[pt] Considerando-se que traços de personalidade impactam em muitas variáveis e contextos, a presente tese teve como objetivo verificar o poder preditivo do bemestar subjetivo sobre o comportamento de compra por impulso e sobre a escolha de itens de compra, controlando-se o efeito da personalidade. Para tanto, foram realizados quatro estudos, cujos dados foram coletados por meio de questionários disponibilizados em plataforma na internet. O primeiro estudo teve o objetivo de buscar evidências de validade da escala Hedonic Shopping Motivations. Verificaram-se evidências de validade satisfatórias para o instrumento. A mensuração desse construto testou padrões correlacionais e de predição das motivações hedônicas sobre variáveis de compra, e os resultados revelaram uma rede nomológica que favorece formulações teóricas mais robustas sobre comportamento do consumidor. O segundo estudo consistiu na busca por evidências de validade da escala Short Affect Intensity Scale (SAIS-BR) para o contexto brasileiro. Esse segundo instrumento adaptado mensura a intensidade com a qual uma pessoa experimenta emoções, concentrando-se na consistência das reações afetivas que ela costuma ter diante de estímulos emocionais. O instrumento adaptado mostrou satisfatórias evidências de validade. As diferenças individuais na intensidade afetiva foram associadas a personalidade, frequência de afetos e satisfação de vida, ampliando o conhecimento a respeito de como afetos são experimentados e sobre os impactos da intensidade afetiva no cotidiano. As correlações encontradas entre fatores da SAIS-BR e dimensões do bem-estar subjetivo reforçaram a ideia de que a dimensão emocional do bem-estar subjetivo refere-se tanto à frequência de sentimentos e emoções, quanto à magnitude de suas expressões. O terceiro estudo testou o poder preditivo do bem-estar subjetivo, da intensidade afetiva e da personalidade sobre a tendência de comprar por impulso. Além de corroborar achados anteriores sobre poder preditivo de afetos negativos, os resultados também mostraram o papel dos fatores de personalidade nessa predição, gerando novas evidências empíricas sobre compras por impulso e bemestar subjetivo no Brasil. O quarto estudo verificou o poder preditivo do bem-estar subjetivo e da personalidade sobre a preferência por compras experienciais e materiais. Os resultados mostraram a ausência de poder preditivo da frequência de afetos sobre a variável desfecho, além de indicar que algumas variáveis sociodemográficas e traços de personalidade podem predizer tais preferências dos indivíduos. No geral, os achados tiram das emoções parte da carga de responsabilidade sobre comportamentos de compra, indicando impacto leve do bem-estar sobre impulsividade nas compras e sobre escolhas de tipos de produtos. Uma importância fundamental desta tese é a produção de conhecimentos aplicáveis tanto para o campo do comportamento do consumidor quanto para o campo da psicologia positiva, destacando-se a relevância da interdisciplinaridade e da pesquisa transformativa do consumidor no Brasil. / [en] Considering that personality traits impact many variables and contexts, the present thesis aimed to verify the predictive power of subjective well-being on impulse buying behavior and on the choice of purchase items, controlling for the effect of personality. To this end, four studies were carried out and data were collected through questionnaires made available on an internet platform. The first study aimed to seek evidence of validity of the Hedonic Shopping Motivations scale. There was satisfactory evidence of validity for the instrument. The measurement of this construct tested correlational and predictive patterns of hedonic motivations on purchase variables, and the results revealed a nomological network that favors more robust theoretical formulations on consumer behavior. The second study consisted of searching for evidence of validity of the Short Affect Intensity Scale (SAIS-BR) for the Brazilian context. This second adapted instrument measures the intensity with which a person experiences emotions, focusing on the consistency of the affective reactions that they usually have when faced with emotional stimuli. The adapted instrument showed satisfactory evidence of validity. Individual differences in affective intensity were associated with personality, frequency of affections and life satisfaction, increasing the knowledge about how affections are experienced and about the impacts of affective intensity on daily life. The correlations found between SAIS-BR factors and dimensions of subjective well-being reinforced the idea that the emotional dimension of subjective well-being refers to both the frequency of feelings and emotions and the magnitude of their expressions. The third study tested the predictive power of subjective well-being, affective intensity, and personality on the tendency to buy impulsively. In addition to corroborating previous findings on the predictive power of negative affects, the results also showed the role of personality factors in this prediction, generating new empirical evidence on impulse buying and subjective well-being in Brazil. The fourth study verified the predictive power of subjective well-being and personality on the preference for experiential and material purchases. The results showed an absence of predictive power of the frequency of affections on the outcome variable, in addition to indicating that some sociodemographic variables and personality traits can predict such individual preferences. Overall, the findings remove part of the burden of responsibility on purchasing behaviors from emotions, indicating a mild impact of well-being on impulsive buying and on product choices. A fundamental importance of this thesis is the production of knowledge that is applicable both to the field of consumer behavior and to the field of positive psychology, highlighting the relevance of interdisciplinarity and transformative consumer research in Brazil.

