目前線上購物網站正面臨著削價競爭、低品質競爭的市場困境，而跨境線上購物卻展現出蓬勃的發展態勢。也由於跨境線上購物的複雜性遠高於傳統的境內線上購物，因此了解跨境消費者之價值是跨境線上購物最重要的成功因素。業者欲開發海外新市場，必須了解該地消費者行為與其決策過程後制定出好的商業策略，才能獲得消費者青睞。 因此本研究以方法目的鏈之「屬性-結果-價值」(attribute-consequence-value)階層分析,建構消費者對跨境線上購物的價值階層圖(hierarchical value map)，探討並分析其中的內涵，並帶入馬斯洛需求層級(hierarchy of needs)，將價值階層元素之重要性加以排序。藉由引取消費者在使用跨境線上購物服務的理由與所帶來的內在價值，預測與分析現在跨境線上購物之的演進與發展、國際貿易之機會等，勾勒線上購物學術界的未來重要研究方向，並供線上購物產業作實務性決策參考。 / 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 behavior and their decision-making process in order to make good business strategies. This study uses means-end chain to construct Taiwanese cross-border online shopping consumers’ hierarchical value map, and also apply to Maslow’s hierarchy of needs, then sorting these value elements’ importance by their position in hierarchy of needs. After obtained the reason why consumers use cross-border online shopping service and what values they got in this service. Researcher can predict and analyze the evolution and development of cross-border online shopping, provide reference for future online shopping academic studies and online shopping industry’s decision-making.

En esta investigación se plantea analizar el EWOM el cual se refiere a cualquier declaración positiva o negativa hecho por clientes potenciales, reales o anteriores sobre un producto o una empresa que se pone a disposición de una multitud de personas a través de Internet, éste fenómeno juega un papel predominante en la confianza y en la intención de compra. Esta investigación busca evaluar las variables como la calidad de la información, credibilidad en la información, necesidad en la información y actitud hacia la marca influyen en la intención de compra de un modelo de negocio colaborativo como son las apps de delivery tales como: Glovo, Rappi y UberEats que han tenido mucha acogida en Lima Metropolitana. Por otro lado, la metodología de investigación empleada ha sido regresión lineal múltiple. El estudio estuvo dividido en dos fases, la primera fase se realizó con un enfoque cualitativo en la que se utilizó herramientas como el focus group y las entrevistas a profundidad con expertos en el de Marketing Digital. En la segunda fase se realizó con un enfoque cuantitativo en que se utilizó herramientas como encuestas online, posteriormente se utilizó el método de regresión múltiple, el cual constó de tres pasos, el primer paso se dio mediante la estimación del modelo, el segundo paso mediante la adecuación del modelo y el tercer paso mediante la verificación del modelo. El resultado de la investigación muestra que todas las variables influyen positivamente en la intención de compra a excepción de la credibilidad en la información, la que poco o nada influye. En ese sentido las variables independientes más resaltantes son la actitud hacia la marca y calidad de la información, las cuales se determinaron como más influyentes en la intención de compra. / In this research, the EWOM will be analyzed, which will refer to any positive or negative statement made by potential customers, real or previous, about a product or a company that is made available to a multitude of people through the Internet, this phenomenon plays a predominant role in trust and purchase intentions. This research seeks to evaluate variables such as the quality of the information, the credibility of the information, the need for the information and the attitude towards the brand that influence the purchase intention of a collaborative business model such as story delivery applications such as: Glovo, Rappi and UberEats that have been very well received in Metropolitan Lima. On the other hand, the research methodology used has been multiple linear regression. The study was divided into two phases, the first phase was carried out with a qualitative approach in which tools such as the focus group and in-depth interviews with experts in Digital Marketing were used. In the second phase it was carried out with a quantitative approach in which tools such as online surveys were used, later the multiple regression method was analyzed, which consists of three steps, the first step was taken through the production of the model, the second step by adapting the model and the third step by verifying the model. The result of the investigation shows that all the variables positively influence purchase intention except for the credibility of the information, which has little or no influence. In this sense, the most outstanding independent variables are the attitude towards the brand and the quality of the information, which are determined to be the most influential in the purchase intention. / Trabajo de investigación

Con el incremento de las compras por internet, la categoría de ropa deportiva ha decidido utilizar este canal para mantener la relación consumidor-marca. Debido a ello, las marcas de esta categoría necesitan saber cuáles son las variables que deben considerar al momento de desarrollar estrategias que les permitan preservar dicha relación. El objetivo del presente estudio es examinar la relación entre el e-loyalty, e-trust, e-satisfaction y website quality en la intención de compra del consumidor peruano en la moda deportiva. Las marcas de esta categoría deben comprender las expectativas de los clientes respecto a las compras en línea para atraer nuevos clientes y retener a sus clientes existentes. / With the increase in online purchases, the sportswear category has decided to use this channel to maintain the consumer-brand relationship. In consequence, brands in this category need to know which variables they should consider when developing strategies that allow them to preserve this relationship. The objective of this study is to examine the relationship between e-loyalty, e-trust, e-satisfaction and website quality in the purchase intention of the Peruvian consumer in the sportswear category. Brands in this category must understand customer expectations regarding online shopping to attract new customers and retain existing customers. / Trabajo de investigación

