Denna studie syftar till att undersöka vilka faktorer som påverkar konsumentens köpbeslut inom second-hand mode. Med tanke på hållbarhet och dess aktualitet så är det ett ämne som är intressant att forska vidare på. För att konsumenten ska ställa om till ett mer hållbart konsumtionsbeteende krävs en bred förståelse för vad som påverkar ett köpbeslut. Det finns ofta flera motiv och framförallt upplevda risker bakom second-hand konsumtion. Detta på grund av att begagnade varor utgör en större risk för konsumenten i och med att de tidigare har använts. Med en förhoppning om att kunna upplysa second-hand modeföretag kring hur de kan utveckla mer effektiva strategier, valde vi att undersöka bakomliggande faktorer till ett second-hand köp. Studien har en kvalitativ ansats som bygger på fokusgruppsintervjuer med 12 second-hand mode konsumenter. För att besvara studiens syfte och frågeställningar används Means-End Chain teorin (MEC) som bygger på motivationsfaktorer. Resultatet av studien visar att de största motiven till att handla second-hand mode är hållbarhet, ekonomi, unicitet och att konsumenten får känna att de har ett ansvar. Vi använder oss även av begreppet Perceived Risks med anledningen att vi ville identifiera upplevda risker med second-hand modekonsumtion, det visade sig vara defekta varor samt returer, tillgänglighet och utbud samt struktur och hygien. Vår studie bidrar till ökad förståelse för vilka faktorer som driver second-hand mode konsumenter till köp. / This study aims to investigate the factors that influence the consumer’s purchase decisions in second-hand fashion. Considering sustainability and its current relevance, it is an interesting topic to conduct further research on. In order for consumers to transition to a more sustainable consumption behavior, there needs to be a broad understanding of what influences purchasing decisions. There are often several motives and above all perceived risks behind second-hand consumption, as used goods pose a greater risk to the consumer due to their previous usage. With the hope of being able to inform second-hand companies about how they can develop more effective strategies, we chose to investigate the factors behind a second-hand purchase. The study employs a qualitative approach based on focus group interviews with 12 second-hand consumers. To answer the study's purpose and research questions, the Means-End Chain theory (MEC) is used, which is based on motivational factors. The results of the study show that the primary motives for shopping second-hand are sustainability, economics, uniqueness, and a sense of responsibility. We also utilize the concept of Perceived Risks to identify consumers' perceived risks associated with second-hand consumption, which turned out to be defective goods and returns, availability and selection, and structure and hygiene. Our study contributes to increased understanding of which factors drive second-hand fashion consumers to a purchase.

Title: How does the buying decision process really function within e-commerce? - A qualitative study of consumer behavior when they consume on Internet. Institution: School of Economics, Linnaeus University, Växjö. Course code: 2FE16E. <img src="file:///page3image2784" />Authors: Sara Hjärne, Mathilda Perem, Ewelina Wallin. Tutor: Dan Halvarsson. Examiner: Åsa Devine. Key words: Buying decision process, purchase decision process need recognition, information search, evaluation, purchase decision, postpurchase behavior, consumer decision making, E-commerce, E- commerce channels, online