The Free-to-play (F2P) model is the primary business model applied in indie mobile games nowadays. However, the fact that less than 5% of players are paying is still a big problem for developers. There is a theoretical gap in understandings of how to increase revenue without lowering the quality of the game and deliver more valuable and better gaming experience for players. Some assumptions and empirical methods need to be verified. The aim of this research is to understand a series of specific design and development questions of F2P games, including game inner mechanics, game structures, and monetization strategies. We attempted to find consensus between developers and players. In addition, this research also sought to find out how F2P mobile game can provide as a comprehensive service in order. It sought to find a sustainable and profitable business model for each game by integrating monetization organically inside of the game without sacrificing players’ enjoyment. We used a mixed methods research approach, including both interviews and surveys, to examine the opinions and behavior of developers and players based on the Acquisition-Retention-Monetization funnel.

Pre-sale activities of buying and post-sale activities of use are separated by time and judged in two time-place forms. Exchange value being one kind of judgment of desirability, separate from use value. However, traditionally marketing has not fully captured the co-creation of value in use, or therefore, how it affects the perceived value of the offering at purchase. The separation of purchase and use has been shown to create buyer uncertainty at the point of purchase about the future value created in use. Consider the decision to buy a service support contract for capital equipment in which the act and experience of use could continue for up to ten years after the decision to buy. At purchase, buyers may not be certain about the future state of use, i.e. whether or not equipment will fail, or indeed how the service will perform in the event of failure. While uncertainty about the state of use will continue across time, it has been argued uncertainty about how the service will perform may be resolved through repeat use or interaction. Through an exploratory case and a web-based survey of 95 organisational buyers of Product Service Systems (PSS) in capital equipment markets, this thesis finds customer-provider co-capability, which facilitates service performance in use, mediates the customer’s perceived risk of re-purchasing. As a result, this thesis makes a contribution to B2B marketing in identifying how value of the offering at purchase is affected by future customer-provider co-capability in use.

