Esta pesquisa teve como objetivo identificar e analisar os elementos associados às experiências de compra online que influenciam a satisfação dos e-consumidores em compras de alto e baixo envolvimento no comércio eletrônico. Para atingir o objetivo proposto, foi realizado um levantamento de campo, cuja amostra foi composta por 720 e-consumidores. Adotou-se o processo de amostragem por cotas, utilizando-se como critério para composição dos estratos da amostra a distribuição etária da população do estudo. Para análise dos dados referentes a compras de alto envolvimento, utilizou-se a Modelagem de Equações Estruturais. Por outro lado, para análise dos dados referentes a compras de baixo envolvimento, utilizaram-se a Análise Fatorial Exploratória e a Análise de Regressão Múltipla. A partir da análise estatística dos dados referentes a compras de alto envolvimento, constatou-se que existem alguns atributos das experiências de compra online que influenciam diretamente a esatisfação (conveniência associada ao website, políticas de trocas e devoluções da empresa e qualidade do serviço de entrega), enquanto outros influenciam o estado de fluxo online (inovação percebida no website, preços e estética do website), que, por sua vez, influencia a esatisfação. Adicionalmente, foram identificados dois atributos que influenciam tanto o fluxo online quanto a e-satisfação (confiabilidade atribuída ao website e variedade de produtos disponíveis para venda no website). Complementarmente, a partir da análise estatística dos dados referentes a compras de baixo envolvimento, constatou-se que três atributos das experiências de compra online influenciam positivamente a e-satisfação, sendo eles a qualidade do serviço de entrega, as informações disponíveis no website e a estrutura de atendimento ao cliente do website. Constatou-se também que a inovação associada ao website influencia negativamente a e-satisfação em compras de baixo envolvimento. / This research aims to identify and analyze the factors associated with online shopping experiences that influence e-satisfaction in high and low involvement purchases. To reach that goal, we conducted a field survey, whose sample consisted of 720 e- consumers. We adopted quotas sampling, using as criteria for the composition of the sample strata age distribution of the study population. To analyze the data for high-involvement purchases, we used the Structural Equation Modeling. On the other hand, for the analysis of data for purchases of low involvement, we used the Exploratory Factor Analysis and Multiple Regression Analysis. From the statistical analysis of the data for high-involvement purchases, it was found that there are some attributes of online shopping experiences that directly influence the satisfaction (convenience associated with the website, exchanges and returns policies of the company and quality of service delivery), while others influence the state of flow online (perceived innovation on the website, price and aesthetics of the website), which, in turn, influences e-satisfaction. Additionally, we identified two attributes that influence both flow online and e-satisfaction (reliability attributed to the website and variety of products available for sale on the website). In addition, from the statistical analysis of data for purchases of low involvement, it was found that three attributes of online shopping experiences positively influence e-satisfaction: quality of service delivery, information available on the website and website structure of customer attendance. It was also found that innovation associated with the website negatively influences e-satisfaction in purchases of low involvement.

Aim The aim of the study is to test the relationship between augmented reality and the Swedish millennials’ purchase intention of shopping goods. Methods A survey was distributed online to Swedish millennials (born between the years of 1982 and 2000). Non-probability sampling was conducted in order to collect primary data by making use of convenience and snowball sampling. A total amount of 408 valid responses were collected which were analysed by correlation, linear regression and moderation regression analyses. Results The variables related to augmented reality (product perception, risk perception, augmented reality experience, hedonic experience and utilitarian experience) were found to be significantly related to the consumers’ purchase intention. The relationship between product perception and purchase intention was found to be moderated by the online experience with augmented reality. However, no proof was found that perceived risk when shopping online is moderated by using augmented reality. Conclusion Augmented reality can be used as a tool to enhance the consumers’ perception of the offered product and therewith raise the online purchase intention of Swedish millennials for shopping goods. The efficiency and informative aspects that augmented reality can provide are especially appreciated. Therefore, this study can recommend online retailers to introduce an augmented reality strategy in order to raise Swedish millennials’ purchase intention of shopping goods and therewith increase the sales numbers.

