Thesis (MComm)--University of Stellenbosch, 2007. / ENGLISH ABSTRACT: Lifestyles offer a comprehensive view of behaviour and the motives that underlie many of the purchases made by consumers. Impulsive buying behaviour is a complex phenomenon, and it has not yet been actively researched within a South African context. The aim of this study was to investigate the lifestyle of an impulsive student buyer, and to compile a lifestyle profile of such a buyer. A total of 499 respondents from the particular tertiary institution participated in the study. The sample population reflected young consumers in the age group 17 to 33 years. The students were mostly undergraduates studying in a full-time capacity. This study was exploratory and descriptive in nature. An electronic web-based survey was used as the method of data gathering. The survey was programmed and posted for a period of three weeks on the student portal of the tertiary institution where the survey was conducted. The validation of participation in the electronic survey was done in accordance with the requirements of the sample selection criteria. The questionnaire was tested during a pilot study. Factor analysis and Cronbach’s coefficient alpha was used to assess the validity of the questionnaire and to determine its internal consistency. Mean scores and standard deviations were computed to divide the data into three groups. To determine the current lifestyle dimensions of the students, the Activities, Interests and Opinion statements (AIOstatements) were factor analyzed. The factor matrix was rotated by means of an oblique rotation of axes, making use of the Direct Oblimin rotation technique. This resulted in a solution of five activity and interest factors, and two opinion factors. Mean scores and standard deviations were computed for all the valid life style characteristics. The frequency of impulsive shopping was measured through frequency distribution. Pearson’s product moment correlation coefficient analysis was performed between the differentiating variables, namely lifestyle and impulsive shopping behaviour to establish the relationship between these variables. Multivariate analysis of variance (MANOVA) and univariate (one way) analysis of variance (ANOVA) were used to determine differences between the groups. The five activity and interest factors that were identified, included clothes shopping/clothing specific lifestyle, social interaction, media usage, fashion oriented clothes shopping/fasion oriented clothing lifestyle, and cultural activities and interests. The two opinion factors identified, were positive vision for the future and importance of training/education. However, the opinion factors did not differ in terms of statistic significance between the groups, and was therefore not used in the consequent typology of the groups. Three groups of student consumers were identified based on the respondents’ perceptions of their activities and interests, and impulsive shopping behaviour. The students were categorized into the following three groups: Group 1: Non-impulsive shoppers – Non-impulsive Conservatives/ Traditionalists Group 2: Low impulsive shoppers – Moderates Group 3: High impulsive shoppers – Impulsive Trendsetters The three groups differed in terms of their activities and interests, and impulsive shopping behaviour. The following activities and interests characteristics were considered important: clothes shopping/clothing specific lifestyle, social interaction and media usage. The activities and interests factors that are responsible for differences between the groups could provide retailers with valuable means to identify market segments, and to satisfy their specific needs. Young South African consumers should not be considered as a homogeneous group of consumers. The South African market is a highly competitive environment providing a wide variety of shops and products to consumers which can be targeted at a specific segment to exert an impact on shopping and specifically impulsive shopping. Therefore the retailer and marketer ought not to underestimate this type of shopping behaviour. Implications for retailers and marketers are stated and recommendations for future research are suggested in order to encourage further investigation in a scientific manner in the field of impulsive shopping