Aim The aim of the study is to test the relationship between augmented reality and the Swedish millennials’ purchase intention of shopping goods. Methods A survey was distributed online to Swedish millennials (born between the years of 1982 and 2000). Non-probability sampling was conducted in order to collect primary data by making use of convenience and snowball sampling. A total amount of 408 valid responses were collected which were analysed by correlation, linear regression and moderation regression analyses. Results The variables related to augmented reality (product perception, risk perception, augmented reality experience, hedonic experience and utilitarian experience) were found to be significantly related to the consumers’ purchase intention. The relationship between product perception and purchase intention was found to be moderated by the online experience with augmented reality. However, no proof was found that perceived risk when shopping online is moderated by using augmented reality. Conclusion Augmented reality can be used as a tool to enhance the consumers’ perception of the offered product and therewith raise the online purchase intention of Swedish millennials for shopping goods. The efficiency and informative aspects that augmented reality can provide are especially appreciated. Therefore, this study can recommend online retailers to introduce an augmented reality strategy in order to raise Swedish millennials’ purchase intention of shopping goods and therewith increase the sales numbers.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / With a differentiated approach to physical stores, online stores attract more consumers and, unlike the low sales growth in traditional commerce, they come increasing your earnings. According to the Brazilian Chamber of Electronic Commerce (2013), in 2013, online sales in Brazil exceeded R$28 billion and grew by 25%. In the United States, it is estimated that online sales should grow between 8% to 10% per year (Wu, 2013). With sales growth, increase the numbers of complaints and problems that consumers face in online shopping, and to improve a service it is necessary to listen to customer complaints (HOLLOWAY, WANG E PARISH, 2005). According Breazeale (2009), research shows that acquiring a new customer is five to eight times more expensive than keeping an existing one, this provides motivation to understand the complaint intentions in online shopping. Thus, came the need to study what are the antecedents of customer satisfaction in online shopping and its relationship with the intention of complaining. This study aimed to examine the relationship of antecedents constructs: Distributive Justice, Procedural Justice, Interactional Justice, Confirmation of Expectations, Perceived Usefulness and Trust in the Satisfaction. As well, we analyzed the impact of Satisfaction on Intention to Complain mediated by Prior Shopping Experience and Perceived Responsiveness. Was developed a descriptive, causal and quantitative approach through an online survey adapted Wu's study (2013) and applied to university professors from all over Brazil. After the model is validated satisfactorily, it was confirmed that the interactional justice, the Expectation Confirmation, the Perceived Usefulness and Trust impact on satisfaction. It was also observed that the Confirmation of Expectations impacts the Perceived Usefulness. The moderating effect of Perceived Responsiveness was partially confirmed. Despite the limitations, it is considered that the study brought academic contributions, as a validation of the model operated by Wu in Taiwan in 2013 for the Brazilian context that might serve as a basis for further research, and managerial contributions as a greater understanding of consumer behavior in online shopping, because the results can be used in practice within the business environment. / Com uma abordagem diferenciada das lojas físicas, as lojas online atraem cada vez mais consumidores e, ao contrário do baixo crescimento das vendas no comercio tradicional, elas vem aumentando os seus ganhos. Segundo a Câmara Brasileira de Comércio Eletrônico (2013), em 2013, as vendas online no Brasil ultrapassaram os R$ 28 bilhões e tiveram um crescimento de 25%. Nos Estados Unidos, estima-se que as vendas online devam crescer entre 8% a 10% ao ano (WU, 2013). Com o crescimento das vendas, aumentam os números de reclamações e problemas que os consumidores enfrentam em compras online, e para melhorar um serviço é preciso ouvir as reclamações dos clientes (HOLLOWAY, WANG E PARISH, 2005). Segundo Breazeale (2009), pesquisas mostram que a aquisição de um novo cliente é cerca de cinco a oito vezes mais onerosa do que manter um já existente. Isso proporciona motivação para compreender as intenções de reclamação em compras online. Assim, surgiu a necessidade de estudar quais são os antecedentes da satisfação do consumidor em compras online e a sua relação com a intenção de reclamar. Este estudo teve como objetivo examinar o relacionamento dos construtos antecedentes Justiça Distributiva, Justiça Processual, Justiça Interacional, Confirmação das Expectativas, Utilidade Percebida e Confiança na Satisfação, bem como, o impacto da Satisfação na Intenção de Reclamar