Online shopping has gained more and more popularity over the years, naturally, leading to an increase in the number of e-commerce websites. From a variety of websites users can choose the one that best suits their needs depending on different factors, such as information or easy navigation. E-commerce websites have the aim to sell, thus besides providing information and easy navigation other strategies such as persuasion are implemented on the website to increase its selling performance. Some of the well-known persuasive design factors and how they influence user’s purchase behaviour will be discussed in this study. The purpose of this thesis is to investigate the effects of persuasive design factors on purchase intention, as well as to assess the effect of the need for cognition as a user condition on the relationship. Based on the literature review, a theoretical framework is proposed to accomplish the aim of the thesis. For the empirical evidence, a quantitative approach was taken, with the help of two online questionnaires (one with persuasive factors and one without persuasive factors). A non-probability convenience sampling approach was used for gathering data. The results of the study provide evidence that using persuasive design factors on an e-commerce website can increase the likelihood of purchase intention. The findings do not conclude the mediating role of attitude towards using the website, yet a relationship between attitude and purchase intention was found. The moderating effect of need for cognition was not established.

Background:  Body positivity promotion has recently received great attention, both from companies as well as from consumers. The responsibility of companies to promote a healthy body image and be inclusive of all people through their marketing activities is increasing, as the body positivity movement on social media has started to expand and change consumer demands for underwear apparel.                                    Purpose:  The purpose of this study is to examine Swedish female consumers’ online purchasing behavior toward underwear apparel. In order to find explanations as to which factors influence consumer purchase behavior, and what companies can do better, to promote body positivity and make the consumer satisfied.    Method:  The study follows a positivism approach to understand social phenomena and provide explanations through theories.  A quantitative research approach is used by conducting a survey about underwear apparel and body positivity on female consumers. The empirical data is analyzed through a statistical software, SPSS, and the interpretations are guided by the use of the Theory of Planned Behavior (TPB), the MAO framework, background studies, and a conceptual framework developed from the TPB. The conceptual framework includes five added factors to test behavior. Conclusion:  The empirical findings presented positive, statistically significant associations among the introduced factors from the conceptual framework and the purchasing behavior for underwear. The findings also suggest that companies should take a more active role in diversity inclusion in their marketing of underwear, in order to take a step further in their body positivity promotion.

Background: Due to the digital era and a constant increase in social media usage, new ways to interact with customers can be done through adopting Social Media Marketing Activities (SMMA). The concept SMMA is constituted by the five dimensions ‘Entertainment’, ‘Interaction’, ‘Trendiness’, ‘Customization’ and ‘Word-of-mouth’. By reviewing recent research, indications that SMMA has a relationship with other items in the form of Brand Image and Purchase intention becomes clear. Therefore, the authors attempt to examine this relationship even further in order to contribute to the already established scientific body. Furthermore, previous research declared a gap in terms of context which this study aimed to fulfill.  Purpose: The purpose of this study was to examine how Social Media Marketing Activities affect consumer purchase intention through brand image as the mediator. The authors aimed to contribute to already existing research and propose implications, especially of the electronic industry context which can be further examined in the future.  Methodology: The study was of quantitative nature with a deductive approach which enabled the authors to deduce and create four hypotheses from the basis of existing literature. The research design of the thesis was cross-sectional where the authors created an online questionnaire in order to gather primary data. The sample was gathered through a non-probability sampling technique called convenience sampling which gathered 141 responses.  Findings: Of the four hypotheses stated, all of them were accepted. Therefore, the authors of this paper could argue for the findings that SMMA was shown to have a significant impact on brand image. Secondly, brand image was evident to have a significant impact on purchase intention. Thirdly, brand image was shown to mediate the relation between SMMA and purchase intention. Lastly, SMMA also showed a significant impact on purchase intention. Another finding was that none of the control variables (gender, frequency of online purchase) was shown to have a significant impact on the results.  Conclusion: The authors of this paper concludes that SMMA affects consumer purchase intention through brand image as a mediator within the context of the Swedish electronic industry.

