This thesis attempts to analyze the factors that affect the behavioral intentiontowards purchasing apparels through the Internet. A combination of TechnologyAcceptance Model and Theory of Planned Behavior along with constructs of Trustand Perceived Risk was chosen as the basis of framework for this study to explainhow online consumers behave while purchasing garments online and to illustrate thestrength of the relationship between consumers intention and constructs of attitude,Perceived Usefulness, Perceived Ease of Use, Subjective Norms, PerceivedBehavioral Control, Perceived Risk, and Trust. A pilot study along with severalinterviews was conducted to create a basis for the final questionnaire, which led to thedata gathered from 347 people of Iranian society. The measures and hypotheses wereanalyzed using Multiple Regression analysis. Results demonstrated crucial effect ofvariables such as social factors, Perceived Behavioral Control, Attitude, PerceivedRisk, and Trust on people’s behavioral intention towards shopping garments online.Furthermore, the implications of the findings for theory and practice are discussed andrelevant conclusions have been mentioned. / <p>Validerat; 20150827 (marikav)</p>

This study aims to explore consumer behaviors and purchase decisions in e-commerce within the fashion industry. E-commerce has grown significantly in Sweden over the past years and the fashion industry has experienced rapid growth in e-commerce, becoming an important aspect of consumers' purchasing habits. To fulfill the purpose of the study, a quantitative method with "qualitative assessments" was used, and a questionnaire survey was designed and sent to university students in Borås University which is located in Sweden. A total of 201 respondents participated and answered the survey that was sent to their email through a platform the University of Borås provides. The results of the respondents provided information that there are some factors that affect their consumption behavior and how they take decisions when purchasing clothes online. Factors such as price, quality of clothes and a website's comfort were essential for the respondents’ consumption behavior in their purchasing decisions-making process. Other findings were that feedback and review from other consumers online can have a significant impact on other consumers' decisions, especially regarding factors such as quality, fit and credibility. Therefore by contributing to a better understanding of consumer behaviours and purchase decisions in e-commerce within the fashion industry, this study can help e-commerce companies develop more effective strategies to meet customers' needs and demands. The results of this study can also contribute to the ongoing societal debate in Sweden regarding the impact of digitalization on the retail industry. This study will be written in Swedish. / Denna studie syftar till att undersöka konsumentbeteenden och köpbeslut inom e-handel genom modebranschen. E-handeln har vuxit kraftigt i Sverige de senaste åren och modebranschen har upplevt en snabb tillväxt inom e-handeln och blivit en viktig del av konsumenternas köpvanor. För att uppfylla studiens syfte användes en kvantitativ metod med “kvalitativa bedömningar”, och en enkätundersökning utformades och skickades till högskolestudenter på Högskolan i Borås som ligger i Sverige. Totalt deltog 201 respondenter och besvarade enkäten som skickades till deras mejl via en plattform som Högskolan i Borås tillhandahåller. Respondenternas resultat gav information om att det finns några faktorer som påverkar deras konsumtionsbeteende och hur de fattar beslut när de köper kläder på nätet. Faktorer som pris, kvalitet på kläder och en webbplats bekvämlighet var avgörande för respondenternas konsumtionsbeteende i deras köpbeslutsprocess. Andra fynd var att feedback eller recensioner från andra konsumenter på nätet kan ha en betydande inverkan på andra konsumenters beslut, särskilt när det gäller faktorer som kvalitet på kläder, klädernas passform och en hemsidas trovärdighet. Genom att därför bidra till en bättre förståelse för konsumentbeteenden och köpbeslut inom e-handel genom modebranschen kan denna studie hjälpa e-handelsföretag att utveckla effektivare strategier för att möta kundernas behov och krav. Resultaten av denna studie kan också bidra till den pågående samhällsdebatten i Sverige kring digitaliseringens påverkan på detaljhandeln. Studien är skriven på svenska.