Esta pesquisa teve como objetivo identificar e analisar os elementos associados às experiências de compra online que influenciam a satisfação dos e-consumidores em compras de alto e baixo envolvimento no comércio eletrônico. Para atingir o objetivo proposto, foi realizado um levantamento de campo, cuja amostra foi composta por 720 e-consumidores. Adotou-se o processo de amostragem por cotas, utilizando-se como critério para composição dos estratos da amostra a distribuição etária da população do estudo. Para análise dos dados referentes a compras de alto envolvimento, utilizou-se a Modelagem de Equações Estruturais. Por outro lado, para análise dos dados referentes a compras de baixo envolvimento, utilizaram-se a Análise Fatorial Exploratória e a Análise de Regressão Múltipla. A partir da análise estatística dos dados referentes a compras de alto envolvimento, constatou-se que existem alguns atributos das experiências de compra online que influenciam diretamente a esatisfação (conveniência associada ao website, políticas de trocas e devoluções da empresa e qualidade do serviço de entrega), enquanto outros influenciam o estado de fluxo online (inovação percebida no website, preços e estética do website), que, por sua vez, influencia a esatisfação. Adicionalmente, foram identificados dois atributos que influenciam tanto o fluxo online quanto a e-satisfação (confiabilidade atribuída ao website e variedade de produtos disponíveis para venda no website). Complementarmente, a partir da análise estatística dos dados referentes a compras de baixo envolvimento, constatou-se que três atributos das experiências de compra online influenciam positivamente a e-satisfação, sendo eles a qualidade do serviço de entrega, as informações disponíveis no website e a estrutura de atendimento ao cliente do website. Constatou-se também que a inovação associada ao website influencia negativamente a e-satisfação em compras de baixo envolvimento. / This research aims to identify and analyze the factors associated with online shopping experiences that influence e-satisfaction in high and low involvement purchases. To reach that goal, we conducted a field survey, whose sample consisted of 720 e- consumers. We adopted quotas sampling, using as criteria for the composition of the sample strata age distribution of the study population. To analyze the data for high-involvement purchases, we used the Structural Equation Modeling. On the other hand, for the analysis of data for purchases of low involvement, we used the Exploratory Factor Analysis and Multiple Regression Analysis. From the statistical analysis of the data for high-involvement purchases, it was found that there are some attributes of online shopping experiences that directly influence the satisfaction (convenience associated with the website, exchanges and returns policies of the company and quality of service delivery), while others influence the state of flow online (perceived innovation on the website, price and aesthetics of the website), which, in turn, influences e-satisfaction. Additionally, we identified two attributes that influence both flow online and e-satisfaction (reliability attributed to the website and variety of products available for sale on the website). In addition, from the statistical analysis of data for purchases of low involvement, it was found that three attributes of online shopping experiences positively influence e-satisfaction: quality of service delivery, information available on the website and website structure of customer attendance. It was also found that innovation associated with the website negatively influences e-satisfaction in purchases of low involvement.

The global pandemic has impacted daily life significantly, particularly in China. Fears of the virus, in addition to stay-at-home policies made more and more people choose to shop online instead of going to a brick-and-mortar store. Existing research shows that online shopping can reduce energy consumption and positively affect the eco-environment and sustainable development compared with traditional shopping. In this study, minor redesigns involving green certification are implemented to the Hema Fresh, an online grocery shopping application under Alibaba. An interactive prototype was created on Figma and evaluated with regular users of the application, based in Shanghai. The purpose is to study how design considerations related to green certification labeling influence consumers in online grocery shopping platform in China. The results indicate that a majorty of consumers respond positively to green certifications but not from a sustainability aspect, but rather from a health aspect. Chinese consumers’ understanding and cognition of green product labels are influenced by social advocacy and cultural background, and there are some similarities and differences with the cognition in Western society. / Sedan pandemin började har människors dagliga liv förändrats avsevärt. Av rädsla för viruset och policyer för att stanna hemma väljer fler och fler människor att handla online istället för att gå till en fysisk butik. Befintlig forskning visar att näthandel kan minska energiförbrukningen och positivt påverka miljön och hållbar utveckling jämfört med traditionell shopping. I den här studien genomfördes gränssnittsdesignen för Hema Fresh, en onlineapplikation för matkonsumtion som ägs av Alibaba, och en prototyp gjordes i Figma. Hema Fresh-användare som bor i Shanghai bjöds in att genomföra ett semistrukturerat användarupplevelsetest. Syftet är att studera vilken diskussion som rör hållbarhet och andra aspekter som kan inspireras av kinesiska konsumenter av onlinematinköpsplattformar med införandet av grön certifiering. Resultaten tyder på att sex av åtta deltagare köper produkter med gröna livsmedelsmärkningar, vilket visar att hushållskonsumenter som bor i storsstäder och med goda ekonomiska förutsättningar tenderar att köpa produkter med gröna märkningar. Kinesiska konsumenters förståelse och insikt om gröna produktetiketter påverkas av social påverkan och kulturell bakgrund, och det finns vissa likheter och skillnader med kognitionen i det västerländska samhället.

Using Mehrabian and Russell’s (1974) stimulus (S) - organism (O) - response (R) model, this study developed online shopping experience framework that explains consumer behavioral responses toward online and offline stores. The results of the examined hypothesized relationships in this study reveal website attributes that create positive affective and attitudinal states and behavioral responses toward the retailers and retailers’ websites. Among website attributes, interface design is the strongest predictor of all behavioral responses, while website attributes relating to shopping services and security/privacy affect long term behavioral responses, such as purchase intention and brand loyalty. This study is imperative to practitioners and researchers, as they will help further develop online store environments and online shopping 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.