behaviour, and lifestyle. / AFRIKAANSE OPSOMMING: Lewenstyl bied ‘n uitgebreide en omvattende beeld van verbruikers se gedrag en die motiewe onderliggend aan die aankope van verbruikers. Impulsiewe aankoopgedrag is ‘n komplekse fenomeen en ‘n studierigting waarin beperkte navorsing in Suid- Afrika gedoen is. Hierdie studie poog om ondersoek in te stel na die lewenstyl van ‘n impulsiewe studente-aankoper en om dan gevolglik ‘n lewenstyltipering van hierdie student te doen. ‘n Totaal van 499 respondente het aan hierdie studie deelgeneem. Die steekproef is uit jong verbruikers in die ouderdomsgroep 17 tot 33 jaar geneem. Die studente was meerendeels voorgraads voltyds ingeskrewe studente. Hierdie studie was verkennend en beskrywend van aard. Data is deur middel van ‘n elektroniese webgebaseerde-opname versamel. Die vraelys is tydens ‘n loodsstudie getoets. Die vraelys is geprogrammeer en vir ‘n tydperk van drie weke op die portaal van die studente aan die betrokke tersiêre instansie geplaas. Die vraelys het uit vier afdelings bestaan. Die kontrole van die deelnemers aan die elektroniese opname is in ooreenstemming met die steekproefseleksiekriteria opgestel. Faktorontleding en Cronbach se koëffisiënt alfa is gebruik om die geldigheid en interne konsekwentheid van die vraelys te ondersoek. Deur gebruik te maak van gemiddelde tellings en standaardafwykings is die data in drie groepe verdeel. Om die bestaande lewenstyldimensies van die studente te bepaal, is die Aktiwiteite, Belangstellings en Opinie-stellings (AIO-stellings) aan faktorontleding onderwerp. Die faktormatriks is volgens die skuinsas-rotasietegniek met behulp van die Direct Oblimin-metode geroteer. Vyf aktiwiteite-en-belangstellingsfaktore en twee opiniefaktore is uit die data verkry. Gemiddelde tellings en standaardafwykings is vir al die geldige lewenstyleienskappe bereken. Die frekwensie van impulsiewe aankoopgedrag is deur middel van frekwensieverspreiding gemeet. Pearson se produk-moment korrelasiekoëffisiënt-ontleding is op die data toegepas om die korrelasies tussen die onderskeie veranderlikes, naamlik lewenstyl en impulsiewe aankoopgedrag, te bepaal. Meervoudige ontleding van variansie (MANOVA) en enkelvoudige ontleding van variansie (ANOVA) is gebruik om verskille tussen die groepe te bepaal. Die belangrikste aktiwiteite-en-belangstellingsfaktore wat geïdentifiseer is, sluit klereaankope/klere-spesifieke lewenstyl, sosiale interaksie, mediaverbruik, modieuse klereaankope/modieuse klere-lewenstyl en kuns en kulturele aktiwiteite en belangstellings in. Die belangrikste opiniefaktore sluit positiewe toekomsvisie en belangrikheid van opleiding in. Die opiniefaktore het egter nie statisties beduidend tussen die groepe onderskei nie en is gevolglik nie in die tipering van die groepe gebruik nie. Drie groepe studenteverbruikers is geïdentifiseer, gebaseer op die respondente se persepsie van hul lewenstyl en impulsiewe aankoopgedrag. Die drie groepe is soos volg gekategoriseer: Groep 1: Nie-impulsiewe kopers – Nie-impulsiewe Konserwatiewes/ Tradisioneles Groep 2: Lae impulsiewe kopers – Gematigdes Groep 3: Hoë impulsiewe kopers – Impulsiewe Tendensaanwysers Die drie groepe het volgens hul impulsiewe aankoopgedrag en aktiwiteite en belangstellings verskil. Die volgende aktiwiteite en belangstellingseienskappe is oor die algemeen die hoogste aangeslaan: klereaankope/klere-spesifieke lewenstyl, sosiale interaksie en mediaverbruik. Die aktiwiteite en belangstellings wat beduidend tussen die groepe onderskei, kan moontlik aan kleinhandelaars waardevolle inligting bied om marksegmente te identifiseer en om aan die behoeftes van die onderskeie verbruikersgroepe te voldoen. Jong Suid-Afrikaanse verbruikers behoort nie as ‘n homogene groep verbruikers beskou te word nie. Die Suid-Afrikaanse mark is hoogs kompeterend met ‘n wye reeks winkels en produkte wat op ‘n spesifieke segment gerig kan word om sodoende ‘n impak op aankope en spesifiek impulsiewe aankope uit te oefen. Die kleinhandelaar en bemarker behoort derhalwe nie hierdie tipe aankoopgedrag gering te skat nie. Implikasies vir die kleinhandelsektor en bemarker is gestel en aanbevelings vir verdere navorsing word gemaak ten einde toekomstige navorsing op ‘n wetenskaplik gefundeerde wyse op die gebied van impulsiewe aankoopgedrag en lewenstyl aan te moedig.

