Hoy en día existe un nuevo comportamiento del consumidor, en donde la tecnología forma parte de su día a día. La falta de tiempo, representa cada vez menos un problema para las personas por lo que las empresas buscan llegar a ellos y estos puedan realizar compras sin la necesidad de salir de casa. Para la solución de esta problemática aparece la compra online, que se mantiene en auge y facilita la vida de muchos clientes. Sin embargo, a pesar de representar algo positivo para las empresas, aún presentan barreras. Por tal motivo, la presente investigación tiene como objetivo determinar la relación existente entre las barreras que inhiben la compra de ropa casual en tiendas por departamento en el canal online y la decisión de compra Para ello, según los hallazgos encontrados, se analizaron los diferentes riesgos que giran en torno a la confianza: riesgo funcional (relacionado al funcionamiento del producto), temporal (tiempo de entrega del producto), financiero (el costo de devolución de una prenda) y la reputación (de la tienda en cuestión), las cuales se convierten en barreras al no poder ser mitigadas por las empresas. Los resultados indicaron que el riesgo funcional y la reputación de los retailers poseen una relación positiva con la intensión de compra. Esto se debe existe una fuerte desconfianza de adquirir productos online. No obstante, el riesgo financiero y riesgo temporal obtuvieron una relación negativa, lo cual indica que este tipo de riesgos han sido mitigados, ya que las consumidoras muestran mayor confianza. / Today there is a new consumer behavior, where technology is part of their day to day. Lack of time represents less and less of a problem for people, so companies seek to reach them and they can make purchases without the need to leave home. For the solution of this problem, online shopping appears, which remains booming and makes life easier for many customers. However, despite representing something positive for companies, they still present barriers. For this reason, this research aims to determine the relationship between the barriers that inhibit the purchase of casual clothing in department stores in the online channel and the purchase decision. For this, according to the findings, the different risks that revolve around trust were analyzed: functional risk (related to the operation of the product), temporary (product delivery time), financial (the cost of returning a garment) and the reputation (of the store in question), which become barriers as they cannot be mitigated by companies. The results indicated that the functional risk and reputation of the retailers have a positive relationship with the intention to buy. This is because there is a strong distrust of purchasing products online. However, financial risk and temporary risk obtained a negative relationship, which indicates that these types of risks have been mitigated, as consumers show greater confidence. / Trabajo de investigación

Building on the stimulus-organism-response model, this paper aims to fill the considerable research gap by developing a deeper understanding of social commerce as a global emerging phenomenon and investigating the effectiveness of social commerce marketing stimuli and its consequences on consumer behavior on Instagram. The study adopts a mixed-methodology approach, including a web-based survey and a focus group interview, to build a deeper understanding of the phenomenon and account for the social aspects of social commerce. Based on a sample of 317 international consumers, the analysis demonstrates that all dimensions of social commerce marketing stimuli have significant effects on online brand engagement on Instagram; which consequently positively influences brand trust and online purchase intention. Moreover, the focus group interview complements the findings and provides potential explanations for the discovered relationships.

