現今應用程式軟體（APP）不斷推陳出新，吸引不少企業與廠商投入應用程式設計的行列，原因來自於使用者高度熱衷使用這類型的程式，而此高使用度也可能正面影響使用者對贊助品牌的認同度。由於近年來資訊科技與通訊發展迅速，因而帶動應用程式設計業者設計更多動態功能與互動性功能的應用程式以期留住顧客，鼓勵他們重複性購買該應用程式之衍生商品，以提升顧客忠誠度。但隨著有越來越多的社群與手機遊戲應用程式漸漸在現今生活中形成一股重要潮流後，企業應瞭解添加遊戲元素至應用程式中將能夠帶給顧客哪些價值感受，並選取最重要的元素作為主要訴求。本研究中整理不同的遊戲設計元素及不同人口統計特徵與消費行為，用以探討不同類型顧客的消費購買意向，在檢閱過遊戲設計的相關文獻後，本研究歸納出七種遊戲設計元素，並以個案研究方式驗證這些元素後，進而提出研究假設，試圖找出遊戲設計對不同類型顧客的影響。接著，為驗證本研究提出的假設，我們調查五百名受試者對遊戲元素的感受，希望本研究成果能提供應用程式設計者參考，設計出更貼近使用者需求的應用程式，幫助他們從衍生產品中獲得更高的收益。 / Applications software (“apps”) have generated substantial interest among marketers, primarily because of their high level of user engagement and the positive impact this presumably has on a customer’s attitude toward the sponsoring brand. Due to the advancement of information and telecommunication technologies, more dynamic and interactive applications have been developed to retain customers and encourage repeat purchasing for extension products and further enhance customer loyalty. As the increasing application of social and mobile games plays an important trend in today’s culture, enterprises need to understand the value of adding frequent game design elements into every customer encounter. This study consolidates different game design elements and demographics to explore the purchase intentions of different types of customers. We have reviewed the game-design literature and identified seven motivational elements. Using a case analysis, we verified these elements and proposed hypotheses on game design for different types of customers. Then the hypotheses was tested by collecting responses from 500 participants regarding their perceptions of the elements of the game activity. We hope that the findings can provide app designer useful references in generating more revenue from extension products.

2015年的今日是一個充斥著各種媒體的社會，我們每天都會接觸到形形色色的廣告標語。根據前人之研究，廣告標語是一項普遍且相當有效的行銷技術。企業打廣告的最終目的無非是提高銷售量，而之前的研究探討廣告標語對購買意願影響者較少，也較少針對廣告標語進行分類後來探討其效果。故本研究使用理性與感性兩大類、共16種不同策略訴求之廣告 標語作為探討主題，以問卷調查方式來研究其對產品態度及購買意願二種廣告效果之影響，並以產品涉入程度(高/低)作為調節變數。 本研究使用「汽車」作為高涉入產品，「罐裝咖啡」作為低涉入產品來進行平面廣告的實驗，實驗對象為政治大學的大學生、研究生，以及PTT論壇上e-Shopping版的版友，共回收1,002份有效問卷，根據本研究之分析結果，可以得到以下發現： 一、 使用廣告標語的廣告文案可以增加消費者的購買意願。 二、 廣告標語的理性程度越高，消費者會形成更佳的產品態度及購買意願。 三、 產品態度與購買意願兩變數間存在顯著正向關係。 四、 產品態度在廣告標語理性程度與購買意願間具有部分中介效果。 五、 產品涉入程度在廣告標語理性程度與產品態度及購買意願間不具調節效果。 六、 在高涉入產品中，使用「類別訴求標語」、「理念形象訴求標語」、「功效訴求標語」能使消費者有較佳的產品態度及購買意願。 七、 在低涉入產品中，使用「理念形象訴求標語」、「類別訴求標語」能使消費者有較佳的產品態度及購買意願。 根據本研究之結果，廣告標語在行銷上擔任了非常重要的地位，且廣告標語越為理性消費者的反應也越好。因此建議行銷或廣告從業人員在設計廣告標語時，可以先往理性這個大方向著手，再搭配適當訴求策略的廣告標語，以達到最佳的廣告效果。 / It is now a society with plenty of medias, and everyday there are many kinds of advertising slogans showing up in front of our eyes. According to previous studies, advertising slogan itself is one of very common and effective marketing techniques. The most important purpose for companies to launch an advertisement is to increase the sales of their products or services. However, few studies have discussed the relation between advertising slogan and purchase intention or sorting advertising slogans by different appeals. Therefore, this study used rational and emotional advertising slogans (with 16 different types of appeals in total), and add product involvement as moderator, to discuss their influence on attitude toward product and purchase intention. This study used car as high-involvement product and canned coffee as low-involvement product to conduct an advertisement experiment. 1,002 people from the students of NCCU and the users of “e-Shopping” online fourm on PTT participated in the experiment. The several findings include: 1. Using advertising slogans in an advertising copy can increase purchase intention. 2. Rational advertising slogans led to better attitude toward product and purchase intention. 3. There is a positive relation between attitude toward product and purchase intention. 4. Attitude toward product has a partial mediator effect between the rational level of slogan and purchase intention. 5. Product involvement does not have moderator effect between the rational level of slogan and attitude toward product (purchase intention). 6. In high-involvement product, the “category appeal slogans”, “ideal and image slogans” and “function slogans” led to a better attitude toward product and purchase intention. 7. In low-involvement product, the “category appeal slogans” and “ideal and image slogans” led to a better attitude toward product and purchase intention. According to the findings, slogan is an important marketing technique. The more rational a slogan is, the better reaction a consumer has. People who work as marketing or advertising staffs can take this result into consideration when they are designing the slogans of their products or services to get the better advertising effectiveness.

