<h2><strong>Abstract</strong></h2><p><strong>Key words</strong>:E-commerce, women, online purchasing behavior, online shopping, Internet shopping</p><p><strong>Purpose</strong>: The purpose of this thesis is to map out the present behavior of women between 40-55 years concerning Internet shopping. Fur-thermore, the research aims at finding and analyzing factors that might help marketers when persuading the target group to increase their usage of Internet as a purchasing channel for home textile and decorations.</p><p><strong>Background</strong>: Along with the increasing usage of computers, E-commerce has emerged as a sales channel, and grows rapidly in Sweden. Due to the high growth rate many companies start up web sites for E-commerce. Hemtex AB followed this trend and started their web shop in October 2008 (S. Lindström, personal communication, 2008-10-30). Studies have shown younger consumers to be more frequent online shoppers than older consumers (HUI, 2006) and men to make more online purchases than women (Belanger et al, 2002). This might imply some difficulties for Hemtex concerning their start up of a web shop, since their main target group conists of women in the age 40-55 years. This demographic group is however large and has a high purchasing power (SCB, 2008), which mean it is a profitable group to target for marketers in various industries. One major difficulty with online shopping is the inability to touch the product before purchasing it, which can be a difficulty to overcome when selling textiles on the Internet (Forsythe & Shi, 2003). There-fore it is interesting to conduct research of the online purchasing behavior and habits of women age 40-55 years concerning the home textile industry.</p><p><strong>Method</strong>: The purpose of this thesis was achieved by using customers of Hemtex AB as a critical case to take part in a survey as well as in a focus group. Two models concerning consumers‟ intention to make purchases in an online environment were used to analyse the out-come of the survey and the focus group.</p><p><strong>Conclusion</strong>: The thesis determined computer experience and age of women to have an impact on whether they make online purchases or not. The largest obstacle for online shopping was payment discomfort and the largest benefit of shopping online was the conveniece factor. Several factors that could increase the probability for women of making online purchases age 40-55 was discovered, and specific rec-ommendations for marketers which target women in this age group were developed. Furthermore, one of the models concerning con-sumers‟ intention to make purchases‟ in an online environment was modified to focus the intentions of women to shop online.</p> / <h2>Sammanfattning</h2><p><strong>Sökord</strong>: E-handel, kvinnor, Internet köpbeteende, Internet handel</p><p><strong>Syfte</strong>: Syftet med den här uppsatsen är att kartlägga det nuvarande köpbe-teendet bland kvinnor i åldern 40-55 år beträffande Internet shop-ping. Vidare ämnar forskningen att hitta och analysera faktorer som kan hjälpa marknadsförare att få målgruppen att öka sitt användan-de av Internet som ett medium för att handla hemtextilier och in-redning.</p><p><strong>Bakgrund</strong>: Samtidigt som användandet av datorer ökar så har E-handeln ut-vecklats som säljkanal och ökar snabbt i Sverige. På grund av den höga tillväxten väljer många företag att starta webbsidor för E-handel. Hemtex AB har följt trenden och startade sin Webbutik i Oktober 2008 (S. Lindström, personlig kommunikation, 2008-10-30). Studier har visat att yngre konsumenter tenderar att handla mer på Internet än äldre konsumenter (HUI, 2006) och att män handlar mer än kvinnor (Belanger et al, 2002). Detta skulle kunna innebära svårigheter för Hemtex när de startar upp en Webbutik eftersom deras huvudmålgrupp består av kvinnor i åldern 40-55 år. Denna demografiska grupp är stor och har stark köpkraft (SCB, 2008), vil-ket betyder att det är en lönsam grupp att rikta sig mot för mark-nadsförare i olika branscher. En stor svårighet med E-handel är att man inte kan undersöka varan före köp, detta kan vara en svårighet att överkomma när man ska sälja särskilt textiler över Internet (For-sythe & Shi, 2003). Därför är det intressant att forska i köpbeteen-det på Internet bland kvinnor i åldern 40-55 år beträffande hemtex-tilbranschen.</p><p><strong>Metod</strong>: Syftet med uppsatsen uppfylldes genom att ett urval av Hemtex kunder fick delta i en enkätundersökning samt i en fokusgrupp. Två modeller om konsumenters avsikt att göra köp i på Internet använ-des för att analysera resultatet av enkäten och fokusgruppen.</p><p><strong>Slutsats</strong>: Uppsatsens resultat var att datavana och ålder hade en effekt på om kvinnorna genomförde ett köp på internet eller inte. Det största hindret för köp på Internet var osäkerhet kring betalning och den största fördelen med Internet köp var bekvämlighet. Flera faktorer som kunde öka sannolikheten för kvinnor i åldern 40-55 att göra In-ternet köp var identifierade, och specifika rekommendationer fast-ställdes för marknadsförare som riktar sig till den här åldersgruppen. Vidare utvecklades en av de teoretiska modellerna om 'konsumenters avsikt att göra köp i en Internet miljö' för att fokusera på kvinnors avsikter att handla på Internet.</p><p> </p>