mediado pelos construtos de Experiência Anterior de Compra e Capacidade de Resposta Percebida. Desenvolveu-se uma pesquisa descritiva, causal e com abordagem quantitativa, por meio de uma survey online adaptada do estudo de Wu (2013) e aplicada com professores universitários de todo o Brasil. Após o modelo ser validado satisfatoriamente, confirmou-se que, a Justiça Interacional, a Confirmação das Expectativas, a Utilidade Percebida e a Confiança impactam na Satisfação. Observou-se também, que a Confirmação das Expectativas tem impacto na Utilidade Percebida. O efeito moderador da Capacidade de Resposta Percebida foi parcialmente confirmado. Apesar das limitações, considera-se que o estudo trouxe contribuições acadêmicas, como a validação do modelo operacionalizado em Taiwan por Wu em 2013 para o contexto brasileiro que pode servir de base para novas pesquisas, e contribuições gerenciais como a maior compreensão do comportamento do consumidor em compras online, pois os resultados podem ser utilizadas na prática, dentro do ambiente empresarial.

This study provides an examination of the link between psychic distance and consumers’ behavior towards purchasing from foreign online retailers. A self-administered online survey, with an observation unit of 123 respondents is provided for data collection. The findings from the data imply that psychic distance is valid from a level of high uncertainty. The level of uncertainty decreases as customers gain knowledge externally, access of relevant knowledge builds trust for the customer with the foreign online retailer.

Esta pesquisa teve como objetivo identificar e analisar os elementos associados às experiências de compra online que influenciam a satisfação dos e-consumidores em compras de alto e baixo envolvimento no comércio eletrônico. Para atingir o objetivo proposto, foi realizado um levantamento de campo, cuja amostra foi composta por 720 e-consumidores. Adotou-se o processo de amostragem por cotas, utilizando-se como critério para composição dos estratos da amostra a distribuição etária da população do estudo. Para análise dos dados referentes a compras de alto envolvimento, utilizou-se a Modelagem de Equações Estruturais. Por outro lado, para análise dos dados referentes a compras de baixo envolvimento, utilizaram-se a Análise Fatorial Exploratória e a Análise de Regressão Múltipla. A partir da análise estatística dos dados referentes a compras de alto envolvimento, constatou-se que existem alguns atributos das experiências de compra online que influenciam diretamente a esatisfação (conveniência associada ao website, políticas de trocas e devoluções da empresa e qualidade do serviço de entrega), enquanto outros influenciam o estado de fluxo online (inovação percebida no website, preços e estética do website), que, por sua vez, influencia a esatisfação. Adicionalmente, foram identificados dois atributos que influenciam tanto o fluxo online quanto a e-satisfação (confiabilidade atribuída ao website e variedade de produtos disponíveis para venda no website). Complementarmente, a partir da análise estatística dos dados referentes a compras de baixo envolvimento, constatou-se que três atributos das experiências de compra online influenciam positivamente a e-satisfação, sendo eles a qualidade do serviço de entrega, as informações disponíveis no website e a estrutura de atendimento ao cliente do website. Constatou-se também que a inovação associada ao website influencia negativamente a e-satisfação em compras de baixo envolvimento. / This research aims to identify and analyze the factors associated with online shopping experiences that influence e-satisfaction in high and low involvement purchases. To reach that goal, we conducted a field survey, whose sample consisted of 720 e- consumers. We adopted quotas sampling, using as criteria for the composition of the sample strata age distribution of the study population. To analyze the data for high-involvement purchases, we used the Structural Equation Modeling. On the other hand, for the analysis of data for purchases of low involvement, we used the Exploratory Factor Analysis and Multiple Regression Analysis. From the statistical analysis of the data for high-involvement purchases, it was found that there are some attributes of online shopping experiences that directly influence the satisfaction (convenience associated with the website, exchanges and returns policies of the company and quality of service delivery), while others influence the state of flow online (perceived innovation on the website, price and aesthetics of the website), which, in turn, influences e-satisfaction. Additionally, we identified two attributes that influence both flow online and e-satisfaction (reliability attributed to the website and variety of products available for sale on the website). In addition, from the statistical analysis of data for purchases of low involvement, it was found that three attributes of online shopping experiences positively influence e-satisfaction: quality of service delivery, information available on the website and website structure of customer attendance. It was also found that innovation associated with the website negatively influences e-satisfaction in purchases of low involvement.

