Background: Because of the high-speed development of e-commerce, online group          buying has become a new popular pattern of consumption for Chinese consumers. Previous research has studied online group-buying (OGB) purchase intention in some specific areas such as Taiwan, but in mainland China. Purpose:    The purpose of this study is to contribute to the Technology Acceptance Model, incorporating other potential driving factors to address how they influence Chinese consumers' online group-buying purchase intentions. Method:     The study uses two steps to achieve its purpose. The first step is that I use the focus group interview technique to collect primary data. The results combining the Technology Acceptance model help me propose hypotheses. The second step is that the questionnaire method is applied for empirical data collection. The constructs are validated with exploratory factor analysis and reliability analysis, and then the model is tested with Linear multiple regression.  Findings: The results have shown that the adapted research model has been successfully tested in this study. The seven factors (perceived usefulness, perceived ease of use, price, e-trust, Word of Mouth, website quality and perceived risk) have significant effects on Chinese consumers' online group-buying purchase intentions. This study suggests that managers of group-buying websites need to design easy-to-use platform for users. Moreover, group-buying website companies need to propose some rules or regulations to protect consumers' rights. When conflicts occur, e-vendors can follow these rules to provide solutions that are reasonable and satisfying for consumers.

Purpose: The aim of this bachelor thesis is to investigate the relationship of online subcultures, electronic trust, electronic word-of-mouth, and purchase intention towards a special event within selected Facebook Pages. Background: Given the increasing impact of social media platforms in communications not only between consumers, but also consumers and companies, this study takes a deeper look at the influence that companies can exercise on consumer’s purchase intention for a special event through these platforms. The background is based on previous researches and existent theories related to products, which are tested for a special event. Method: In order to fulfill the purpose of this study  a cross-sectional design is applied. A deductive approach is followed, and a quantitative method is used through the application of questionnaires in order to collect the empirical data necessary to answer  the given research questions. The questionnaires were distributed to the selected sample, which is anyone who “likes” the following Facebook Pages: Sweden Rock Festival, Göteborg Horse Show, Hultsfred, and Swedish Speedway Grand Prix. Conclusion: Based on the background a modest to strong relationship was expected  between the measured variables. This however has been disconfirmed by the results, thus showing a weaker relationship than has been previously tested with regards to a product. The main finding is that when it comes to special events, the organizer is seen as a more reliable source, thus it is more influential than fellow members of the Facebook Page.

Many telecommunication companies are making considerable investments to take advantage of the new business possibilities offered by 3G mobile services. Previous research on mobile network, suggests potential consumers may not adopt these 3G services provided by telecommunication companies. Given that not all new mobile telecommunication technologies are accepted by the mass market in Taiwan. Thus, there is a need for research to identify the factors that affect consumer intention to subscribe third-generation (3G) mobile services. Based on the theoretical framework of Purchase Intention Model (PIM), network effects, perceived enjoyment and optimum stimulation level, an empirical study of the mass adoption of 3G mobile services in Taiwan was conducted. Data collected from 322 users in Taiwan confirmed our hypotheses and tested against the research model. The results support the proposed model in predicting consumer intention to subscribe 3G service. This study demonstrated that perceived over performance, relative advantage, network effects, perceived enjoyment and optimum stimulation level were key factors that resulted in individuals¡¦ subscription of 3G services. Lastly, several implications for innovation technology acceptance research and 3G service management practices are discussed.

Abstract The purpose of this paper is attempt to build and test the model of consumer behavior, using data communication on the mobile phone. Despite the explosive growth of 2nd generation mobile system (GSM) and rapidly increasing number of consumers who use media (such as photos or access the website) and try to get information they want. We adopt four dimensions to build the structural model of consumer behavior, including need for cognition, product attributes, price factors and purchase intention, and define them as unobserved variables in the LISERL. Finally, we perform relative strength in the Path analysis showing causal model. For model analysis, there are two phase to implement as follows: Firstly, we use Confirmatory Factors Analysis (CFA) to explore the correlation between unobserved (latent) and observed variables. Secondly, the relative relations of four unobserved variables will be confirmed by identification, estimation, test and model-fitting in the Structural Equation Modeling (SEM). We expect that the model of consumer behavior will be appropriately inferred and explain to 3rd mobile communication (3G) in the future.

In recent years, the growth of Internet¡¦s popularity and prosperity not only brings about people¡¦s intention to utilize Internet service, but also enhances the attractiveness of e-commerce. Many entrepreneurs spot how usages of Internet can benefit their business due to its main advantages, such as low cost and fast reaction. As the result, besides the traditional retail sales and leaguers, many other businesses gradually started to adopt Internet as a mean to interact with their customers, including online shopping and other services. On the other hand, for customers, it is extremely convenient to simply sit in front of their desktops, look through catalogs, and buy what they like with several simple clicks on their computer screens. Because of the convenience of online store, more and more people started trying this modern way of shopping. The purpose of this study is to investigate what external factors would affect online shoppers¡¦ intention to purchase items online, and how various available items influence shoppers¡¦ intention to buy things through Internet. The result of the study shows that internet shoppers¡¦ intention to purchase items online is directly proportional to the products¡¦ digitalized degree, network readiness index, and geographical factors; inverse related to the information richness and technology acceptance. Moreover, there are also significant differences in ratios of online shopping among various countries and products.