abstract: Traditional usability methods in Human-Computer Interaction (HCI) have been extensively used to understand the usability of products. Measurements of user experience (UX) in traditional HCI studies mostly rely on task performance and observable user interactions with the product or services, such as usability tests, contextual inquiry, and subjective self-report data, including questionnaires, interviews, and usability tests. However, these studies fail to directly reflect a user’s psychological involvement and further fail to explain the cognitive processing and the related emotional arousal. Thus, capturing how users think and feel when they are using a product remains a vital challenge of user experience evaluation studies. Conversely, recent research has revealed that sensor-based affect detection technologies, such as eye tracking, electroencephalography (EEG), galvanic skin response (GSR), and facial expression analysis, effectively capture affective states and physiological responses. These methods are efficient indicators of cognitive involvement and emotional arousal and constitute effective strategies for a comprehensive measurement of UX. The literature review shows that the impacts of sensor-based affect detection systems to the UX can be categorized in two groups: (1) confirmatory to validate the results obtained from the traditional usability methods in UX evaluations; and (2) complementary to enhance the findings or provide more precise and valid evidence. Both provided comprehensive findings to uncover the issues related to mental and physiological pathways to enhance the design of product and services. Therefore, this dissertation claims that it can be efficient to integrate sensor-based affect detection technologies to solve the current gaps or weaknesses of traditional usability methods. The dissertation revealed that the multi-sensor-based UX evaluation approach through biometrics tools and software corroborated user experience identified by traditional UX methods during an online purchasing task. The use these systems enhanced the findings and provided more precise and valid evidence to predict the consumer purchasing preferences. Thus, their impact was “complementary” on overall UX evaluation. The dissertation also provided information of the unique contributions of each tool and recommended some ways user experience researchers can combine both sensor-based and traditional UX approaches to explain consumer purchasing preferences. / Dissertation/Thesis / Doctoral Dissertation Human Systems Engineering 2018

Den svenska onlinehandeln har fått en kraftig tillväxt inom modesektorn med en returfrekvens på 35-40% under de senaste åren. Yngre generationer anses både handla och returnera mycket kläder online. Det finns dock skillnader mellan beteenden inom generationen Z vilket gör det intressant att undersöka dessa motsättningar. Syftet med studien är därför att undersöka bakomliggande orsaker till returbeteendet för generation Z. Studien utgår huvudsakligen ifrån teorin Consumer Behaviour Characteristics av Klas Hjort men kompletteras också av andra teorier. En expertintervju har dessutom genomförts med Hjort för att utöka förståelsen för teorin. Fem semistrukturerade intervjuer i kombination med 105 strukturerade intervjuer har utgjort det empiriska datamaterialet för denna studie. Resultatet av studien har delats upp i tre delar och diskuteras i kombination med den teoretiska referensramen. Studien bekräftar delvis tidigare forskning samt presenterar nya returbeteenden för generation Z. Bland annat identifieras ett fördelsperspektiv där konsumenten eftersträvar enkla köp- och returprocesser. Ytterligare är passforms- och storleksrelaterade problem de mest förekommande returorsakerna för den undersökta generationen. Slutligen visar resultatet att det finns ett samband mellan olika returorsaker och när i onlineköpprocessen som konsumenten bestämmer sig för att returnera. / The Swedish e-commerce market of fashion has grown rapidly during the last years with a return frequency of 35-40%. The younger generations are known to both consume and return clothes to a great extent. However, there are many behavioural differences within generation Z, which makes the contradictions highly interesting to examine. The purpose of this study is therefore to examine the underlying causes that affect the return behaviour of generation Z. The study is in Swedish and is mainly based on a theory called Consumer Behaviour Characteristics by Klas Hjort and other complementary theoretical perspectives. An expert interview was conducted with Hjort to elaborate the knowledge of the theory. Five semistructured interviews were conducted in addition to 105 structured interviews, which in all constitutes the empirical data for this study. The result of the study is divided into three parts and discussed with the theoretical perspective in mind. The study partially confirms previous research and presents new behaviours regarding returns for generation Z. The result shows an advantage perspective that has been identified where the consumer demands easy purchase and return processes. Furthermore, fit and size problems are the main reasons for frequent returns within the investigated generation. The result of the report conclusively states a connection between underlying causes for returns and when the respondent decides to make the return.