Syfte: Syftet med denna studie är att undersöka hur existerande NSD-teori kan bidra till förståelse av kundinvolvering av sällanköpsvaror i säljande organisationer. Metod: Vid genomförandet av denna studie har en kvantitativ forskningsmetod tillämpats med ett deduktivt tillvägagångsätt. Den empiriska undersökningen genomfördes via en webbaserad enkätundersökning som sändes ut till 598 franchisetagare och kontorschefer inom fem av de åtta största fastighetsmäklarföretagen i Sverige. Erhållen data analyserades därefter med hjälp av statistikprogrammet SPSS där en faktoranalys, klusteranalys samt korrelationsanalys genomfördes. Resultat & Analys: Vi kan konstatera att det finns både en positiv och en negativ syn till att arbeta och ta fram tjänster i samspel med kunden. Studiens resultat visar dock på att majoriteten innehar en positiv inställning till detta tillvägagångssätt och att detta skulle generera fördelar för företaget. Resultatet visar på både skillnader och likheter jämfört med tidigare befintliga modeller inom NSD och vi kan konstatera att fastighetsmäklarbranschen inte följer NSDmodellen likande andra tjänsteföretag men att den till viss del är applicerbar även inom denna bransch. Uppsatsens bidrag: Denna uppsats ger ett bidrag till fastighetsmäklarbranschen genom att indikera på betydelsen av att involvera kunden i tjänsten samt i utvecklingen av dessa och visar på att det finns en positiv syn till detta. Resultatet pekar på att kundinvolvering skulle generera fördelar för företag inom denna typ av bransch. Det teoretiska bidraget visar dock på att existerande NSD-modeller bör modifieras för tillämpning inom branscher med sällanköpsvaror i säljande organisationer. I och med att tidigare forskning inom NSD inte visar på skillnader mellan olika branscher med olika kundstruktur pekar detta på att vår studie utgör ett bidrag till forskningsdiskursen. Förslag till vidare forskning: Då vi fann att det finns en positiv syn till kundinvolvering hos chefer inom fastighetsmäklarbranschen skulle det vara intressant att genomföra studien ur ett omvänt perspektiv och då istället undersöka hur kunder ser på att involveras i tjänstens utveckling. Med anledning av att studien berör en bransch med engångskunder skulle det dessutom vara intressant att undersöka om befintliga NSD-modeller överensstämmer i en bransch med en annan kundstruktur. Vi tror att resultatet med sannolikhet skulle bli annorlunda i en sådan studie. Med anledning av att detta är en övergripande studie inom fastighetmäklarbranschen skulle det dessutom vara intressant att genomföra en mer djupgående och detaljerad undersökning

男性保養品市場在近幾年相當受到市場注目，許多大型化妝品集團均針對男性開發男性專屬的皮膚保養用品，在2000年之後，每一年全球的市場均達到二位數之高度成長。從數據上看來，最近幾年的化妝品產業的連年成長，有很大部份是來自於男性消費者的消費主力逐漸產生，他們對於自我外貌的觀念，因為產業、媒體、社會環境的交相傳播影響，使得產品及品牌的觀念漸漸成型，品牌忠誠度與產品的再購也有不少提昇。 本研究即就此一現象做男性專櫃保養品之生活型態與購買決策研究。透過問卷調查，探析男性專櫃保養品消費者的生活型態，並輔以非專櫃保養品之消費者，做兩者的比較分析。本研究共回收937份有效問卷，其中591份是專櫃消費者，346份是非專櫃消費者。本研究利用利用因素分析及集群分析將消費者做生活型態分類；用ANOVA、卡方分析、獨立樣本t檢定分析消費者在購買行為、生活型態、人口變項上的差異；最後用迴歸分析探討品牌滿意度對品牌忠誠度的影響。 研究結果顯示，時尚先鋒族是男性專櫃保養品的目標消費者，其人口變項、生活型態都與其他集群有顯著差異。這個族群對於流行訊息非常敏感，在團體中很活躍、重視社交，並且在意自我形象。他們會透過多元的管道購買專櫃保養品，也會透過網路與其他使用者交換使用心得。而在非專櫃消費者中的時尚先鋒族則是男性專櫃保養品的潛在消費者，他們同樣重視自我的外貌，也會利用較低價的開架式保養品，只是年紀較輕，收入較少，尚未有足夠的預算購買專櫃產品。此外本研究也發現有部分消費者的需求並沒有完全被滿足，某些肌膚問題無法對應該有的專櫃產品。 根據研究結果，企業應加強對時尚先鋒族的行銷，加強價格定位，做好專櫃通路的品牌形象及服務，以提高時尚先鋒族的品牌態度，進而形塑品牌忠誠；強化網路在行銷溝通上的地位，做好網路上的議題管理與公關策略，以強化消費者的品牌滿意度；並且企業應針對目前尚未滿足的需求，發展出對應的專櫃產品，以增加獲利。 / It’s been a wide attention to the men’s skin care matkets in recent years. Many of the large cosmetic groups are developing skin care products specifically for men. After the year of 2000, men’s skin care markets around the world are enjoying double-digit growth every year. Also, based on the numbers, the growth of the entire cosmetic industry in these years has largely benefited from the emerging men’s skin care product consumers. The concept of male consumers’ own look, is changing by the communication of the skin care industry, media information, and the whole atmosphere in the society. This phenominon has the power to form the concept of men’s skin care brands and products, and also raises the brand loyalty and repeated product buying. This research is based on this situation and doing a survey of the consumer lifestyle and purchase decision of men’s skin care products. Through an Internet survey, this research is to analyze the lifestyle of men’s luxury skin care product comsumers, and to compare with the lifestyle of men’s non-luxury skin care product comsumers. Effective samples are in the amount of 937 in total, 591 in luxury consumers, and 346 in non-luxury consumers. The statistics are conducted with factor analysis and cluster analysis to categorize the consumers by their lifestyles; with ANOVA, Chi-square, and independent sample T-test to see the consumer differences in purchase behavior, lifestyles, and demographics; and with regression analysis to discover the impact of the brand satisfaction to the brand loyalty. Based on the prominent differences in demographics and lifestyles, the result shows that the trend-pioneers are the target of the men’s luxury skin care products. This cluster is especially sensitive to fashion information, active in a group, caring about social activities, and their self images. They purchase luxury skin care products in diversed channels, and exchange information after using products with other users through the Internet. And we discover that the potential consumers are inhabited in the trend-pioneers in the non-luxury product consumers. They’re younger, having less income, also caring about their looks, using cheaper skin care products sold in supermarkets and drugstores, and very willing to buy luxury products in the future. They just need some time to get enough budgets. Another discovery in this research is that some comsumer needs are not fulfilled entirely; certain skin problems do not correspond to products with specific solutions. Men’s luxury skin care companies, based on the research results, should reinforce the marketing strategies to trend-pioneers, the price positioning strategies, brand images and services in luxury products channels to raise the trend-pioneers’ brand attitudes, and then to form the brand loyalty. The Internet should get more attention in marketing communication, and be used to enhance the issue management and PR strategies in cyber world, to raise consumers’ brand satisfaction. Additionally, to raise the profits, companies involved should develop corresponding luxury products to specific unfulfilled needs.

根據李郁文(2002)研究，有66%的購買決策是在店內形成，代表店內行銷活動會對消費者購買決策造成影響，進而導致品牌轉換的行為。因此，本研究將以製造商角度出發，專注探討店內行銷活動對消費者品牌轉換決策的影響。 本研究採用便利抽樣方式，抽樣對象為大台北地區在個人用品店購買臉部護膚品的20-49歲女性消費者。選擇屈臣氏及康是美，於2014年5月2日至5月18日展開問卷調查，由訪員先觀察消費者購買行為，當購物完畢後立即上前詢問其受訪意願，篩選條件為本次購買品牌與目前使用品牌不一致。經過三週訪問，總計接觸335位受訪者，回收105份有效問卷。問卷分析採用交叉分析及皮爾森卡方檢定，來瞭解兩個和兩個以上類別或等級變相之間的關係，判定變數之間是否有顯著差異。研究結果發現： 一、根據受訪者購買行為，分為非計畫購買(32%)、計畫購買品類(22%)、變更計畫品牌(37%)、購買計畫品牌(9%)。消費者有極高的比例(91%)是在店內形成購買決定，因此，店內行活動對於消費者品牌轉換決策有很大的影響。 二、店內行銷因素影響消費者購買決策前五名分別為：產品訴求符合需要(80%)、正在有折扣及促銷(76%)、試用後，覺得質地適合自己(59%)、是新品上市，所以想嘗試(36%)、店員、藥師或促銷小姐主動推薦(30%)。 三、消費者購買行為對品牌轉換決策之影響：原使用不同品牌的消費者因產品使用經驗的不同，導致其轉換理由會有所差異。品牌轉換因素的前五名是喜歡嘗試不同的產品(70%)、目前沒有促銷折扣(55%)及產品效用不如預期(50%)、產品質地不適合自己(29%)及銷售人員推薦(18%)。 四、消費者特性對品牌轉換決策之影響：年齡與收入對不同購買行為有顯著差異，而到店時間間隔則沒有顯著差別。非計畫購買者及變更購買計畫者，其年齡與收入較低；購買計畫品牌者，年齡與收入較高。

