ABSTRACT  Date: 02.06.2021  Level: Bachelor thesis in Business Administration, 15 cr  Institution: School of Business, Society and Engineering, Märlardalen University  Title: An exploratory study: The role of trust and perception through influencer marketing and artificial intelligence on millennials and generation Z’s purchase intent in the online retail context.  Tutor: Leanne Johnstone  Keywords: Online consumer behavior, Influencer marketing, Artificial intelligence, Trust in the online context, Perception in the online context, Millennials and Generation Z  List of abbreviations: SNS, SMI, AI, Gen Z, Gen Y, TRA, TPB, TAM  Research questions: How does Influencer’s marketing and AI affect trust and perception (i.e. aspects of consumer buying behavior) for millennials and generation z’s purchase intent in the online retail context?  Purpose: The purpose of this thesis is to develop an understanding on how trust and perception, through social media influencers and AI (algorithms) influences the purchase intention of millennials and generation Z’s in the online retail context.  Method: This thesis used an inductive approach towards theory development. In order to accomplish this qualitative research focus group interviews were conducted. The data collected through these focus group interviews were then thematically analyzed to identify common patterns, themes and topics.  Conclusion: The conclusion for this study finds that influencer marketing and artificial intelligence influences trust and perception in the online retail context, which in return impacts the purchase intentions of Millennials and Gen Z. Furthermore, this study also finds that Millennials and Gen Z, based on the experiences of their respective generations, have different behavioral attitudes in the online context.

Purpose: Previous research has highlighted that dysfunctional customer behaviour is commonplace in service exchange interactions. However, most research has focused on what forms of dysfunctional behaviours that are prevalent in a face-to-face context. Instead of focusing on traditional face-to-face interactions, this thesis will address and consider dysfunctional customer behaviour in a live chat support context. Moreover, the reason why certain behaviours are perceived as dysfunctional in an online context will also be discussed from a role discrepancy perspective. Methodology: The methodological approach relies on a qualitative case study of the online casino company LeoVegas. The research is carried out by conducting ten semi-structured interviews with the firm's live chat customer-contact employees. The interviews were conducted via the video chat application Skype. Findings: The findings highlight five customer behaviour categories that the respondents perceived as dysfunctional. The employees thought these behaviours violated the rules and norms of the service script. However, the data implied role discrepancies between the employees and customers, where the customers and the employees had different views of the service script. The reason for these discrepancies were due to customer ignorance of reading the terms and conditions, which the employees and LeoVegas recognized as the service script. This resulted in customer violations of the service scripts which the employees perceived as dysfunctional customer behaviour. Originality/Contribution:The thesis contributes with five employee perceived categories of dysfunctional customer behaviour in a relative unstudied online support context. A theoretical contribution of the study is the introduction of a new perception of dysfunctional customer behaviour, with the researchers arguing that dysfunctional customer behaviour is not about customers violating the service script but rather that there is a role discrepancy between the customers and the employees. This leads to an important managerial implication, that managers need to ensure role congruence between employees and customers so that role discrepancy may be avoided.

Abstract  Background: The evolution of technology has transformed the way we shop, with BNPL services like Klarna and Qliro gaining popularity among consumers. This form of short-term financing offers flexibility by allowing customers to either pay later or divide their costs into interest-free installments. While BNPL is initially associated with online shopping, BNPL has expanded to physical stores, enabling customers to choose from even more payment options. The fashion industry has especially benefited from the evolving BNPL, as it facilitates easier exploration of new styles and product comparison from the comfort of one’s home. Furthermore, BNPL users are more likely to make purchases, spend more, and exhibit higher customer loyalty.  Purpose: The purpose of this study is to explore the factors affecting the intention to use BNPL technology and how they differ in an online and in-store context.  Method: For the researchers to accomplish the purpose of this study, a qualitative research strategy was applied. The empirical data was obtained through semi-structured interviews held with Gen Z participants residing in Jönköping, who had previous experience using BNPL either in-store, online, or both. The data was later analyzed and interpreted using an abductive approach, using thematic analysis.   Conclusion: The research findings indicate that multiple factors influence purchase intention when using BNPL in both online and in-store contexts. A theoretical model, previous research, and empirical findings was incorporated for the study’s revised research framework including perceived usefulness, perceived ease of use, perceived risk, trust and security pain of payment and attitudes. For the online context, gen Z perceived all factors included in the revised research framework were found to have a noteworthy influence on purchase intentions using BNPL in the fashion industry. Moreover, the study identified both differences and similarities between the online and in-store context. For the in-store context, five out of the six factors in the revised research framework were perceived to be important for gen Z when purchasing fashion. Further the study suggests that there may be relational patterns between the factors, however the study did not examine relationships or degrees of associations between the factors, leaving room for future investigation.

