Titel: Från eWOM till köpintention – En studie om hur valens och argumentkvalitet i en recension påverkar konsumentens köpintention  Nivå: C-uppsats, examensarbete i ämnet företagsekonomi  Författare: Tobias Fält & Viktor Hamwi  Handledare: Jonas Kågström  Datum: 2019 - januari  Syfte: Syftet är att analysera vilken roll valens och argumentkvalitet i en restaurangs onlinerecensioner har för påverkan på konsumentens köpintention. Metod: Studien använder sig av en kvantitativ forskningsmetod med en webbaserad enkätundersökning som grund för det insamlade materialet. Den webbaserade enkätundersökningen samlade in totalt 157 svar från respondenter. Därefter analyserades de insamlade svaren i SPSS där deskriptiv analys, korrelationsanalys, faktoranalys, t-test och klusteranalys genomfördes. Resultat och slutsats: Resultatet av studien visar att valens har en direkt påverkan på konsumentens köpintention. Vidare visade resultatet att negativa recensioner har en större påverkan på konsumentens beteendemässiga intention än positiva recensioner, vilket styrker forskningen som påvisar att negativitetseffekten är aktuell. Studien fann också att argumentkvalitet inte har en signifikant påverkan på köpintentionen.  Uppsatsens bidrag: Uppsatsen bidrar till den befintliga forskningen genom att styrka att negativitetseffekten gäller även för restauranger, vilket belyser vikten i att behandla negativa recensioner då de kan spela en roll i restaurangens rykte och försäljning.  Förslag till vidare forskning: Vi ser gärna att framtida studier fokuserar på samma ämne, men med fler respondenter då vi inte fann något statistiskt samband mellan köpintention och argumentkvalitet. Framtida studier bör även fokusera på liknande tjänster då vi ser en överrepresentation av produkter som forskningsunderlag i denna typ av undersökningar.  Nyckelord: eWOM, recensioner, köpintention, valens, argumentkvalitet. / Title: From eWOM to purchase intention – A study of how valence and argument quality in a review effects a consumer`s purchase intention  Level: Final assignment for Bachelor Degrees in Business Administration  Author: Tobias Fält & Viktor Hamwi Supervisor: Jonas Kågström Date: 2019 - January   Aim: The aim of this paper is to analyze the role of valence and argument quality on restaurants online reviews, and its impact on customers purchase intention. Method: This paper used a quantitative research method with a web-based survey as the basis for the collected material. The web-based survey collected a total of 157 responses from respondents. The collected answers were later analyzed in SPSS where descriptive statistics, correlation analysis, factor analysis, t-test and a cluster analyses were performed. Results and conclusion: The results show that valence has a direct impact on the consumer purchase intention. Furthermore, the results show that negative reviews have a greater effect on the consumer behavioral intention than positive reviews, which strengthens previous studies that show the relevance of the negativity effect. The study also shows that argument quality does not have a significant effect on the consumer’s purchasing intention.  Contribution: This study has contributed to previous research by demonstrating that the negativity effect is applied to restaurants as well, which shows the importance of addressing negative reviews as they can have an impact on a restaurant’s reputation and sales.    Further Research: We would like to see future studies focusing on the same subject, but with a larger number of respondents as seen as we could not find a statistical connection between purchasing intention and argument quality. Future studies should also focus on similar services since we see an overrepresentation of products as subject of examination in this field. Keywords: eWOM, reviews, purchase intention, valence, argument quality

