This thesis takes the reader on an exploratory journey into the development of impulse purchasing behaviour stemming from the increased usage of web-connected smartphones. At an unprecedented rate, consumers are able to access businesses online, twenty-four hours a day, seven days a week, at their own convenience, without restrictions other than a connection to the World Wide Web. This mobile phenomenon has effectively pushed the commercial market to new boundaries and simultaneously created new possibilities for retailers to reach out to consumers by providing seamless and innovative marketing solutions on portable devices to a fast-growing market segment. This emergent technology and the trends it brings with it, demands special attention to the analysis of consumer behaviourism. As of date, academia has put relatively little emphasis on the evolution of impulse purchasing behaviour as a product of smartphone usage. In this paper, the authors investigate the attitude of local consumers towards so-called ‘push notifications’, whose purpose is to stimulate an impulsive behaviour in the smartphone user. The results of this study show that multiple factors in relation to push notifications on smartphones play an important part in shaping the attitude of consumers and furthermore can elicit impulse buying behaviour. These factors often bridge each other and are at times mutually dependent.

Influencer marketing has become a significant marketing tool for companies since the profession as an influencer is emerging. Especially on Instagram as it is one of the biggest social media platforms for influencers. This results in a change for followers also being consumers since more products are being marketed through Instagram. Further, the easy access of mobile devices makes it effortless to purchase products endorsed by influencers. Previous research exists about Influencer marketing, m-shopping and impulse buying behavior. However, an opportunity was found to study the relation of these. Thus, this paper focus on investigating factors on consumers mobile impulse buying behavior affected by influencers, in the context of Instagram. The purpose of this thesis was to investigate influencers impact on consumers mobile impulse buying behavior, analyzing through the social media platform of Instagram. A study with mixed method research design was conducted to carry out the purpose of this thesis. The qualitative data was collected through semi-structured interviews with the aim to discover in what way Instagram influencers affect consumers mobile impulse buying behavior. The themes and codes acquired from the findings of the qualitative study were tested with a questionnaire through a quantitative study, this to identify which factors impact the consumer’s mobile impulse buying behavior the from Instagram influencers. The empirical evidence suggests that the Relation to influencers content, Perception of influencer, Conscious spontaneous purchase and Cause of purchase are factors that have an impact on consumers mobile impulse buying behavior by influencers on Instagram. The empirical evidence further implies an influential process between the different factors. Tough, it was not tested how they were related as the study did not aim to compare the interrelation between the factors.

[pt] A compra por impulso acontece sem reflexão, espontaneamente, e pode ter vários antecedentes. O objetivo desta dissertação foi testar o poder preditivo dos cinco grandes fatores de personalidade sobre a compra por impulso. Para tanto, realizaram-se dois estudos em que 1296 brasileiros, de todos os estados da federação, responderam a um questionário via internet. O estudo 1 teve o objetivo de buscar evidências de validade de um instrumento para aferir a tendência de comprar impulsivamente. Foram encontradas correlações positivas entre a tendência de comprar por impulso, a influência social normativa e traços de impulsividade do consumidor. O instrumento também foi capaz de diferenciar pessoas que fazem lista de compras das que não fazem, e pessoas que preferem ir às compras sozinhas das que preferem comprar acompanhadas. As evidências encontradas suportam o uso do instrumento para o contexto brasileiro. No segundo estudo, foi realizada uma regressão linear múltipla para testar se personalidade e influência social prediriam a compra por impulso. As variáveis investigadas explicaram 23 por cento da variância da compra por impulso. Entre preditores significativos positivos destacaram-se a influência social normativa e o fator de Neuroticismo de personalidade; entre os negativos, destacaram-se o hábito de fazer lista de compra e o fator Conscienciosidade de personalidade. Os resultados confirmam o poder preditivo de fatores de personalidade, influência social e hábitos de consumo sobre o comportamento de compra por impulso. Este estudo aprofunda os achados psicológicos sobre comportamentos de compra, alavancando a disseminação do conhecimento tanto para pesquisadores, quanto para profissionais interessados no tema. / [en] The aim of this study was to test the predictive power of the big five factors of personality on impulse buying. In addition, sexual differences were verified for impulse buying behavior and levels of susceptibility to social influence, as well as relations of purchase with sociodemographic variables and consumption habits. Participants were 1296 Brazilians. The model tested explained 23 percent of the variance of impulse buying, the higher predictive powers were for normative influence and neuroticism, as positive; followed by the habit of making shopping list and conscientiousness, as negative predictors. The results confirm the predictive power of personality factors, consumption habits and socio-demographic variables on impulse buying.

