Submitted by Renata Lopes (renatasil82@gmail.com) on 2017-05-31T13:30:39Z No. of bitstreams: 1 thiagoamaralguarnieri.pdf: 3369955 bytes, checksum: fd0e7e452cd11ad12220a57269ca1004 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2017-05-31T13:44:37Z (GMT) No. of bitstreams: 1 thiagoamaralguarnieri.pdf: 3369955 bytes, checksum: fd0e7e452cd11ad12220a57269ca1004 (MD5) / Made available in DSpace on 2017-05-31T13:44:37Z (GMT). No. of bitstreams: 1 thiagoamaralguarnieri.pdf: 3369955 bytes, checksum: fd0e7e452cd11ad12220a57269ca1004 (MD5) Previous issue date: 2014-08-22 / As aplicações peer-to-peer (P2P) estão presentes na Internet há mais de uma década. Seu sucesso, reconhecido em aplicações de compartilhamento de arquivo, tem se expandido para redes sociais, transmissão de vídeo, entre outras. Entretanto, o custo do tráfego das aplicações P2P é maior que o de sistemas cliente/servidor, pelo fato de os peers estarem dispersos geograficamente. Assim, muitos provedores reduzem a prioridade de pacotes P2P em seus roteadores, diminuindo o desempenho dessas aplicações. Observa-se ainda, a ocorrência de freeriders, que são peers que não destinam satifatoriamente recursos para as redes de disseminação em que participam (swarm). Muitas abordagens foram propostas para reduzir tráfego entre sistemas autônomos e freeriding, especialmente através do estabelecimento de relações de maior duração entre peers. Nessesentido,pesquisasdemonstramqueocontextosocialpodeauxiliarnoaumento de parcerias de longa duração e de regionalização de tráfego. Com base nesse contexto, este trabalho avalia a influência de uma rede social, o Facebook, na disseminação de dados em redes Bittorrent, tanto em suas características estáticas quanto na evolução de sua topologia ao longo do tempo. Para isso foram coletados mais de 16.600 swarms, divididos em tradicionais - disseminados via sites de indexação - e sociais, que são disseminados via Facebook. A análise estática tem como foco os seguintes fatores: (I) características gerais dos swarms (II) melhorias em disseminação de dados (i.e. saúde de swarms), (III) a localidade dos peers da rede P2P. Além disso é apresentado um estudo da evolução temporal de swarms segundo a duração das relações entre peers e métricas de centralidade. Os resultados demonstram que a disseminação social provoca uma sensível redução de freeriding e maior localização de peers, indicando novos caminhos que apontam para o equilíbrio entre vazão de dados e custo de transmissão. / Peer-to-peer applications are very important on Internet since last decade. Its success as a file-sharing application is unquestionable and has been repeated on applications such cloud computing, social network and video broadcasting. However, it is notorious that the traffic generated by peer-to-peer is not AS friendly: peers on a P2P system are usually geographically sparse, making more expensive the data traffic. Because of it, some content providers perform traffic shaping on their network, reducing P2P packet priority and, by consequence, its performance. Yet, other important problem on P2P systems is the freeriding behavior, where a peer doesn’t contribute to the system with its resources. Today, there are many proposed approaches to reduce inter-AS traffic and freeriding by finding a way to provide long term relationship between peers. With the present success of social networks, some proposals intend to investigate if social contexts can alleviate the impact of freeriding and inter-AS traffic. Through measurements performed in a Bittorrent real-world swarm data-set, we present a characterization that intends to investigate the influences of swarm social dissemination on Facebook in peer relationship and also performance metrics, location, and freeriding reduction. Results achieved by us shows that using social dissemination provides a notable improvement on solving the freeriding problem and peer geographic dispersion. So, a protocol that uses a geographic or social aware peer selection can have better performance on social disseminated swarms.

Purpose - The purpose of this study was to deepen the understanding of how showrooming affect the exploited brick-and-mortar businesses. This was done by investigating an industry characterized by high levels of employee knowledge where the expertise of the personnel create showrooming incentives. Methodology - The study applied a qualitative case study where semi-structured interviews was held with employees of a firm representing the case of an exploited firm. Findings - The empirical findings suggest that showrooming may affect the exploited firm in the areas; profits, offerings, channels, and personnel. Profit-losses due to showrooming may force the exploited firm to reduce number of personnel and working hours, decrease store areas and close of unprofitable stores, change the product and services offered, change how products are displayed, and in what channels the products are available. Further it may give rise to internal channel conflicts, and affect personnel motivation and sales performance. Practical Implications - A perceived showroomer should be treated as a paying customer to avoid misjudgment of character and a loss in service level. Private labels and exclusive selling rights allow for higher profits while reducing showrooming opportunities. In addition to this, rewards for cross-channel retention, synchronized channel information, and price consistency across channels may reduce internal conflicts. Contribution - This study contributes to the young research area of showrooming by assessing the effects an exploited firm may encounter when faced with showroomers.