Atualmente, observa-se que o ambiente virtual está cada vez mais povoado por pessoas com 60 anos ou mais e com os mais diversos interesses, todavia, verifica-se que há pouco conhecimento sobre como os consumidores idosos formam julgamentos e tomam decisões a respeito de produtos e serviços oferecidos na Internet, chegando a existir, inclusive, um pré-conceito de que estes indivíduos não são usuários da Internet e, portanto, não merecem que se façam investimentos para adequar produtos e serviços a eles. Sabe-se que diferentes fatores podem influenciar o comportamento do consumidor em sua tomada de decisão, principalmente quando se abordam produtos e serviços tecnológicos. Frente a esse contexto, é fundamental que se compreendam melhor os elementos que estão presentes nesse comportamento de consumo e as suas implicações futuras. Por essa razão, a presente pesquisa foi elaborada, pretendendo-se identificar os principais construtos que influenciam o comportamento do consumidor da terceira idade na Internet e analisar o seu impacto sobre a intenção de compra online. Objetivando responder a tal questionamento, projetou-se este estudo, para o qual foi elaborado um modelo teórico (testado empiricamente) contendo diversas variáveis e moderadores. Após 5 pré-testes e 8 entrevistas em profundidade, um questionário foi aplicado em 430 respondentes com 60 anos ou mais que tivessem utilizado a Internet pelo menos uma vez nos últimos 3 meses. O processamento de dados incluiu uma análise fatorial exploratória e uma confirmatória e a Modelagem de Equações Estruturais. Ao final deste estudo, obteve-se aceitação plena de cinco hipóteses, parcial de três e rejeição de duas, além de um bom ajuste do modelo proposto (a partir dos índices pré-definidos). Confirmou-se a hipótese de que o risco percebido pelos consumidores da terceira idade ao utilizar a Internet é um moderador no modelo estrutural proposto, uma vez que se comprovou diferença estatística significante entre as respostas dadas por um grupo mais avesso ao risco (Grupo 1) e outro menos avesso ao risco (Grupo 2) no que concerne às características demográficas e comportamentais (relacionadas ao uso da Internet). Já a escala de Tipo de Uso não se mostrou adequada para analisar a utilização da Internet pelo público da terceira idade. Constatou-se, da mesma forma, que a idade cognitiva influencia, de maneira inversa, no tempo de uso da Internet e que a satisfação com o uso da mesma tem impacto positivo no boca-a-boca positivo realizado, na intenção de (re)compra online e, também, no tempo de uso da rede. Acredita-se que os resultados obtidos a partir do teste do modelo apresentado possam fornecer importantes implicações acadêmicas e gerenciais, as quais possibilitarão uma maior compreensão sobre o uso da Internet por indivíduos da terceira idade, seus impactos futuros e a existência de moderadores importantes nesta relação. / Virtual environment has been increasingly used by people aged 60 and over who have a variety of interests. However, there is little knowledge concerning how elderly consumers form judgment and make decisions regarding products and services offered on the internet. Additionally, there is a preconception that these individuals do not use the internet; therefore, there would be no need for investment in redesigning products and services to suit them. It is known that there is a range of factors that may influence consumer behavior, especially in online environments involving technological products and services. In this context, understanding the elements involved in consumer behavior as well as its future implications is of paramount importance. Thus, this study reviewed the main constructs that influence the consumer behavior of the elderly on the internet and analyzed its impact on the online purchase intention. A theoretical model containing several variables and moderators was created and empirically tested. After 5 pretests and 8 in-depth interviews, a questionnaire was applied to 430 respondents aged 60 and over who had used the internet within the last 3 months. Data processing included an exploratory and a confirmatory factor analysis, as well as the Structural Equation Modeling. As a result, five hypotheses were fully supported, three were partially confirmed and two were rejected. Moreover, the proposed model proved to be well adjusted according to the pre-defined indexes. The hypothesis which states that the perceived risk by the elderly regarding the use of internet is a moderator on the proposed structural model was confirmed, since there was a statistically significant difference between the answers given by a more risk-averse group (Group 1) and the answers provided by a less risk-averse group (Group 2) concerning demographic and behavioral characteristics related to internet use. On the other hand, the Type of Internet Use scale was shown to be inadequate to analyze the internet usage by the aforementioned age group. Likewise, it was observed that cognitive age has an inversely proportional influence on time of Internet usage, and that satisfaction with its usage has a positive impact on positive word of mouth, online (re)purchase intention and time of web usage. It is believed that the results obtained from the testing of the presented model may provide important academic and managerial implications which will bring a greater understanding of internet usage by the elderly as well as its future impacts and the existence of important moderators within this relationship.