abstract: The study of lighting design has important implications for consumer behavior and is an important aspect of consideration for the retail industry. In today's global economy consumers can come from a number of cultural backgrounds. It is important to understand various cultures' perceptions of lighting design in order for retailers to better understand how to use lighting as a benefit to provide consumers with a desirable shopping experience. This thesis provides insight into the effects of ambient lighting on product perception among Americans and Middle Easterners. Both cultural groups' possess significant purchasing power in the worldwide market place. This research will allow marketers, designers and consumers a better understanding of how culture may play a role in consumer perceptions and behavior Results of this study are based on data gathered from 164 surveys from individuals of American and Middle Eastern heritage. Follow up interviews were also conducted to examine the nuances of product perception and potential differences across cultures. This study, using qualitative and quantitative methods, was executed using a Sequential Explanatory Strategy. Survey data were analyzed to uncover significant correlations and relationships using measures of descriptive analysis, analysis of variance (ANOVA), and regression analysis. Interviews were analyzed using theme-based coding and reported in narrative form. The results suggest that lighting does in fact have an impact on product perception, however despite minor differences, this perception does not vary much between individuals from American and Middle Eastern cultures. It was found that lighting could affect price and quality perception with reference to store-image and store atmospherics. Additionally, lighting has a higher impact on subjective impressions of product (such as Freshness, Pleasantness, and Attractiveness), more than Price and Quality perceptions. This study suggests that particular lighting characteristics could be responsible for differences in product perception between these two cultures. This is important to note for lighting designers and marketers to create retail atmospheres that are preferable to both cultures. / Dissertation/Thesis / M.S.D. Design 2013

This thesis aims to gain a better understanding of how customers behave with email and spontaneous online shopping and in which degree prospects or customer would be affected by functions in interactive e-mails.

Electronic commerce sales continue rising due to Internet growth. However, online retailers may not be doing enough to promote their products causing them to forego potential profits. Stimulating impulse purchase behavior, online retailing environments have the capability to increase profits. Research has not conclusively identified how Web site aesthetics impact perceived ease of use (PE) and perceived usefulness (PU) as antecedents of intention to purchase in impulse purchase behavior. Understanding this impact of Web site aesthetics will enable online retailers to design Web sites that engage users, leading to additional purchases. Using the Technology Acceptance Model (TAM), a framework frequently referenced and studied within information systems research, this study adapted the TAM to identify a model conceptualizing the effects of Web site color (CA), images (IA), and typography (TA) aesthetics on PE and PU for individuals among those exhibiting a higher than average impulse buying tendency (IBT). The TAM posits PE and PU contribute to an individual's behavioral intention. Research has shown Web site aesthetics have the ability to influence PE and PU. This descriptive study developed and executed a Web-based experiment using a fictitious purchase scenario and post-experiment survey with a 32-item instrument measuring: CA, IA, TA, PE, PU, and IBT. A total of 301 responses were gathered. Data analysis using various statistical tests and simple path analysis was performed to propose a modified TAM. Consumer demographics, age and gender, were also considered. The results demonstrated CA, IA, and TA correlated significantly with PE and PU. TA was found to be the largest contributor to PE and PU, followed by IA. CA was not found to contribute to PE or PU. Age was found to significantly affect PU only for 25-34 year olds, indicating the age group may be influenced easier by Web site aesthetics than other age groups. No significant differences were found in PU and gender, PE and age groups, or PE and gender despite prior literature concluding relationships existed. Research implications include recommendations for Web site design and the identification of an adapted TAM displaying the influence of Web site aesthetics on PE and PU.

