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This study aims at examining BNPL's influence on millennials buying behavior on fashion products and how it affects their consumption of apparel. As BNPL increasingly gains ground in e-commerce as a payment method, that is highly used because of the kind of functionality it provides to both brands and consumers in particular. Consumers, especially millennials are seen attracted to this payment method as it provides benefits that the traditional payment method lacks. Further, this study examines how these consumptions influenced by BNPL align with environmental sustainability. In order to fulfill the aim of this study, semi-structured interviews were conducted with ten female millennials from Sweden. The collected data were analyzed using thematic analysis. While the study followed an interpretive approach in order to acquire a deeper understanding of the millennial’s buying behavior and consumption. The findings show some main aspects that influence millennials to buy apparel products with the BNPL scheme. The aspects are familiarity and trustworthiness, transparency, and innovativeness which have influenced variety-seeking, impulse buying, brand loyalty, and dissonance-reducing behaviors. Meanwhile, ease of use, price sensitivity, and enticing dimension influence consumption through shopping practices and consumption patterns. However, there is a misalignment of these consumptions with environmental sustainability due to the knowledge of sustainability and the gap that existed in their attitude and behavior.

M. Tech. (Marketing, Faculty of Management Sciences), Vaal University of Technology / Internet and online shopping are gaining more attention and momentum, and businesses are moving online, not as a matter of choice, but as a matter of necessity. Online shopping satisfaction, loyalty and repurchase intentions are now at the forefront for most online shops’ strategies. Investigating this phenomenon within a South African context is crucial, considering the fact that online shopping is a recent trend in the country. Most studies have investigated the determinants of satisfaction and loyalty in online shopping. Very few studies examined the factors that entice consumers to repurchase using online channels. Businesses discovered the importance of online shopping as a key success factor. Thus, customer satisfaction, loyalty and repurchase intentions are the topics that have received much attention since the 1990s, as relationship marketing has become a popular marketing scheme. The purpose of this study was to examine online shopping satisfaction, loyalty and repurchase intentions of Generation X consumers to better understand the development of the online shopping sector. There is an absence of research conducted in this direction, resulting in a lack of existing literature. To assist in filling this gap, this study attempted to measure the relationships between these variables. Previous research has shown that consumers’ intent to repurchase online is highly driven by their satisfaction; several articles were reviewed. The target population comprised of Generation X online consumers in southern Gauteng (Vaal region). A snowball sampling method was employed to identify the respondents fitting the predetermined sample criteria. A total number of 326 questionnaires were received. Topical areas, research methods and data acquiring procedures were described. This study develops a model, which aims to describe the degree to which the three variables relate to each other; satisfaction, loyalty and repurchase intentions. The model describes the extent to which online repurchase intention is affected by satisfaction and loyalty, and the degree to which loyalty is influenced by satisfaction. Structural equation modelling (SEM) was used to test the hypotheses and the relationships. A key contribution of the SEM is the incorporation of the variables under analysis. The analysis finds that satisfaction has a positive significant relationship with repurchase intention, satisfaction also affects loyalty, and loyalty has a positive relationship with repurchase intentions. Lastly, based on the findings of this study, limitations were discussed along with the recommendations and concluding remarks

