segundo estudo consistiu na busca por evidências de validade da escala Short Affect Intensity Scale (SAIS-BR) para o contexto brasileiro. Esse segundo instrumento adaptado mensura a intensidade com a qual uma pessoa experimenta emoções, concentrando-se na consistência das reações afetivas que ela costuma ter diante de estímulos emocionais. O instrumento adaptado mostrou satisfatórias evidências de validade. As diferenças individuais na intensidade afetiva foram associadas a personalidade, frequência de afetos e satisfação de vida, ampliando o conhecimento a respeito de como afetos são experimentados e sobre os impactos da intensidade afetiva no cotidiano. As correlações encontradas entre fatores da SAIS-BR e dimensões do bem-estar subjetivo reforçaram a ideia de que a dimensão emocional do bem-estar subjetivo refere-se tanto à frequência de sentimentos e emoções, quanto à magnitude de suas expressões. O terceiro estudo testou o poder preditivo do bem-estar subjetivo, da intensidade afetiva e da personalidade sobre a tendência de comprar por impulso. Além de corroborar achados anteriores sobre poder preditivo de afetos negativos, os resultados também mostraram o papel dos fatores de personalidade nessa predição, gerando novas evidências empíricas sobre compras por impulso e bemestar subjetivo no Brasil. O quarto estudo verificou o poder preditivo do bem-estar subjetivo e da personalidade sobre a preferência por compras experienciais e materiais. Os resultados mostraram a ausência de poder preditivo da frequência de afetos sobre a variável desfecho, além de indicar que algumas variáveis sociodemográficas e traços de personalidade podem predizer tais preferências dos indivíduos. No geral, os achados tiram das emoções parte da carga de responsabilidade sobre comportamentos de compra, indicando impacto leve do bem-estar sobre impulsividade nas compras e sobre escolhas de tipos de produtos. Uma importância fundamental desta tese é a produção de conhecimentos aplicáveis tanto para o campo do comportamento do consumidor quanto para o campo da psicologia positiva, destacando-se a relevância da interdisciplinaridade e da pesquisa transformativa do consumidor no Brasil. / [en] Considering that personality traits impact many variables and contexts, the present thesis aimed to verify the predictive power of subjective well-being on impulse buying behavior and on the choice of purchase items, controlling for the effect of personality. To this end, four studies were carried out and data were collected through questionnaires made available on an internet platform. The first study aimed to seek evidence of validity of the Hedonic Shopping Motivations scale. There was satisfactory evidence of validity for the instrument. The measurement of this construct tested correlational and predictive patterns of hedonic motivations on purchase variables, and the results revealed a nomological network that favors more robust theoretical formulations on consumer behavior. The second study consisted of searching for evidence of validity of the Short Affect Intensity Scale (SAIS-BR) for the Brazilian context. This second adapted instrument measures the intensity with which a person experiences emotions, focusing on the consistency of the affective reactions that they usually have when faced with emotional stimuli. The adapted instrument showed satisfactory evidence of validity. Individual differences in affective intensity were associated with personality, frequency of affections and life satisfaction, increasing the knowledge about how affections are experienced and about the impacts of affective intensity on daily life. The correlations found between SAIS-BR factors and dimensions of subjective well-being reinforced the idea that the emotional dimension of subjective well-being refers to both the frequency of feelings and emotions and the magnitude of their expressions. The third study tested the predictive power of subjective well-being, affective intensity, and personality on the tendency to buy impulsively. In addition to corroborating previous findings on the predictive power of negative affects, the results also showed the role of personality factors in this prediction, generating new empirical evidence on impulse buying and subjective well-being in Brazil. The fourth study verified the predictive power of subjective well-being and personality on the preference for experiential and material purchases. The results showed an absence of predictive power of the frequency of affections on the outcome variable, in addition to indicating that some sociodemographic variables and personality traits can predict such individual preferences. Overall, the findings remove part of the burden of responsibility on purchasing behaviors from emotions, indicating a mild impact of well-being on impulsive buying and on product choices. A fundamental importance of this thesis is the production of knowledge that is applicable both to the field of consumer behavior and to the field of positive psychology, highlighting the relevance of interdisciplinarity and transformative consumer research in Brazil.