Over the years Instagram has grown successfully to an online platform whereindividuals and companies are constantly present. It has become a marketplace wherecompanies frequently can reach out to their customers with marketing. As a result, thishas created an impact on consumers' impulse buying behavior. Due to thesecircumstances, the purpose of this study was to examine whether the usage ofInstagram, time-limited discount codes, and the attitude toward influencers contributeto Swedish consumers’ impulse buying behavior. To examine this, three hypotheseswere developed from previous research on impulse buying, influencer marketing, pricepromotions, and the usage of Instagram. Primary data were collected through aquestionnaire with 306 respondents and further analyzed through the statisticalsoftware SPSS to be able to test the stated hypotheses.  The study questions to what extent time-limited discount codes on Instagram providedby influencers affect Swedish consumers’ impulse buying behavior. The results of thehypothesis testing confirm that there is a correlation between the factors, whichimplies that they have an affection for Swedish consumers. However, the test showedthat the usage of Instagram is the factor with the highest correlation with impulsebuying. Additionally, when analyzing the answers in the questionnaire it showed thatdue to various circumstances such as lifestyle and income the extent of affectiondiffers. The result is supposed to facilitate companies with their marketing to get anunderstanding of consumers’ impulsive buying behavior on Instagram for futureresearch.

The environmental issues in the world are critical and sustainability becomes more important. There is a certain lack in the textile industry, where the production of clothes is responsible for water pollution, landfill waste and greenhouse gas emission. A more sustainable way of consumption is required, and one way is to shop for pre-owned and pre-used clothes. The demand for second-hand goods rapidly increases and the market is expected to continue to grow the next coming years. Internet has opened up for a new marketplace and the number of Peer-to-Peer (P2P) platforms increases and become more and more popular to buy and sell second-hand through. Generation Z are the young consumers that were born with technology, and this has led to a change in young people’s behavior, and attitudes and lifestyle which need to be perceived differently from previous generations. However, there is still a lack of research regarding Gen Z as consumers and no previous research has focused on their behavior when it comes to Online Second-hand Shopping Clothes (OSSC) using digital P2P platforms. Hence, this led us to our research question “What are the motives for Generation Z to shop second-hand clothes on digital P2P platforms?”. The aim is to give important insights to managers who are developing marketing strategies in the environment of OSSC, through exploring motivations and dimensions that could impact the behavior of this amongst Gen Z. We also want to give insights of OSSC through not only incorporating theories on shopping motivations, but also include Impulsive Buying Tendency and Perceived Risk. Based on theories of motivations towards Second-Hand shopping such as economical, ideological, fashionability, convenience, ethical and theories of Impulse Buying Tendency and Perceived Risk we constructed a conceptual framework with several hypotheses. To answer our research question and achieve our research purpose we conducted a deductive quantitative study where we through a web survey targeted people born in Gen Z who had experience of OSSC. The findings revealed that as a motive in our baseline regression analysis, ideological and convenience was significant. In our analysis on bivariate correlation, convenience and ethical motives was significant. In the multiple regression with multiple-items measures, convenience was the only significant motivation. Perceived Risk was only significant in our alternative model where it would affect the consumers perception of monetary spending on OSSC. We found no support that fashionability and impulse buying traits are motives for OSSC. Economical motives were not found to be significant as a motivation, but it can be considered a hygiene factor for OSSC. In conclusion, the findings reveal that all motives are important in different aspects, but convenience and ethical motives are strongly supported to be important drivers towards OSSC amongst Gen Z.