In the early days of e-commerce, countries took to the phenomenon at very different speeds. Researchers proved the most important factors for this to be propensity for trust and the perceived risk of online purchases. Today, the use of short-term, interest-free consumer credit, also known as ‘buy now, pay later’ (BNPL), is becoming increasingly popular. This concept, too, has gained very different footing between countries. There is a gap in the research on why, but use of short-term consumer credit offline has been proved to be related to people’s trust and attitude to risk. This study reviews several macro-environmental factors previously proven to be related to technology diffusion, risk and trust, and attempts to prove their respective impact on online shopping and the use of BNPL. Data on online shopping is collected from the Global Findex Database and includes 52 countries, while data on BNPL is collected from Swedish FinTech company Klarna and includes six countries. Out of ten macro-environmental factors examined, five showed a significant positive correlation to online shopping: individualism, long-term orientation, competitiveness, ease of doing business and political stability. Two cultural factors, individualism and uncertainty avoidance, showed a promising linear relationship with BNPL use, in the opposite sign of their respective hypothesis, although only significantly for individualism. Both these cultural dimensions are documented to affect risk behaviour. These results indicate that whatever perceived risk counteracts the diffusion of online shopping, drives the use of BNPL products. We reason that BNPL cancels some of the aspects of an online purchase proven to be perceived as risky, such as card information theft. Thus, high individualism and low uncertainty avoidance means people are less bothered by the risk of online shopping, and therefore less incentivised to mitigate them using BNPL. The main limitation of this study is the sample size of the market data on the use of BNPL, as well as the included countries being too similar in many aspects. The findings are useful for FinTech’s and e-commerce companies exploring new markets for expansion, and for policymakers attempting to regulate this emerging financial industry. / När e-handeln etablerade sig tog länder till sig detta teknikfenomen i olika takt. Forskare har visat att de mest betydande faktorerna som påverkar detta är ett lands inställning till tillit samt hur riskfyllt onlinehandel anses vara. Idag blir kortsiktig, räntefri konsumentkredit, även känt som ‘buy now, pay later’ (BNPL), alltmer populärt. Även detta koncept har fått olika fäste i olika länder. Det saknas forskning på varför, men offline har användningen av kortsiktig konsumentkredit visats vara relaterad till människors tillit och attityd gentemot risk. Denna studie granskar ett antal makrofaktorer som tidigare påvisats vara relaterade till spridningen av teknik, samt risk och tillit, och försöker bevisa deras respektive påverkan på e-handel och användningen av BNPL. Data på e-handel hämtas från Global Findex Database och inkluderar 52 länder, medan data på användningen av BNPL hämtas från det svenska FinTech-bolaget Klarna, och inkluderar sex länder. Utav de tio makrofaktorer som undersöktes visade fem en signifikant positiv korrelation till e-handel: individualism, långsiktighet, konkurrenskraft, affärsreglering och politisk stabilitet. Två kulturella faktorer, individualism och osäkerhetsundvikande, visade lovande linjära förhållanden med användning av BNPL, i motsatt riktning jämfört med deras respektive hypoteser, dock enbart signifikant för individualism. Båda dessa kulturella dimensioner har tidigare visats påverkarisk beteende. Dessa resultat indikerar att den uppfattade risk som motverkar spridningen av e-hande ldriver användningen av BNPL. Vi resonerar att BNPL motverkar vissa av de aspekter hos e-handel som visat sig uppfattas som riskabla, som kortbedrägeri. Alltså innebär hög individualism och lågt osäkerhetsundvikande att konsumenter är mindre besvärade av riskerna med e-handel, och därför mindre motiverade att mildra dessa risker genom att använda BNPL. Studiens huvudsakliga begränsningar är antalet marknader i data på användning av BNPL, samt att de inkluderade länderna är för lika i många aspekter. Studiens resultat är användbara för FinTechs och e-handelsbolag som letar efter nya marknader att expandera till, och för beslutsfattare som vill reglera denna växande finansiella bransch.

近年來傳統線上購物正面臨著一連串的市場困境，如削價競爭、廉價品競爭等，因此導致銷售量之成長趨緩，反觀跨境線上購物卻出現了蓬勃發展的態勢，因而讓跨境線上購物成為驅動經濟活動與國際貿易的新引擎。另一方面，由於跨境線上購物的情境複雜性遠高於傳統的境內線上購物，業者們欲開發一海外新市場，必須先了解該地消費者行為與其購買決策過程後，才能制定出好的商業策略，並且進一步將產品導向的服務轉化成為以顧客導向的服務，才有機會為傳統線上購物之困境另闢生機。因此，引取並了解消費者所體認的內在價值是經營跨境線上購物最重要的成功因素。 本研究將試圖將傳統境內線上購物研究擴展到跨境線上購物議題，藉由文字探勘(Text Mining)分析、語意情感分析與 k-means 分群演算法，挖掘出消費者對於所購買商品之評論的常見內容型態與所購買商品之類別，並試圖找出跨境網購平台上各項因素及商品評論對於產品銷售量間之關連性，提供未來研究者及跨境網購平台業者決策之依據。 / While online shopping websites are facing the difficulties of price and low-quality competition, cross-border online shopping is on a vigorous development trend, showing that cross-border online shopping is an important trend of online shopping field. Due to the complexity of cross-border online shopping is much higher than the traditional domestic online shopping, so understanding the value of cross-border online shopping consumers is the most important success factors. Companies want to develop new markets abroad, must understand the local consumer’s behaviour and their decision-making process in order to make good business strategies. This study uses text mining analytic technology, semantic analysis techniques, and k-means clustering algorithm to identify characteristics of consumers’ reviews and the common categories of goods they purchased. After getting the reason why consumers use cross-border online shopping service and what values they got in this service. Researcher can predict and analyse the evolution and development of cross-border online shopping, provide reference for future online shopping academic studies and online shopping industry’s decision-making.