Although COO has been a topic of central interest in international marketing research, most work has focused on consumers in western countries. The concept of product usage experience, though often implied in COO research, has yet to be investigated more directly and explicitly. The goal of the study is to examine the relationships among COO perceptions, product usage experience and purchase intention among Chinese consumers. The study examined two kinds of product usage experiences (usage variety and frequency) pertaining to products (products in general and laptop computers in specific) made in two countries (America and China). Empirical data gathered from a survey were used to test two sets of research hypotheses pertaining to America and China respectively. The results supported the hypothesized interactions between COO ratings and product usage experiences in predicting purchase intention of American products among Chinese consumers. The interactions between COO ratings and usage experience in predicting purchase intention of Chinese products among Chinese consumers were partially supported.

Background: The problem of increasing amounts of food packaging waste especially in Germany leads to the challenge of how to minor waste by using no packaging in order to listen to environmental-conscious generation y consumers. This is why retailers need to understand the factors impacting the purchase intention and thus, need to act in higher extend in terms of a preventive sustainable approach. Purpose: The purpose of this thesis is to examine the purchase intention of German generation y consumers towards packaging-free products. An extended Theory of Planned Behavior forms the theoretical foundation to investigate which factors are influencing the purchase intention the most. In addition to the original TPB factors attitude, subjective norms and perceived behavioral control, the research model was extended by two new factors, namely environmental concern and barriers. Method: Through an explanatory research method, the data was collected in a quantitative online survey based on a sample of 422 respondents. In order to investigate the relationships among the factors and to further support or reject the study’s hypothesis, the data was analyzedby using descriptive statistics, Pearson correlation and simple and multiple regression. Finally, to determine differences among groups additional tests have been conducted. Conclusion: The findings of this study revealed new insights about predictors of the purchaseintention: German consumers’ intention is mainly impacted by their attitude, followed by thefactor barriers, and perceived behavioral control, whereas subjective norms do not. Further, the other newly added factor environmental concern indirectly impacts the purchase intention through attitude. Moreover, the importance of including new added factors to the original TPB model is shown as the extended TPB model has improved its power in explaining German generation y’s purchase intention towards packaging free. By that, the respondents of this studyare highly environmental concerned and overall intent to purchase packaging-free products in mainstream grocery stores, oats and milk respectively. This study’s results provide valuable insights for marketers of German mainstream grocery stores who are interested in selectively integrating packaging-free shopping to their stores.

Titel: Retargeting is like a boomerang, what you give is what you get Forskningsfråga:Vilken inverkan har företags användning av retargeting på konsumenters köpintention? Vad är konsumenters attityd till vad som anses etiskt accepterat gällande retargeting? Syfte:Studiens syfte är att klarlägga hur konsumenter ställer sig till individanpassad marknadsföring genom cookies, så kallad retargeting. Studien syftar även till att belysa den inställning som existerar gällande de etiska aspekterna marknadsföringsverktyget avser och hur det påverkar konsumentens köpintention. Metod: Studien bygger på en deduktiv forskningsansats där forskarna utgått från befintlig teori och format testbara hypoteser. Hypoteserna har sedan behandlats genom en kvantitativ forskningsmetod med fokus på enkätundersökningar. Den data som samlats in har analyserats främst utifrån ett positivistiskt synsätt, med visst inslag av ett hermeneutistiskt synsätt. Studiens urval består av svenska konsumenter som infinner sig på internet. Resultat och slutsats: Retargeting är ett vanligt förekommande marknadsföringsverktyg som konsumenter dagligen exponeras för. Däremot kan retargeting idag upplevas som något mättat med hänsyn till att det upplevs som ett vanligt förekommande fenomen. Cookies är ett av flera verktyg som retargeting bygger på. Företag använder cookies i syfte att rikta sina annonser med relevant innehåll till lämpliga konsumenter. Studiens resultat har visat på att uppfattning och attityd är de två aspekter som påverkar köpintentionen rörande området. Kännedom och integritetsbekymmer som studien avsåg att undersöka visade sig inte vara de främsta aspekterna i relation till köpintention rörande retargeting. Avslutningsvis kan förevisa att såsom retargeting exploateras idag uppger konsumenter inneha en mer negativ inställning till marknadsföringen än positiv, vilket företag bör ta i beaktning. / Title: Retargeting is like a boomerang, what you give is what you get Research question: How does the influence of retargeting impact consumers purchase intentions? What is the consumers attitude towards what is considered to be ethically correct regarding retargeting? Purpose: The purpose of the research is to clarify how consumer respond to individualized marketing through cookies, also called retargeting. The study also put emphasis on the attitude that exist regarding the ethical aspect of the marketing tool and how it impact consumers purchase intentions. Method: The study builds upon a deductive research approach where the researchers have used an already established theory in order to develop further hypotheses. The hypotheses have been developed through quantitative research method with emphasis on surveys. The data collected have been analyzed through a positivistic viewpoint, with certain elements of hermeneutical viewpoint. The study consists of swedish consumers on the internet. Results and conclusions:Retargeting is a common marketing tool that consumers are facing on a daily basis. However, retargeting can appear saturated with regards to recurring phenomenon. Cookies is one out of many tools that retargeting builds upon. Businesses are using cookies for the purpose to target their ads with relevance to content suited to the expected consumer. The result have shown that interpretation and attitude are the two major aspects that influence purchase intention. Knowledge and privacy violations were not two of the major aspects that would influence the purchase intention regarding retargeting. Consequently, the use of retargeting have resulted in a significant negative attitude among consumers, which businesses should highly take into consideration.

