Introduction: E-commerce has shown a large increase in the last years and constitutes a great portion of the market. This has led to a digital shift and more people choose to e-shop. This has affected the retail business, since there are new, more comfortable ways to buy your groceries. Furthermore, the food e-commerce differentiates from the general e-commence, since customers feel comfortable being able to smell, touch and see the groceries they are buying. Purpose: The purpose of this study is to achieve a higher and deeper knowledge of how the e-service quality affects the customers purchasing behavior in a digital food commence. Furthermore, the purpose is to identify notable factors within e-service quality which affects the customers purchasing behavior. Method: This is a qualitative study which has had an abductive approach. It is a combination between an inductive and a deductive attempt. The empirical material has been collected through six semi-structured interviews with Zeithaml, Parasuraman & Malhotra (2002) e-service quality dimensions for basis. Thereafter the empirical results were analyzed with the different steps of the buying process. Conclusion: Through this study, we noticed no significant difference between the interviewees which probably is a result of a high "internet habit". Thanks to the study, we were able to conclude that there are a number of distinct factors within the e-service quality dimensions that affects the customers purchasing behavior. Seeing that this is a subject going through constant development in contemporary with the digital evolution we find it useful to study, because the old barriers are replaced with new ones. / Bakgrund: E-handel växer drastiskt och utgör idag en större del av marknaden. Detta har lett till ett digitalt skifte och fler väljer att e-handla. Det har sin påverkan på dagligvaruhandeln eftersom det finns nya och bekväma sätt att e-handla mat på. Vidare skiljer sig e-handel av livsmedel från den generella e-handeln, vilket kan förklaras genom att livsmedel blir problematiskt att uppfatta i onlinemiljö eftersom beröring, syn och lukt ofta krävs. Syfte: Syftet med studien är att få en ökad och djupare förståelse hur e-service quality påverkar kundernas köpbeteende inom digital mathandel. Vidare är syftet att identifiera märkbara faktorer inom e-service quality som påverkar kundens köpbeteende. Metod: Detta är en kvalitativ studie som har haft ett abduktivt angreppsätt, vilket är en kombination av en induktiv och deduktiv ansats. Det empiriska materialet har samlats in genom sex semi-strukturerade intervjuer med Zeithaml, Parasuraman & Malhotra (2002) e-service quality dimensioner som grund. Därefter analyserades det empiriska resultatet med köpprocessens olika steg. Slutsats: Genom studien kan vi se att det inte fanns några markanta skillnader bland de intervjuade personerna vilket vi tror kan bero på hög internetvana. Tack vare studien så kan vise att det finns ett flertal tydliga faktorer inom e-service quality dimensionerna som påverkar kundens köpprocess. Eftersom detta är ett ämne som ständigt uppdateras i samtid med den digitaliserade utvecklingen så är det nyttigt att studera just för att de gamla barriärerna ersätts av nya.

Individualisation and digitalisation are increasing in importance which leads to a change in the society, affecting consumers’ behaviour and needs. This change results in consumers desiring an individualised consumption experience with additional services that fashion companies should consider in order to stay relevant. This development opens up for new opportunities regarding business models such as the business model of subscription services. The identified gap in the academic literature of subscription services lies in the application of this business model to the fashion industry. Non-academic articles about fashion subscription services were found but often from the industries’ point of view rather than from the consumers’ point of view. Thus, the purpose of this study is to investigate the consumers’ perspective on fashion subscription services and what underlying reasons there might be for these perspectives. The study is of quantitative nature with theories regarding subscription services, consumer behaviour and fashion forming the research questions and thus the research. Data was collected by an online questionnaire to gain insight on respondents’ perspectives on fashion subscription services which was used as descriptive empiricism, tested for correlations and discussed in line with the theories. The study shows that there are correlations between the theories and the respondents’ interest in fashion subscription services, but the interest cannot be explained by each of the theories separately. However, by looking into different affecting factors, suggestions of underlying reasons are offered by this study.