No description available.

En el presente trabajo de investigación se llevaron a cabo todos los procedimientos de estudios necesarios para el desarrollo de un proyecto de negocio innovador y de ejecución viable, con el cual se busca cumplir con la satisfacción de la necesidad básica de vestir. El equipo llevó a cabo la investigación a un grupo de madres de familia, las cuales son las encargadas de realizar las compras de vestimentas para sus bebés. A través de ello, se logró identificar los problemas con respecto a la calidad de las distintas prendas de vestir de un bebé, las cuales generaban distintas enfermedades en la piel. Asimismo, mediante estas entrevistas se lograron escuchar opciones de solución ante los problemas que surgen en el vestir diario de un bebé. Debido a ello, nace EcoBaby con el fin de brindar productos confeccionados con algodón 100% orgánico para el extremo cuidado de la piel del bebé además permite la personalización de prendas a gusto del cliente. La rentabilidad que ofrece este proyecto es de 28.78%, ofreciendo un rendimiento equivalente al 31.28 % para los accionistas. Asimismo, el proyecto presentado requiere de una inversión total de S/30,012, de los cuales el 60% equivale al aporte de accionistas y el 40% restante deberá ser solicitado de manera externa, con el fin de lograr sacar adelante el proyecto. / In the present work of investigation all the procedures of studies were carried out necessary for the development of a project of innovative business and of viable execution, with which it is sought to fulfill the satisfaction of the basic need of dressing. The team carried out the research on a group of mothers, who are responsible for purchasing clothing for their babies. Through this, it was possible to identify problems with respect to the quality of the different garments of a baby, which generated different diseases in the skin. Also, through these interviews we were able to hear options for solutions to problems that arise in the daily dressing of a baby. Due to this, EcoBaby was born with the purpose of offering products made with 100% organic cotton for the extreme care of the baby's skin, in addition it allows the personalization of garments to the client's taste. The profitability offered by this project is 28.78%, offering a return equivalent to 31.28% for the shareholders. Likewise, the project presented requires a total investment of S/30,012, of which 60% is equivalent to the contribution of shareholders and the remaining 40% must be requested externally, in order to achieve the project's success. / Trabajo de investigación

Studier visar att det framför allt är äldre som lever i ett digitalt utanförskap i Sverige. Många pensionärer behöver hjälp att utföra digitala aktiviteter och däribland att handla online. Detta tyder på att det finns ett behov av att anpassa digitala medier till äldre. Denna studie ämnar således fördjupa förståelsen för det digitala utanförskapet, och de faktorer som påverkar seniorers intentioner och möjligheter att handla online. Detta för att sedan granska på vilket sätt anpassningar av onlinehandeln kan öka seniorers intention att handla online. Faktorerna baseras på modellen Unified Theory of Acceptance and Use of Technology (UTAUT) och teorin Innovation Resistance Theory (IRT) och testas genom 12 teser. En metodkombination har använts, vilket har genererat 97 enkätsvar och 4 intervjuer, vilka har genomförts på seniorer över 55 år. Resultatet visar att svenska seniorer idag lever i ett digital utanförskaps på grund av ett ointresse och okunskap för den digitala tekniken. Studien visar att icke-användare har fler barriärer och färre drivkrafter i förhållande till användare. Användarna har överkommit barriärerna och har drivkrafterna som påverkar deras intention att handla online positivt. Således kan drivkrafterna användas för att överkomma barriärerna. Detta bör göras genom anpassningar i form av utbildningar, utformning av tydliga hemsidor, tillgänglighetsanpassad kundservice och säkra leveransprocesser. / It is mainly the elderly who lives in a digital exclusion in Sweden. Many elderly needs help to carry out digital activities, including online shopping. This suggests that there is a need to adapt digital media to the elderly. This study intends to deepen the understanding of digital exclusion, and the factors that influence seniors' intentions and opportunities to shop online. The study will then examine how adjustments to online shopping can increase seniors' intention to shop online. The factors are based on the Unified Theory of Acceptance and Use of Technology model (UTAUT) and the Innovation Resistance Theory (IRT) and is tested through 12 theses. A combination of methods conducted on seniors aged 55 and over generated 97 survey responses and 4 interviews. The result shows that Swedish seniors today live in a digital exclusion due to a lack of interest and knowledge of digital technology. The study indicates that non-users have more barriers and fewer driving forces in relation to users. The users overcome the barriers by utilizing driving forces which positively influence their intention to shop online. Therefore, the driving forces can be used to overcome the barriers. This should be done through adaptations in the form of education, design of distinct websites, accessible customer service and secure delivery processes.