A propaganda é imprescindível ao marketing por ser sua ferramenta mais visível e exposta ao público, ativando suas percepções e persuadindo o seu comportamento através de apelos. Destes, destacam-se os apelos sexuais, comuns na propaganda brasileira e em discussões feitas pela sociedade e pelo governo. Apesar disso, existem poucos estudos que remetem aos efeitos dos apelos sexuais sobre o consumidor brasileiro. Para tanto, a presente dissertação verifica essa lacuna, através de um estudo experimental com estudantes de graduação de duas universidades gaúchas, os quais responderam a um questionário, em salasde- aula, após serem expostos a diversos anúncios contendo variações de nudez por parte do(a) modelo. De maneira geral, constatou-se que houve diferenças significativas entre os diversos tipos de anúncios sexualmente apelativos no que se refere às atitudes do consumidor quanto à propaganda, à marca do produto, à imagem da empresa anunciante e à ética. Constatou-se ainda que os consumidores masculinos e femininos avaliam suas atitudes sobre a propaganda, a marca, a ética e sua intenção de compra diferente uns dos outros sendo, de modo geral, mais favoráveis quando expostos a modelos de gênero oposto ao seu. Implicações acadêmicas e gerenciais dos achados, além das limitações e sugestões para futuras pesquisas são discutidas no fim da dissertação. / Advertisement is a very important and the most visible tool of marketing to activate consumer’s perceptions and to persuade their behaviors with appeals. One of those – the sex appeal - is common both, in Brazilian advertising and in discussion done by government and society. But there are few studies about sex appeals effects on Brazilian consumer’s behavior. With that in mind, this thesis tries to cover the gap with an experimental study using undergraduate students from two RS (Brazil) universities. They were asked to answer a repertory after been confronted with some ads showing human bodies in different grades of nudism; the experiment took place in class-rooms. Generally, significant differences were found between the ads related to their effects on consumer attitude toward the ad itself, toward the brand, and toward the advertiser image and ethics judgment. Also differences between male and female consumers were found on their valuation about the ad, the brand and ethics and on their purchase intention; the most favorable ones occurred when exposed to the opposed gender models. Academics and managerial implications, and also limitations and suggestions for future research are discussed in the end of the thesis.

A propaganda é imprescindível ao marketing por ser sua ferramenta mais visível e exposta ao público, ativando suas percepções e persuadindo o seu comportamento através de apelos. Destes, destacam-se os apelos sexuais, comuns na propaganda brasileira e em discussões feitas pela sociedade e pelo governo. Apesar disso, existem poucos estudos que remetem aos efeitos dos apelos sexuais sobre o consumidor brasileiro. Para tanto, a presente dissertação verifica essa lacuna, através de um estudo experimental com estudantes de graduação de duas universidades gaúchas, os quais responderam a um questionário, em salasde- aula, após serem expostos a diversos anúncios contendo variações de nudez por parte do(a) modelo. De maneira geral, constatou-se que houve diferenças significativas entre os diversos tipos de anúncios sexualmente apelativos no que se refere às atitudes do consumidor quanto à propaganda, à marca do produto, à imagem da empresa anunciante e à ética. Constatou-se ainda que os consumidores masculinos e femininos avaliam suas atitudes sobre a propaganda, a marca, a ética e sua intenção de compra diferente uns dos outros sendo, de modo geral, mais favoráveis quando expostos a modelos de gênero oposto ao seu. Implicações acadêmicas e gerenciais dos achados, além das limitações e sugestões para futuras pesquisas são discutidas no fim da dissertação. / Advertisement is a very important and the most visible tool of marketing to activate consumer’s perceptions and to persuade their behaviors with appeals. One of those – the sex appeal - is common both, in Brazilian advertising and in discussion done by government and society. But there are few studies about sex appeals effects on Brazilian consumer’s behavior. With that in mind, this thesis tries to cover the gap with an experimental study using undergraduate students from two RS (Brazil) universities. They were asked to answer a repertory after been confronted with some ads showing human bodies in different grades of nudism; the experiment took place in class-rooms. Generally, significant differences were found between the ads related to their effects on consumer attitude toward the ad itself, toward the brand, and toward the advertiser image and ethics judgment. Also differences between male and female consumers were found on their valuation about the ad, the brand and ethics and on their purchase intention; the most favorable ones occurred when exposed to the opposed gender models. Academics and managerial implications, and also limitations and suggestions for future research are discussed in the end of the thesis.