The Covid-19 pandemic outbreak has caused social destruction all across the world. In this thesis, we focus on the impact of Covid-19 on online consumer behavior. Understanding whatis generating these behavioral changes among online shoppers is essential, but it is even moreimportant to investigate and assess if these behavioral changes will persist among onlineshoppers beyond the pandemic. In this study, the primary objective is to examine changes inthe online consumer behavior of the Swedish ready-made clothing industry in response toCovid-19 and determine if these changes will affect future online shopping intentions using thetheory of planned behavior. We thus pay attention to three key components: subjective norms,attitudes, and behavioral controls. We conducted a qualitative study and gathered rich insightsthrough 10 semi-structured interviews with online clothing shoppers in Sweden. The findingsdemonstrate that participants' intentions to shop online in the future are predominantly impactedby factors such as perceived behavioral control, attitude toward behavior, and media, rather thansubjective norms factors like family and friends. Furthermore, in the post-pandemic era,behavioral patterns related to online clothes purchases have changed significantly due to issuesassociated with Covid-19.

近年來，網路購物的興起改變了民眾消費的習慣。網路商店不受時間和空間的限制，並且提供顧客多樣化的服務，已經成為企業行銷活動中重要的通路之一。台灣網路購物環境呈現市場規模快速成長但是競爭十分激烈的形態。對於網路商店業者來說，增加顧客購買次數並且提高顧客忠誠度是維持企業經營的最重要目標。 本研究即探討影響消費者網路購物之因素。從網路購物服務品質、滿意度、信任度、和忠誠度四個因素切入，並且探討因素間的相互影響關係。研究發現，網路購物服務品質會直接且正向顯著地影響顧客忠誠度，亦會透過滿意度來間接影響忠誠度。而網路購物信任度則是透過滿意度來間接地影響顧客忠誠度。此外，在調查消費者參與網路購物行為上則發現，消費者參與網路購物的主因是考量方便性和價格便宜。最擔心網路購物對個人造成的傷害上則以個人資料外流和產品品質不良最高。在選擇購物網站最重視的因素則為產品與服務的可靠性和線上交易的安全性。因此，網路商店業者若要提高顧客的忠誠度，可以從網站服務品質的提升、線上交易的安全性著手，提供顧客一個方便且安全的交易環境。 / The rise of online purchasing has changed people’s purchasing habits. Online shop is an important marketing channel for a business because of its open-ended shop hours and virtual shopping space as well as providing diversified services for customers. It appears that the online purchasing environment in Taiwan is fast-growing and competitive. Therefore, increasing purchasing frequencies and improving customer’s loyalty are important tasks for all online shops. This study investigated the factors that influence consumer’s online purchasing loyalty. It discussed and examined the relationship among online service quality, satisfaction, trust, and loyalty. In the study, service quality is found to not only directly affect loyalty but also indirectly affect loyalty via satisfaction. Trust is also found to indirectly affect loyalty via satisfaction. Besides, in the investigation of online purchasing behavior, there are three main findings. The first, the main reasons why consumers choose online shopping are considering convenience and lower price. The second, they are most worried about personal information outflow and defective products. The third, they most care about reliability of product and service as well as security of online purchasing. As a result, in order to improve customer loyalty, it should increase the online service quality and security those provide consumer a convenient and safe shopping environment.