App 內購買(In-App Purchase, IAP)已成為現今App 營收的主要模式，而過 去針對此一現象的研究大多集中於遊戲類的App，較少針對其他類型App(工 具、資訊、社交)進行探討。 本研究先利用文獻歸納的方式，整理出可能影響使用者App 內購買的因 素，再透過深度訪談法，針對曾經進行過App 內購買的使用者進行訪問，歸納 出App 使用動機、販售商品與App 的互補性與口碑情緒三個因素會影響使用者 對商品的知覺價值與購買意圖，並依此建構本研究的研究模型，並進行實驗設 計。在實驗中，本研究挑出四種不同類型的App，並以高低互補性、正面口碑 的有無為操弄變項，搭配App 使用動機來搜集資料並進行分析。 研究結果發現：(1) 部分App 使用動機會對知覺價值與購買意圖有顯著影響。 (2) App 與商品的互補性對於知覺價值與購買意圖皆有顯著影響。(3) 口碑對於 商品的知覺價值有顯著影響，但是對於購買意圖沒有顯著影響。顯示IAP 商品 是否能與App 有效整合，為App 帶來更多的價值，才是影響使用者購買意圖的 最大因素。 / In-App purchase(IAP) has become the main revenue model in App market. Previous studies on this issue are mostly focused on game Apps, and rarely explored other types of Apps such as productivity tools, information or social networking tools. In this study, we use literature analysis and in-depth interviews to find factors that may affect users’ in-app purchase intention. User motivation, product complementarity, and word-of-mouth are found to affect users’ perceived value and in-app purchase intention. We developed a theoretical model and designed an experiment to test the model. In the experiment, we chose four different types of Apps, designed with different levels of complementarity and different sentiment of word-of-mouth (user comments) as the treatment. The results indicated that: (1) Certain motivations significantly affected the perceived value and purchase intention of IAP products. (2) Complementarity between IAP products and the App significantly affected the perceived value and purchase intentions of IAP product. (3) word-of-mouth significantly affected perceived value but not affecting the purchase intention of IAP products.

Background: A significant increase in the global food demand is expected to occur in the near future. Since the currently implied food system will not be able to meet this demand without impacting the environment negatively, it is crucial to consider alternative ways of producing food. Entomophagy thereby presents an approach that could be deployed to meet the future demand in an environmental and sustainable way. However, whereas multiple studies investigate consumers’ acceptance of insect-based products, little is known about their purchase intentions. Purpose: The purpose of this study is to explore the underlying factors affecting Swedish university-attending Generation Y consumers’ purchase intentions towards insect-based products. In order to fulfill the purpose of this study, two research questions have been developed. Thereby, the Theory of Planned Behavior was chosen as a theoretical framework. Method: The research philosophy of this study adopted elements of both constructionism and interpretivism. Further, this study applied an abductive approach and a qualitative research design with an exploratory purpose. A total of three focus groups were conducted in order to explore purchase intentions towards insect-based products. In addition, a taste test was incorporated in each focus group to explore the participants’ reactions when given the opportunity to try an insect-based product. To adequately reach the selected target population, a combination of a self-selection sampling technique and a convenience sampling technique was employed. Lastly, a content analysis following a directed approach was applied in order to properly analyze the collected data. Conclusion: The empirical findings of this study suggest that eleven factors are contributing to the target populations’ purchase intentions towards insect-based products. Thereby, ten of these factors are connected to the components of attitude, subjective norm, and perceived behavioral control of the theoretical framework whereas the remaining factor was not categorized within these components. Regarding the conducted taste test, it was found that the large majority of the participants were willing to try. Further, the taste test showed that all participants followed their initial intentions.