Impulse buying is a widely pervasive phenomenon. Statistics shows that more and more shoppers are experiencing irresistible urge to purchase unplanned and in most cases unnecessary product. Existing researches fall short in identifying most suitable tools that marketers can adopt in order to promote impulsive sales. Therefore, this thesis provides deep analysis of those, controllable factors that influence impulse buying. Particularly four external cues are examined: product display, promotional signage, sensory elements and social atmospherics. Research has deductive approach. First, existing academic articles and research papers are analyzed. Then two different methods of primary data collection are covered. Self-reported online survey is used as a main research tool. Received data of 193 respondents is analyzed in SPSS software using Pearson correlation test and standard multiple regression analysis. Results of store experiment and interviews are covered next. The research concludes that product display has strongest impact on impulse buying, influences and encourages consumer unplanned purchase decisions. Thus, marketers are advised to promote product presentation in the stores.

The development of social media has lead to major changes in marketing. Today, there are so called influencers who through their social channels can convey advertising to its followers. When an influencer publishes advertising material, they often contain an offer, and it is not uncommon for these offers to be limited in time, meaning the offer is only available for a certain period of time. With this development, there is also an increasing focus on the environment, sustainable development and consumers' responsibility in counteracting negative environmental effects, for example as a result of consumption. Based on this background, the purpose was designed to find out to what extent environmentally sustainable consumers are affected by time-limited offers that are marketed by influencers on Instagram. Environmentally sustainable consumers have been defined in the study as people who have a negative view of consumption. For this purpose three research questions were created which were examined in a survey. The respondents' answers were tested by regression analyzes. The results showed acceptance of all hypotheses. 1) Time-limited offers published by influences on Instagram lead to increased consumption, 2) an environmentally sustainable attitude has a negative effect on consumption and 3) time-limited offers published by influencers on Instagram lead to a negative effect on consumption, when the consumer has an environmentally sustainable attitude. The results of the study can then be related to several different theories from previous research, such as impulse buying, stimuli, collectivism /individualism, the SOR-model, the source credibility theory and halo effect theory. The study contributes to a greater understanding of consumers' relationship with an environmentally sustainable attitude to time-limited offers, which are published by influencers on Instagram. The result can be useful for companies that work with influencers when designing time limited offers. (This paper is written in Swedish) / Sociala mediers framväxt har fört med sig stora förändringar avseende marknadsföring. Idag finns så kallade influencers som genom sina sociala kanaler kan förmedla reklam till sinaföljare. När en influencer publicerar reklaminlägg innehåller dem ofta något erbjudande och det är inte ovanligt att dessa erbjudanden är tidsbegränsade, det vill säga att erbjudandet endast finns tillgängligt under en bestämd tidsperiod. I takt med denna utveckling riktas också allt mer fokus på miljö, hållbar utveckling och konsumenters ansvar i att motverka negativa miljöeffekter till följd av exempelvis konsumtion. Mot denna bakgrund utformades syftet som var att ta reda på i vilken grad miljömässigt hållbara konsumenter påverkas av tidsbegränsadeerbjudanden som marknadsförs av influencers på Instagram. Miljömässigt hållbara konsumenter har i studien definierats som personer som har en negativ syn på konsumtion. Till syftet formulerades tre frågeställningar som undersöktes i en enkätundersökning. Respondenternas svar redovisades genom regressionsanalyser. Resultatet visade acceptans för samtliga hypoteser. 1) Tidsbegränsade erbjudanden utgivna av influencers på Instagram leder till ökad konsumtion, 2) en miljömässigt hållbar inställning har en negativ effekt på konsumtion och 3) tidsbegränsade erbjudanden utgivna av influencers på Instagram leder till en negativ effekt på konsumtion, när konsumenten har en miljömässigt hållbar inställning. Studiens resultat kunde därefter relateras till flera olika teorier från tidigare forskning som exempelvis impulsköp, stimuli, kollektivism/ individualism, SOR-modellen, source credibility theory och halo effect theory. Studien bidrar till en större förståelse för vilken relation konsumenter med en miljömässigt hållbar inställning har till tidsbegränsadeerbjudanden, som är utgivna av influencers på Instagram. Resultatet kan tänkas vara användbart för företag, som arbetar med influencers, vid utformning av tidsbegränsadeerbjudanden.