The purpose of this thesis is to investigate consumers’ willingness to act socially responsible in their online fashion purchasing behaviour. Three frameworks; Theory of Planned Behaviour (TPB), Socially Responsible Consumer Behaviour (SRCB) and Consumer Social Responsibility (CNSR), constitute a foundation and have been combined in a conceptual framework. The research approach used is a qualitative research approach, and the empirical data was gathered in two semi-structured focus-groups with five and six participants. The participants were recruited by a convivence sampling method, with purposive sampling characteristics. The findings indicate that factors that influenced consumers’ willingness to act socially responsible was price, convenience, and time. Moreover, the findings show that SRCB is seen as a process, and that consumers’ stage in the process influence their willingness to act socially responsible. Lastly, it is shown that the TPB and SRCB must be considered before consumers can act socially responsible. This since consumers who have positive attitudes towards responsible actions, are susceptible to information of social and environmental issues related to their behaviour. These consumers can create enough awareness to take social- and environmental responsibility for their actions. Responsible consumers also aim to influence other consumers to take a greater responsibility. The findings of this study have contributed to further understanding within the research area of responsible consumers. Since the conceptual framework consider consumer behaviour in combination with their areas of awareness and responsibilities, this study contributes to deeper understanding of why consumers act socially responsible or not.

Background The covid-19 pandemic has been an inescapable tragedy that affects all countries and their economic systems. Due to Covid-19, e-commerce has risen and people more and more purchase goods online. Therefore, it's critical to identify and assess the effects of these behavioral changes on Swedish customers' online purchase intentions and to evaluate the impact on future intentions for online shopping. Purpose From an online consumers’ perspective, investigate the impact of the Covid-19 pandemic on customer buying behavior towards online shopping explored through the Theory of Planned Behavior. Method In this thesis qualitative methodology is used by the authors which has been noticed by using an inductive approach that is based on positivism and it involved 10 semi-structured interviews with Swedish customers in different cities of various ages. Conclusion Based on the results, it is observed that there is a slight increase in Swedish customers' online shopping levels during the Covid-19 pandemic, but many of our participants' behaviors do not appear to indicate that the pandemic has had a significant impact on their online shopping habits. Instead, other components of the TPB model appear to be having a greater impact on our respondents' future intentions.

No description available.

Thesis (MComm (Business Management))--Stellenbosch University, 2008. / The market share of online purchasing is under two percent of total retail spending, which provides an indication that consumers have been slow to adopt online purchasing. Previous research has shown that consumers perceive risks associated with purchasing online and these perceptions are likely to affect purchase intention. Little research, however, has been done on perceived risk relating specifically to online purchasing, and in particular, risk related to branded and non-branded retailer websites. Research has shown that brand knowledge has a direct effect on a consumer’s intention to purchase from an online retailer and that this relationship between brand knowledge and intent to purchase online is mediated by perceived risk. The purpose of this exploratory study was therefore to investigate the consumer-perceived risks associated with the intention to purchase online. The research problem considered the question whether the perceived risks (financial, performance, physical, time, social and psychological risks) associated with a branded website (Kalahari.net) are different from the perceived risks associated with a non-branded website (Books.com). It was found that four types of perceived risk exist namely, performance, time, social, and personal risk. Of these risks, only performance risk had an influence on a consumer’s purchase intention from a non-branded website whereas performance and personal risk influenced a consumer’s intention to purchase from a branded website. It was also revealed that consumers perceive performance, time, and social risk as not statistically different when purchasing from a non-branded or a branded website. However, personal risk was perceived to be statistically differently for the two websites. In addition, the brand image dimension of brand knowledge had an influence on a consumer’s purchase intention from both the branded and non-branded websites. The brand awareness dimension of brand knowledge did not influence purchase intention at all. For all four risk types on both the branded and nonbranded websites (except social risk on Books.com), at least one and in some cases, both dimensions of brand knowledge influenced the degree of perceived risk associated with purchasing on the particular website. Finally, it was concluded that the more information search a consumer does before purchase of a book on a branded or non-branded website, the higher their perceived risk associated with purchasing from the particular website. A number of recommendations were made. Methods for decreasing the amount of performance risk which consumers perceive when purchasing a book online were firstly suggested. It was further recommended that Kalahari.net investigate the dimensions of their brand such as brand image, brand awareness, and brand trust, to identify the reasons why consumers perceive performance, social and time risk as being not statistically different when purchasing on a branded and a non-branded website. Since consumers did not see a difference between the brand image of the branded and the non-branded websites, it was recommended that the branded website make every effort to investigate their current branding strategy to identify the reasons consumers view the branded website in the same manner as the non-branded website. Furthermore, since both dimensions of brand knowledge influenced the degree of perceived risk associated with purchasing on the particular website to a certain extent, it was recommended that online retailers focus on building familiarity, positive thoughts, feelings, associations, and beliefs concerning the online retailer brand. Finally, it was recommended that the influence of information search online on perceived risk associated with purchasing be further investigated; because this study found that an action that was traditionally initiated as a means for decreasing perceived risk can now be attributed to increased consumer-perceived risk associated with online shopping.