Syfte: Studien syftar till att förstå hur hållbara produktattribut kan verka i samklang eller kombineras med produktattribut som tillfredsställer konsumentens egennytta. Det möjliggörs genom kartläggning av vilken produktinformation om hållbara produktattribut som svenska modekonsumenter efterfrågar i digitala sammanhang för att kunna göra miljömedvetna val, och som då kan bidra med positiva köpintentioner. Detta för att kunna minska avståndet mellan intresse och handling vad gäller hållbar konsumtion. Metod: Metodansatsen som användes var induktiv och för datainsamling användes blandad metod. Litteratursökning följdes av en kvantitativ webbaserad enkät, vilken kompletterades med kvalitativa, semistrukturerade intervjuer. Urvalet för både enkät och intervjuer var svenska modekonsumenter i åldrarna 18–35. Kvantitativa och kvalitativa data jämfördes och analyserades sedan mot teoretiska perspektiv om att detaljerad produktinformation kan fungera som substitut till fysisk interaktion och att konsumenter inte prioriterar hållbara produktattribut som inte uppfyller egennytta. Resultaten diskuterades och kunde slutligen presenteras som slutsatser. Studien fokuserade endast på modekonsumtion i en online kontext. Den avsåg heller inte att se till vilka hållbara produktattribut som är bättre eller sämre ur ett hållbarhetsperspektiv. Resultat: Resultaten visar att produktattribut som kan anses tillfredsställa egennytta prioriteras framför hållbara produktattribut vid konsumtion av mode, men att hållbar information kring modeprodukter ökar köpintentioner. Konsumenter upplever dock att företag inte kommunicerar tillräckligt kring hållbarhet och efterfrågar transparens och mer detaljerad information. Resultatet visar en potential till hur konventionella och hållbara produktattribut tillsammans med detaljerad information kan sammanföras till positiva köpintentioner i digitala sammanhang. Originalitet / Värde: Tidigare forskning utreder konsumenters inställning till hållbara produkter, gapet mellan hållbart intresse och handling samt hur konsumenter behandlar produktinformation. Mängden tidigare forskning som visar dock vilka hållbara produktattribut som kan sammanföras med produktattribut som tillfredsställer egennyttan hos konsumenter är sparsam. Det kan därför anses finnas ett behov för denna studie, då den ger företag insikter om hur kundfokus kan inkluderas i den hållbara utvecklingen. Särskilt relevant blir den för företag som riktat sig mot digitala försäljningskanaler och ämnar uppmuntra till hållbar konsumtion. / Purpose: This study aims to understand what sustainable product attributes that can be combined with attributes that fulfill consumer's self-interest. This is done by an examination of which product information about sustainable product attributes Swedish fashion consumers demand in a digital context to be able to make environmentally conscious decisions. Furthermore, which sustainable product information that can contribute with positive purchasing intentions. The purpose of this study is to be able to get an insight in how to reduce the distance between interest and action in terms of sustainable consumption.  Method: The method used for the study was inductive and the data was collected through a mixed method. Search of literature was followed by a quantitative survey, which was supplemented with qualitative semi-structured interviews. Participants were Swedish fashion consumers in the age range of 18-35. Quantitative and qualitative data were then compared and analysed against theories concluding that detailed product information can function as a substitute to physical interaction and that consumers do not prioritize sustainable product attributes which do not meet self-interest. The results were discussed and could then be presented as conclusions.  Results: The results show that product attributes which can be considered to satisfy self-interest are prioritised before sustainable product attributes, but sustainable information regarding fashion products might still increase buying intentions. Consumers experience, however, that companies do not communicate enough about sustainability and requests transparency and more detailed information. The results show a potential on how conventional and sustainable product attributes together with detailed information can be combined into positive buying intentions in a digital context. The study only focuses on fashion consumption on an online kontext. Neither did it evaluate the environmental impact of the different sustainable product attributes that were examined.  Originality / Value: Previous research investigates consumers’ attitudes towards sustainable products, the gap between interest and action as well as how consumers process information. There is a sparse amount of previous research that shows which sustainable product attributes consumers appreciate, which then can be combined with product attributes that satisfy the self-interest of consumers. There may therefore exist a need for this study, as it provides insights on how companies can include customer focus into their sustainable development. It will be particularly relevant for companies that have targeted digital sales channels and intend to encourage sustainable consumption.