網際網路的普及造就了電子商務的蓬勃發展，在目前全台灣約兩萬五千家網路購物商家當中，lativ國民服飾在2007年成立後，因標榜其服飾產品為台灣製造，並以B2C經營方式提供高品質且平價的商品，享有「台版Uniqlo」的美稱，在2010單一年度的營收即達到15億，大約是一般平價實體成衣連鎖兩百家店面的營收總和。自2007年到2010年短短四年，lativ國民服飾就成為台灣網路休閒服飾的成功領導品牌之一。 本研究為探究lativ國民服飾的服務品質、知覺價值、顧客滿意度和顧客忠誠度之關聯性，運用量化研究方法的線上問卷調查法與質化研究方法的深度訪談法。在量化的線上問卷調查方面，共取得413 份有效問卷，以PASW Statistics 18進行資料統計分析與假設驗證；在質化深度訪談部分，訪談五位lativ國民服飾的使用者，整理訪談內容後再與量化統計結果相互對照佐證。透過質量並用的研究方法，希望能夠提供業者具體的行銷策略之建議，供未來營運做為參考。 本研究實證結果如下： 一、服務品質對顧客滿意度具有顯著關係 二、服務品質對顧客忠誠度具有顯著關係 三、知覺價值對顧客滿意度具有顯著關係 四、知覺價值對顧客忠誠度具有顯著關係 五、服務品質對知覺價值具有顯著關係 六、顧客滿意度對顧客忠誠度具有顯著關係 七、人口統計變項在服務品質、知覺價值、顧客滿意度與顧客忠誠度上僅部分達顯著差異性。 / It is the rapid popularity of the Internet that prospers e-commerce in the world. Online shopping, probably the most popular type of e-commerce, has become the main reason for people to use the Internet in daily life. Among the apporoximately 25,000 online shopping stores in Taiwan, “lativ”, a local Taiwanese clothing manufacturer online providing high quality MIT (Made in Taiwan) products at low prices through the mode of B2C, has carried on its business since 2007 and made a name for itself promptly. The single year revenue of lativ in 2010 has reached 1.5 billion, which is about the total single year revenue of the sum of 200 normal entity clothing stores. Now, lativ is one of the leading clothing brands in the arena of online shopping. Concerning its significance as an online shopping brand, lativ becomes the main case for this research to approach the complex relationship among the service quality, perceived value, customer satisfaction and customer loyalty of online shopping by using both quantitative and qualitative research methods: online survey and in-depth interview. In the part of online survey, this research adopts PASW Statistics 18 software to empirically analyze the 413 valid questionnaires retrieved from PTT, the largest bulletin board system in Taiwan. As for the part of in-depth interview, there are 5 participants included in this research. After analyzing, this research comes to the following conclusions: 1. A significant relationship exists between service quality and customer satisfaction. 2. A significant relationship exists between service quality and customer loyalty. 3. A significant relationship exists between perceived value and customer satisfaction. 4. A significant relationship exists between perceived value and customer loyalty. 5. A significant relationship exists between service quality and perceived value. 6. A significant relationship exists between customer satisfaction and customer loyalty. 7. The obvious variations of service quality, perceived value, customer satisfaction and customer loyalty are displayed only among some of the demographic variables.