Background: Cause-Related Marketing (CRM) is a popular marketing strategy where companies through this communication contribute to causes and engage their consumers by donating when they purchase a product and an amount of the revenue goes to charities. The concept has been divided into four different factors, being cause involvement, message, perceived cause fit and donation size. Cause-Related Marketing is of particular interest in regard to the sample as the next upcoming generation, Generation Z,  is forecasted to have great buying power and more awareness of societal issues. However, studies are lacking regarding this generation and especially in relation to Cause-Related Marketing as a strategy for influencing consumers purchase intentions. Hence, why this study tries to see how to reach this generation on their terms.  Purpose: The purpose of this study is to explain how Generation Z’s purchase intention is affected by four CRM factors.  Methodology:  This research has followed the structure of deductive research with a quantitative approach and with the research design of cross-sectional design. This further led to a self-complement online questionnaire being made, where the respondents consisted of Generation Z, with the ages of 18-26. The total number of respondents was concluded at 93. After collecting the data, the data has been cleaned and coded. Furthermore, by using Descriptive Statistics, Multiple Linear Regression, Cronbach's Alpha and Correlation Analysis the data was analysed and a result could be extracted. Findings: The result this research got from the empirical information, was that only one of the CRM factors had a significant and positive relation with Generation Z’s purchase intention, being Cause Involvement. The other factors had no significant relation with Generation Z’s purchase intention. Further, there was one item which was common in all factors and that one was emotion and to some extent knowledgeable.

El presente trabajo de investigación fue desarrollado con la finalidad de identificar y encontrar la relación que pueden tener las dimensiones de la calidad de servicio online en la intención de compra en tiendas por departamento como Ripley, Saga Falabella, en otros, en Lima Metropolitana. Se busca responder al problema de investigación planteado, donde según la teoría la calidad de servicio online influye y tiene una relación positiva con la intención de compra online, pero los peruanos seguimos comprando aún cuando se ha tenido o escuchado de una mala experiencia previa. Para poder desarrollar el presente estudio, se implementó una metodología mixta que, con el empleo de entrevistas a profundidad, focus group y encuestas, permite obtener una perspectiva más amplia y profunda del fenómeno en estudio, produciendo datos con más información y más variados. Dicha metodología implicará, además, un conjunto de procesos de recolección, un análisis de regresión lineal múltiple para conocer la relación entre las variables planteadas y la vinculación de datos cuantitativos y cualitativos en un mismo estudio. El resultado de esta investigación muestra que, efectivamente existe una relación positiva entre las variables dependientes, la fiabilidad y seguridad como dimensiones de la calidad de servicio online, y la variable independiente que es la intención de compra online. Los principales hallazgos demuestran que, si bien las dimensiones planteadas de la calidad de servicio online tienen una relación positiva en la intención de compra online, existen otras dimensiones que pueden influenciar aún más en dicha intención. Además, aún cuando la fiabilidad se presentaba como la variable más decisiva según la teoría y el estudio cualitativo, el resultado cuantitativo de las 240 encuestas efectuadas evidenció a la seguridad como la variable con mayor relación en la intención de compra online. Como recomendación para las futuras investigaciones, con respecto a los modelos de investigación y a las dimensiones o variables seleccionadas para el presente trabajo de investigación, se propone incorporar y ampliar nuevas variables como la capacidad de respuesta o cumplimiento, personalización y empatía o servicio al cliente, las cuales son dimensiones que se repiten en los nuevos modelos de medición de la calidad de servicio online. / This research work was developed in order to identify and find the relationship that the dimensions of service quality in online may have in the intention of purchasing in retails such as Ripley, Saga Falabella, and others, in Lima Metropolitana. It seeks to respond to the research problem posed, where according to theory the quality of online service influences and has a positive relation with the online purchase intention, but the Peruvians continue to buy even when they have had or heard of a previous bad experience. In order to carry out the present study, a mixed methodology was implemented that, using in-depth interviews, focus groups and surveys, allows obtaining a broader and deeper perspective of the phenomenon under study, producing data with more variety and more information. Said methodology will also involve a set of collection processes, a multiple linear regression analysis to determine the relation between the variables proposed and the linking of quantitative and qualitative data in the same study. The results of this research show that there is, indeed, a positive relation between the dependent variables, reliability and security as dimensions of the online service quality, and the independent variable that is the online purchase intention. The main findings demonstrate that, although the dimensions of online service quality have a positive relation in the online purchase intention, there are other dimensions that may influence this intention even more. Furthermore, even when reliability was presented as the most decisive variable according to the theory and the qualitative study, the quantitative result of the 240 surveys carried out showed security as the variable with the highest relation in online purchase intention of clothes and accessories in retails. As a recommendation for future research, with respect to the research models and the dimensions or variables selected for this research, it is proposed to incorporate and expand new variables such as responsiveness or compliance, personalization and empathy or customer service, which are dimensions that repeated in the new online service quality measurement models. / Tesis