[pt] Os blogs de moda atraem uma grande audiência de mulheres em busca de inspirações sobre como se vestir. As leitoras procuram seguir as sugestões de autoras de bom gosto, com características demográficas similares às suas, e em que possam confiar. Este é o principal benefício oferecido pelo blog quando comparado às mídias tradicionais: ao blog é atribuído maior confiança, visto que as autoras estariam livres de vieses e representariam a consumidora comum. No entanto, sabe-se que um número considerável de autoras de blogs recebem presentes e recompensas financeiras para recomendar um produto em seu canal. Este fenômeno ocorre de duas maneiras diferentes: ou a autora admite a existência de uma parceria entre ela e a marca que recomenda, ou oculta esta parceria – fato este que tem levantado importantes questões éticas. Este estudo buscou identificar se a credibilidade do blog é afetada quando há indícios de que a autora omite seu vínculo com a marca que recomenda. Através de um experimento conduzido online com amostragem por conveniência, 350 questionários foram respondidos, sendo 157 válidos. Foi criado um endereço eletrônico que, de acordo com a determinação de algoritmos, apresentava ora blog e biografia de uma autora favorável à prática de identificar publicações patrocinadas, ora de uma autora que busca omitir seu vínculo com o produto que recomenda. O experimento comparou as médias para os construtos Confiança, Atitude e Intenção de Seguir Recomendação, onde apenas este último apresentou diferenças significativas entre as médias. O construto Credibilidade da Fonte também foi medido, indicando que os respondentes não são favoráveis à presença de propaganda nos blogs. / [en] Fashion blogs attract the interest of a large audience of women in search for dressing inspiration. The readers look for suggestions from neatness bloggers with demographic characteristics similar to their own, and who they can trust. The main benefit offered by blogs when compared to the traditional media is the reliability conferred to the blog, since the authors would be free of biases, representing the common consumer. Nevertheless, it is known that a considerable number of bloggers receive gifts and financial income to recommend products in their websites. This phenomenon occurs in two different ways: either the author recognizes the existence of a partnership with the recommended fashion brand, or conceals this partnership. This occurrence has provoked important ethical questions. This study focused on identify if the blog s credibility can be affected when there is evidence that the authors are hiding their connection with the recommended fashion brand. To answer this question, an online experiment with convenience samples resulted in 350 answered questionnaires, from which 157 were valid. It was created a website that, in accord with determination of algorithms, presented two types of blogs: one where the author is favorable to the practice of identifying sponsored posts, and another where the author seeks to hide a link with the brand that is recommended. The experiment compared the average for the theoretical constructs Reliability; Attitude and Intention to Follow Recommendation, which was the only one that presented substantial differences between the averages. The theoretical construct Source Reliability was also measured, indicating that the respondents are not favorable to the presence of propaganda in fashion blogs.

The dynamics of use and adoption of information on various online review platforms remain elusive and complex, indicating the importance of more research on electronic word of mouth (eWOM) and online consumer reviews (OCRs). Existing theoretical models do not fully explicate the role of the influential factors and their interrelations in information adoption. This research offers a more holistic model of information adoption. The Information Adoption Model (IAM) and the Elaboration Likelihood Model (ELM) are utilised as the theoretical foundations for the conceptual model while examining the factors that influence consumers' perceptions of and information adoption decisions from Independent and E-merchants' websites. Information usefulness is employed as a mediator. This research examines various COPs (consumer opinion platforms) by categorising consumers into four groups on the basis of their engagement behaviour and investigating their information adoption decisions. The research undertook quantitative methodology and conducted a survey on 635 respondents from Thailand. All hypotheses were developed and tested using data collected via an online questionnaire and were analysed with Structural Equation Modelling (SEM), with multigroup analysis techniques. Additionally, the research used two step cluster analysis and identified four groups of consumers on the basis of their engagement behaviour Quicker, Explorer, Confidant and Passionate. The findings are 1) A positively significant relationship between information usefulness and information adoption has been approved 2) Consumer adopt different information adoption criteria for different types of COPs 3) Consumers' assessment of different factors of OCRs varies due to the difference in the level of online engagement. The results offer useful implications for marketers by identifying and analysing the criteria that consumers adopt from specific platforms and underlining the effect of the level of consumer engagement on information adoption of OCRs.

Utvecklingen av e-handeln går snabbt och starkt framåt. E-handel kan bland annat innebära att företag säljer produkter via internet och är den definition som denna rapport utgår ifrån. Syftet med studien var att, utifrån faktorerna produkt, service, information, design, säkerhet, funktionalitet och enkelhet, ta reda på vilka av dessa som påverkar kundernas köpbeslut. Studiens syfte var också att ta reda på vilken av faktorerna som har störst inverkan på köpbeslutet vid köp av hemelektronik på internet samt om det finns skillnader baserat på kundegenskaper samt att studera kommunikationens påverkan på köpbeslutet. Studien har genomförts med en deduktiv ansats via kvantitativa metoder där det utgåtts från teorierna köpprocessen på internet, Dimension process quality, Online Consumer Behavior samt Media richness theory för att skapa en frågeställning. För att besvara frågeställningen skapades en enkät via Google formulär som skickades ut via sociala medier. Resultatet av enkäten sammanställdes i diagram som sedan analyserades. Resultatet visade att samtliga faktorer har en inverkan på köpbeslutet men den faktor som konsumenterna ansåg vara viktigast var säkerhet. Vidare analys av resultatet visar att män och kvinnor är i största mån eniga i vilka faktorer de anser vara viktigast. Resultatet visar även att vart konsumenten är bosatt påverkar köpbeslutet då de svarat olika. Studien visade även att kommunikation bör vara en egen faktor inom teorierna då kommunikationen har en stor inverkan på köpbeslutet.