Abstracts in English and Venda / Online shopping gained importance with the increase in Internet adoption. The development in the e-commerce industry, with opportunities created for retailers, demanded research on factors influencing online shopping behaviour. The purpose of the study is to determine factors influencing consumers’ behaviour towards online shopping for consumer electronics in Gauteng, South Africa. The study employs a descriptive research methodology involving a quantitative research design. The study adopts a convenience sampling method for collecting data by intercepting individuals in Cresta Mall in Johannesburg and Sunnypark Shopping Centre in Pretoria. Self-administered, printed questionnaires were distributed, and data were collected from 207 respondents. This research followed the correct protocol for administering surveys, questionnaire design, measures to ensure data integrity and appropriate analysis strategy, providing reliable and valid research. The data were subjected to factor analysis and the descriptive statistics were also conducted. The parametric, independent sample T-test and Analysis of variance tests were employed for hypothesis testing. The study results suggested that demographic, utilitarian and hedonic factors affect consumers’ online shopping behaviour. This study concludes that demographic factors affect online shopping consumer behaviour traits of electronic goods. It also found statistical differences amongst demographic factors, against hedonic and utilitarian factors. The study also tested whether utilitarian values influence consumer behaviour towards online buying of electronic goods, concluding the existence of a significant relationship between utilitarian values towards online shopping behaviour. Lastly, the study determined if hedonic factors influence consumer behaviour when shopping online. It is concluded that hedonic factors influence consumer behaviour when shopping online. Findings of this study provide a positive contribution to e-commerce research in South Africa by assessing practices of online consumers and factors influencing online shopping adoption. The study recommends further longitudinal research concerning customer behaviour towards online shopping while supporting further studies to focus on the identified factors influencing online shopping. / Ku xava eka inthanete ku vile ka nkoka ku ya hi engetelo wa inthanete. Nhluvukiso eka swa indhasitiri yo xava hi inthanete, ni ku tumbuluxiwa ka miintirho ka vaxavisi, ndzavisiso wa swilo swo kucetela mahanyelo yo xava hi xielekitironiki. Nkongomelo wa dyondzo leyi i ku kumisisa swilo leswi kucetelaka mahanyelo ya vatirhisi loko va xava eka inthanete switirisi swa xielekitironiki eGautengi, Afirika-Dzonga. Dyondzo yi tirhisa endlelo ya ndzavisiso wo hlamusela hi ku hlawulekisa ku katsa na dizayini ya ndzavisiso wa nhlayonhlayo. Dyondzo yi tirhisa endlelo ra kahle ro sampula ku hlengeleta data hi ku vutisisa vanhu emolweni wa le Joni wa Cresta na Senthara ya Sunnypark yo Xava ePitori. Swivutiso leswi u swi lawulaka, no swi kandziyisa swi hangalasiwile, na swona data yi hlengeletiwile ku sukela ka 207 wa vavutisiwa. Ndzavisiso wu landzelerile maendlelo yo hetiseka ku lawula milavisisontsongo, tidizayini ta swivutiso, swipimelo ku endlela leswaku data yi va hi xiyimo xa kahle na xitirateji analysis lexinene, lexi nyikaka ndzavisiso lowu kamberiweke no khorwisa. Data a yi fanele ku analayiziwa na nhlayonhlayo wo hlamusela hi ku hlawulekisa wu endliwile. Mimbuyelo ya ndzavisiso yi nyikile miehleketo ya leswaku nhlayonhlayo ya vanhu na swilo swa utilitarian na hedonic swi khumbaka mahanyelo ya vatirhisi yo xava emolweni hi xielekitironiki. Dyondzo leyi yi gimeta leswaku swilo swa nhlayo ya vanhu hinkwavo swi khumbanaka mahanyelo yo xava tinhundzu Ku kumeka na ku hambana ka nhlayonhlayo exikarhi ka nhlayo ya vanhu hinkwawo mayelano na timhaka ta hedonic no tirhiseka. Dyondzo yi kamberile loko mikoka ya swithirisiwa yi kucetela mahanyelo ya vanhu eku xaveni ka tinhundzu hi xielekitironiki, no gimeta vukona bya nkoka wa vuxaka exikarhi ka mikoka yo tirhiseka ka mahanyelo yo xava hi xielekitironiki. Xo hetelela, dzondzo yi kumisisa loko timhaka ta hedonic ti kucetela mahanyelo ya vatirhisi loko va ri ku xaveni hi xielekitironiki. Ku gimetiwile leswaku timhaka ta hedoniki ti kucetela mahanyelo ya vatirhisi loko vax ava hio xielekitironiki. Leswi swi nga kumeka ka dyondzo swi na xiave xa kahle ka ndzavisiso wa e-commerce eAfirika-Dzonga hi ku xopaxopa mintolovelo ya vatirhisi ya xielekitironiki na timhaka to kucetela ku tirhisa ku xava ka xielekitironiki. Dyondzo yi bumabumela ku yisa emahlweni na ndzavisiso wa longitudinal mayelana mahanyelo ya vashavi eka ku xava hi xielekitironiki na ku seketela ku yisa emahlweni tidyondzo to kongomisa ka timhaka to kucetela ku xava eka inthanete. / Business Management / M. Com (Business Management)