Money attitudes modeled in the home are an important part of a child's economic socialization. Although not always labeled as such, earlier literature clearly addressed this type of child learning through observation, interaction, and direct familial involvement (Rettig, 1986). Families operate as one of society's most salient economic socializing agents as they provide environments conducive to human development, information networks, role models, and grants and exchanges (Rettig, 1983). The research reported here addresses the economic socialization of children and their money attitudes as emerging adults. The current study investigated the role of money attitudes (power, anxiety, and distrust) by examining their contribution to impulsive buying among college students. Building on the groundbreaking work of Roberts and Jones (2001), this research also examined credit use and debt avoidance as potential moderators between money attitudes and impulsive buying. Contrary to the way money attitudes have been modeled in previous research, this study found support indicating that the anxiety attitude scale was not an antecedent to impulsive buying. Instead the scale as originally created (Yamauchi & Templar, 1982) was found to consist of two highly correlated subscales, one conceptualized as an antecedent to impulsive buying and the other may be more appropriately modeled as a result of it. Secondly, when tested as moderators, although some of the interaction terms between the money attitudes and behaviors were significant, neither credit use nor debt avoidance was found to be a significant moderator. This indicates a potential need for further research on the relationship between this measure and impulsive buying. Clarification made in the research reported here between anxiety and compulsive buying provides an insight that money attitudes are not all the same. Evidence suggests that some attitudes are precursors to behavior while other attitudes may be the result of behavior. With the passage of time, the drive to seek anxiety relief through impulsive buying may unwittingly fold back to greater rather than less anxiety. Impulsive buying based on anxiety then becomes a belief in relief that is not real. The proposed new attitude-behavioral model acknowledges the difference in money attitudes, that some are best conceptualized as predictors of impulsive buying while others are better conceptualized as a by-product of the behavior. Using this model in future research will acknowledge the potential of a circular relationship between attitude-behaviors and attendant implications for helping individuals and families. For this study, data was collected from students attending ten universities, located mostly in the state of Utah. There were 709 respondents used in this study, substantially more than have been used in similar studies. Demographically, there was a representative mix of male and female respondents and a balanced mix of age groups with a slight shift toward older students. Demographic information also includes respondent's reported race, home state, age, year in school, and family income. In accordance with the research of Roberts and Jones (2001), using ordinary least squares regression, the unconstrained traditional model was tested. Regression analysis of impulsive buying was preformed on money attitudes (anxiety, power, and distrust), controlling for age, gender and income. Following the procedure that Aiken, West, Cohen and Cohen (2003) and Baron and Kenny (1986) outlined, the attitude-behavior relationships between money attitudes and impulsive buying for the potential effects of the two moderating variables-credit use and debt avoidance were also examined. In those models where a significant interaction effect was found, post-hoc analysis was used interpret the significant slope differences in the independent variables.

Background: As businesses started to recognize the potential of live streaming platforms in reaching and engaging with their target audience, live streaming commerce (LSC) started to gain traction and popularity over the past few years. LSC, with its elements of time pressure, price promotion, and interaction, plays a significant role in influencing consumers’ impulsive buying behaviour. The live nature of these streams create a sense of urgency, making viewers feel like they need to act quickly before the opportunity is gone. Price promotions, such as limited-time discounts or exclusive deals, entice viewers to make impulsive purchases to take advantage of the savings. Moreover, the interactive aspect of live streaming allows viewers to ask questions and receive real-time responses, which enhances the overall shopping experience and can further stimulate impulsive buying. Purpose: The aim of this thesis is to investigate how Gen Z consumers’ impulsive buying behaviour of cosmetics through LSC is influenced by three factors, being; time pressure, price promotion, and interaction. As well as how emotions such as the feeling of urgency, the feeling of excitement, and perceived enjoyment could mediate this relationship. Methodology: A deductive research approach  and a quantitative method was selected and utilised for this research. To gather data, a self-completion questionnaire was developed in Google Forms, taking into consideration ethical and societal factors. A total of 312 valid responses were collected, which were then subjected to descriptive analysis, correlation analysis, reliability analysis, regression analysis, and mediation analysis.  Findings: The results of this research revealed that H2 and H3 were accepted, indicating that price promotion and interaction have a significant positive impact on Gen Z consumers’ impulsive buying behaviour in LSC. In the same vein, H1a, H2a, and H3a, i.e., the feeling of urgency, excitement, and perceived enjoyment were accepted. However, H1, measuring the influence of time pressure, was rejected.  Conclusion: This study concluded that price promotion (H2) and interaction (H3) have a positive influence on the impulsive buying behaviour of Generation Z consumers. However, time pressure (H1) was not found to have a significant impact. Additionally, the results indicate that the feeling of urgency (H1a) mediates the relationship between time pressure and impulsive buying behaviour, the feeling of excitement (H2a) mediates the relationship between price promotion and impulsive buying behaviour, and perceived enjoyment (H3a) mediates the relationship between interaction and impulsive buying behaviour among Gen Z consumers in Sweden. Keywords: “Live Streaming Commerce” “Live Streaming E-commerce” “Time Pressure” “Price Promotion” “Interaction” “Impulsive Buying Behaviour” “Urgency” “Excitement” “Perceived Enjoyment” “Quantitative Research”.