Submitted by Cyntia Uehara (cyntia_uehara@hotmail.com) on 2017-08-18T12:49:33Z No. of bitstreams: 1 20170817DissertacaoMestrado_CyntiaUehara.pdf: 1589421 bytes, checksum: a022fcd5fcac3b989f39359bfd1f9b1c (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2017-08-18T12:55:36Z (GMT) No. of bitstreams: 1 20170817DissertacaoMestrado_CyntiaUehara.pdf: 1589421 bytes, checksum: a022fcd5fcac3b989f39359bfd1f9b1c (MD5) / Made available in DSpace on 2017-08-18T14:19:09Z (GMT). No. of bitstreams: 1 20170817DissertacaoMestrado_CyntiaUehara.pdf: 1589421 bytes, checksum: a022fcd5fcac3b989f39359bfd1f9b1c (MD5) Previous issue date: 2017-07-20 / Brands that promote actions focused on social issues hope to convey to consumers their position on corporate social responsibility (CSR) in order to improve their evaluation with this public. However, the use of these actions may not cause the desired effect, either by the consumer's distrust of such activities or by the individual's lack of sensitivity to the subject. The effect of these actions may suffer interference from other aspects related to consumer profile and knowledge about products and brands, for example. In this way, this study investigated by a factorial experiment between subjects the effect of the Cause Related Marketing (CRM) the reaction of the consumers regarding the perceived image of the brand, the attitude towards the brand and the intention to purchase the brand that adopts CRM. Were tested brands already on the market of products considered harmful to health (soft drinks) by the World Health Organization and products considered as beneficial to health (mineral water) supporting the cause ‘nutritional re-education’. Familiarity with the brands, high and low, was also evaluated in the study. An experiment was conducted with 480 Brazilian consumers of both sexes, who had income above 1 minimum wage, aged between 18 and 60 years and who had attended at least high school, in order to reflect the actual buying behavior. This study also verified the relationship between consumer skepticism as well as the congruence of the social cause with the brand and the attitude, image and intention to buy. The choice of brands was based on the knowledge and frequency of use that the consumer has with these product types, which makes possible the external validity of the experiment. The data were analyzed by means of averages test and also by linear regression. The results of the experiment point out that the CRM shows greater adherence to brands with low familiarity and beneficial health products. Highly familiar brands did not show significant changes in consumer assessment and the health products of low familiar brands achieved an improvement in attitude, image and purchase intent when tied to an CRM campaign. A positive and significant relationship was also identified between skepticism and congruence in the consumer's attitude and the intention to buy the brand, however, a significant influence on the brand image was not perceived. / Marcas que promovem ações voltadas às questões sociais esperam transmitir aos consumidores seu posicionamento em relação à responsabilidade social corporativa (RSC) visando melhorar sua avaliação junto a este público. Todavia, o uso dessas ações podem não causar o efeito desejado, tanto pela desconfiança que o consumidor nutre em relação a essas atividades, quanto pela falta de sensibilidade do indivíduo a esse tema. O efeito destas ações pode sofrer interferência de outros aspectos relacionados ao perfil do consumidor e conhecimento sobre produtos e marcas, por exemplo. Desta forma, este estudo investigou por meio de um experimento fatorial entre sujeitos o efeito do Marketing Relacionado à Causa Social (MRC) na reação dos consumidores quanto à imagem percebida da marca, à atitude em relação à marca e à intenção de compra da marca que adota MRC. Foram testadas marcas já existentes no mercado de produtos considerados prejudiciais à saúde (refrigerantes) pela Organização Mundial da Saúde e de produtos tidos como benéficos à saúde (água mineral) apoiando a causa ‘reeducação alimentar’. A familiaridade com as marcas, alta e baixa, também foi avaliada no estudo. Foi conduzido experimento com 480 consumidores brasileiros de ambos os sexos, que possuíam renda acima de 1 salário mínimo, idade entre 18 e 60 anos e que tivessem cursado pelo menos o ensino médio, com o intuito de refletir o real comportamento de compra. Esse estudo verificou também a relação entre o ceticismo do consumidor bem como a congruência da causa social com a marca e a atitude, a imagem e a intenção de compra. A escolha das marcas tomou como base o conhecimento e a frequência de uso que o consumidor tem com esses tipos produtos, o que possibilita maior validade externa do experimento. Os dados foram analisados por meio de teste de médias e também por regressão linear. Os resultados do experimento apontam que o MRC apresenta maior aderência para marcas de baixa familiaridade e para produtos benéficos à saúde. Marcas de alta familiaridade não apresentaram mudanças significativas na avaliação do consumidor e os produtos prejudiciais à saúde de marcas de baixa familiaridade obtiveram uma melhora na atitude, na imagem e na intenção de compra ao ser atrelada a uma campanha de MRC. Foi identificada também uma relação positiva e significativa entre o ceticismo e a congruência na atitude do consumidor e na intenção de comprar a marca, todavia, não se percebeu uma influência significativa sobre a imagem da marca.