The presented bachelor thesis investigates which aspects of influencer marketing may affect the purchase intentions of women in the ages between 18-30 years. The study was conducted by interviews and questionnaires with a focus of attention on consumer shopping habits and Instagram usage. To analyse the collected data, we have applied relevant theories from the research fields of marketing, semiotics and cognition. This formed the theoretical basis when studying respondents answers and allowed identifying the factors that could affect their purchase intentions. The results showed that there was one factor that acted as a direct stimulant of the purchase intention, while four other factors had an indirect effect. The salient aspect was shown to be "consumer attitude" which marked itself as a dominant factor throughout the whole evaluation process. The other aspects of "source credibility", "source attractiveness", "product match-up" and "meaning transfer" where shown to have a combined impact on the purchase intentions, although no individual parameter could be shown as directly influential on its own. The study also revealed that the metric "meaning transfer" contained several underlying variables. These variables were shown to be linked to both cognition and semiotics as the image composition was able to stimulate the consumer attitude which was the dominant factor relating to purchase intention. / Följande uppsats undersöker vilka aspekter av influencer marketing som kan påverka köpintention för kvinnor mellan 18–30 år. För att besvara frågan genomfördes intervjuer och enkätundersökningar, med fokus på konsumenters shoppingvana och Instagram-användning. För att tolka den insamlade empirin har vi vänt oss till relaterad forskning och teorier som berör marknadsföring, semiotik och kognition. Utifrån dessa teorier har respondenternas svar granskats, för att hitta eventuella faktorer som kan påverka deras köpintention. Resultatet visar att det fanns en aspekt som direkt stimulerade köpintentionen, medan fyra andra påverkade indirekt. Den primära aspekten "consumer attitude" visade sig vara en relevant och genomgående del under hela utvärderingsprocessen. "Source credibility", "source attractiveness", "product match up" och "meaning transfer" är i sin helhet relevant, dock kunde ingen av dessa fyra konstruktioner på egen hand ledas direkt till köpintentionen. Utifrån studien framkom det att "meaning transfer" hade flera nivåer. Dessa nivåer kunde kopplas till både kognition och semiotik, då bildkompositionen kunde stimulera konsumenternas attityd som är den huvudsakliga faktorn som påverkar köpintentionen.

Background：Live streaming shopping is becoming a mainstream method in China since the livestreaming feature has been applied to e-commerce. Live streaming commerce reflects theinterdependence between consumers and live streamers. Past studies have found that the ability,social presence and reputation of live streamers influence consumers' purchase intentions.However, there is a gap in how consumers' purchase intentions are affected by negative incidentsand a lack of qualitative perspective. Purpose：To explore consumers' understanding of their purchase intentions in relation to liveshopping streamers, in the context of negative incidents with streamers. Methodology：This study used qualitative research as the research method and abductivereasoning to conduct the data analysis. This study used semi-structured interviews and developedinterview questions based on the content of the theory chapter. The researchers usednon-probability sampling and general purpose sampling as the sampling strategy. The requireddata were obtained from 12 Chinese interviewees who had experience with live shopping. Theobtained data were then coded using grounded theory as the analysis method for qualitative data,which helped the researchers understand the thoughts of the interviewees. The final attempt is todevelop a theory that can explain the phenomenon. Moreover, the methods chapter explores thequality of the research in this study, as well as possible ethical and social issues. Findings：This paper identified three consumer needs (utilitarian, pleasure-seeking andemotional needs) and factors associated with streamers (attitude, streaming style, impact,characteristics and ability) that influence purchase intentions in the presence of negative streamerincidents. The paper also found how consumers' purchase intentions were influenced by thesefactors in different negative incident situations. Conclusion：This study obtained consumers' understanding of the relationship between theirpurchase intentions and streamers. Consumers exhibit three different levels of purchase3intention: willing to buy, wait-and-see (unsure of purchase intention) and no purchase intention.In the case of negative incidents, consumers' different purchase intentions are influenceddifferently by their own needs and streamer factors.