Resumé In my thesis, I focus on issues related to the change of the concept of the business establishment, part of the business establishment and purchase of a business establishment in relation with the recodification of the Czech private law. After the introduction in the first chapter, the second chapter deals with the concept of business establishment. Business establishment within the meaning of section 502 of the Civil Code is a newly conceived as an organized set of assets and liabilities created by an entrepreneur, based on his will, are used to pursue his activities. A business establishment is presumed to comprise everything that is typically used for its operation. Thus, in accordance with the propositions of the European Court of Justice was to Czech private law enshrined the concept of the intent of the entrepreneur. The third chapter deals with the parts of the business establishment, specifically definition of the business establishment and reflection on the possibility of using jurisdiction and professional publications under the previous arrangements to similar issues. The fourth chapter deals with the purchase of the business establishment specified in the provisions of section 2175 et seq. Civil Code. In context of the new regulation on purchase of the business establishment, I focus on...

Cette étude a pour objectif d’analyser l’influence de l’information multidimensionnelle diffusée à travers les sites boursiers sur la confiance de l’investisseur individuel, ainsi que tester l’effet médiateur de la confiance sur la relation informations/intention d’achat des actions.À partir d’une étude qualitative exploratoire et une étude quantitative auprès de 180 investisseurs individuels, nous montrons que la forme et la qualité de l’information influencent la confiance de l’investisseur. La qualité du site boursier exerce aussi un effet sur la confiance. De même, la confiance joue un rôle de médiateur partiel sur la relation informations/intention d’achat des actions. / This study aims to analyze the influence of multidimensional information disseminated through the stock-exchange websites on the confidence of individual investors, as well as test mediating effect of trust on the relationship information/ purchase intent actions.From a qualitative exploratory study and a quantitative study of 180 individual investors, we show that the shape and quality of the information affect investor confidence. Stock-exchange website quality also has an effect on trust. Similarly, trust plays a partial mediator of the relationship information/ intention to purchase shares.

Augmented reality (AR) allows the enrichment of the physical world by adding virtual computer-generated digital information in real time to it (Furht, 2014). This provides marketers with previously unimagined options for reaching out and engaging with customers. Having the power to put the (virtual) products in the hand of customers, creates interesting opportunities for the users to engage with a brand, service or product (Yaoyuneyong et al., 2016). Although the AR market is expected to grow exponentially by the year 2020 (Digi-Capital, 2016) and several companies already tried to expand their business with the technology, little is known about whether AR is able to enrich the customers’ shopping behaviour and thus yield favourable outcomes such as increased product knowledge, positive attitudes and higher purchase intentions. This thesis quantitatively addresses the research gap with an experimental method to determine the causal effect of the IKEA AR application on these customer dimensions in comparison to a product experience on the website. Generation Y has been chosen as an appropriate sample to experimentally discover effects on shopping behaviour. Finally, the shopping-oriented AR application is perceived as highly enjoyable and useful, and further evoked higher purchase intentions than its website counterpart. Moreover, the attitude towards the product was not found to be a main driver, but the engaging experience and the conveyed unique product knowledge itself.