La siguiente investigación ha sido realizada con el objetivo de comprender la relación que existe entre el costo de adquisición, el valor cultural y el valor emocional con respecto la intención de compra de marcas de calzado casual para un público masculino de 20 hasta 24 años de edad. En primer lugar, el costo de adquisición es representado por dos variables: (i) El costo monetario del artículo y (ii) el costo de oportunidad del cliente que se toma el tiempo de ir hasta la tienda, buscar el producto y, finalmente, pagar por el mismo. En segundo lugar, el valor cultural ha sido representado por tres variables: (i) La marca como fuente de autoexpresión, (ii) la marca como símbolo de pertenencia a un grupo amical o cultural y (iii) la marca como un accesorio para mejorar la percepción de los demás sobre uno mismo. En tercer lugar, el valor emocional de una marca ha sido representado por tres variables: (i) la marca como una garantía de calidad de sus productos, (ii) la marca como una fuente de satisfacción en el uso de sus productos y (iii) finalmente, la marca como una fuente de motivación en el uso de sus productos. Después de la realización de encuestas realizadas a un muestreo de 250 personas, se confirma que existe una relación entre el costo de adquisición y el valor emocional de la marca (variables independientes) con la intención de compra respectivamente (variable dependiente). Todo esto debido al análisis de correlación que confirma la relación significativa entre estas variables independientes y la variable dependiente del estudio. / The following research has been carried out in order to understand the relationship between the cost of acquisition, cultural value and emotional value with respect to the intention to buy casual footwear brands for a male audience of 20 to 24 years of age. First, the cost of acquisition is represented by two variables: (i) The monetary cost of the item and (ii) the opportunity cost of the customer who takes the time to go to the store, look for the product and, finally, pay for it. Second, cultural value has been represented by three variables: (i) The brand as a source of self-expression, (ii) the brand as a symbol of belonging to an amical or cultural group and (iii) the brand as an accessory to improve the perception of others about oneself. Third, the emotional value of a brand has been represented by three variables: (i) the brand as a guarantee of quality of its products, (ii) the brand as a source of satisfaction in the use of its products and (iii) finally, the brand as a source of motivation in the use of its products. After conducting surveys on a sample of 250 people, it is confirmed that there is a relationship between the cost of acquisition and the emotional value of the brand (independent variables) with the purchase intention respectively (dependent variable). All this due to the correlation analysis that confirms the significant relationship between these independent variables and the dependent variable of the study. / Trabajo de investigación

Abstract In an increasingly digital world, organizations and individuals are turning to web-based applications as a source of information and method of inter-personal communication; this includes social media. This literature review analyzes the effects of social media marketing in luxury fashion brands. The research reveals luxury brands’ social media marketing positively affects purchase intention through user-to-user and brand-to-user communication, if the consumers trust the brand. On the other hand, disclosure language on Instagram and Facebook negatively affects consumer behavior, but the unique positioning of blogs allows them to positively influence their audience. In addition to this evidence, this paper also includes suggestions for future research. Keywords: social media, luxury brands, fashion, marketing, purchase intention, consumer behavior

La presente investigación tiene como objetivo principal determinar los factores de las variables del marketing mix que inciden significativamente en la intención y decisión de compra de mujeres de 18 a 25 años de edad de los NSE A y B de la Zona 7 de Lima Metropolitana (Miraflores, San Isidro, San Borja, Surco, La Molina) en la industria de la moda de prendas de vestir, con un enfoque especial en los influencers como parte de la P de promoción. Para ello, se realizó un estudio con enfoque mixto, ya que fue tanto cualitativo como cuantitativo. Por un lado, se utilizó el análisis factorial para medir la influencia en la intención de compra; y por el otro, el análisis discriminante para medir la influencia en la decisión de compra. Utilizamos esta metodología para medir el impacto de cada uno de los factores de las variables del marketing mix (producto, precio, plaza y promoción) y especialmente para validar si los influencers generan un impacto significativo sobre la intención y decisión de compra como parte de la P de promoción. Se realizó una entrevista a profundidad a un experto del rubro de la moda para validar nuestros objetivos e hipótesis. Asimismo, se realizó un Focus Group para obtener información relevante del segmento. Finalmente, se aplicó una encuesta a una muestra de 415 personas con la que se obtuvo la información necesaria para realizar el análisis estadístico. / The main objective of this research is to determine the factors of marketing mix variables that significantly affect purchase intention and decision of women between 18 and 25 years old that belong to the A and B socioeconomic status from seventh zone of Metropolitan Lima (Miraflores, San Isidro, San Borja, Surco, La Molina) in the fashion and clothing industry, with an special focus on influencers as part of promotion P. For this, we make a mixed approach study, since it was both qualitative and quantitative. On one hand, factor analysis was used to measure the influence on purchase intention; and on the other, the discriminant analysis to measure the influence on purchase decision. We use this methodology to measure the impact of each one of the factors of the marketing mix variables (product, price, place and promotion) and especially to validate if influencers generate a significant impact on purchase intention and decision as part of promotion. An in-depth interview was conducted with an expert from the fashion industry to validate our objectives and hypotheses. In addition, a Focus Group was carried out to obtain relevant segment information. Finally, a survey was applied to a sample of 415 people with whom the necessary information was obtained to perform the statistical analysis. / Tesis

