Online retailing has grown rapidly and nowadays consumers’ needs become more and more demanding. Mass customization satisfies the need of customers for individuality. However, in order for retailers to offer a satisfying shopping experience, they need to take into account their retail environment. In online retailing, atmospherics play a significant role in consumers’ attitudes towards the store. The present study aims to analyze the role of high task-relevant atmospheric cues, thus those atmospherics that are strongly connected with the shopping goal, such as verbal content, display methods and navigation aids. Furthermore, the author will analyze the effect of the above atmospherics on consumers’ response towards the online mass customization environment. In order for the purpose to be fulfilled, semi-structured interviews were conducted in a purposive sample of ten participants. The results were analyzed based on the Stimulus-Organism-Response model. Finally, high task-relevant atmospheric cues are strongly related to the consumers’ final response by provoking either positive or negative emotions. More specifically, verbal content and display methods have a crucial effect on consumers’ end response. On the other hand, navigation aids contribute to a pleasant online experience but they do not affect final consumers; response significantly. Conclusively, the present study aims to be considered as a useful tool for marketing purposes as it can provide knowledge on how consumers behave in a mass customization online environment in the fashion industry. Such knowledge may appear crucial for professionals who want to meet their customers’ needs directly and effectively.

As many buying decision are made in retail stores, it is interesting to investigate which factors, such as noise, lighting, music, colour, layout or visual communication have a significant influence on customers’ behaviour in a supermarket. Since only a few studies have been conducted among customers in Sweden, this paper examined their behaviour in the supermarket. The purpose of this study was to examine the role of the various environmental factors in the supermarket as well as how the perceived servicescape influences customers’ behaviour in the store. The research approach used was that of a single case study, based on survey instrument (personal interviews and electronic collection) in order to collect data on facets in regards to the perceived servicescape and customers’ behaviour in the supermarket. A supermarket chain – the ICA group, precisely ICA MAXI in Jönköping was used for this purpose. The collected data was analysed with the means of factor analysis and multiple regression methods in order to obtain factors that can influence customers’ behaviour in the supermarket. The conducted study showed that lighting, noise, colours, signs and symbols as well as space/function conditions such as layout and equipment are the factors that create emotionally pleasant environment in the supermarket. Thus, these factors influence customers’ moods, attitudes or certain beliefs about the supermarket. Moreover, customers may feel happier, more satisfied or relaxed in the supermarket, which lead to arousal – stimulation or excitement. Furthermore, the environmental factors explain the approach behaviour such as exploring the supermarket, spending more time on browsing the products which, consequently, refer to an increased number of items bought.

It is important for fashion companies to be active in e-commerce landscape as it is growing rapidly especially in the apparel sector. As shopping is considered being an experience, it is important for companies to make the shopping experience pleasant for consumers and create positive emotions that lead to positive response behaviors. In online environments, this can be created through using low and high task-relevant atmospheric cues on the website. The purpose of this study is to describe how low task-relevant atmospheric cues affect consumers' emotions and responses in the online retail environment. Furthermore the aim is to analyze which of the examined low task-relevant cues have the strongest impact on consumers’ emotions and responses. To fulfill the purpose, a qualitative research approach has been chosen. The qualitative data was collected through ten semi-structured interviews with fashion interested new or experienced female online consumers in the age between 20-30 years old. This research shows that emotions and response behaviors are strongly connected and influenced by low task-relevant atmospheric cues. A connection within the response categories was also found. Furthermore, when designing a website, certain elements such as layout, color, images together with sales and promotional signage can be designed to achieve desired emotions as these are have the strongest impact on consumers' emotions and responses. / Program: Master programme in Fashion Management

This study examined the level of trust of information on social media. Specifically, I investigated the factors of performance expectancy with information-seeking motives that appear to influence the level of trust of information on various social network sites. This study utilized the following theoretical models: elaboration likelihood model (ELM), the uses and gratifications theory (UGT), the unified theory of acceptance and use of technology model (UTAUT), the consumption value theory (CVT), and the Stimulus-Organism-Response (SOR) Model to build a conceptual research framework for an exploratory study. The research investigated the extent to which information quality and source credibility influence the level of trust of information by visitors to the social network sites. The inductive content analysis on 189 respondents’ responses carefully addressed the proposed research questions and then further developed a comprehensive framework. The findings of this study contribute to the current research stream on information quality, fake news, and IT adoption as they relate to social media.