Marknaden för e-handel växer i snabb takt och konkurrensen mellan hemsidor som bedriver e-handel blir allt tuffare. När man handlar via en e-handel utför man som konsument vissa uppgifter som kan framkalla både känslomässiga och kognitiva responser som sedan avgör konsumentens intention att återvända till e-handeln. Detta är något som måste tas i beaktande vid utveckling av e-handelssystem. Syftet med studien är att undersöka om, och isåfall hur, subjektivt upplevd tid korrelerar med upplevelsen av en e-handel. Arbetet är en kvantitativ studie av experimentell karaktär, som undersöker hypotesen: Det råder en negativ korrelation mellan låg upplevd tid i förhållande till verklig tid och positiv upplevelse. Sex observationer med efterföljande intervjuer genomfördes med studenter vid Uppsala Universitet. Den insamlande data har analyserats utifrån tidigare forskning inom området och olika perspektiv på upplevelse och tid som ramverk. Resultatet visar att det inte föreligger någon statistisk signifikant korrelation mellan låg upplevd tid i förhållande till verklig tid och positiv upplevelse. / The market for e-commerce is growing at a rapid pace and the competition between e-commerce websites is becoming increasingly tougher. A customer who is shopping via an e-commerce performs certain tasks that can evoke both emotional and cognitive responses that will determine the consumer's intention to return website. This is something one must take into consideration when developing e-commerce systems. The purpose of the study is to investigate if, and how, subjectively perceived time correlate with the experience of an e-commerce. This paper is a quantitative study of experimental character, which examines the hypothesis: There is a negative correlation between low perceived time in relation to real time and a positive experience. Six observations with subsequent interviews were conducted with students at Uppsala University. The data collected has been analyzed on the basis of previous research in the field and different views of experience and time as a framework. The result shows that there is no statistically significant correlation between low perceived time in relation to real time and a positive experience.

In this paper we have chosen to study three aspects of the shopping experience online -navigation, product image and product information based on Hasan’s (2016) theory, to examine if, and how, the shopping experience online needs to improve in the fashion retail industry. From eyetracking-observations and qualitative interviews in this study, we identified the customers expectations and perceived problems in the online shoppingexperience. One of our findings show that there is a general agreement that product images have a significant impact on the shopping experience online. Another finding shows that distinctively visible filtering options on the online stores are important for the consumer to find what they are looking for. / För denna uppsats har vi valt att studera kring tre aspekter inom shoppingupplevelsen online -navigering, produktbild och produktbeskrivning, utifrån Hasans (2016) grundmodell för att undersöka om och hur shoppingupplevelsen online behöver förbättras inom modebranschen. Utifrån eyetracking-observationer och kvalitativa intervjuer framkommer vilka förväntningar och upplevda problem som identifieras av konsumenter, för shoppingupplevelsen online. Ett av resultaten visar att det överlag finns en generell överenskommelse för att bland annat produktbilder har en stor inverkan på shoppingupplevelsen online. Ytterligare ett resultat visade att en tydlig presentation av filtreringsmöjligheter på webbshoppar är av betydelse för att konsumenten ska hitta rätt i sin sökning.

Purpose: The purpose of the paper is to find solutions to increase the purchase intention of HIP’s and encourage Generation Z to influence todays’ customers to buy online as well as to purchase in future online when they become relevant customers in the new-car market, and to enable car manufacturers to use the potential of increased margins and sales, of online shopping in the car industry. Design/Methodology/Approach: The structure was followed by a deductive approach. Moreover, a quantitative approach was applied in the form of a questionnaire based on 5 hypotheses with 200 valid responses. The programs for the analysis are AMOS-SEM. Findings: Evidence has shown a positive relationship between variables in the hypotheses.The attitude and subjective norms, affected by behavioral beliefs and normative beliefs, of Generation Z affected the purchase intention of Generation Z, towards online purchase of HIP’s, positively and enabled them to act as influencers. Research Contributions/Limitations: The contribution highlights that, Generation Z as influencers of today and the future customer, could change consumer behavior towards online purchase of HIP’s, which help car manufacturers improve their online sales and grow their business. The research is limited to 200 people that are representative for Generation Z. Practical Implications: The results contribute important insights of selling HIP's online to Generation Z. Furthermore, the implications are developed to decrease the perceived risk of buying cars online. Value: The study about Generation Z, as influencers of today and future customers for online purchase of HIP's and specifically cars, indicated that there is a lack of scientific studies on this specific field. Therefore, the value of the study is based on new findings to help car manufacturers create a better experience for customers and increase their online sales on the new-car market. Keywords: E-commerce, Customer Experience In Online Shopping, Generation Z, Consumer Behavior Toward Online Shopping, High Involvement Products, New-Car Market