En base al constante crecimiento del mercado de videojuegos, diversas marcas buscan incorporar estrategias para diferenciarse del resto y poder potenciar la intención de compra de las personas en su beneficio, tal como las tiendas Phantom y Lawgamers, quienes buscan obtener la mayor cantidad de ventas posibles. Por tal motivo, la presente investigación tiene como finalidad encontrar la relación entre las variables de los elementos del windows display e intención de compra de videojuegos en Centros Comerciales en mujeres aficionadas de Lima Metropolitana. Así mismo, el trabajo de investigación busca responder a la pregunta de investigación formulada, la cual debate acerca de cuál de los elementos del windows display son más influyentes en la intención de compra y, así responder la hipótesis propuesta, la cual menciona que el sticker o la estatua tienen mayor influencia en la intención de compra. Además, esta investigación esta compuesta por una parte cualitativa y cuantitativa, la cual es de tipo correlacional porque se busca comprobar la relación de una variable con otra y con técnica mixta. Así pues, los resultados obtenidos de la investigación revelaron que el sticker y la estatua no son los elemento del windows display que más influyente en la intención de compra en el público objetivo. Por otro lado, el windows display cuenta con otros elementos, los cuales fueron jerarquizados según su grado de importancia, siendo los más importantes producto, color, sticker, iluminación y estatua. Por ultimo, se pudo concluir que el producto es el elemento del windows display que más influyente en la intención de compra en el público objetivo. / Based on the constant growth of the videogame market, several brands seek to incorporate strategies to differentiate themselves from the rest and to maximize the intention of people to purchase on their benefit, Stores like Phantom and Lawgamers, who seek to obtain as much sales as possible. For this reason, the purpose of this research is to find the relationship between The variable elements of windows display and the intention of buying videogames in shopping centers for amateur women in Metropolitan Lima. Likewise, the research work seeks to answer the question formulated, that discusses which of the elements windows display are most influential in the purchase intention and, answer the proposed hypothesis, which mentions that the sticker or the statue have a greater influence on the purchase intention. In addition, this research is composed of a qualitative and quantitative part, which is correlated because it seeks to verify the relationship of one variable with another and with mixed media. Thus, the results obtained from the investigation revealed that the sticker and the statue are not elements of the windows display that most influential in the purchase intention in the target audience. On the other hand, the windows display has other elements, which were ranked according to its importance, being the most important product, color, sticker, lighting, statue. Finally, it can be concluded that the product is the element of the windows display that is the most influential in the purchase intention in the target audience. / Trabajo de investigación

The aim of this study is to investigate what factors are important when implementing cause-related marketing within the Swedish fashion retail market, in order to change the purchase intention of customers. Cause-related marketing (CRM) is a widely used marketing tool within the Swedish fashion industry. There has been an increasing trend of using cause-related marketing as part of corporate social responsibility strategy. Companies increasingly believe that associating their corporate identity with good causes can be an effective marketing tool. There is limited research about CRM with a bearing on the Swedish market and the fashion industry. This has given the authors an interesting field for research and analysis. A quantitative method was used to collect primary data. A survey was conducted among customers of H&M, Lindex, Mango and Indiska. These companies were chosen after the observation of a large amount of Swedish based fashion retailers and their involvement within CRM. The results indicate that there is a link between cause-related marketing and customer purchase intentions. CRM campaigns have positive effects on customers by increasing their purchase intentions. Marketing communication, price, customer attitude and fit are important factors that affect the purchase of CRM products. A further investigation can be useful for companies and researchers in the field of marketing strategies.