近年來，線上購物已成為趨勢，方便、不受時間地點限制想什麼時候買就什麼時候買，根據資策會MIC在2009年的調查，曾經參與網路購物經驗的民眾比例高達90%以上，其中女性網購比例高於男性，主要消費年齡層都是在20歲到39歲之間，佔整體比重約為80%。 成立於2000年的PayEasy.com(康迅數位整合)不同於其他網站，PayEasy鎖定女性會員為主要消費族群的電子商務網站，以虛擬百貨的經營模式及網群的發展概念深獲女性網路族的認同，發展至今，產品線已擴展到食、衣、住、行、育、樂等全面生活所需，此外它結合了女性時尚電視節目，營造出一個全方位的女性購物商城。 本研究主要擬以PayEasy為研究對象，探討該個案針對台灣女性消費者之線上購物獨特成功之商業模式，以了解其實務發展之歷程、問題及因應策略，相信對於相關電子商務業者亦有相當的實務價值啟發。 另外，本研究從實務的觀點推論，依照女性經濟、線上購物的電子商務、商業模式三大面向的相關次級資料，進行文獻探討；其中以商業模式做為本研究訪談大網之基礎，瞭解五位受訪對象之作為及想法後，針對訪談內容進行編碼及內容分析，最後產生研究結論與建議。 / In recent years, online shopping is becoming a tendency. You can buy anything with any time and any place, more importantly, it’s convenient. According to the research by MIC in 2009, the percentage of the consumers who had the experiences with online shopping was accounted to more than 90%. Furthermore, the propotion of female was more than the male, and the age between 20 to 39 years are the major purchasing group, it accounted to 80%. PayEasy.com was founded in 2000; the difference between PayEasy and other online shopping websites is that PayEasy focuses on female grouping, to acquiring woman’s identification by the business model of virtual department store and the development of online community. So far, PayEasy’s product lines have extand to not only the basic necessities of life, but also educate and entertainment. Besides, PayEasy cooperate with female fasionable TV program, to establish a whole new and omnibearing woman’s online shoppoing mall. In this study, we select PayEasy as our research object to discuss the business model of woman’s online shopping, to realize the developments, dilemmas, and strategies of PayEasy; it would be constructive and valuable for the e-commerce entrepreneurs. Additionally, we stand on a point of practice view to discuss the literatures based on the secondary data of woman economics, the e-commerce of online shopping, and the business model. Among that, we select business model as the foundation to design our interview outline. After meeting 5 participants, we use their opinions and thoughts to do coding and analyzing, and than acquire conclusions and suggestions in the end.

根據資策會產業情報研究所與行政院之調查，台灣線上購物市場近年來以每年20%～30%的成長率持續穩健的發展著，2011年年度總產值預計可達2.515億元，至2015年則可望突破新台幣一兆元。而無論網路購物（B2C）或是網路拍賣（C2C）市場，女性消費者都已躍升為最重要的消費主力，其中，又以「流行女裝」、「美容保養」、「流行女鞋」為產值最高之前三大商品類別。 本研究基於研究興趣與相關文獻資料回顧結果，選擇網路流行女鞋品牌Grace gift作為研究主題，並透過「服務品質」、「知覺價值」、「顧客滿意度」，以及「顧客忠誠度」等四個變項，探討其經營內涵；進一步檢視四個變項之間的影響關係，並深入探究顧客對於Grace gift的觀感與評價。 本研究透過量化網路問卷以及質化深度訪談兩種方式進行資料蒐集與調查，研究結果顯示，網路流行女鞋品牌Grace gift之服務品質、知覺價值對於顧客滿意度、顧客忠誠度確實有顯著正向的影響，且相較於服務品質，知覺價值對於顧客滿意度、顧客忠誠度具有更強大的影響力。然而，顧客對於品牌所提供的商品與服務雖然普遍感到滿意，但忠誠度仍嫌不足，因此，本研究根據問卷統計分析與訪談結果，提出以下行銷策略建議以供業者及其他網路品牌作為參考與借鏡。 一、強化網頁間的連結度，使商品、服務、推廣三位一體 二、通路差異化經營，建議善用官方網站彰顯品牌形象與精神 三、推出特殊節日限定紀念款塑造品牌特色 四、透過大型團購集殺活動吸引新顧客；藉由季末酬賓感恩活動維繫舊顧客 五、舉辦公關及公益活動與社會大眾建立關係，正面提升品牌形象 / According to the survey by Market Intelligence & Consulting Institute（MIC） and the Executive Yuan, Taiwan's online shopping market in recent years keeps developing with the steady growth rate of 20% to 30%. The annual output value of 2011 is expected to reach 251.5 million NT dollars and till 2015 which will exceed NT $ 1 trillion. Nowadays no matter in B2C or C2C market, female consumers have jumped to the most important main position of consumption and become to the most valuable clients. So this research bases on researcher’s personal interest and the results of past related references, selects the most popular online ladies’ fashion shoes brand “Grace gift” as the theme. By using both quantitative and qualitative research methods, this research tries to explore the connotation of its business management through the four variables including “service quality”, “perceived value", "customer satisfaction" and "customer loyalty” and further examines the relationship among these variables. After analyzing the data of online questionnaires and qualitative interviews with customers, the research result shows that the significant and positive impacting relationship deed exist between service quality, perceived value, customer satisfaction and customer loyalty. And compared to service quality, perceived value takes a more obvious, positive and powerful influence in shaping customer satisfaction and customer loyalty. Finally, this research provides 5 marketing strategy recommendations as blow: 1.Strengthen the links between the webpages and make the products, services, and promotion to be the trinity. 2.Create difference of management in the two selling channels and use the official website to highlight the brand image and spirit. 3.Provide unique design shoes for special holiday and anniversary to build brand characteristics. 4.Hold large-scale group-buying events to attract new customers and maintain the old customers through thanksgiving activities. 5.Organize PR events and public charity activities to build relationship with the community and positively enhance the brand image.