shopping, online purchase, e-retail, internet shopping, electronic shopping, consumer behavior, online appereal shopping, social media, decision making, online retailing, website design, customer satisfaction, webshopping, perceived risk, convinience, price, online consumption behavior. Background: Buying decision process is a model that marketers use to get a better understanding of their customers and their behavior when purchasing a product. This process consists of five different steps; need recognition, information search, evaluation of alternatives, purchase decision and evaluation. Buying decision process has for a long time been an accepted model but scientists argue that the introduction of Internet as a channel for consumption has changed this process. The Internet has also led to a change of power in which customers today have greater influence, which greatly affects the buying decision process in e-commerce Purpose: The purpose is to explore how consumers perceive their behavior when they consume through e-commerce. Research questions:How do consumers perceive the buying decision process they experience when they consume through e-commerce?How do consumers perceive different factors that are important to them when they consume through e-commerce? Methodology: Qualitative study, cross-sectional design, semi-structured interviews. Conclusion: This thesis shows that the traditional model of the buying decision process is not consistent with consumers' perception of how they are undergoing the process when applied to an e-commerce context. This process is influenced by different factors, which is influence, convenience, webpage's atmosphere, risk, price, supply, consumption occasions, expectations, delivery and return. / Titel: Hur fungerar egentligen köpbeslutsprocessen inom e-handel?- En kvalitativ studie om konsumenternas beteende vid konsumtion på Internet. Institution: Ekonomihögskolan, Linnéuniversitetet, Växjö. Kurskod: 2FE16E. Författare: Sara Hjärne, Mathilda Perem, Ewelina Wallin.<img src="file:///page5image4008" /> Handledare: Dan Halvarsson. Examinator: Åsa Devine. Nyckelord: Buying decision process, purchase decision process need recognition, information search, evaluation, purchase decision, postpurchase behavior, consumer decision making, E-commerce, E- commerce channels, online shopping, online purchase, e-retail, internet shopping, electronic shopping, consumer behavior, online appereal shopping, social media, decision making, online retailing, website design, customer satisfaction, webshopping, perceived risk, convinience, price, online consumption behavior. Bakgrund: Köpbeslutsprocessen är en modell som marknadsförare använder för att få en bättre förståelse för sina kunder och deras beteende vid köp av en produkt. Denna process består av fem olika steg; behov, informationssökning, värdering av alternativ, köpbeslut och utvärdering. Köpbeslutsprocessen har länge varit en accepterad modell men forskare menar att introduktionen av Internet som en kanal för konsumtion har även förändrat denna process. Internet har även lett till ett maktskifte där kunderna idag har större inflytande, vilket i hög grad påverkar köpbeslutsprocessen inom e-handel Syfte: Syftet är att utforska hur konsumenterna uppfattar sitt beteende när de konsumerar genom e-handel. Forskningsfrågor: Hur uppfattar konsumenter den köpbeslutsprocess de går igenom när de konsumerar genom e-handel?Hur uppfattar konsumenterna olika faktorer som är betydelsefulla för dem när de konsumerar genom e-handel? Metod: Kvalitativ studie, Tvärsnittsdesign, Semi-strukturerade intervjuer. Slutsats: Studien visar att den traditionella modellen för köpbeslutsprocessen inte stämmer överens med konsumenternas uppfattning om hur de genomgår processen i en e-handel kontext. Denna process påverkas av faktorerna inflytande, bekvämlighet, webbsidans atmosfär, risk, pris, utbud, konsumtionstillfällen, förväntningar, leverans och retur.