Introduction – Shopping groceries online has had an explosive growth in relation with Covid-19 pandemic, where consumers have been restricted and has had to re-prioritize how and where they shop, which has forced new habits and consumer behaviors. Grocery stores are constantly trying to influence consumers’ buying behaviors through a number of different promotional tools to get a response from consumers. Purpose – The purpose of our study is to examine how the adoption process is affected when consumers start shopping groceries online and gain a deeper understanding of how consumer behavior has changed. Theoretical frame of references – The theoretical frame of reference is based on previous research on food trade via the internet and factors that influence consumer behavior. The areas that we have identified as important for analyzing our empirical data with theories are: The adoption process, perceived customer values, online promotion and impulse buying behavior. Methodology – Based on the purpose of the study, we have chosen to do a qualitative study with a deductive approach. The collected material consisted 6 personal interviews where we chose a semi-structured interview method. The collected material has been transcribed and analyzed based on the thematic analysis method. Results – The results of the study showed that there are several factors that affect the respondents’ consumer behavior. However, our results show the importance of situational factors in understanding why consumers start and interrupt their online grocery shopping. Furthermore, our results indicate that online grocery shopping has attracted a wider range of consumers in relation with Covid-19 pandemic, thus affecting consumers by various factors depending on the type of buying behavior consumers have. Contribution – The study contributes both practically and theoretically where we have developed a new model that grocery stores can use to strength the motivation and influence consumers’ buying behavior through a dynamic marketing strategy. / Inledning - Att handla livsmedel via nätet har haft en explosionsartad tillväxt i samband med Covid-19 pandemin där konsumenter har blivit begränsade och har fått omprioriterat hur och var de handlar, vilket har tvingat fram nya vanor och konsumentbeteenden. Livsmedelsbutiker försöker ständigt påverka konsumenternas köpbeteenden genom ett antal olika promotionverktyg för att få en respons från konsumenterna. Syfte - Syftet med denna studie är att förklara hur adoptionsprocessen påverkas när konsumenter börjar handla livsmedel via nätet och få en djupare förståelse för hur konsumentbeteendet förändrats. Teoretisk referensram - Den teoretiska referensramen är uppbyggd på tidigare forskning om handel av livsmedel via nätet och faktorer som påverkar konsumentbeteendet. De områden som vi har identifierat som viktiga för att analysera vår empiri med teorier är: Adoptionsprocessen, upplevda kundvärden, online promotion och impulsköpbeteendet. Metod - Utifrån studiens syfte har vi valt att göra en kvalitativ studie med en deduktiv ansats. Det insamlade materialet bestod av 6 personliga intervjuer där vi valde en semistrukturerad intervjumetod. Det insamlade materialet har transkriberats och analyserats utifrån den tematiska analysmetoden. Resultat - I studiens resultat framkom att det finns flera faktorer som påverkar respondenternas konsumentbeteende. Dels visar vårt resultat situationsfaktorernas betydelse för att förstå varför konsumenter börjar och avbryter sin handel av livsmedel via nätet. Vidare tyder vårt resultat på att handel av livsmedel via nätet har tilldragit sig ett bredare spektrum av konsumenter i samband med Covid-19 pandemin, således påverkas konsumenterna av olika faktorer beroende på vilken typ av köpbeteende konsumenterna har. Bidrag - Studien bidrar både praktiskt och teoretiskt där vi har tagit fram en ny modell som livsmedelsbutiker kan använda för att stärka motivationen och påverka konsumenternas köpbeteende genom en mer dynamisk marknadsföringsstrategi.

El presente trabajo tiene como objetivo investigar la influencia de los rasgos del consumidor y las acciones de marketing de las empresas de retail, como lo son las exhibiciones y promociones, en las compras por impulso en una situación de pandemia como la actual. La investigación propone un modelo reflexivo de segundo orden, donde los rasgos del consumidor se presentan a través de tres dimensiones: tendencia de compras por impulso, tendencia de disfrute de compras y materialismo. El modelo propone que, en los actuales tiempos, los rasgos del consumidor tienen un impacto positivo en las compras por impulso por encima de algunas acciones de marketing. Los datos se obtuvieron a través de una encuesta virtual de 393 mujeres que habían comprado en retailers minoristas de ropa femenina de manera presencial. El modelo se estimó mediante la técnica de ecuaciones estructurales basada en la varianza (PLS-SEM). Los resultados demostraron que tanto los rasgos del consumidor como la exhibición de los productos tienen un efecto positivo en las compras por impulso; sin embargo, al contrario de lo que se puede prever, las promociones no tienen un efecto significativo sobre estas compras. Acto seguido, se presentan las implicancias, limitaciones y futuras investigaciones. / The objective of this work is to investigate the influence of consumer traits and the marketing actions of retail companies, such as exhibitions and promotions, on impulse purchases in a pandemic situation such as the current one. The research proposes a second-order reflexive model, where consumer traits are presented through three dimensions: impulse buying tendency, shopping enjoyment tendency, and materialism. The model proposes that, in current times, consumer traits have a positive impact on impulse purchases over some marketing actions. The data was obtained through a virtual survey of 393 women who had shopped at women's clothing retailers in person. The model was estimated using the variance-based structural equation technique (PLS-SEM). The results showed that both consumer traits and product display have a positive effect on impulse purchases; however, contrary to what might be expected, promotions do not have a significant effect on these purchases. Then, the implications, limitations and future research are presented. / Tesis / PE