現今智慧型手機之網路通路價值與電腦相比仍較低，也使得現今使用智慧型手機網路交易的比例仍低於使用電腦網路交易的比例。本研究採用付出為結構模型及恆等性分析，研究結果顯示，智慧型手機因其有用性及易用性較電腦低，因此使用者以手機網路交易的傾向也偏低。本研究以科技接受模型發現70%至80%的使用者都是因受社會及同儕影響，而較不傾向使用手機進行網路交易。一般認為，手機的便利性相對也使手機網路交易平台的風險提高。然而，研究結果顯示，以電腦從事網路交易的風險與手機網路交易的風險相當，便利性也幾無差異。因此本研究以社會影響為探討方向，認為其為影響現代人以手機從事網路交易的重要關鍵。 / The net channel value of smartphone driven mobile-commerce measured against the alternative of computer based electronic-commerce is at this point in time still low. In an exploratory effort structural modeling and invariance analysis reveals mobile commerce is viewed with a less positive usability disposition in the light of usefulness and effortlessness. An adaptation of the Technology Acceptance model accounting for 70-80% of usage intention indicates social influences experienced from peers to engage the mobile platform is lower. Convenience and perceived risk are usually considered attributes relatively important for the m-commerce platform. However, the analysis reveals little difference of these attributes' salience compared with e-commerce, absolute scores for convenience are similar, and perceived risk seems to have marginal effects on usage in general. Social influences, experienced as lower for mobile commerce is a especially salient concept in determining usability disposition and ultimately intention to use mobile commerce, as is the salience of the usability disposition larger for mobile commerce than for electronic commerce.

The purpose of this study is to explore online consumers' experiential response towards visual user-generated content in online shopping environments for fashion online shopping. The Stimulus-Organism-Response (S-O-R) framework has been widely used in online shopping environment studies to examine the effect of website attributes on online shoppers' internal affective and cognitive states, and shopping behaviour (Kawaf and Tagg, 2012). Recent literature in the field proposes a more holistic approach towards online experiences (e.g., Pentina, Amialchuk, and Taylor, 2011) which is conceptualise to mediate the relationship between website attributes and behavioural responses. Consumer experiences are considered to be a critical concept in consumer behaviour and marketing for understanding consumers and to create competitive advantage in online retailing (Schmitt, 2010). Building on existing online shopping environment research, the study conceptualises online experiences for fashion online. This study seeks to investigate online consumers' experiential responses (aesthetics, relational, emotional, Flow experience and interactivity) towards two visual user-generated stimulus: (1) Looks - photographs of individuals modelling their own fashion, and (2) Outfits - digital collages displaying an assortment of products centred around a theme. They are both features which have been created by community members in an online social shopping community, ASOS Fashion Finder. The context of this study was exploratory and utilised a mixed methods approach where 13 photo-elicited interviews (PEI) with female online shoppers of ASOS, aged 18-34, were conducted to identify and understand consumers' online experiential responses and online shopping intentions towards the two visual stimulus. Using the same sample criteria, an online survey with 555 responses was also conducted to measure and test relationships between consumers' experiential responses and shopping intentions. The results of this study provides insight to the experiential states of fashion online consumers for online retail marketing, and contributes knowledge to research literature and theory on online shopping environments and customer experiences.

This thesis is focused on consumer protection in the European Union with a special emphasis on online shopping. The first section defines the term 'consumer protection', its development, institutional support, instruments and financing. Also, this part describes the digital market of the European Union, hindrances to the growth of online shopping as well as strategies which are created in order to form a digital single market in the European Union. The second section focuses on protection of personal data, alternative dispute resolutions, current legislation regarding consumers rights on internet and new proposals from the European Commission. The new proposals dominate the second part of this thesis and are discussed with an expert. A survey has been conducted to find out more about the Czech experience with problem solving when shopping online. Moreover, this thesis does not leave out court orders from the European Union´s Court of Justice which have led to the uniform application and interpretation of the consumer protection in the European Union.