The main purpose of the study is to analyze the possible difference in attitude toward sex in advertisements when used by familiar luxury or non-luxury brands. In addition to this, the aim is to further analyze whether genders form a different attitude and purchase intention towards sexually loaded ads and the impact of varying degrees of sexual imagery shown in the ad on the factors like purchase intention. Previous research was found regarding consumer attitude toward the ad and purchase intention in relation to sex in advertisements. However no previous research examined whether consumers form a different attitude and purchase intention depending on the brand type of either luxury or non-luxury utilizing it. Few studies were found to use familiar brands advertisements and instead focused on unfamiliar brand names. Therefore, our aim is to fill these above-mentioned gaps and make a contribution to the field of research regarding sexual content in advertising. To fill the gaps presented, the following research questions were formulated: Is there a difference in attitude and purchase intention between males and females in response to sexual images in ads? What is the impact on purchase intention from varying degrees of sexual imagery in ads? And is there a difference in consumer attitude towards ads with sexual content when used by luxury and non-luxury brands? The study uses a quantitative research approach and cross-sectional research design, collecting primary data through a self-completion online survey. The research philosophies adopted are a positivistic epistemological orientation and objectivistic ontological orientation. The sample was drawn via a systematic sampling method from the target population of students enrolled in programs at Umeå School of Business and Economics. 130 respondents participated and were divided into 4 groups that completed the same questionnaire however, each group responded to a different sexually charged ad, used by either luxury or non-luxury brands with varying degrees of sexual imagery. The question sets measured variables like perceived morality and ethicality in the ad, attitude toward the ad and purchase intention. Following the data collection, the data was analyzed with tools in Excel to calculate internal reliability with Cronbach’s alpha, correlation with Pearson’s correlation test and hypotheses testing with t-Tests. Findings indicate a significant difference in attitude and purchase intention between genders in response to sexual imagery in ads. Males show a more positive attitude and stronger purchase intention compared to females. The findings further suggest the varying degrees of sexual imagery in ads influence purchase intention among respondents, where a higher degree of sexual imagery decreases the purchase intention. However this is only statistically significant in relation to its use by luxury brands. The results show a significant difference in attitude toward the ads between luxury and non-luxury brands. The difference however is only significant in response to high degrees of sexual imagery in ads. Finally, the results suggest that ads using high degrees of sexual imagery by non-luxury brands are perceived as more acceptable compared to its use by luxury brands. The findings were used to contribute to implications on theory from previous research and contribute to business administration, specifically advertising strategy with sexual imagery. Findings imply that luxury brands should cautiously use ads with high degrees of sexual imagery due to the more extreme negative responses observed. Non-luxury brands contrarily could use more highly sexual ads with less negative reactions among consumers. This technique can be used to create attention and gain publicity.

Mass-customization is a form of consumer-centric business practice, which is a hybrid of customization and mass-production (Gilmore & Pine II, 1997). It is the use of flexible processes and organizational structures to produce individually customized apparel products at the low cost of a standardized mass-production system (Hart, 1995). Very limited academic consumer research has been conducted in the area of apparel mass-customization. The purposes of the study were (a) to investigate consumers' purchase intentions of mass-customized apparel, (b) to examine the relationships among consumer characteristics, perceived usefulness, perceived behavioral control, attitude toward using apparel mass-customization, and purchase intention of mass-customized apparel, and (c) to identify the predictors of the overall purchase intentions and those of the purchase intentions of specific types of mass-customized apparel (i.e., design, fit and personalization mass-customized apparel). A conceptual model was developed, and eight hypotheses were generated to test the proposed relationships among the variables. A questionnaire was developed as the instrument of collecting data. A national sample of 474 male adults was recruited by a market research company. Statistics such as descriptive statistics, factor analysis, and stepwise multiple regression analysis were used to analyze the collected data. The results indicated that more than half of the respondents were willing to purchase mass-customized dress shirts. The relationships among consumer characteristics, perceived usefulness, perceived behavioral control, attitude toward using apparel mass-customization, and purchase intention of mass-customized apparel were confirmed, and the predictors of the overall purchase intention and of the purchase intention of specific types of mass-customized apparel were identified. Based on the results, in-depth discussions and related marketing implications were provided. / Ph. D.