Problemställning: Konsumentbeteendet showrooming är ett hot mot den fysiska butikens kundlojalitet. För att företag med fysiska butiker ska kunna bemöta detta beteende i deras lojalitetsarbete behöver de veta vad som får konsumenter att engagera sig i detta beteende och varför. Syfte: Syftet med studien är att bidra till förståelsen för showrooming genom att undersöka hur olika kanalattribut och produkttyper driver ett urval svenska konsumenter till att engagera sig i showrooming. Forskningsfråga: Vilka olika kanalattribut och produkttyper leder till att urvalet av konsumenterengagerar sig i showrooming? Vilka kanalattribut respektive produkttyper har störst påverkan på deras engagemang i showrooming? Resultat: Urvalet engagerade sig i showrooming och deras beteende påverkades av kanalattribut och produktkategorier men på olika sätt. Vidare visade det sig att vissa av attributen och produktkategorierna inte alls ledde till att urvalet engagerade sig i showrooming. Kunskapsbidrag: Denna studie har bidragit med kunskap om friåkningsbeteendet showrooming genom att bidra med kunskap om vilka kanalattribut och produktkategorier som får konsumenter att engagera sig i detta shoppingbeteende och varför / Problems: The consumer behaviour called showrooming is a threat towards the customer loyalty of the physical store. In order for these companies to great this behaviour in their loyalty work they need to know what leads to consumers engaging in this behaviour and why Purpose: The purpose of this study is to contribute to the understanding of showrooming through an investigation about how different channel attributes and product types leads a selection of Swedish consumers to engage in showrooming. Research question: Which different channel attributes and product types leads to the selection of Swedish consumers engaging in showrooming? Which channel attributes and product types have the biggest impact on the consumers engagement in showrooming? Result: The selection engaged in showrooming and their behaviour was affected by channel attributes and product categories, however, differently. Furthermore, it became visible that some channel attributes and product categories did not lead towards consumers engaging in showrooming. Knowledge contribution: This study has contributed with knowledge about the phenomena showrooming through contribution of what channel attributes and product categories leads towards consumers engaging in this consumer behaviour.

The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. Which thus poses a challenge for fashion retailers in trying to not only understand them, but how to serve them best. Along this evolution of retail due to digitalization, physical retail stores have closed down due to the increasing competition from e-commerce, although it remains the biggest distribution channel. The role of the physical store is thus experiencing elements of an existential crisis. In this, Generation Z remains an ambiguous consumer segment whose importance will only increase as the generation comes into its purchasing prime. But, Generation Z is not yet well understood as limited research exists on the subject. And as they’re the digital native generation, where retail omnichannel strategies are commonplace, seeking to understand their attitudes, preferences and perceptions of omnichannel retailing, but also the physical store, is thus essential moving into the future. Therefore, the purpose of this study is to distinguish and explore the value of the physical store in the eyes of Generation Z in an omnichannel strategy, within the context of fashion retailing. RQ: What is the role of physical fashion stores within omnichannel strategy, in regard to Generation Z? In order to answer the research question, the method of choice was a qualitative one. The consequent empirical findings were gathered from seven semi-structured interviews, six from Generation Z respondents and one from the CCO of Gina Tricot, yielding a managerial perspective. Thus, allowing for triangulation opportunities. Moreover, besides the empirical findings, we present a proposed framework which illustrates how and why Generation Z’s behavior, preferences and perceptions have ultimately altered the role of physical stores to be one of increasing complementarity within the context of an omnichannel strategy. In describing this evolution, multiple characteristics of Generation Z are distinguished. Finally, this thesis provides a deepened knowledge on how retailers may use their physical store within an omnichannel strategy to better serve Generation Z consumers in order to enhance customer experience and satisfaction. The empirical findings exhibit the physical store as an essential part for consumers within the context of other available channels online. Where multiple aspects otherwise not satisfied through online channels, serve an important purpose for Generation Z consumers. This thesis may thus offer value for retailers in how to balance various appreciated aspects of the physical store, whilst incorporating some of the desired elements of online, to increase the customer experience of physical stores.