本研究對曾經以直效行銷方式購買保險的台灣地區消費者，根據各縣市人口比例進行隨機分層抽樣，共發出問卷5066份回收有效問卷913份，並以PZB衡量服務品質模型中的感受的服務 (Perceived Service) 變數做為區隔市場的基礎。經多變量統計分析，將DM、TM、Agent三個行銷管道中各自區隔出三種消費族群；銀行保險管道區隔出四個消費集群。每一個集群配合卡方檢定，對購買壽險的「利益因素」與構成知覺風險高低因素中的「價格/意願」、「商品知識/偏好」「態度/涉入」、「訊息來源/管道偏好」與「人口統計變數」共六個行為變數來解釋集群的行為特徵。研究發現： 1. DM管道消費者(831人)的行為特徵在「利益因素」為便宜、保險是理財套餐一部份、透過其他商品而購買；在「商品知識/偏好」為終身險、儲蓄險、重大疾病險、團體險、意外險；在「態度/涉入」重視的為是否有專人服務與諮詢、與接觸訊息時點有關；在「訊息來源/管道偏好」為業務員、郵局；在「人口統計變數」為年齡集中於23~37歲(71%)、教育程度集中於高中~大學(89%)、居住地區北部(39%)、南部(30%)、中部(26%)。 2. TM管道消費者(57人)的行為特徵在「利益因素」為保險是理財套餐一部份、透過介紹後喜歡並購買；在「商品知識/偏好」為終身險、儲蓄險；在「態度/涉入」重視的為是否有專人服務與諮詢；在「訊息來源/管道偏好」為業務員、TM；在「人口統計變數」為男性居多(68%)。 3. Agent管道消費者(839人)的行為特徵在「利益因素」為購買程序方便、信賴金融機構知名度；在「商品知識/偏好」為重大疾病險、團體險；在「態度/涉入」重視的為是否有專人服務與諮詢、與接觸時點有關、保障內容保費高低、接觸與了解的過程、售後服務、購後滿意程度；在「訊息來源/管道偏好」為業務員、金融機構櫃檯；在「人口統計變數」為年齡集中於23~44歲(83%)、教育程度集中於高中~大學(88%)、職業以民營職員、自由業、自營商人、公教人員。 4. 銀行保險管道消費者(101人)的行為特徵在「利益因素」為信賴金融機構知名度；在「商品知識/偏好」為儲蓄險；在「態度/涉入」重視的為購後滿意程度；在「人口統計變數」為家庭收入9萬以下(80%)、婚姻狀況已婚佔55%。 / This paper investigates the Taiwan's consumers who ever bought insurance by way of direct marketing channel. According to both of random stratified sampling and the proportion of each state's populations, we mail out 5066 articles of questionnaire and gain the 913 effective responses totally. The variable of segment is "perceived service" which is from the PZB model of 1994's version. With the multivariate analysis, we get 3 clusters on each marketing channel of DM, TM, Agent, and 4 clusters on Bancassurance. To each cluster, we apply χ2 Test to test whether it is significant to those behavior factors which are "Interest for buying insurance", "Price/Intention", "Product knowledge/Preference", "Attitude/Involvement", "Information/Channel", and "Population profile". ┌────┬─────┬─────┬─────┬─────┬─────┬─────┐ │ │Interest │Price/ │Product │Attitude/ │Informati-│Population│ │ │buying │Intention │knowledge/│Involveme-│on/Channel│profile │ │ │insurance │ │Preference│nt │ │ │ ├────┼─────┼─────┼─────┼─────┼─────┼─────┤ │DM │Cheaper, │ │Whole life│Consultant│Agent,post│Age │ │ │One stop │ │, Endowme-│exist or │office │between 23│ │ │shopping, │ │nt Dread │not, The │ │and 37, │ │ │Cross │ │disease, │dealing │ │education │ │ │buying │ │group │moment, │ │between │ │ │ │ │insurance,│ │ │high │ │ │ │ │accident, │ │ │school and│ │ │ │ │ │ │ │university│ │ │ │ │ │ │ │resident │ │ │ │ │ │ │ │area on │ │ │ │ │ │ │ │north, │ │ │ │ │ │ │ │middle of │ │ │ │ │ │ │ │Taiwan │ ├────┼─────┼─────┼─────┼─────┼─────┼─────┤ │TM │One stop │ │Whole │ │Agent │Male(68％)│ │ │shopping, │ │life, │ │ │ │ │ │Acceptance│ │Endowment,│ │ │ │ │ │after │ │ │ │ │ │ │ │explanati-│ │ │ │ │ │ │ │on │ │ │ │ │ │ ├────┼─────┼─────┼─────┼─────┼─────┼─────┤ │Agent │Convention│ │Group life│Consultant│Agnet, │Age betwe-│ │ │, Trust │ │, Dread │exist or │Bancassur-│en 23 and │ │ │ │ │disease, │not, The │ance, │44, Educa-│ │ │ │ │ │dealing │ │tion │ │ │ │ │ │moment, │ │between │ │ │ │ │ │Contents │ │high scho-│ │ │ │ │ │and price,│ │ol and │ │ │ │ │ │The deali-│ │university│ │ │ │ │ │ng process│ │, │ ├────┼─────┼─────┼─────┼─────┼─────┼─────┤ │Bancass-│Trust, │ │Endowment │Emphasis │ │Family │ │urance │ │ │ │the satis-│ │income │ │ │ │ │ │faction │ │below │ │ │ │ │ │ │ │NT90000, │ │ │ │ │ │ │ │married │ │ │ │ │ │ │ │(55％), │ └────┴─────┴─────┴─────┴─────┴─────┴─────┘