Date:                             04 June 2018 Level:                            Master Thesis in International Marketing, 15 ECTS Institution:                     School of Business, Society and Engineering, Mälardalen University Authors:                       Anastasiadou, Elena                       Meier, Philip                                       (94/05/25)                            (88/03/11) Title:                              Cross-border Online Purchase Intent: An Investigation of CSR-conscious Young Adults Supervisor:                   Emilia Rovira Keywords:                   Online purchase intent, international online vendors, corporate                                      social responsibility, technology acceptance model, Ikea Research Question:     What factors affect the online purchase intent of CSR-conscious young adults buying from IOVs and how? Purpose:                       With the worldwide increasing access and usage of the Internet, cross-border shopping has emerged as an online trend, especially amongst young adults. Simultaneously, CSR-consciousness has spread rapidly around the globe. Consequently, it is this study’s purpose to gain a deeper understanding of factors influencing CSR-conscious young adults’ cross-border online purchase intent. Method:                         For the sake of reaching a deeper understanding of factors influencing online purchase intent this study applies qualitative research methods. Primary empirical data is collected via focus group interviews. In order to introduce a relatable online shopping scenario to the interviewees, the investigators present the interviewees with a case company during focus group sessions. Ikea’s online store is chosen as a case, since Ikea is a well-known IOV engaging in CSR practices. Lastly, the empirical findings are assessed by doing a thematic analysis. Conclusion:                  The conceptual model (see Figure 3. OPIM) proves to be suitable for exploring cross-border online purchase intent of CSR-conscious young adults, as each element appears to play a vital role in understanding influences on behavioural intention to purchase products or services online. With the help of the OPIM, several contributions could be made in this particular field of research. Firstly, this study uncovered a relationship between company size and CSR-conscious young adults’ trust, as part of their perceived quality. The relation is negative when investigating at the trust towards CSR promises but positive when looking at trust towards payment procedures. Secondly, non-monetary sacrifices, stemming from IOVs’ intangible nature, have a strong negative impact on the behavioural intention to purchase goods and services online, while comparing it to physical store counterparts. Thirdly, the investigators discovered how convenience and flexibility concerns lower potential customers’ perceived usefulness of IOVs. Fourthly, IOVs need to positively influence subjective norms and tailor online loyalty programs to increase potential customers’ commitment to purchase their products and services online. Lastly, this study finds that the level of satisfaction with a given online purchase is part of a mental re-evaluation process that directly influences potential future purchases.   Abbreviations:              B2B:             Business to Business Relationship                                  B2C:             Business to Consumer Relationship                                      CSR:                       Corporate Social Responsibility                                      IOV:             International Online Vendor                                      IS:                Information Systems                                       IT:                 Information Technology             OPIM: Online Purchase Intent Model            TAM:               Technology Acceptance Model

Atualmente, observa-se que o ambiente virtual está cada vez mais povoado por pessoas com 60 anos ou mais e com os mais diversos interesses, todavia, verifica-se que há pouco conhecimento sobre como os consumidores idosos formam julgamentos e tomam decisões a respeito de produtos e serviços oferecidos na Internet, chegando a existir, inclusive, um pré-conceito de que estes indivíduos não são usuários da Internet e, portanto, não merecem que se façam investimentos para adequar produtos e serviços a eles. Sabe-se que diferentes fatores podem influenciar o comportamento do consumidor em sua tomada de decisão, principalmente quando se abordam produtos e serviços tecnológicos. Frente a esse contexto, é fundamental que se compreendam melhor os elementos que estão presentes nesse comportamento de consumo e as suas implicações futuras. Por essa razão, a presente pesquisa foi elaborada, pretendendo-se identificar os principais construtos que influenciam o comportamento do consumidor da terceira idade na Internet e analisar o seu impacto sobre a intenção de compra online. Objetivando responder a tal questionamento, projetou-se este estudo, para o qual foi elaborado um modelo teórico (testado empiricamente) contendo diversas variáveis e moderadores. Após 5 pré-testes e 8 entrevistas em profundidade, um questionário foi aplicado em 430 respondentes com 60 anos ou mais que tivessem utilizado a Internet pelo menos uma vez nos últimos 3 meses. O processamento de dados incluiu uma análise fatorial exploratória e uma confirmatória e a Modelagem de Equações Estruturais. Ao final deste estudo, obteve-se aceitação plena de cinco hipóteses, parcial de três e rejeição de duas, além de um bom ajuste do modelo proposto (a partir dos índices pré-definidos). Confirmou-se a hipótese de que o risco percebido pelos consumidores da terceira idade ao utilizar a Internet é um moderador no modelo estrutural proposto, uma vez que se comprovou diferença estatística significante entre as respostas dadas por um grupo mais avesso ao risco (Grupo 1) e outro menos avesso ao risco (Grupo 2) no que concerne às características demográficas e comportamentais (relacionadas ao uso da Internet). Já a escala de Tipo de Uso não se