過去「罪惡感」相關的研究，大多集中在哲學、文學、心理學、宗教學的領域，在行銷的領域則甚少提及。即使有關於「消費罪惡感」的相關文獻，也只是將「消費罪惡感」當成影響消費者行為的一個變數來應用，並沒有對「消費罪惡感」本質作探討的相關研究。 因此，本研究先由第一階段的深度訪談，仔細探查「消費罪惡感」的元素、發生時機、情緒內涵、及其對消費者行為的影響，並發展出相關的命題。接著再根據第一階段所推導的相關命題，延伸至第二階段的量表發展。 第一階段深度訪談的25位受訪者包括了學生、上班族、銀髮族，年齡分佈在22-63歲，所描述的產品共57項。根據訪談的結果顯示，「消費罪惡感」可以分解為六種情緒：「猶豫感」、「不捨感」、「擔憂感」、「心虛感」、「後悔感」、「內疚感」。另外，「消費罪惡感」發生的時點除了購買前的「預期性消費罪惡感」以及購買後的「反應性消費罪惡感」外，還包括了購買中的「進行性消費罪惡感」。其中，「預期性消費罪惡感」的主要情緒為「猶豫感」、「進行性消費罪惡感」主要的情緒為「不捨感」、「反應性消費罪惡感」的主要情緒為「後悔感」及「內疚感」。至於「消費罪惡感」對消費者行為的影響方面，當消費者產生了「預期性消費罪惡感」會使消費者的「購買意願」降低，而當消費者感受到「反應性消費罪惡感」時，在短期內對類似產品的「再購意願」會降低。 第二階段的量表發展，經過多次專家對初步發展的題項進行評估，並確認專家意見歸類準確，才進行兩次量表純化、效標關聯效度的檢測、以及量表鑑別度分析，據此確立「預期性消費罪惡感量表」及「反應性消費罪惡感量表」。本研究並根據確立的量表驗證第一階段的命題，結果顯示，不同發生時點的消費罪惡感所表現出的核心情緒與推導出的命題一致。此外，本研究亦在量表發展完成之後，進一步將其修改為衡量單一商品的「特定商品消費罪惡感量表」，並以此量表檢測消費者在某特定商品上之消費罪惡感，結果顯示，針對特定商品的「預期性消費罪惡感」與「反應性消費罪惡感」為負相關，與「一般性消費罪惡感量表」之正相關相異。 整體而言，本研究不僅對「消費罪惡感」的本質作了深入的探究，讓「消費罪惡感」之定義更加明確，且解釋了不同消費罪惡感發生時機之情緒內涵的差異，並據此發展出「消費罪惡感量表」，以為未來「消費罪惡感」相關研究之適切衡量工具。 / Guilt is a negative state that individuals experience in reaction to either a positive but undeserved event or a negative but deserved event. Despite its negative valence, guilt is considered a functional emotion, because it informs individuals that they have violated personal or social standards and motivates reparative action. In a consumption context, guilt has been linked to impulsive buying, compulsive consumption, and overspending. This guilt about consumption is usually named “Consumer Guilt.” Although previous research has defined consumer guilt, the measurement of consumer guilt is still not available in previous research. Therefore, this study focuses on the construct of consumer guilt and intends to explore when consumer guilt occurs. In order to find out the constructs, timing, and measurement of consumer guilt, 25 respondents were reminded with a shopping situation which consumers usually have the feelings of guilt. The interviewees were also requested to recall their last consumer guilt situation. This research employed the critical incident techniques and the main study contains 57 consumer guilt events. The results illustrate three major findings. First, through collecting, sorting and analyzing 56 events, the results pointed out consumer guilt had six constructs of emotion: hesitation, fear, scruple, reluctance to spend, regret, blame. Second, the past researches indicated consumer guilt can divide into two categories: reactive guilt and anticipatory guilt. This study finds that besides anticipatory consumer guilt and reactive consumer guilt, consumer guilt occurs at the point of buying. We name it proceeding consumer guilt. Third, the major construct of anticipatory consumer guilt is hesitation, the major construct of proceeding consumer guilt is reluctance to spend, and the major construct of reactive consumer guilt is regret and blame. Based on these results, we define the construct of consumer guilt to be measured, and generate items that pertain to the construct. Then determine the reliability and validity of these items. The anticipatory consumer guilt scale and the reactive guilt were developed to capture the concept of consumer guilt. The scale successfully met standards for internal reliability, content validity, criterion-related validity, and construct validity.

The thesis "Purchasing tendency of consumers buying fair-trade products" examines aspects that influence consumer behaviour when buying fair-trade products. The thesis is based on a combination of two research methods - secondary data analysis and semi-structured interview. Secondary research uses data from a survey focused on the purchase, preferences and attitudes of fair-trade that was carried out by the Institute of evaluations and social analysis (INESAN). The quantitative part consist of two texts. The first part concentrates on finding aspects that can play a role in consumers' preference in purchasing fair-trade products. The second part concentrates on the purchase itself. It focuses on the extent to which consumers' purchase of fair- trade products is planned or impulsive. The qualitative part is based on quantitative analysis and focuses on established facts in detail. The thesis concludes that buying fair-trade products is influenced by social aspects, quality, price, availability and awareness of fair-trade products and the level of planning depends on the situation.