網路團購已是目前台灣電子商務重要趨勢之一，不僅消費者積極參與、供應商也希望能尋求新的獲利來源，連接兩者提供交易平台的團購網站，更有國內外廠商均積極投入、競爭。之前的文獻研究中，大多是針對網路團購模式建立的探討，包含定價策略、營運模式…等，由消費者角度出發，針對網路團購行為之研究較少。 本研究係以曾參與網路團購之消費者作為研究對象，探討「知覺風險」、「品牌知名度」、「網站服務品質」、「顧客滿意度」及「顧客忠誠度」彼此的關係與影響因素，並以研究結論為基礎，提供網路團購業者後續行銷策略之建議。 本研究採量化之「問卷調查」與質化之「深度訪談」方式進行研究。量化調查方面，共取得303 份有效問卷，運用敘述性統計、t 檢定、ANOVA檢定、Pearson 相關分析法、迴歸分析法，將資料進行統計分析與假設驗證；質化研究方面，透過深度訪談國內三家知名團購網站經營者，了解網路團購之經營模式與現況，並藉由他們的觀察，洞悉主要消費族群之輪廓及意向，最後，並探討團購網站未來可能的挑戰與機會。 本研究的研究結果如下： 1.性別、年齡、學歷、職業、婚姻狀態與收入不同的消費者，對網路團購之知覺風險、品牌知名度、網站服務品質、顧客滿意度與忠誠度，確實存有差異性。 2.知覺風險與顧客滿意度、顧客忠誠度間具顯著相關性。 3.品牌知名度與顧客滿意度具顯著相關性，與顧客忠誠度則無相關。 4.網站服務品質與顧客滿意度、顧客忠誠度間具顯著相關性。 5.顧客滿意度與顧客忠誠度具顯著正向關係。 網路團購行銷策略建議： 1.知覺風險構面：持續加強隱私安全保障機制，並優化商品呈現方式，避免消費者購買到與網頁呈現不符之商品，降低消費者認知的隱私濫用與品質績效風險，提升顧客滿意度與忠誠度。 2.品牌知名度構面：持續開發具有高知名度的商品或服務，運用行銷合作方式說服更多高知名度廠商參與網路團購，以提升顧客滿意度。 3.網站服務品質構面：網站必須持續優化其網頁視覺與動線設計，並提供多元化的商品選擇，以提升顧客滿意度與忠誠度。 / Online group purchasing grows very fast and has become a trend of e-commerce in Taiwan. Not only the consumers are very interested in but also the supplers would like to start the business and create more profit from the new modle. The competition between group-purchasing sites is strong, too. But the previous studies were more focus on pricing strategy, business modle, and lacked of the study of sonsumer behaviors of online group purchasing. The consumers who have participated online group purchasing are taken as the object of the research. The purpose of this research is to define the relationship and influence between the perceived risk, brand awareness, website service quality, consumer satisfaction and loyalty, and to provide the suggestions of marketing strategy for online group purchasing industry base on the results and findings. This research adopts both quantitative and qualitative approaches. In terms of quantitative approach, 303 effective questionnaires are obtained for statistical analysis includes descriptive statistic, t-test, ANOVA, Pearson correlation analysis, regression are utilized to verify the hypothesis and assumptions. As to qualitative approach, there are three experts from the management level of the well-known group-purchasing sites in Taiwan shared the business modle, status, consumer insights and purchasing intention, challenge and opportunities therough in-depth interviewing The result of this research includes: 1.Interviewees with different sex, age, education, profession, married status and income show significant differences. 2.Perceived risk has a dramatic correlation with customer satisfaction and customer loyalty. 3.Brand awareness has a dramatic correlation with customer satisfaction, but shows no correlation with customer loyalty. 4.Website service quality has a dramatic correlation with customer satisfaction and customer loyalty. 5.Customer satisfaction and customer loyalty have a positive relationship. The suggestions of marketing strategy for online group purchasing are as below: 1.In perceived risk aspect: Keep enhancing the security system and optimizing the instruction of product to alleviate perceived risk. It is helpful to improve the customer satisfaction and loyalty. 2.In brand awareness aspect: Provide the products or services which are popular and famous to the customer to improve the customer satisfaction. 3.In website service quality aspect: Keep optimizing the visual and process of the website, and providing customers with various product choices to improve the customer satisfaction and loyalty.