Technology is becoming more central to people’s lives than ever before, and the most widely embraced technological device on the consumer market are mobile phones. This creates an ever-increasing market place for mobile apps, which during 2016 had revenues amounted to 88.3 billion U.S. dollars. The number is expected to increase, and together is estimated to generate 188.9 billion U.S. dollars in revenues 2020. One of the industries affected by this strong online presence is direct selling, where branded mobile apps have started to be used as a sales tool for sales representatives. The apps aim to facilitate the sales representatives’ daily work and bring new opportunities to engage with the end customers in a more convenient way. However, limited research exists about how the sales representatives experience the branded mobile apps in the industry. The purpose of this paper is to explore the sales representatives’ behavior and attitude towards using branded mobile apps within the direct selling industry. This study has been conducted by a quantitative descriptive and exploratory study using a survey. Sales representatives that placed an order exceeding 100 Euros during the last three weeks in five Western culture countries for one direct selling company were targeted. In total, 460 responses were gathered. The result gave some valuable insights although the initial hypothesized benefits could not be confirmed. The findings instead suggest separate items that contributed the most to sales representatives’ satisfaction and purchase intentions. In order to increase satisfaction among sales representatives, branded mobile apps used in direct sales should 1) facilitate the interaction with the company, 2) be easy to navigate with, 3) provide relevant information, 4) be convenient to shop from, and finally 5) work as a good conversation topic in a social context. Further on, the item identified to have the greatest contribution to purchase intentions is how convenient the app is to shop from, i.e. the same as number 4) above. The future challenge for the direct selling industry and its managers is thus to take advantage of these insights and further study how the attributes more practically can be implemented for their business. By focusing on these actions in the creation and development of branded mobile apps, the direct selling industry can expect to achieve higher satisfaction among their sales representatives and also increase their purchase intentions. / Dagens teknik har blivit en allt mer central del i människors liv, och den vanligaste enheten på konsumentmarknaden idag är mobiltelefoner. Detta har skapat en ständigt ökande marknad för mobilappar, som år 2016 genererade 88.3 miljarder U.S. dollar. Antalet appanvändare framöver förväntas att öka, och tillsammans generera 188.9 miljarder U.S. dollar i intäkter år 2020. En av de branscher som påverkats av denna starka närvaro online är direktförsäljning, där appar har börjat användas som försäljningsverktyg för konsulenterna. Apparna syftar till att underlätta konsulenternas dagliga arbete och ge nya möjligheter att engagera sig med slutkunderna på ett lättare och mer fördelaktigt sätt. Dock existerar det lite forskning och kännedom om hur konsulenterna upplever användandet av appar i branschen. Syftet med detta examensarbete är att undersöka försäljningsrepresentanternas beteende och attityd gentemot att använda appar inom direktförsäljningsbranschen. Studien har varit både beskrivande och undersökande, och har genomförts genom en samla in kvantitativ data med hjälp av en enkätundersökning. Kunder som har lagt en order över 100 Euros de tre senaste veckorna i fem västeuropeiska länder för ett direktförsäljningsföretag har studerats. Totalt erhölls 460 svar. Resultatet gav flertalet värdefulla insikter, även om de initiala hypoteserna syftade till att undersöka olika fördelar inte kunde bekräftas. Resultaten föreslår istället separata aspekter med störst påverkan på hur nöjda konsulenterna är, samt deras köpintentioner. För att öka nöjdheten bland konsulenter bör appar som används i direktförsäljning 1) underlätta samspelet med företaget, 2) vara lätta att navigera med, 3) tillhandahålla relevant information, 4) vara bekväm att handla från och slutligen 5) fungera som ett bra samtalsämne i ett socialt sammanhang. Vidare kunde det ses att den identifierade aspekten som bidrar mest till konsultenternas köpintentioner är hur bekvämt appen är att handla från, det vill säga samma aspekt som identifierades för konsulenters tillfredställelse under nummer 4) ovan. Den framtida utmaningen för direktförsäljningsindustrin och dess chefer är således att utnyttja dessa insikter och studera vidare hur dessa aspekter kan lämpas mer i praktiken för deras företag. Genom att fokusera på dessa åtgärder vid skapandet och utvecklingen av appar kan direktförsäljningsindustrin räkna med att erhålla högre tillfredsställelse bland sina konsulenter, samt att även öka deras köpintentioner.