mostrou adequada para analisar a utilização da Internet pelo público da terceira idade. Constatou-se, da mesma forma, que a idade cognitiva influencia, de maneira inversa, no tempo de uso da Internet e que a satisfação com o uso da mesma tem impacto positivo no boca-a-boca positivo realizado, na intenção de (re)compra online e, também, no tempo de uso da rede. Acredita-se que os resultados obtidos a partir do teste do modelo apresentado possam fornecer importantes implicações acadêmicas e gerenciais, as quais possibilitarão uma maior compreensão sobre o uso da Internet por indivíduos da terceira idade, seus impactos futuros e a existência de moderadores importantes nesta relação. / Virtual environment has been increasingly used by people aged 60 and over who have a variety of interests. However, there is little knowledge concerning how elderly consumers form judgment and make decisions regarding products and services offered on the internet. Additionally, there is a preconception that these individuals do not use the internet; therefore, there would be no need for investment in redesigning products and services to suit them. It is known that there is a range of factors that may influence consumer behavior, especially in online environments involving technological products and services. In this context, understanding the elements involved in consumer behavior as well as its future implications is of paramount importance. Thus, this study reviewed the main constructs that influence the consumer behavior of the elderly on the internet and analyzed its impact on the online purchase intention. A theoretical model containing several variables and moderators was created and empirically tested. After 5 pretests and 8 in-depth interviews, a questionnaire was applied to 430 respondents aged 60 and over who had used the internet within the last 3 months. Data processing included an exploratory and a confirmatory factor analysis, as well as the Structural Equation Modeling. As a result, five hypotheses were fully supported, three were partially confirmed and two were rejected. Moreover, the proposed model proved to be well adjusted according to the pre-defined indexes. The hypothesis which states that the perceived risk by the elderly regarding the use of internet is a moderator on the proposed structural model was confirmed, since there was a statistically significant difference between the answers given by a more risk-averse group (Group 1) and the answers provided by a less risk-averse group (Group 2) concerning demographic and behavioral characteristics related to internet use. On the other hand, the Type of Internet Use scale was shown to be inadequate to analyze the internet usage by the aforementioned age group. Likewise, it was observed that cognitive age has an inversely proportional influence on time of Internet usage, and that satisfaction with its usage has a positive impact on positive word of mouth, online (re)purchase intention and time of web usage. It is believed that the results obtained from the testing of the presented model may provide important academic and managerial implications which will bring a greater understanding of internet usage by the elderly as well as its future impacts and the existence of important moderators within this relationship.

Consumer decision behavior has been an interesting research topic for researchers and marketing people. While E-Commerce websites and online self-service are becoming more and more popular, it is important to understand how to support consumer in their online shopping decision process. The purpose of this research is to understand how consumer¡¦s decision behavior would be influenced in online shopping environment, when facing different product price and complexity, and discover the personal factors that might influence it¡¦s decision behavior. The result of our research showed that product complexity has significant influence on consumer¡¦s decision behavior. When product complexity become higher, the effort and time for a consumer to complete a purchase decision will also become higher. When consumer is more familiar with the product, more involve with the product, or have higher computer self-efficacy, consumer will use much harder decision tools then usual. But our result also showed that product price has no influence on consumer¡¦s decision behavior, this might be that in our experiment, consumers don¡¦t really have to pay for the product, so the influence of product price has no effect on consumer. From our result we can know that for different product complexity and consumer will result in different decision behavior. In the future, online shopping store can provide different decision tools for different consumer when facing different products, to help consumer make better decision.

Background: E-commerce is an evolving market; the number of retailers and the growth in online shopping has built up a competitive market. It is therefore essential for companies to continuously develop their online activity to remain and attract new customers. To do so, companies need to create value for the customers and meet their demands: therefore it is of great importance for companies to understand consumers’ buying behavior, and moreover investigate in which factors are related to the consumers’ online purchase intention.   Purpose: The purpose is to explain the relationship between trust, perceived risk, shopping enjoyment, site design quality and online purchase intention.   Hypotheses: The authors of this study set up the following hypotheses: H1+: Trust is positively related to consumers’ online purchase intention. H2-: Perceived risk is negatively related to consumers’ online purchase intention. H3: Shopping enjoyment is related to consumers’ online purchase intention. H4+: Site design quality is positively related to consumers’ online purchase intention. Methodology: Survey study. Conclusion: Hypothesis 1 was supported in this study. Hypothesis 2 was not supported in this study. Hypothesis 3 was supported in this study. Hypothesis 4 was supported in this study.