Background: Social media influencers provide their followers with different monetary sales promotions to increase purchases by the brands they endorse. Hedonic motivation and emotions initiate each other and are fulfilled through consumers' need to act. As a result, monetary sales promotions will encourage consumers to buy unplanned purchases. Previous research recommends additional quantitative research on sales promotions and influencers, and others propose more research to fill the gap on influencers' impact on society. The interest lies in how these, in turn, affect consumers' impulsive buying behavior.  Purpose: This study aims to explain the effects of hedonic motivation and emotions, triggered by social media influencers' monetary sales promotions on consumers' impulse buying online.   Methodology: This paper is explanatory, with a deductive approach to research while utilizing a quantitative strategy to achieve a cross-sectional research design. The study has three hypotheses that were deducted based on the concepts within the theoretical framework, and the data was collected through a self-completion questionnaire to receive its final results: if the hypotheses were rejected or accepted. Furthermore, the questionnaire received a total of 105 responses. Findings: All hypotheses were statistically insignificant when tested with the control variables. However, hedonic motivation was accepted when disregarding the control variables by only testing the independent variables against the dependent. Nevertheless, all hypotheses are rejected based on their statistical insignificance. Furthermore, the findings portray that the variables are too intercorrelated. While the results did not provide any practical contribution, it acknowledged the difficulties with measuring hedonic motivation, pleasure, and arousal simultaneously with impulse buying online.   Conclusion: Based on the findings of this study, it is concluded that there are no positive effects of hedonic motivation and emotions and that these are triggered by social media influencers' monetary sales promotion on consumers' impulse buying behavior online.

Digital utveckling de senaste två decennierna har påverkat samhället och lett till en växande digital livsstil som kräver aktivitet på sociala medier och uppmärksamhet på trender. Ett marknadsföringsfenomen som blivit allt mer populärt de senaste åren är influencer-marknadsföring. Genom att företag, marknadsförare och andra aktörer ingår betalda samarbeten med influencers, kan de få sin produkt eller tjänst exponerad till en bred publik av konsumenter i form av följare till influencers. Genom trovärdigheten som influencers har bland sina följare kan de påverka konsumtionsbeteendet bland följarna vilket kan leda till impulsköp. Samtidigt som konsumenters scrollningsbeteende, och hur hedoniskt det kan beskrivas som, även identifierats som en påverkande faktor till impulsköp. En enkätundersökning genomfördes som riktade sig till respondenter som följer en influencer på Instagram, som resulterade i 555 giltiga svar som senare utgjorde grund för resultatet i studien. I resultatdelen har data från den kvantitativa undersökningen presenterats i form av en deskriptiv analys och användandet av korrelations- och regressionsanalyser. Diskussionen har därefter förts där resultatet har analyserats i relation till den teoretiska referensramen. Studien bekräftar ej tidigare forskning då korrelationskoefficienterna samt förklaringsgraden (justerade R2) var låg i samtliga tester vad gäller sambandet mellan hedoniskt scrollningsbeteende, influencers upplevda trovärdighet och konsumenters impulsköpbeteende. / The digital evolution over the past two decades has profoundly impacted society, leading to an emerging digital lifestyle that demands engagement on social media platforms and attention to trends. One marketing phenomenon that has gained substantial popularity in recent years is influencer marketing. By establishing paid collaborations with influencers, companies, marketers, and other stakeholders can expose their products or services to a wide audience of consumers through the followers of these influencers. Through the credibility that influencers have among their followers, they can influence consumption behavior among their followers, which can lead to impulse purchases. At the same time, consumers' scrolling behavior, and how hedonic it can be described as, has also been identified as an influencing factor for impulse purchases. A survey was conducted targeting respondents who follow an influencer on Instagram, which resulted in 555 valid responses that later formed the basis for the results of the study. In the results section, data from the quantitative survey has been presented in the form of a descriptive analysis and the use of correlation and regression analyses. The discussion has then been conducted where the results have been analyzed in relation to the theoretical framework. The study does not confirm previous research as the correlation coefficients and the explanatory power (adjusted R-squared) were low in all tests regarding the relationship between hedonic scrolling behavior, influencers' perceived credibility and consumers' impulse buying behavior.