負面事件比正面事件更能達到引起人們注意的效果，然而消費者的品牌依賴程度和負面事件之間的相互作用關係過去很少被研究。因此，本研究希望能透過調查年輕的品牌手機使用族群，以瞭解負面事件的嚴重性、負面事件的來源可靠性，和消費者的品牌依賴程度對消費者的負面品牌態度改變、負面產品評估改變、及風險認知改變程度的影響。 本研究發現，當一個品牌被負面事件攻擊時，消費者的品牌依賴程度及負面事件的嚴重程度會分別對其負面產品評估改變、及風險認知改變程度產生影響；而消費者的負面品牌態度改變只會被其品牌依賴程度影響。並且，負面事件發生時，消費者的品牌依賴程度並不能解決負面內容對消費者所帶來的影響，真正重要的是反而是負面事件的嚴重程度和來源可靠性。品牌管理者應該多加注意的負面事件的組合為高風險且來自較可靠的管道，因為這樣的組合會對消費者產生負面影響最大；而較不需注意的是低風險且來自較不可靠的管道的負面事件組合，因為這樣的組合對消費者產生負面影響最小。 / Negative events are known to drawn more attention than positive events, but how consumers’ brand attachment would interact with negative events is rarely discussed in the literature. As a result, this research would like to investigate how severity level and source credibility of a negative event, and consumers’ brand attachment would affect consumers’ negative brand attitude change, negative product evaluation change and perceived risk change through studying of young adults who use brand cell phone. In this research, it is found that when a brand is attacked by a negative event, consumer’s brand attachment and the severity level of a negative event would both affect consumer’s negative product evaluation and negative product evaluation changes, though only brand attachment would affect consumers’ brand attitude. Furthermore, brand attachment cannot resolve negative impacts of a negative event to the consumers; instead, the severity level and the source of a negative event would affect consumers’ negative brand attitude, negative product evaluation and perceived risk changes. Specifically, it is worth the brand managers the most attention when a negative event involves high severity level and comes from a more credible source, as this combination bring more negative changes to consumers, and the least attention when a negative event involves low severity level and comes from a less credible source, as this combination would bring least negative changes to consumers.