En esta investigación se analiza Los canales de comunicación audiovisual de Instagram y su relación con la intención de compra de ropa deportiva de moda en mujeres de 18 a 35 años de nivel socioeconómico A de San Borja, Surco, San Isidro y Miraflores en el presente año. En base a esto, la hipótesis planteada es que los canales de comunicación audiovisual de Instagram se relacionan con la intención de compra de ropa deportiva en mujeres. De esta manera, la investigación describe el marketing de boca a boca y su evolución en el tiempo, el desarrollo del concepto mencionado en las redes sociales, ahondando en Instagram. Asimismo, se describe lo que es una intención de compra, con apoyo del proceso de compra, comportamiento del consumidor y el ZMOT1. Finalmente, se detallan la evolución y características de Instagram, haciendo hincapié en las “fotos”, “videos”, “stories” e “Instagram Tv”. La investigación es de tipo descriptivo, menciona los 4 canales de comunicación audiovisual y los actores como “seguidos”, “influencers” y “cuentas de las marcas” que participan en esta red social. La intención de compra en Instagram se ve influenciada de forma diferente por canal, actor y la actividad que este pueda hacer al momento de publicar algún contenido. / This research analyzes the audiovisual communication channels of Instagram and its relationship with the intention of buying fashionable sportswear in women from 18 to 35 years of socioeconomic status A of San Borja, Surco, San Isidro and Miraflores in the current year. Based on this, the hypothesis is that Instagram's audiovisual communication channels are related to the intention of buying sportswear for women. In this way, the research describes word of mouth marketing and its evolution over time, the development of the concept mentioned in social networks, delving into Instagram. In addition, the purchase intention, the purchase process, the consumer's behavior and the ZMOT are described. Finally, the evolution and characteristics of Instagram, how to make disabilities in the "photos", "videos", "stories" and "Instagram TV" are detailed. The research is descriptive, the 4 channels of audiovisual communication and the actors as "followed", "influencers" and "accounts of the brands" that participate in this social network. The intention to buy on Instagram is influenced differently by channel, actor and the activity that can be done when publishing some content. / Trabajo de investigación

<p> </p><p> </p><p><strong>ABSTRACT</strong></p><p> </p><p><strong>Date: </strong>June 2, 2009</p><p><strong>Programme: </strong>MIMA – International Marketing<strong> </strong></p><p><strong>Course:</strong> EF0705 Master Thesis</p><p><strong>Authors:</strong> Sutanita Thavornchak, Waritthar Taratanaphol</p><p><strong>Tutor:</strong> Joakim Netz</p><p><strong>Title:</strong> Factors influencing online purchase intention: Domestic Airline E-ticket in Thailand</p><p><strong>Introduction: </strong>Internet has become one of the most powerful tools to enhance the performance in every industry and business, including travel and tourism industry as well.  The industry has been dramatically changed by the internet in form of information search, trip planner, particularly the introduction of a new online reservation system, an electronic ticket (E-ticket). Moreover, there currently is an attempt of the International Air Transport Association (IATA) to change all 240 airlines around the world into this E-ticket system. About the e-ticket system in Thailand, many airlines have already adopted this system and tried to introduce it to their customers. However, the statistic was shown that only 24% of the internet user has experienced with it, which is pretty low comparing to some other countries. Consequently, the airlines have been trying to improve and enhance their systems in order to encourage the customers to purchase the electronic ticket.</p><p><strong>Problem:</strong> “What are the factors that influence intention to make an online purchase of airline e-ticket?”<strong> </strong></p><p><strong>Purpose: </strong>The purpose of this research is to explore the factors influencing the intention to purchase the domestic airline e-ticket in Thailand, and also to investigate whether there are any differences between e-ticket adopters and non-adopters.</p><p><strong>Method</strong>:         The research is based on quantitative research by using online self-administered survey. The list of respondents was from two travel agencies in Thailand. The questionnaires were sent out to 350 respondents and a total of 253 usable respondents were collected in this research. The questionnaires were designed based on Technology Acceptance Model (TAM). The model comprises of Perceived Usefulness (PU) and Perceived Ease of use (PEOU). In addition, the theory of Perceived Risk (PR) is also added to be the third construct in the model.</p><p><strong>Conclusion: </strong>The findings indicate that the all three constructs have different impacts on intention to purchase of e-ticket adopter and e-ticket non adopter. Perceived Usefulness (PU) is the only construct that influences e-ticket adopter while all three construct have significant impact on future intention to purchase of e-ticket non adopter. Convenience factor tends to be the most important one in Perceived Ease of Use (PEOU) for e-ticket non adopter whereas product information and accessibility is more important to e-ticket adopter in Perceived Usefulness (PU). Security and privacy are the major concern in Perceived Risk (PR) when buying e-ticket. However, there are additional factors which affect the future intention to purchase exclude from the three constructs studied.</p><p><strong> </strong></p><p><strong> </strong></p><p><strong></strong></p><p> </p>