El presente trabajo tiene como objetivo investigar la influencia de los rasgos del consumidor y las acciones de marketing de las empresas de retail, como lo son las exhibiciones y promociones, en las compras por impulso en una situación de pandemia como la actual. La investigación propone un modelo reflexivo de segundo orden, donde los rasgos del consumidor se presentan a través de tres dimensiones: tendencia de compras por impulso, tendencia de disfrute de compras y materialismo. El modelo propone que, en los actuales tiempos, los rasgos del consumidor tienen un impacto positivo en las compras por impulso por encima de algunas acciones de marketing. Los datos se obtuvieron a través de una encuesta virtual de 393 mujeres que habían comprado en retailers minoristas de ropa femenina de manera presencial. El modelo se estimó mediante la técnica de ecuaciones estructurales basada en la varianza (PLS-SEM). Los resultados demostraron que tanto los rasgos del consumidor como la exhibición de los productos tienen un efecto positivo en las compras por impulso; sin embargo, al contrario de lo que se puede prever, las promociones no tienen un efecto significativo sobre estas compras. Acto seguido, se presentan las implicancias, limitaciones y futuras investigaciones. / The objective of this work is to investigate the influence of consumer traits and the marketing actions of retail companies, such as exhibitions and promotions, on impulse purchases in a pandemic situation such as the current one. The research proposes a second-order reflexive model, where consumer traits are presented through three dimensions: impulse buying tendency, shopping enjoyment tendency, and materialism. The model proposes that, in current times, consumer traits have a positive impact on impulse purchases over some marketing actions. The data was obtained through a virtual survey of 393 women who had shopped at women's clothing retailers in person. The model was estimated using the variance-based structural equation technique (PLS-SEM). The results showed that both consumer traits and product display have a positive effect on impulse purchases; however, contrary to what might be expected, promotions do not have a significant effect on these purchases. Then, the implications, limitations and future research are presented. / Tesis / PE

Titel – Från Scroll till Köp, en kvantitativ studie om köpbeteenden hos kvinnor födda mellan 1980–2005. Syfte - Syftet med denna studie är att undersöka hur olika faktorer såsom influencer marketing och användning av sociala medier påverkar kvinnors köpbeteenden online. Metod - Denna studie genomfördes med hjälp av noga utvalda vetenskapliga artiklar som är relevanta för mitt forskningsämne. Studien är baserad på kurslitteratur och peer-reviewed artiklar. Detta är en kvantitativ studie där en enkät skickas ut till kvinnliga respondenter inom den utvalda målgruppen. Detta gjordes för att få en bättre förståelse för vad som påverkar kvinnors köpbeslut. Slutsats - Studien har visat sammanband mellan demografiska faktorer, influencer marketing, sociala jämförelser och FOMO (Fear of missing out) gällande kvinnors impulsköp. Resultatet har visat att det finns en relativt svag påverkan från influencers på kvinnor. Interaktionen med influencers på sociala medier som Facebook, Instagram, TikTok och YouTube kan öka tendensen till impulsköp. FOMO och influencers trovärdighet har även bidragit till impulsköp men andra faktorer kan även spela roll såsom personliga preferenser och behov. Studien betonar även vikten att förstå influencers roll i kvinnors köpbeteenden och den lilla men ändå märkbara effekten av FOMO:s roll i kvinnors impulsköp. Studiens avgränsningar - Studien är begränsad till kvinnor mellan 18–43 år. Studiens bidrag - Denna studie bidrar till en ökad förståelse för företag gällande användning av influencers som marknadsföringsverktyg för att utveckla samt optimera försäljningen av produkter och/eller tjänster. / Title - From Scroll to Purchase: A Quantitative Study on Purchasing Behaviours Among Women Born Between 1980-2005. Purpose - The purpose of this study is to examine how various factors such as influencer marketing and the use of social media influence women's purchasing behaviours online. Method - This study was carried out using carefully selected scientific articles that are relevant to my research topic. It is based on course literature and peer-reviewed articles. This is a quantitative study where a survey was sent to female respondents within the selected target group. This was done to gain a better understanding of what influences women's purchasing decisions. Conclusion - The study has shown correlations between demographic factors, influencer marketing, social comparisons and FOMO (Fear of missing out) with women's impulse buying behaviours. The results have shown that there is a relatively weak influence from influencers on women. The interaction with influencers on social media such as Facebook, Instagram, TikTok and YouTube can increase the tendency towards impulse buying. FOMO and influencer credibility have also been shown to contribute to impulse buying but other factors can also play a role such as personal preferences and needs. The study also emphasises the importance of understanding the role of influencers in women's buying behaviours and the small but still noticeable effect of FOMO's role in women's impulse buying behaviours. Limitations of the Study - The study is limited to only women between the ages of 18-43. Contribution of the Study - This study contributes to an increased understanding for companies regarding the use of influencers as a marketing tool to develop and optimise the sales of products and/or services.