The main purpose of this study is to evaluate the interaction between the green marketingmix elements and consumer’s purchase intention with reference to hotels in coastal beltin Sri Lanka. This study shows Green Product, Green Price, Green Distribution, andGreen Promotion influence consumer’s purchase intention. The primary data collectedfrom 100 respondents and analyzed by using statistical techniques. The result has shownthat the product element of the marketing mix has a strong influence on consumerpurchase and other elements were slightly influenced to purchase intention of consumers.In this research, researchers faced with various limitations. The respondents are fromdifferent parts of the country but currently live in Colombo area. So, it may not representthe whole community and it also led to the response errors with the respondents and here,the sample was limited to 100 respondents. When collecting data, researchers used themethod of the questionnaire. All the findings are based on the information they provided.However, researchers did their best to use different types of data collecting methods toget accurate information from the respondents. All in all, the finding implied that greenmarketing mix elements in hotels industry has a significant impact on consumer’spurchase intention. So, the hotel industry must increase the green marketing elements toattract more and more consumers. In this era, companies can’t even survive in themarketplace without knowing its strengths, weaknesses, opportunities and threats.Including green aspects to the total offering has been a major innovation in the hotelsindustry recent past. In order to do that, the company has to conduct continuous surveysto know the consumer’s opinions, needs, and their preferences. Therefore, green productsbecame genuine key to success in consumer purchase intention.

The use of AI has developed during the recent decades, and the application of it within different markets is continually growing. The application of it within marketing comes with different benefits that allow businesses to engage with the consumer and build a stronger relationship. The more AI is becoming applied in marketing, the more important it is to understand the consumers attitude towards its usage and effect of it on consumer purchase intention. The purpose of this study is to explore the effect of consumer attitudes towards AI- generated content within email marketing on purchasing intention. Theory of planned behavior and diffusion of innovations theory are applied to formulate the hypotheses. The research was conducted using a quantitative method in an experimental context. An online survey divided into two parts was developed and distributed to participants in Sweden in ages from 18 and above. A total of 114 respondents were recorded in the first survey and of those, 71 respondents were recorded in the second survey. The data was then analyzed in SPSS. The results from the survey showed the element of compatibility within the theory of diffusion of innovation having a significant and positive effect on consumers attitude towards AI-usage in marketing. The relationship between the observability element and attitude was found to be non-significant. Additionally, no significant difference was found when comparing the experimental group and the control group. Lastly, attitude towards AI was found to have a significant and positive effect on purchasing intention in the experimental group.

This study investigates the impact of trustworthiness, perceived expertise, and parasocial relationships on Swedish consumers' purchase intentions on TikTok, focusing on influencer marketing. The problem addressed in this study is the lack of understanding of consumer behavior on TikTok in the context of influencer marketing. While TikTok has become a popular platform for influencer marketing due to its high engagement rates and entertaining marketing concept, limited research exists on the factors that influence consumer purchase intentions on the platform. The study aims to understand the factors that influence consumer behavior on TikTok and its impact on purchase intentions, using the theory of persuasion. The method used in this research is a quantitative study where the authors used a survey method to collect primary data from 138 Swedish consumers. STATA was used to analyze the data, and the findings reveal that the trustworthiness and parasocial relationships of influencers significantly impact purchase intentions, while perceived expertise has no significant impact on the platform TikTok. This study's results can guide marketing professionals and influencers to develop effective influencer marketing strategies on TikTok, which offers immense marketing opportunities for brands seeking to reach younger audiences with high engagement rates.