本研究從金融科技創新應用之觀點，舉行動銀行app之應用為例，整合過去行銷與科技採用之相關文獻，並呼應金融科技時代的創新元素，據此探究使用者對於行動銀行app持續採用行為、與提供未來創新發展上之建議。首先以質化研究的方式，了解行動銀行app使用者的使用原因、使用經驗、對app的整體評價與建議；其次發展出量化研究模型，找出各種影響消費者持續使用意願的因素。 本研究針對「僅使用行動銀行app者」、與「行動銀行app和網路銀行皆有使用者」發放網路問卷調查，在量化研究的部分，首先根據Fintech重要核心價值中的差異化與利基型專業產品，提出競業差異作為研究模型之第一層探討面，結果顯示: 1. 設計美感對使用者能產生正向的情感品質知覺，提升對科技使用的知覺有用性、知覺易用性與降低知覺風險。 2. 品牌聲望有助於提升消費者對於業者所提供之產品與服務的相對優勢。 其次，結合過去創新擴散理論、科技接受模式以及個人知覺風險，作為研究模型之第二層探討面，結果顯示: 複雜性、知覺有用性、知覺風險能顯著影響消費者對於行動銀行app的採用意願。 最後，整合質化訪談發現與量化結果分析，給予結論與建議: 1. 業者可從設計美感加強消費者對於新科技使用的知覺有用性與降低知覺風險 2. 品牌聲望為輔，實質創新為主，首先降低複雜性 3. 從知覺有用性方面創造創新競爭優勢、同時兼顧知覺風險 4. 持續推廣行動銀行app，作為創新發展基礎後盾、與開拓市場之契機。 / This paper takes mobile banking application as an example in the view of FinTech innovation. Combined with findings from marketing and information system research, this study adopts key elements of FinTech innovation to arrive at a more complete understanding of consumers’ continuance intention toward mobile banking. By first taking the qualitative method and conducting semi-structured interviews, we look into consumers’ motivations, experiences, and evaluations of using mobile banking. For the quantitative part our empirical tests involve structural equation modeling. In addition, with the reference to one of main core values of FinTech innovation: differentiation and niche, specialized products, we propose competitive differences among competitors to form our first layer research model, the results demonstrate that: 1. Design aesthetics can increase one’s perceived affective quality of system usage, which in turn, had a significant positive impact on perceived usefulness, perceived ease of use and lower perceived risk 2. Brand reputation can positively affect consumers’ sense of relative advantage in terms of the product and service provided by specific vendor. Meanwhile, our research integrates the concepts of Rogers’ innovation diffusion model, technology acceptance model, and personal perceived risk to further propose our second layer research model, and the result shows that: complexity, perceived usefulness, and perceived risk emerge as important antecedents of consumers’ continuance intention toward mobile banking. Lastly, we conclude our analysis of both qualitative and quantitative survey and make suggestions as below: 1. Placing a high value on the influence of design beauty, could increase consumers’ perceived usefulness and reduce perceived risk of new technology. 2. Focusing mainly on innovation while brand reputation subsidiary, and take complexity as priority. 3. Creating competitive advantage of innovation based on perceived usefulness, without overlooking the significant influence of perceived risk. 4. Keeping giving an impetus actively to the usage of mobile banking to solidify foundations of innovation development and increase opportunities in the market.

本研究由科技接受度模型為出發點，探討台灣50歲以上國民對於網路購物平台的使用習慣及態度，加入不同的外部因素分析，包含人群接觸偏好、自我實踐、認知有用、認知易用、購物動機、知覺風險及關係品質，目的在於了解不同的外部因素對此一族群最後是否會回到同一個購物平台購買商品之影響，意即對網路購物平台產生忠誠度，並且加入寂寞感作為使用者態度與忠誠度之間的調節變數。採用問卷調查法隨機抽樣，同時發放紙本及網路問卷，有效回收173份，網路回收效果較佳，佔有效問卷的84%。 透過研究結果得知，自我實踐與人群接觸偏好皆對於科技接受模型當中的認知有用有直接的影響，顯示出50歲以上的國民在使用網路時，會受到過去的購物經驗（與人購買商品）的影響，不過對於新科技保持積極學習心態的個體會有意願嘗試使用網路購物。而當個體感受到網路購物是省時或是省錢的（認知有用）、認為操作是簡單明瞭的（認知易用）都會提高消費者使用網路購物的意願。 此外，消費者對於在網路購物平台上付費是否安全以及付費之後是否真的能拿到符合期待的商品有疑慮時，會降低網路購物的意願，因此網路購物平台業者要重視並且消弭這樣的知覺風險，這同時也將會提升消費者在網路購物的動機；如同實體商店，消費者也重視與網路購物平台業者之間的關係，也就是說，當有網路購物平台業者提供的客服是良善的，在購物前、中、後都重視消費者的感受、照顧消費者，建立一個良好的顧客關係，不僅提升消費者使用網路購物平台的意願，更能夠加深消費者對該網路購物平台的忠誠度。 然而，在調節項寂寞感的作用之下，並無明顯的調節效果，本研究建議後續相關研究者可以針對此項因素的影響力進行質化研究，例如深度訪談法。實務貢獻提供網路購物平台業者對於50歲以上國民的行銷策略上，除了以折扣優惠吸引此一族群的消費者之外，也應重視消費者心理層面上的感受、並且提供完整的資訊及即時有效的客服幫助消費者解決購物問題，建立消費者在網路購物平台上的專屬資產成本，達到良好的顧客關係循環。 / The purpose of the present study was to examine the influence of various external factors, including preference of human contact, self-actualization, perceived usefulness, perceived ease of use, shopping motivation, perceived risk, relationship quality and loneliness on consumer attitude toward online shopping and customer loyalty to the particular online shopping platform. We studied the relationship among the variations by using paper-based survey and the online survey. Our target participants were the people who over 50 years old in Taiwan. The data supports the following findings: if the consumer who has higher self-actualization would more likely agree that using online shopping platform to buy goods is useful. However, if the consumer has a higher preference for human contact will have a negative impact on perceived usefulness. Besides, to increase consumer's desire to use online shopping, we should notice that decreasing consumer’s perceived risk such as secure payment service and clear return rules and build a reliable customer relationship are crucial. That means, in addition to giving discounts to attract this group of consumers, online shopping platform company should also pay attention to consumer feelings. In the end, limitations and suggestions to future studies were provided.

Efterfrågan och konsumtionen av jordens naturresurser ökar ständigt (Lieder &amp; Rashid 2016). Längs med ett konsumtionsmönster som präglas av en mentalitet där produkter används ett fåtal gånger under en begränsad tidsperiod kommer också konsekvenser (Belk 2014a). Ett gehör på detta har lett till att nya affärsmodeller har börjat uppmärksammas. En affärsmodell av cirkulär karaktär är delningskonsumtion som bland annat inkluderar korttidshyra (Armstrong &amp; Park 2019a). Genom att dela resurser under en kort period kan konsumenter uppleva ekonomiska-, utilitariska- och miljömässiga fördelar utan att äga produkten (Barhdi &amp; Eckhardt 2012; Griffiths &amp; Hwang 2017; Martin 2016). Men är ägandeskap en vän eller fiende gällande mer hållbara konsumtionsmönster? Syftet med denna studie är att observera hur ägandeskap påverkar adopteringen av korttidshyra och vidare observera om olika produktkategorier påverkas på olika sätt. En kvantitativ enkätundersökning genomfördes och resultatet tyder på att ägandeskap har en tendens att påverka adopteringen av korttidshyra sett till de observerade produktkategorierna. Dessutom finns det en indikation på att möbler tillsammans med kläder inte nödvändigtvis är särskilt lämpliga för korttidshyra medan bostäder samt, till viss del, elektronik kan anses vara mera lämpliga. / The demand and consumption of the earth's natural resources is constantly increasing (Lieder &amp; Rashid 2016). In combination with a consumption pattern that is characterized by a “take-make-waste” mentality we face anticipated consequences (Belk 2014a). As a response, a new set of business models has begun to get attention. One of these more circular models is collaborative consumption which includes short-term renting (Armstrong &amp; Park 2019a). By sharing resources during a short period, the consumers are able to experience monetary-, utilitarian- and environmental benefits without owning the product (Barhdi &amp; Eckhardt 2012; Griffiths &amp; Hwang 2017; Martin 2016). But is ownership a friend or foe in regards to more sustainable consumption patterns? The purpose of this study is to observe how ownership affects the adoption of short-term renting and further to observe if different product categories are affected differently. By conducting a quantitative online survey, the result shows that there is a tendency for ownership to affect the adoption of short-term renting in the observed categories. Furthermore, there is an indication that furniture along with clothing might not be suitable for short-term renting whilst accommodation, and for some part electronics, might be more suitable due to the degree that ownership affects the intention for adoption.