The purpose of this thesis has been to investigate the phenomenon of shopping-hauls from a consumer perspective. Along with exploring ifconsumers’ purchasing behavior is affected by shopping-hauls, the aim is to provide insights into the phenomenon and how it affects consumers. In particular, the study aspires to understand whether consumers perceive shopping-hauls as a possible substitute for the need for touch. If so, shopping-hauls could be used to decrease uncertainty online. This thesis was conducted using a qualitative research method, with semi-structured interviews. The respondents in the interviews were consumers living in Sweden with knowledge of shopping-hauls. Twenty-five consumers participated in the interviews for the thesis, and they are all anonymous. The thesis has followed an inductive research approach to gain deeper understanding of the phenomena of shopping-hauls and receive new insights based on the respondents’ experiences. The literature review in this thesis includes theories about influencer marketing, sensory marketing, and online consumer behavior. Furthermore, the conceptual framework demonstrates the relationship between the mentioned theories. The empirical results of the thesis highlights challenges and opportunities which might occur when consumers make purchases online, as well as provides insights into how shopping-hauls are perceived by consumers. Based on these results, we created a three-step model for developing a strategy where shopping-hauls are used to reduce the consumer’s uncertainty when shopping online. The three steps are: Selection of influencer, identify the consumer, and evaluation.

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The expansion of second hand clothing markets has developed through the recent years and the phenomenon has turned into a trend and normalization among fashion companies and consumers, rather than its historical label of being connected to low status. As digitalization has become important for how people consume fashion products, previous research suggests several perceived risks with shopping online. However, the Swedish second hand clothing market in the menswear segment is presented as a rather underdeveloped research area, which allows this study to investigate potential risks and possibilities in an online environment. In addition, we apply a combination of two theories (1) The perceived risk theory and (2) The servicescape theory. The chosen theories have been interpreted and tweaked in order to adapt to this research approach and to further analyze University students at Swedish School of Textiles and their online behavior, but also attitude towards second hand clothing. By applying these theories, a contribution on a deeper understanding was achieved and thereby allowed us to fulfill the purpose of the study, which is to identify how online companies can improve their presentation of product assortment with focus on second hand clothing menswear, using eye tracking technology. Hence, the results provide an increased knowledge from a business perspective and a consumer perspective. The chosen methodology for this study is based on a qualitative approach, primarily a laboratory experiment (eye tracking experiment), followed by a semi-structured interview. The experiment and the interviews took place at Handelslabbet located in Borås and the participants were students from Textile Management Bachelor program year 1. The most prominent perceived possibility was shown to be “Second hand - an increasing assortment” and the most prominent risk was “A hidden assortment”. The perceived risks and possibilities are presented in an online environment based on The servicescape theory. Ultimately, the findings indicate that an attitude- and behavioral gap is still a challenge in regards to sustainable consumption. Thus, companies must increase and develop strategies for their customers that facilitates how to consume more sustainably in an e-commerce environment.

Les avis de consommateurs en ligne (ACL) constituent une forme spécifique de bouche-À-Oreille en ligne, regroupant l’ensemble des informations positives ou négatives, numériques (notes) et textuelles (commentaires), déposées par des consommateurs sur des plateformes Internet de type marchande ou communautaire. Dans cette thèse, nous étudions l'impact des ACL sur les décisions d'achat. Nous considérons deux types d'information (ACL numériques et textuels), deux métriques principales des ACL (la valence ou note moyenne, le volume ou nombre d'avis) et deux niveaux d'analyse (les intentions d'achat, et les décisions d'achat effectives). Quatre études empiriques sur données individuelles et agrégées montrent que: (1) les ACL jouent le rôle d'un signal de qualité permettant de réduire le risque d'achat pour des biens d'expérience, (2) le volume ainsi que la valence des ACL expliquent significativement les décisions d'achat, (3) l'effet des ACL sur les décisions d'achat peut être plus ou moins fort selon certaines circonstances que nous mettons en avant. Nous discutons dans un dernier temps des implications pour la stratégie marketing en ligne des entreprises de e-Commerce. / Online consumer reviews (OCR) are conceptualized as a specific form of online word-Of-Mouth, gathering both positive and negative information, numerical (ratings) and textual (comments) information, and which are driven by consumers for consumers on Internet plateforms. In this dissertation, we study the impact of OCR on purchase decisions. We consider two kind of information (numerical and textual OCR), two main metrics of OCR (the valence or average rating, and the volume or number of reviews) as well as two levels of analysis (purchase intentions and actual purchase decisions). The results from four empirical studies on both individual and aggregated data show that: (1) OCR may efficiently signal quality and reduce perceived risk for experience goods, (2) OCR volume and valence have a significant influence on purchase decisions, (3) the effects of OCR on purchase decisions may be lower or stronger according to different moderating factors that we take into account. Last, we discuss managerial implications about firms' online marketing strategies.