Online stores today need to be attractive to compete on the rapid growing market of online businesses. Standardized online store software solutions sold from IT companies to small businesses are also growing making it easier for anyone creating an online store. Less attention has been paid to how well these software solutions help the administrators to create a competitive online store regarding the administrator’s limited knowledge about usability and web design. This research intends to develop knowledge about how well two online store solutions perform from evaluation criteria within online shopping, usability and web design and how an online store solution for small businesses can benefit from a comparison with another online store solution sold to a larger range of businesses. The two products are evaluated and compared through Heuristic evaluations and A/B testing with 5 usability experience (UX) experts and analyzed with Trend analysis. The results show strengths in the solutions where they both were easy to learn, had easy access to help and good tools for creating loyal customers and weaknesses in inspiring, navigation and lack in mobile adaption. The findings suggest how the online store solution for small businesses can improve their statistics and design colors from the comparison of the larger product. A limitation in the study is that all evaluators come from the same team. For future work more cultural studies can be conducted for online stores in western countries, and user tests with administrators of online shops.

Dark patterns are a type of user experience technique and persuasive design where, with the help of knowledge about human behavior, a design has been created that enables users or customers to make disadvantageous decisions that you would not otherwise have made. One of the areas in which dark patterns have come to be used is ecommerce websites. This study aims to find out what type of dark patterns are used on Swedish shopping websites, how often they occur, and to gain an understanding of how people who work in the industry view the phenomenon. To do this, a taxonomy based on previous work in dark patterns has been developed. This taxonomy was used to manually analyze 96 of the largest Swedish e-commerce websites. The results showed that Hidden Costs, Low Stock Messages, Misdirections and Activity Messages were the most frequently occurring dark patterns on these websites. The interviews also showed that people working in the ecommerce industry are aware that dark patterns are used. However, they do not see it as a big problem that e-commerce websites try to influence the customer to make certain decisions as long as they do not directly use false information. With this report, we contribute insights into how, and to what extent, dark patterns are used in Swedish shopping websites and therefore also raise the awareness of coercive design and its effects. / Dark patterns är en typ av användarupplevelse och konverterande design där man med hjälp av psykologi och kunskap inom mänskligt beteende skapat en design som möjliggör att du tar ogynnsamma beslut som du annars inte hade tagit. Ett av de områden som dark patterns har kommit att användas på är e-handelshemsidor. Denna studie syftar till att ta reda på vilken typ av dark patterns som används på svenska shoppinghemsidor, hur ofta de förekommer, samt få en förståelse för hur människor som jobbar inom branschen ser på fenomenet. För att göra detta har en taxonomi baserat på tidigare arbeten inom dark patterns tagits fram. Denna taxonomi har sedan fått utgöra grunden för den manuella undersökning av de 96 största svenska e-handelshemsidorna som gjorts. Resultatet visade på att Hidden Costs, Low Stock Messages, Misdirections, och Activity Messages var de allra mest frekvent förekommande dark patterns på dessa hemsidor. Intervjuerna visade även på att folk inom branschen är medvetna om att dark patterns används och ser det inte som något stort problem att man på e-handelshemsidor försöker påverka kunden till att ta särskilda beslut, så länge man inte direkt använder sig av falska uppgifter. Med denna rapport bidrar vi med insikter hur dark patterns används inom Sverige på e-handelshemsidor och därmed också för att öka medvetenheten om tvingande design och effekterna av den.