Sociala medier har under senare år växt och blivit en integrerad del av människors vardag. Tillväxten i populariteten av sociala medier har resulterat i att många företag flyttar delar av sin marknadsföring till dessa plattformar i förhoppningen om att få en bredare och mer engagerad publik. En följd av det ökade intresset för marknadsföring på sociala medier har blivit att sponsra och samarbeta med personer som har ett stort antal följare, även kallade influencers, på sociala medie-plattformar såsom Instagram, Twitter och Youtube. Samtidigt som sponsring av influencers blir allt vanligare så ser vi också att influencerns publik, följare och andra intressenter, har börjat tröttna på det sponsrade materialet. Tidigare forskning på marknadsföring med hjälp av kända personer har visat att det finns ett negativt samband mellan mängden produkter som en känd person marknadsför och den kända personens source credibility. Forskarna fann i samband med studierna även att konsumentens köpintention och varumärkesattityd påverkades negativt. Vår studie ämnade därför dels till att undersöka om samma slutsatser går att dra för dagens influencers. Å andra sidan visar forskning att konsumentens relation till en känd person kan skilja sig från relationen till en influencer. Då konsumenter ofta upplever att de har en relation till de influencers som de följer på sociala medier kan detta påverka den minskade source credibility som annars skulle uppstå när en influencer publicerar en större mängd sponsrat material. Därför syftade denna studie även till att undersöka huruvida konsumentens intention och attityd påverkas av att konsumenten följer en influencer eller inte. För att kunna besvara studiens syfte och frågeställning genomfördes därför en experimentell studie på nätet. Deltagarna i studien slumpades in i en av två grupper där de exponerades för olika mängder sponsrat material. Experimentet avslutades med en enkät och grupperna jämfördes sedan för att se huruvida attityden gentemot influencern, köpintentionen och varumärkesattityden förändrades vid en större mängd sponsrat material. Enkäten möjliggjorde även vidare analys av hur attityder och intentioner påverkas av att konsumenten är följare eller inte. Resultatet visade att antal sponsrade inlägg som en influencer publicerar inte påverkar konsumentens köpintention, varumärkesattityd eller attityd gentemot influencern. Dock fann studien stöd för att en influencers source credibility påverkas beroende på om konsumenten är följare eller icke-följare, vilket i sin tur även påverkar konsumentens köpintention och varumärkesattityd. Vi fann även att source credibility påverkar köpintention och varumärkesattityd i båda fallen. Vi kan därmed dra slutsatsen att det är mindre viktigt för konsumenten hur många sponsrade inlägg en influencer publicerar. Det handlar snarare om huruvida man följer personen eller inte gällande hur konsumenten tar emot det sponsrade materialet. / Social media has in recent years grown and become an integrated part of people's everyday lives. The growth in popularity of social media has resulted in many companies moving parts of their marketing efforts to these platforms in the hope of getting a wider and more committed audience. An effect of the increased interest in social media marketing has been to sponsor people who have large numbers of followers, also called influencers, on social media platforms such as Instagram, Twitter and Youtube. While sponsoring influencers is becoming more common, we also see that the influencer audience has begun to grow tired of the sponsored material. Earlier research on celebrity marketing has shown that there is a negative relationship between the amount of products that a celebrity endorses and the endorser's source credibility. Researchers also found that the consumer's purchase intention and brand attitude were negatively affected. Our study therefore aimed to investigate whether the same conclusions can be drawn for influencers. On the other hand, research shows that the consumer's relationship with celebrity may differ from the relationship to an influencer. Because consumers often experience that they have a relationship to the influencers that they follow on social