In recent years, the internet shopping development is quite developed, what every shopping website developed is quite ripe too, and 3C products occupy sizable rates in the internet shopping. So I want to study that 3C shopping website influences factor that influencing consumers¡¦ will to use the internet shopping. This research base on demography and knowledge about 3C products to create the cause-effect model of electronic service convenient, electronic service quality, customer satisfaction, and purchase intention. Through statistics software, probe into the relationship, electronic service convenient, electronic service quality, customer satisfaction, and purchase intention in the internet. In order to have close look to on customer needs is essential. Overall, the entire model fit is acceptable. It is pointed that the whole theory model of this study completes the standard of the fit test. To sum up, the results shows the indeed influential relationship among the four concepts.The customer satisfaction is the most important factor that negative effect purchase intention in the entire model. The second factor is electronic service quality. And electronic service convenient only leads a positive effect on purchase intention via electronic service quality and customer satisfaction. However, the effect is very small.

This study examines the personalization of shown travel destination visual images using professional photography upon travel motivations, feelings, and purchase intentions of consumers in the online environment. The research design was experimental and used data from a questionnaire via Qualtrics. A pilot test of the instrument was conducted. The final questionnaire contained 25 items. A total of 194 questionnaires were collected and participants were randomly assigned to one of four groups. Each group of 50 participants was exposed to a specific set of travel destination visual images. Further, several hypotheses related to the effects of personalization, professional photography toward travel motivation, emotion, and purchase intention were tested. The results indicated that: (1) travel motivation was affected by both personalization, and professional photography of travel destination visual image; (2) personalization had an influence on positive emotion, but professional photography did not; (3) it was expected that personalization would act as a “push” factor on travel motivation, and professional photography would influence the “pull” factor on travel motivation, but these two hypotheses were not supported; (4) travel motivation and emotion positively affected purchase intention, however this was only partially supported. Furthermore, the results of the present study implied that the “push – pull” travel motivation theory was considered not entirely separate. Practical recommendations are presented for online tourism marketers to enhance their service.

Title: Purchasing Intentions of Young Thai Male towards Men's Skin Care Products Problem: Men concern more about their image than ever before. This behavior is becoming a new trend in cosmetic market. Moreover, Thailand is one of the fast growing cosmetics industry, particularly male skin care market within countries in Asia-Pacific region. However, most of the literatures have just studied on women cosmetic products. There are a few studies within male cosmetic market, despite the demands of cosmetic products are increasing among men as well as women. Purpose: This study aims to discuss the relationships between dimension of brand equity, overall brand equity, brand preference and purchase intention of men‟s skin care products among young Thai male in Bangkok. The study measures the equity of brand and identifies the impact of brand equity on brand preference and purchase intentions. Research Question: How does brand equity associate with purchasing intention of young Thai male towards skin care products? Method: Quantitative research method interpreted by the authors is applied in this research. A questionnaire-based survey is used as a tool to collect the data and the specific variables used in this paper: the dimension of brand equity, overall brand equity, brand preference, and purchase intention. Both primary and secondary types of data collection were used for this research. Conclusion: The results reveal that each dimension of brand equity, which consists of brand loyalty, brand awareness, brand association, and perceive quality have a significant impact on overall brand equity. However, brand loyalty and perceive quality have a bigger impact on brand equity than brand association and brand awareness. The impact of brand equity in itsIIconsequences supported the direct positive impact on brand preference and purchase intention. This predicate that brands with higher levels of brand equity would generate higher levels of customer brand preference. Moreover, the customers, who have high level of brand preference indicated that they have more willingness to continually purchase the specific men‟s skin care brand and this can build higher purchase intention. Last but not least, this current research also figure out that using celebrity may not be the most effective strategy to stimulate consumer purchasing intentions toward men‟s skin care product among young Thai males in Bangkok.