The following have been rectified in response to previous evaluation by examiner Olof Bruninge. -We have solely chosen qualitative methods in data collection and analysis by making use of data gathered from focus group workshop. The findings have been coded and analysed descriptively. -We have reformulated research questions and replaced the hypothesis with open questions. Allowing us to explore the participants’ behaviour rather than testing hypothesis. -All quantitative measures have been replaced with qualitative analysis and descriptions. -We have provided tables with results from focus group findings to increase transparency in our data

[pt] Esta dissertação tem como objetivo identificar nas compras on-line: por que os compradores ficam insatisfeitos, quais as razões principais das reclamações dos consumidores, através do site www.reclameaqui.com.br. Pelo canal Internet, o consumidor não só adquire, mas relata insatisfação com determinado produto/serviço, marca ou empresa. Comentários negativos na rede ganham amplitude quando comparados aos demais canais de comunicação. Foi feita a utilização do método de análise de conteúdo de 720 reclamações de consumidores, referentes a três empresas com mais reclamações no referido site. A coleta realizada de forma aleatória no período de um ano, de janeiro a dezembro de 2008, no maior site brasileiro destinado a reclamações de consumidores, o www.reclameaqui.com.br, possibilitou o agrupamento das queixas em 12 categorias. Das reclamações analisadas, grande parte é localizada em 5 categorias: falhas no serviço de atendimento ao pós-compra, de entrega, defeito no produto; quanto às políticas de devolução e de troca de produto. A causa principal de insatisfação é oriunda de falhas no serviço de atendimento pós-compra. Sob a ótica do consumidor on-line, o estudo identificou que as queixas analisadas são precedidas por tentativas infrutíferas de resolução junto aos canais de atendimento ao cliente. As descobertas sugerem que entender as categorias encontradas e suas interrelações pode ajudar as empresas a gerar estratégias de marketing, a fim de minimizar a intensidade e quantidade de reclamações, uma vez que estarão mais preparadas para solucioná-las. / [en] This dissertation has as object identify on online shopping: why consumers get dissatisfied, what are the main reasons of the consumers complains, through the www.reclameaqui.com.br website. On the internet channel, the consumer not only buys, but reports dissatisfaction with particular product/service, brand or company. Negative comments in the network are getting largeness when compared to other channels of communication. The method of content analysis was made by using 720 consumers’ complaints, related to three different companies with most complaints on the refered website. The collect were made randomly within one year period, from January to December 2008, on the largest Brazilian website, destined for consumer’s complaints, www.reclameaqui.com.br, enabling the grouping on complaints in 12 categories. Of the claims analyzed, much of it is located in 5 categories: failures in customer service after purchase, delivery, defective product, and the return policies and product exchange. The main cause of dissatisfaction is coming from failures in customer service after purchase. From the viewpoint of online consumers, the study identified that the analyzed complaints are preceded by unsuccessful attempts of resolution along the customer service channel. The results suggests aims to understand the categories found and their interrelation can help companies to create marketing strategies to minimize the intensity and amount of claims, since they will be better prepared to solve them.