media, this can affect the reduced source credibility that would otherwise occur when an influencer publishes a larger amount of sponsored content. Therefore, this study also aimed to investigate whether the consumer's purchase intention and attitude is influenced by the consumer following an influencer or not.In order to answer the purpose of the study, an online experiment was conducted. Participants in the study were randomized into one of two groups where they were exposed to different amounts of sponsored material. The experiment was completed with a survey and the groups were compared to see if the attitude towards the influencer, purchase intentions and brand attitude changed when the participant was exposed to a larger amount of sponsored material. The survey also enabled further analysis of how attitudes and intentions are affected by the consumer being a follower or not. The result showed that the number of sponsored posts published by an influencer does not affect the consumer's purchase intention, brand attitude or the source credibility of the influencer. However, the study found that an influencer's source credibility was affected by whether the consumer is a follower or non-follower, which in turn also affects the consumer's purchase intention and brand attitude. We also found that source credibility affects purchase intention and brand attitude in both cases. We can therefore conclude that it is less important for the consumer how many sponsored posts an influencer publishes. It is more about whether the consumer follows the influencer or not, than about how the consumer receives the sponsored material. The following thesis is written in Swedish.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-04-04T18:02:43Z No. of bitstreams: 1 Solange Pukaro.pdf: 2200944 bytes, checksum: f955532ec42d2448438976bd89d7c367 (MD5) / Made available in DSpace on 2017-04-04T18:02:43Z (GMT). No. of bitstreams: 1 Solange Pukaro.pdf: 2200944 bytes, checksum: f955532ec42d2448438976bd89d7c367 (MD5) Previous issue date: 2016-12-10 / The study pointed the impact of Olympic Games in Rio de Janeiro (2016) in the destination image and in the country image, and consequentently in the visit intention and in the purchase intention of produtcs made in Brazil. This subject is important, because all the media around the world had debated about Brazil and Rio Janeiro hosted the Olympic Games, due to the Political and Economic Crisis. By means of a longitudinal study with online survey, conducted two months before and two months after the Olympic Games with the same group of domestic tourist and foreign (n=837), the research show what is the change in country image and destination image, after the Olympic Games. The Olympic Games image and the Sport Motivation were analyzed as influencing elements in the Destination Image and in Country Image. Besides that, as the study was made with domestic tourists and foreign tourists as was posible analyze spatial distancing could change as the tourist typology as and showed some diferences in destination image and country image. There are 837 answers in total, 330 answers was domestic tourists in the first phase and in the second phase, 190 domestic tourists of this 330 answered the same questionarie. And 203 answers was from the group of international tourists in the first phase and 105 of this group answered in the second phase. All the data was analysed by the software smartPLS and the comparison was made by Test T Student. As a result of the study, the Sport Motivation had positive influence accepted in the event image, destination image and in the country image. The event image also had a positive relationship accepted with Destination Image and Country Image; just like Destination Image had positive influence in the Visit Intention. The Country Image and Destination Image also had positive influence in the purchase intention acceped by the test. Although, the country image hadn´t had a positive influence in the visit intetion and was rejected. In the end, was verified a positive change in the Country Image and Destionation Image, after the Olympic Games. The more interesting conclusion was that there weren´t change in Country Image to foreign tourists after the Olympic Games. As academic contribution, there are the analyse of the diferent impressions of Image as the change in the spatial distancing (following tourist typology) and the Sport Motivation influencing the Destination Image and Country Image. Besides the result, there were a management contribution, because the results could be the reason to host the Olympic Games due to the change in the Destination Image after the Olympic Game. Also, the research showed an Olympic Games operating model. / Este estudo avalia o impacto dos Jogos Olímpicos de 2016 do Rio de Janeiro, na imagem do destino, do país, e consequentemente na