Made available in DSpace on 2016-03-15T19:26:29Z (GMT). No. of bitstreams: 1 Rogerio Alves de Melo.pdf: 892369 bytes, checksum: 4af200efff3cb556cc018adff3611897 (MD5) Previous issue date: 2006-03-14 / This paper deals with the influence of the perception of Internet security when habitual users have the intention of buying something through the Internet. Therefore, a descriptive research was conducted, of which data was collected through a semi-structured questionnaire and a sample composed of 154 university students who are attending the Science of Computation course. The data was considered by the statistic: a) descriptive, using simple average and the answers frequency; b) Inference, through the techniques of the multiple linear regression, logistics and the tests t and x2 (qui-squared). The results gave evidences that: a) women and users who are not employed feel more insecure in the Internet; b) users with a higher income and who have used the Internet for a longer period (in years) feel more secure; c) the higher is the perception of security, the bigger is the intention of buying something through the Internet; d) users who have already bought something through the Internet feel more secure than those who never did; and e) among those users with the same degree of perception of security, the users who have already bought something through the Internet have a lesser degree of intention to buy something again. Thence, the main conclusions were: a) the intention of buying something through the Internet increases according to the increasing of the perception of security and; b) those users who have already bought something through the Internet are more influenced by their perception of security than those who never did. Before these evidences, the companies may direct investments in publicity in order that potential costumers realise their sale systems security and, specially, keep or increase this perception of security after the purchasing has been done. In order to continue this paper, it is suggested: a) reapplication of the research including new variables related to the perception of security; b) specific studies with women and low-income users; and c) reapplication with a population of non- university students who intensely use the Internet. / O presente trabalho trata da influência da percepção de segurança da internet sobre a intenção de compra de usuários habituais. Para tanto, realizou-se uma pesquisa descritiva, cujos dados foram coletados por meio de um questionário semi-estruturado, de uma amostra composta de 154 estudantes de um curso universitário de Ciências da Computação . Os dados foram tratados pela estatística: a) descritiva, utilizando-se da média simples e das freqüências de respostas e; b) inferencial, por meio das técnicas da regressão linear múltipla e logística e dos testes t e do x2 (Qui-Quadrado). Os resultados evidenciaram que: a) mulheres e usuários que não trabalham são mais inseguros na internet, b) usuários com maior renda familiar e com maior tempo de utilização da internet (em anos) são mais seguros; c) quanto maior a percepção de segurança, maior a intenção de comprar pela Internet; d) usuários que já compraram pela internet sentem-se mais seguros do que os que nunca compraram; e e) entre os usuários com o mesmo grau de percepção de segurança, os usuários que já compraram têm menor intenção de compra. Com isso, as principais conclusões foram que: a) à medida que aumenta a percepção de segurança, aumenta intenção de compra pela internet e b) os usuários que já compraram são mais influenciados pela percepção de segurança do que os que nunca compraram. Diante dessas evidências, as empresas podem direcionar investimentos em publicidade para que seus potenciais clientes percebam a segurança dos seus sistemas de vendas e, principalmente, mantenham ou aumentem esta percepção após a realização da compra. Para prosseguimento deste trabalho, sugere-se: a) replicação da pesquisa com a inclusão de novas variáveis relacionadas à percepção de segurança; b) estudos específicos com mulheres e usuários de internet de baixa renda e c) replicação com população de não universitários com uso intensivo da internet.