Under driving in the digital trend, the 3C product becomes an important strength that pushes the market growth and isn¡¦t allowed to ignore. Along with the information circulates quickly, the favor of the consumer continuously changes. The manufacturer makes use of progress the science and technology technique to integrates enrich and the more high-quality content into more diverse device. However cell phone becomes the main consume communication electronics product currently, under the convenient need of the consumer, as Dan Steinbock (2006) speaks of in the book "The Mobile Revolution: The Making of mobile services worldwide"¡GThe mobile communication is experiencing the huge change period of the voice into the data. Global mobile market and service development just turns in and will become the next star level of mobile communication product. Today the flourishing times of science and information technology progresses, in order to maintain the competitive advantage, the enterprise continuously pursues the innovation and growth. However the cellular phone product life cycle tends in the maturity and the market is gradually saturated, the manufacturer stimulates the need of the consumer by promoting the innovation of the product. This research is inquiring the influence between the innovation of the product and personal creative characteristics into the intention of buying high-tech product for the consumer, expecting to provide enterprise on the development and marketing the decision reference. As case example with high creative-iPhone that Apple Inc. will soon appear on market. To adopt the convenience sampling questionnaire from April 2nd till 30th and collect valid 240 samples to carry on the data analysis. The result finds the innovation of product and the consumer innovative characteristic present the obvious influence of the purchase willing, and the product innovation through the consumer innovation would indirect affect the purchase willing. The creative sensitive degree for young generation is higher, particularly valuing to the function of the product in the need of the occupation, obviously, the innovation is also widespread to be subjected to the general public accept now. The successful innovation originates new science and technology and new market field appear, enterprise continuously applies innovation, but the most important is providing the product of customer need, and establishes the brand image, then raises the customer loyalty to reach the life simply is a beautiful realm.

ABSTRACT   Date: June 2, 2009 Programme: MIMA – International Marketing  Course: EF0705 Master Thesis Authors: Sutanita Thavornchak, Waritthar Taratanaphol Tutor: Joakim Netz Title: Factors influencing online purchase intention: Domestic Airline E-ticket in Thailand Introduction: Internet has become one of the most powerful tools to enhance the performance in every industry and business, including travel and tourism industry as well.  The industry has been dramatically changed by the internet in form of information search, trip planner, particularly the introduction of a new online reservation system, an electronic ticket (E-ticket). Moreover, there currently is an attempt of the International Air Transport Association (IATA) to change all 240 airlines around the world into this E-ticket system. About the e-ticket system in Thailand, many airlines have already adopted this system and tried to introduce it to their customers. However, the statistic was shown that only 24% of the internet user has experienced with it, which is pretty low comparing to some other countries. Consequently, the airlines have been trying to improve and enhance their systems in order to encourage the customers to purchase the electronic ticket. Problem: “What are the factors that influence intention to make an online purchase of airline e-ticket?” Purpose: The purpose of this research is to explore the factors influencing the intention to purchase the domestic airline e-ticket in Thailand, and also to investigate whether there are any differences between e-ticket adopters and non-adopters. Method:         The research is based on quantitative research by using online self-administered survey. The list of respondents was from two travel agencies in Thailand. The questionnaires were sent out to 350 respondents and a total of 253 usable respondents were collected in this research. The questionnaires were designed based on Technology Acceptance Model (TAM). The model comprises of Perceived Usefulness (PU) and Perceived Ease of use (PEOU). In addition, the theory of Perceived Risk (PR) is also added to be the third construct in the model. Conclusion: The findings indicate that the all three constructs have different impacts on intention to purchase of e-ticket adopter and e-ticket non adopter. Perceived Usefulness (PU) is the only construct that influences e-ticket adopter while all three construct have significant impact on future intention to purchase of e-ticket non adopter. Convenience factor tends to be the most important one in Perceived Ease of Use (PEOU) for e-ticket non adopter whereas product information and accessibility is more important to e-ticket adopter in Perceived Usefulness (PU). Security and privacy are the major concern in Perceived Risk (PR) when buying e-ticket. However, there are additional factors which affect the future intention to purchase exclude from the three constructs studied.