intenção de visita à cidade e na compra de produtos produzidos no Brasil. O tema é contemporâneo, já que as mídias em todo mundo discutiram o fato de o Brasil e o Rio de Janeiro sediarem os Jogos Olímpicos do Rio em 2016, isso por causa da crise política e financeira do país. A partir de uma pesquisa longitudinal, com questionário on-line aplicado dois meses antes e dois meses após os Jogos Olímpicos com os mesmos turistas domésticos e turistas estrangeiros (n= 837), buscou-se avaliar se houve mudança na imagem do país e na imagem do destino. A imagem dos Jogos Olímpicos e a motivação para o esporte foram analisados como agentes influenciadores na imagem do destino e do país. Com este estudo, ao promover uma pesquisa com os turistas domésticos e estrangeiros analisou-se, de acordo com o distanciamento espacial, se houve diferença na avaliação da imagem do destino e do país. Foram 837 respondentes no total, sendo 330 respondentes de turistas domésticos na primeira fase, desses 190 participaram da segunda fase. Já nos turistas internacionais, obteve-se 203 respondentes na primeira fase e 105 desses turistas voltaram a participar na segunda fase da pesquisa. Os dados da pesquisa foram analisados por Modelagem de Equação Estrutual pelo software smartPLS e a comparação de imagens foi realizada pelo Test T Student no software SPSS 20. Como resultado da pesquisa, tem-se que a motivação para o esporte teve influência positiva comprovada na imagem do evento, na imagem do destino e na imagem do país, assim como a imagem do destino teve influência positiva aceita na intenção de visita ao destino. A imagem do país e do destino também influenciaram positivamente a intenção de compra. Já a imagem do país não teve uma influência positiva comprovada na intenção de visita e sua hipótese foi não aceita. Por fim, comprovou-se que houve mudança positiva na imagem do país e destino após a realização dos Jogos Olímpicos. Um dos resultados da pesquisa aponta que não houve mudança da imagem do país após os Jogos Olímpicos por parte dos turistas estrangeiros. Como contribuição acadêmica tem-se a análise da diferença de elaboração da imagem de acordo com o distanciamento físico, seguindo a tipologia dos turistas e a influência da motivação com o esporte na imagem do destino e do país. De acordo com o resultado cria-se uma contribuição gerencial, já que fornece uma justificativa para sediar os Jogos Olímpicos pela melhoria de imagem.

隨著網路科技的發展，許多新興媒體隨之興起，直播服務即為其中之一，直播為現今品牌或者商家躍躍欲試的行銷溝通管道。直播服務有許多的應用方式，而當中「直播＋電商」為本研究所欲了解的應用，因直播電商近來廣受業界討論，也可看見許多品牌皆直播與消費者溝通以及導購，且許多品牌也都表示有良好的成效。直播電商即是透過直播服務在網路上進行商品的販售，其中主要組成的元素包括直播功能、直播主、直播內容以及閱聽眾，本研究希望能夠了解直播電商是如何能夠提升消費者購買意願以及對購買決策流程影響。 本研究將受訪者分為三組（前測、直播以及重播組），先讓受訪者共同觀看完直播電商節目後，再透過焦點團體訪談法深入瞭解其態度，研究結果歸納如下： 一、 購買意願 內容與直播主為直播電商關鍵成功因素，實用性價值高之內容、具專業性之直播主較能促使購買意願，而具知名度之直播主能吸引消費者注意以及提升購買意願，且當產品與直播主具有高度關聯性時較能說服消費者；直播功能對於消費者而言為附加價值，但是當消費者對於直播內容與直播主感到滿足、滿意時，直播功能能有效提升購買意願。 二、 購買決策流程 直播透過導購功能、互動功能能夠縮短消費者購買決策流程的資訊搜集以及評估方案階段。 根據研究結果，本研究提出實務建議以提供企業作為未來營運參考，亦提出研究建議作為未來研究參考。 / As the Internet Technologies continue to bloom and develop, many new media emerge. Of all, live streaming, has become the must try for brands and sellers nowadays. Among all the applications that live streaming brings, live streaming commerce, which is selling products through live streaming, is the focus of this study. The main components of live streaming commerce include live features, host, content and audiences. This study aims to understand the impact of live streaming commerce on consumers’ purchase intention and purchase decision-making process. To conduct focus group interviews, the study divided participants into three groups: 3 people in the pre-test, 5 people watching livestream, and 5 people watching video (same content as in the previous group but not live). Results and conclusions are summarized as below: The key successful factors of live streaming commerce are content and host. The content with high utilitarian value and the expert hosts are both significant to consumers’ purchase intention. Live streaming with popular hosts could capture consumers’ attention and enhance their purchase intention. Moreover, the live streaming hosts are more likely to persuade consumers into purchasing if the characteristics of live streaming hosts are strongly relevant to the products. Consumers regard functions of live streaming as additional value. Live streaming could effectively increase consumer purchase intention when the consumers are satisfied with the content and the performance of host in the live streaming. Live streaming commerce shortens the consumer decision making process through features of real- time text chatting and shopping guide. According the results, this study presents the practical recommendations to provide enterprises as a future operational reference, and propose research recommendations as a future study reference.