The purpose of this study was to examine the level of adoption, usage and factors that influence the adoption of electronic banking (e-banking) by small, micro and medium enterprises (SMMEs) listed in the City of Tshwane Metropolitan Municipality (CTMM). Despite efforts by commercial banks to promote e-banking (internet and cell phone banking) to its customers, the adoption rate for internet and cell phone banking appears to be low. Based on the literature reviewed, the SMME sector has been widely excluded from the formal banking services. It is also observed that e-banking can enable SMMEs to grow and enter international markets. Technology acceptance model (TAM) integrated with perceived risk theory (PRT) was used to investigate factors that influence adoption and usage of e-banking. The study followed a quantitative research approach. Respondents were selected using simple random sampling technique. A structured survey questionnaire was used to collect the data. The survey was conducted on 160 SMMEs in the CTMM with the assistance of fieldworkers. Data were analysed using descriptive statistics, exploratory factor analysis (EFA), Pearson’s bivariate correlation, and multiple regression. The results revealed that perceived ease of use had a significant positive influence on the attitude towards e-banking. Perceived usefulness had a positive but insignificant influence on the attitude towards e-banking. Security risk was the only perceived risk dimension that had a significant negative influence on attitude towards e-banking. However, financial risk, privacy risk, performance risk and social risk had a positive and insignificant influence on attitude towards e-banking. It was envisaged that this study will enable banks to develop strategies that are aimed at increasing their SMME market share. / Finance, Risk management and Banking / M. Com. (Finance)

Le Nazioni Unite hanno espresso la necessità che aziende e consumatori si orientino ad una maggiore sostenibilità. Questa tesi parte da tale constatazione e analizza l’impatto che la sostenibilità ha sulle strategie aziendali, sull’orientamento all’innovazione di prodotto e processo e, infine, sulle relazioni che si sviluppano nella filiera produttiva. Inoltre, viene analizzata la relazione tra le strategie di marketing e le scelte di consumo sostenibili. Vengono analizzate, innanzitutto, due aziende di moda. L’analisi qualitativa mira a definire cosa sia per loro la sostenibilità, in che modo questa le metta alla prova e cosa possa garantire il successo duraturo di una strategia sostenibile. Viene successivamente analizzato un campione di 1104 intervistati per comprendere come le aziende di moda dovrebbero comunicare il loro impegno nella sostenibilità, attraverso mezzi di comunicazione specifici e ben definiti, soprattutto a quei consumatori che sono propensi - ma non del tutto convinti - ad acquistare abbigliamento sostenibile. Infine, viene analizzato un campione di 99 aziende vinicole a cui è stato sottoposto un questionario per capire se esiste una relazione tra la collaborazione tra i partner lungo la filiera produttiva e la performance sostenibile dell’impresa. I risultati evidenziano i fattori che orientano le strategie sostenibili delle aziende vinicole e della moda, e il comportamento dei consumatori. Vengono evidenziate soluzioni pratiche che possano accompagnare le aziende verso un crescente orientamento alla sostenibilità. / This doctoral thesis aims at shedding light on the United Nations’ call-to-action for producers and consumers who, jointly, have to contribute to sustainable development. The aim is to investigate the impact of sustainability on companies’ strategies by exploring their orientation towards process and product innovation, and the consequent business relationships that develop along the supply chain. Furthermore, the thesis seeks to investigate the role of some marketing strategies and the consumers’ sustainable attitudes. Two fashion companies are analyzed to explore what sustainability is for them and how they are challenged by sustainability concerns. Propositions are formulated that can help companies define long-term and effective sustainability-oriented strategies. A sample of 1104 respondents is then analyzed to understand how sustainability-oriented fashion companies should communicate their commitment, through specific and well defined communication tools, to those consumers who are positively disposed towards sustainable clothing but are still afraid of these “new” products. Lastly, a sample of 99 wine companies is analyzed. They were asked to answer a questionnaire whose purpose is to understand if there is a relationship between collaboration among partners along the supply chain and sustainable performance. Results allow for a better understanding of the factors driving sustainable strategies of fashion and wine companies, and consumer behavior. Practical solutions are highlighted.