The era of increasingly well-developed communication, network, along with this wave of change, and the globalization, the economic opportunities brought by virtual world, is nothing more than companies do their utmost to pursue the scope. Increase the added value of products or services to enhance corporate profitability, originally only be used for sales of products and services in the physical store, joined network store sales and let the results of the rapid growth of invisible. But, what's the difference with the physical store, when in contact with the consumer products and services through web services. Will internet service changes product attributes in response of the consumers decision-making behavior? What's the important factor in rely on the procurement of online shoppers? The special attributes of the virtual economy, let us know, why trust is the reason of consumers purchase goods and services on recognized intermediary platform, and they gradually accumulating customer loyalty and purchasing intention. For this reason, we explored the trust antecedents, attribute dimensions, and how trust link to the loyalty and purchasing intention, as well as their composition and influencing factors. And based on the objects of online potential shopping group for the research topic, the trust associated with e-commerce community loyalty and customer purchase intention. By the stratified random sampling, a total of 248 samples were taken, and use of path analysis and stepwise regression to analyze the data in parallelly. In this study, convenience sampling questionnaire survey found that: "Personality-based trust", "institution-based trust" and "knowledge-based trust", link to the" customer loyalty "and" " purchase intention" via "Intermediaries trust. Trust in intermediaries¡¦ link to online shopper¡¦s purchases intentions, through "customer loyalty" with direct and indirect effects. The significant differences found, by analysis of the online shoppers demography of with and without the shopping experience in the past three months show on the trust of intermediaries. Therefore, we confirmed once again that the trust of the E-commerce community and its strong related items.

Leisure travel has become an important activity in Taiwan. According to the statistical data of Tourism Bureau, R.O.C., people in Taiwan spent about 280.5 billions on oversea¡¦s traveling in 2003. The number of outbound travelers has grown 40.77% compare with last February. It is obvious that the market of outbound travel is getting bigger year by year. The past research on the subject of travel behavior put emphasis on behavior aspect or satisfaction, there is little research discuss the effect of psychological aspect on purchase decisions. Some foreign research verify that the effect of self-concept congruence on product preference, brand preference, and purchase intension (Sirgy, 1982; 2000). They also extend their research to the area of traveling and discuss how the self-image congruity affects post travel satisfaction (Chon 1992), pre-travel purchase intension, or purchase possibility (Surgy and Su, 2000; Litvin and Goh, 2002; 2003). Based on the self-image congruence theory proposed by Sirgy (1982), and the integrated framework of self-image congruence with travel behavior constructed by Sirgy & Su¡]2000¡^, this research try to analyze if the level of real/ideal self-image congruence relate to the purchase intension of destination choice on four destinations with difference characteristics. The results show that outbound-travel decision makings of natives are affected by the inside congruence coordination of the psychological mechanism. Relationship between self-image congruence and tourists¡¦ purchase intention exists not only in western countries but also in Taiwan. Results also show that self-image congruence is related to purchase intention whether tourists are students or social workers. And toward the four totally different cities, New York, Bali, Rome, and Hokkaido, tourists¡¦s purchase intention is still affected by self-image congruence.

QQ China features interactive and connective online channels that generate social relational resources, encourage individual engagement, and facilitate embedded economic potential. The objectives of this research are to describe QQ users’ demographics and virtual behavior characteristics, to identify the underlying dimensions of relational social capital and virtual engagement, and to investigate the impacts of social capital and virtual engagement on purchase intention. Results from an analysis of data (n = 216) from China reveal the significant impacts of relational social capital and virtual engagement on purchase intention. First, functional purchase motivations, channel usage, and purchasing behaviors are captured to portray characteristics among QQ’s users. Second, trust, identification, and norm of reciprocity are primary antecedents to predict purchase intention in QQ. Third, three dimensions of relational social capital facilitate QQ users’ virtual engagements. Finally, information seeking and knowledge creation leads to product purchase intention.

The objective of the study is to extend the emerging body and scope of research on consumer’s attitudinal and behavioral responses to online consumer reviews by examining the role of both message content and source characteristics. That is, this study investigates how consumers process online consumer reviews within the context of message and source characteristics, and how these two factors influence consumer’s attitudes toward the review, attitudes toward the product, perceived credibility of the reviewers, and purchase intention. From this perceptive, the study broadens the understanding and importance of message and source factors to the persuasiveness of online consumer reviews. / text