Eco-labeling is an important matter in the modern world, because of its relationship to the significant issues of the society, i.e. environmental and health care. More and more people pay great attention to the ‘green’ aspect of their lives. Many researchers, in their turn, unveil the topic devoted to the eco-labeling strategies in their academic papers.  However, there is a certain knowledge gap in the existing literature, which allowed the researchers of this paper to focus the study on consumers' preferences towards eco-labeled products and purchase intention in the context of cultural diversity. Cultural aspect might have the crucial effect and predetermine consumers’ behavior to some extent. Thus, for companies’ management it is highly important to be aware of cultural context of the country they are already operating in or only going to internationalize into. Prior to empirical data collection a literature review on eco-labeling, cultural diversity, and purchase intention were conducted, followed by the integration of gained information into the theoretical model. The theoretical model, developed by the authors, presents the research of the perceived association between consumers’ preferences, as presented by own health care and environmental care, and purchase intention under the impact of the moderating effect of national culture. In order to test the hypotheses formulated on the literature and model bases, primary data from respondents from three different countries (namely, the USA, Sweden, and Russia) and secondary data from existing literature were collected, the integration of which allowed getting some relevant conclusions and results. After the data collection and all the statistical process analyzing it, the researchers concluded that culture has an impact on the association of consumers' preferences and purchase intention of eco-labeled products, but this moderating effect varies in terms of the context of consumers' preferences and different cultural dimensions.

La presente investigación tiene como propósito encontrar la relación entre las promociones online a través de Instagram, Facebook y mailing en su relación con la intención de compra en el entorno offline. Para ello, se realizó un análisis mixto de carácter cualitativo y cuantitativo. Con respecto al análisis cualitativo, se realizaron entrevistas a expertos y un focus group al target. También se realizó un análisis cuantitativo bivariado a través de correlaciones mediante encuestas a 150 mujeres jóvenes entre 18 a 24 años, los datos fueron procesados utilizando un análisis de correlaciones. Como resultado se obtuvo que existe una relación más fuerte entre Instagram y la intención de compra y, en el caso de Facebook esta es más débil. Con respecto a la plataforma mailing se encontró que no existe relación con la intención de compra. Dichos resultados son de utilidad para el sector estudiado debido a que se ha podido conocer la opinión sobre qué tipo de red social es la más utilizada. De esta forma, las empresas deberían de comunicar sólo en redes sociales como Facebook e Instagram y descartar otras herramientas que son secundarias para el target, porque aparentemente las mujeres jóvenes no esperan este tipo de información como son las promociones de venta vía mailing. / The purpose of this research is to find the relationship between online promotions through Instagram, Facebook and mailing in relation to the purchase intention in the offline environment. For this, a mixed analysis of qualitative and quantitative character was carried out. With respect to the qualitative analysis, expert interviews and a focus group were conducted on the target. A bivariate quantitative analysis was also carried out through correlations through surveys to 150 young women between 18 and 24 years old, the results were analyzed using correlation analysis. From this, it has been found that there is a stronger relationship on Instagram than on Facebook with the purchase intention, in the case of the mailing it was found that there is no relationship with the purchase intention. These results are useful for the sector studied because it has been possible to know the opinion on what type of social network is the most used. In this way, companies should only communicate on social networks such as Facebook and Instagram and discard other tools that are secondary to the target, because apparently young women do not expect this type of information such as sales promotions via mailing. / Trabajo de investigación