Syftet med denna forskning är att få en bättre förståelse för de faktorer som påverkar konsumenternas beslutsfattande vid köp av möbler och hur Omni - kanaler och teknologiska innovationer kan bidra till möbelindustrin och hur det påverkar de olika marknadsföringskanalerna och hur det i slutändan kan förändra upplevelsen för kunden. Den teori som har använts i denna studie omfattar områdena Omni  kanaler, marknadsföring och detaljhandel, allmän detaljhandel och dess kundupplevelse , beslut och konsumentbeteende vid köp av möbler, hur sociala medier påverkar marknadsföringen och teknologiska innovationer inom möbelindustrin. För att förstå hur omni-kanaler och teknologiska innovationer kan ändra kundupplevelsen och marknadsföringskanalerna för möbler, har tre semistrukturerade intervjuer och en undersökning gjorts. Resultatet av denna forskning kommer fram till att ha en teknikbaserad innovation som t.ex. InsideMaps gör köpupplevelsen mer fördelaktigt för både hedoniska och utilitaristiska konsumenter samt skiftar marknadsföringskanalerna åt mer direkt försäljning över Internet . Med hjälp av Internet, kan tillverkaren / återförsäljaren utvidga sitt varumärke till fler människor . Detta beror på det faktum att det blir lättare för kunderna att köpa möbler då de kan visualisera de möbler de köper innan och hur de skulle se ut i sitt eget hem . Men för att detta ska fungera på ett bra sätt är det viktigt att användarupplevelsen är bra. Genom att använda en teknikbaserad innovation kommer även leda till att en tillverkares - återförsäljares Omni - kanal och marknadsföring blir starkare, eftersom sådana innovationer stärker och ger en konkurrensfördel gentemot andra tillverkare - återförsäljare. / The objective of this research is to gain a better understanding of the factors involved in consumer decision making for buying home furniture and how Omni-channel retailing and technology-based innovation can help this industry to enhance its marketing channels and how it ultimately change the retail experience for the customer. The theoretical framework that has been used in this study covers the areas of Omni-channel marketing and retailing, general retailing customer experience, decision and consumer behaviors in retail furniture settings, how social media influences marketing and technology-based innovations within the furniture industry. In order to understand how the retail experience and the marketing channels of furniture shopping change through Omni-channel retailing and the use of technology-based innovations, three semi-structured interviews and a survey were done. The results of this research concludes that having a technology-based innovation such as InsideMaps will make the shopping experience more beneficial for both hedonic and utilitarian shoppers as well as shifting the marketing channels to more direct selling over the Internet. With the help of Internet, producers/retailers can extend their brand to more people. This is due to the fact that it will be easier for customers to buy furniture as they can visualize the furniture they are buying and how they would look like in their own home. However, for this to work it is important that the user experience is good. By using a technology-based innovation will also make a producers-retailers Omnichannel marketing stronger, as such innovation strengthen and gives a competitive advantage over other producers-retailers that uses Omni-channel marketing.