Atualmente, observa-se que o ambiente virtual está cada vez mais povoado por pessoas com 60 anos ou mais e com os mais diversos interesses, todavia, verifica-se que há pouco conhecimento sobre como os consumidores idosos formam julgamentos e tomam decisões a respeito de produtos e serviços oferecidos na Internet, chegando a existir, inclusive, um pré-conceito de que estes indivíduos não são usuários da Internet e, portanto, não merecem que se façam investimentos para adequar produtos e serviços a eles. Sabe-se que diferentes fatores podem influenciar o comportamento do consumidor em sua tomada de decisão, principalmente quando se abordam produtos e serviços tecnológicos. Frente a esse contexto, é fundamental que se compreendam melhor os elementos que estão presentes nesse comportamento de consumo e as suas implicações futuras. Por essa razão, a presente pesquisa foi elaborada, pretendendo-se identificar os principais construtos que influenciam o comportamento do consumidor da terceira idade na Internet e analisar o seu impacto sobre a intenção de compra online. Objetivando responder a tal questionamento, projetou-se este estudo, para o qual foi elaborado um modelo teórico (testado empiricamente) contendo diversas variáveis e moderadores. Após 5 pré-testes e 8 entrevistas em profundidade, um questionário foi aplicado em 430 respondentes com 60 anos ou mais que tivessem utilizado a Internet pelo menos uma vez nos últimos 3 meses. O processamento de dados incluiu uma análise fatorial exploratória e uma confirmatória e a Modelagem de Equações Estruturais. Ao final deste estudo, obteve-se aceitação plena de cinco hipóteses, parcial de três e rejeição de duas, além de um bom ajuste do modelo proposto (a partir dos índices pré-definidos). Confirmou-se a hipótese de que o risco percebido pelos consumidores da terceira idade ao utilizar a Internet é um moderador no modelo estrutural proposto, uma vez que se comprovou diferença estatística significante entre as respostas dadas por um grupo mais avesso ao risco (Grupo 1) e outro menos avesso ao risco (Grupo 2) no que concerne às características demográficas e comportamentais (relacionadas ao uso da Internet). Já a escala de Tipo de Uso não se mostrou adequada para analisar a utilização da Internet pelo público da terceira idade. Constatou-se, da mesma forma, que a idade cognitiva influencia, de maneira inversa, no tempo de uso da Internet e que a satisfação com o uso da mesma tem impacto positivo no boca-a-boca positivo realizado, na intenção de (re)compra online e, também, no tempo de uso da rede. Acredita-se que os resultados obtidos a partir do teste do modelo apresentado possam fornecer importantes implicações acadêmicas e gerenciais, as quais possibilitarão uma maior compreensão sobre o uso da Internet por indivíduos da terceira idade, seus impactos futuros e a existência de moderadores importantes nesta relação. / Virtual environment has been increasingly used by people aged 60 and over who have a variety of interests. However, there is little knowledge concerning how elderly consumers form judgment and make decisions regarding products and services offered on the internet. Additionally, there is a preconception that these individuals do not use the internet; therefore, there would be no need for investment in redesigning products and services to suit them. It is known that there is a range of factors that may influence consumer behavior, especially in online environments involving technological products and services. In this context, understanding the elements involved in consumer behavior as well as its future implications is of paramount importance. Thus, this study reviewed the main constructs that influence the consumer behavior of the elderly on the internet and analyzed its impact on the online purchase intention. A theoretical model containing several variables and moderators was created and empirically tested. After 5 pretests and 8 in-depth interviews, a questionnaire was applied to 430 respondents aged 60 and over who had used the internet within the last 3 months. Data processing included an exploratory and a confirmatory factor analysis, as well as the Structural Equation Modeling. As a result, five hypotheses were fully supported, three were partially confirmed and two were rejected. Moreover, the proposed model proved to be well adjusted according to the pre-defined indexes. The hypothesis which states that the perceived risk by the elderly regarding the use of internet is a moderator on the proposed structural model was confirmed, since there was a statistically significant difference between the answers given by a more risk-averse group (Group 1) and the answers provided by a less risk-averse group (Group 2) concerning demographic and behavioral characteristics related to internet use. On the other hand, the Type of Internet Use scale was shown to be inadequate to analyze the internet usage by the aforementioned age group. Likewise, it was observed that cognitive age has an inversely proportional influence on time of Internet usage, and that satisfaction with its usage has a positive impact on positive word of mouth, online (re)purchase intention and time of web usage. It is believed that the results obtained from the testing of the presented model may provide important academic and managerial implications which will bring a greater understanding of internet usage by the elderly as well as its future impacts and the existence of important moderators within this relationship.