S’inscrivant dans une approche par le contenu de l’expérience, cette recherche vise à évaluer le niveau d’influence du vécu du consommateur à l’intérieur du lieu de vente dans la réalisation d’achats impulsifs suscitant un besoin de réexpérience. L’objectif ultime de cette démarche est d’identifier les techniques susceptibles d’être adoptées par les managers des points de vente en vue de concilier rentabilité immédiate (i.e. fréquence des achats impulsifs) et rentabilité future (i.e. intention de revenir dans ce même magasin). La thèse s’emploie à tenté d’ouvrir la boite noire du vécu du consommateur à l’intérieur du lieu de vente et à proposer une conceptualisation dynamique de l’expérience d’achat impulsif en croisant différentes voies méthodologiques, qualitatives et quantitatives. A partir d‘une vaste investigation auprès des clients des magasins d’habillement et accessoires du centre commercial Géant Casino à Tunis, nous avons réussi à prouver que le contenu de l’expérience vécue par le consommateur à l’intérieur du lieu de vente est un construit de second ordre composé de trois dimensions: le plaisir, l’éveil-sensoriel et l’immersion. Ce construit global est explicatif de la formation d‘une attitude positive par rapport aux produits du magasin, de la naissance d’impulsions d’achat, de l’atténuation du regret anticipé d’achat et de l’accentuation du regret anticipé de non achat (mécanismes de la négociation intérieure) et donc de la réalisation d’achats impulsifs. Il influence également le besoin le réexpérience du consommateur éprouvé à l’instant de l’expérience et 15 jours. Le contenu de l’expérience vécue par le consommateur à l’intérieur du lieu de vente pourrait, ainsi, être considéré comme un outil de contrôle performant du niveau d’interactivité des consommateurs avec les contextes expérientiels mis en place par les enseignes, un moyen de fidélisation de ses clients et un levier d’action permettant de renforcer leur avantage concurrentiel commercial. / As part of an approach by the content of experience, this research aims to assess the level of the influence of the consumer‘s experience inside the place of sale in the realization of an impulse buy-inducing need to reexperience. The ultimate goal of this approach is to identify techniques that could be adopted by managers of retail outlets in view of balancing immediate profitability (ie frequency of impulse buying) and future profitability (ie intention to return to the same store). The thesis seeks to attempt to open the black box of the consumer experience inside the point of sale and offer a dynamic conceptualization of impulsive buying experience by combining different methodological ways, quantitative and qualitative ones. From an extensive investigation from consumers of clothing and accessories stores in the “Géant Casino” shopping mall in Tunis, we succeeded in proving that the content of the consumer’s experience inside the place of sale is a subsidiary construction of three dimensions: pleasure, sensory-awakening and immersion. This global construct explains the formation of a positive attitude towards the store products, the appearance of impulses of purchase, the mitigation of the anticipated regret of buying and the accentuation of the anticipated regret of not buying (internal mechanisms of negotiation) and therefore the realization of impulse buying. This construct also affects the need of reexperience that the consumer felt at the time of the experiment and also after 15 days. The latter could thus be seen as a powerful tool for monitoring the level of interactivity with the consumer experiential contexts set up by brand stores, a way to customer loyalty and an instrument of strategic action for strengthening their competitive commercial’s advantage.

In a short period of time, the internet has become more of an essential asset for people to perform their daily tasks. With the consumption of products and services reaching an all-time high, impulse buying has become a growing issue. Instagram is one of the world’s most popular social media platforms and recently launched new shopping functions. While earlier studies show entertainment- and social motives for usage of Instagram, market drivers show that Instagram plays a central role in today’s online shopping. The purpose of this study is to investigate if Instagram can influence its users to increase impulse buying and if so, how that is done. This study has been implemented with triangulation by using a quantitative and a qualitative method approach. Based on a survey as well as an interview survey within this study, data has been analyzed based on behavioral theory, social influence theory, motives for usage of social media and theories of impulse buying.  The results of this study show that there is a new or increased need to buy products and services on Instagram and that there are impulse purchases as a result of Instagram. Instagram users are shown to be affected by the social influence and the marketing on Instagram. / Internet har på kort tid blivit en viktig tillgång för människor att kunna utföra uppgifter i sina vardagliga liv. Människor konsumerar allt mer i en växande internetmarknad, där impulsköp sker i allt större omfattning. Instagram är ett av världens mest populära sociala medier och har på senare tid lanserat nya shopping-funktioner i Sverige. Samtidigt som tidigare studier skildrar underhållning och sociala motiv för användningen av Instagram, talar marknadsförare idag om Instagram som ett centrum för e-handel. Detta ger skilda meningar om vad Instagram ska användas till. Syftet med studien är att undersöka om Instagram kan driva fram ett impulsköpbeteende hos användare och i sådana fall hur. Denna studie har genomförts genom en triangulering, med både en kvantitativ och kvalitativ metodansats. Utifrån enkät- samt intervjuundersökningen har datan analyserats med utgångspunkt i studiens teoretiska ramverk kring beteende, socialt inflytande och motiv för användning av applikationen. Resultatet i denna studie visar att det uppstår ett nytt- eller förstärkt behov av att köpa produkter och tjänster på Instagram samt att det förekommer impulsköp till följd av användning av applikationen. Instagram-användare visar sig påverkas av socialt inflytande och marknadsföring på Instagram.

Impulse purchases on mobile applications are an important source of income for clothing companies in today's society. Thoughtful store communication on shopping apps is therefore necessary in the competitive clothing industry. Environmental elements are various communication tools in online visual merchandising (OVM) which have a great influence on consumers' purchasing behavior but whose impact on impulse purchases separately has not yet been explored. The purpose of the study is therefore to elucidate which environmental elements stimulate impulse buying behavior online on mobile shopping apps in the clothing industry. To investigate this, a qualitative study was conducted in the form of semi-structured interviews. According to the study, all environmental elements besides audio on video stimulate online impulse buying behavior on mobile shopping apps within the clothing industry. However, certain conditions exist for the execution of these environmental elements for this stimulus to occur. The study's results therefore show a problem that exists in securing which environmental elements stimulate impulse buying behavior when there are many embodiments of environmental elements that are experienced in different ways depending on who is exposed to them that causes an element to be able to stimulate but also prevent impulse purchases depending on this. / Försäljning genom impulsköp via mobilappar är en viktig inkomstkälla för klädföretag i dagens samhälle. Behovet av genomtänkt butikskommunikation på shoppingappar är därför stort i den konkurrenssatta klädbranschen. Miljömässiga element är olika kommunikationsredskap inom online visual merchandising (OVM) som har stort inflytande på konsumenters köpbeteende men vars påverkan på impulsköp var för sig ännu inte har utforskats. Syftet med studien är därför att belysa vilka miljömässiga element som stimulerar impulsköpbeteende online på mobila shoppingappar inom klädbranschen.  För att undersöka detta har en kvalitativ studie genomförts i form av semistrukturerade intervjuer. Enligt gällande studie stimulerar alla miljömässiga element förutom ljud till video till impulsköpbeteende online på mobila shoppingappar inom klädbranschen. Dock förekommer vissa premisser för utförandet av dessa miljömässiga element för att denna stimulans ska ske. Studiens resultat visar således en problematik som förekommer vid säkerställandet av vilka miljömässiga element som stimulerar till impulsköpbeteende då det förekommer många utföranden av miljömässiga element, som i sin tur upplevs på olika vis beroende på vem som exponeras för dem att det gör att ett element många gånger verkar kunna stimulera men också förhindra impulsköp beroende av detta.