Atualmente, observa-se que o ambiente virtual está cada vez mais povoado por pessoas com 60 anos ou mais e com os mais diversos interesses, todavia, verifica-se que há pouco conhecimento sobre como os consumidores idosos formam julgamentos e tomam decisões a respeito de produtos e serviços oferecidos na Internet, chegando a existir, inclusive, um pré-conceito de que estes indivíduos não são usuários da Internet e, portanto, não merecem que se façam investimentos para adequar produtos e serviços a eles. Sabe-se que diferentes fatores podem influenciar o comportamento do consumidor em sua tomada de decisão, principalmente quando se abordam produtos e serviços tecnológicos. Frente a esse contexto, é fundamental que se compreendam melhor os elementos que estão presentes nesse comportamento de consumo e as suas implicações futuras. Por essa razão, a presente pesquisa foi elaborada, pretendendo-se identificar os principais construtos que influenciam o comportamento do consumidor da terceira idade na Internet e analisar o seu impacto sobre a intenção de compra online. Objetivando responder a tal questionamento, projetou-se este estudo, para o qual foi elaborado um modelo teórico (testado empiricamente) contendo diversas variáveis e moderadores. Após 5 pré-testes e 8 entrevistas em profundidade, um questionário foi aplicado em 430 respondentes com 60 anos ou mais que tivessem utilizado a Internet pelo menos uma vez nos últimos 3 meses. O processamento de dados incluiu uma análise fatorial exploratória e uma confirmatória e a Modelagem de Equações Estruturais. Ao final deste estudo, obteve-se aceitação plena de cinco hipóteses, parcial de três e rejeição de duas, além de um bom ajuste do modelo proposto (a partir dos índices pré-definidos). Confirmou-se a hipótese de que o risco percebido pelos consumidores da terceira idade ao utilizar a Internet é um moderador no modelo estrutural proposto, uma vez que se comprovou diferença estatística significante entre as respostas dadas por um grupo mais avesso ao risco (Grupo 1) e outro menos avesso ao risco (Grupo 2) no que concerne às características demográficas e comportamentais (relacionadas ao uso da Internet). Já a escala de Tipo de Uso não se mostrou adequada para analisar a utilização da Internet pelo público da terceira idade. Constatou-se, da mesma forma, que a idade cognitiva influencia, de maneira inversa, no tempo de uso da Internet e que a satisfação com o uso da mesma tem impacto positivo no boca-a-boca positivo realizado, na intenção de (re)compra online e, também, no tempo de uso da rede. Acredita-se que os resultados obtidos a partir do teste do modelo apresentado possam fornecer importantes implicações acadêmicas e gerenciais, as quais possibilitarão uma maior compreensão sobre o uso da Internet por indivíduos da terceira idade, seus impactos futuros e a existência de moderadores importantes nesta relação. / Virtual environment has been increasingly used by people aged 60 and over who have a variety of interests. However, there is little knowledge concerning how elderly consumers form judgment and make decisions regarding products and services offered on the internet. Additionally, there is a preconception that these individuals do not use the internet; therefore, there would be no need for investment in redesigning products and services to suit them. It is known that there is a range of factors that may influence consumer behavior, especially in online environments involving technological products and services. In this context, understanding the elements involved in consumer behavior as well as its future implications is of paramount importance. Thus, this study reviewed the main constructs that influence the consumer behavior of the elderly on the internet and analyzed its impact on the online purchase intention. A theoretical model containing several variables and moderators was created and empirically tested. After 5 pretests and 8 in-depth interviews, a questionnaire was applied to 430 respondents aged 60 and over who had used the internet within the last 3 months. Data processing included an exploratory and a confirmatory factor analysis, as well as the Structural Equation Modeling. As a result, five hypotheses were fully supported, three were partially confirmed and two were rejected. Moreover, the proposed model proved to be well adjusted according to the pre-defined indexes. The hypothesis which states that the perceived risk by the elderly regarding the use of internet is a moderator on the proposed structural model was confirmed, since there was a statistically significant difference between the answers given by a more risk-averse group (Group 1) and the answers provided by a less risk-averse group (Group 2) concerning demographic and behavioral characteristics related to internet use. On the other hand, the Type of Internet Use scale was shown to be inadequate to analyze the internet usage by the aforementioned age group. Likewise, it was observed that cognitive age has an inversely proportional influence on time of Internet usage, and that satisfaction with its usage has a positive impact on positive word of mouth, online (re)purchase intention and time of web usage. It is believed that the results obtained from the testing of the presented model may provide important academic and managerial implications which will bring a greater understanding of internet usage by the elderly as well as its future impacts and the existence of important moderators within this relationship.