More and more people choose to shop online in favor of physical stores. E-commerce websites are facing several challenges today including conversion rates and customers leaving the online shopping cart without making any purchases.  This thesis looks closer into how the aesthetics of an e-commerce website can lead to purchases and fewer abandoned carts. The goal is to answer how web aesthetics can influence customers’ desire to complete a purchase.  To answer the research questions a literature review has been carried out together with an empirical study. For the empirical study, three different designs were created, with one adhering to design principles and other two were not. Then, we conducted interviews to collect participant’s opinions about three designs and influence of their purchase decision.  The result showed that the aesthetically pleasing design was most liked by the par- ticipants. When comparing the three designs, 92% of participants preferred to buy from the good-looking design.  Through our research, we conclude that website’s aesthetics plays a significant role besides pricing and supply, that leads a customer to not abandon the purchase. In conclusion, customers value web aesthetics as it does influences their decisions. It can be argued that dislike of website design poses a risk that they leave the website without making any purchases.

Purpose:The aim of this study is to measure the attributes of electric vehicles that influence consumers'attitudes towards EVs. The consumers’ attitude and their intent to purchase is also measured in thisstudy. This is done in order to explore whether the attributes of EVs have an influence on the attitudetowards innovation and whether the attitude of a consumer has an influence on their purchase intent. Method:Employing the innovation of electric cars in Sweden as the empirical setting, a quantitative researchapproach was adopted. The primary data was collected through a questionnaire that was conductedamong non-car and car owners over the age of 18 in Sweden. Conclusion:As a result of the conducted study, it was found that the importance of the selected attributes has apositive influence on the consumers’ attitude towards electric cars. Moreover, it was found that theattitude of the given respondent has a statistically significant correlation with their intention topurchase one in the future. However, a non-correlation was found between the variable of attributesand intent to purchase.

Were the effects of First World War truly similar globally? A comparison of how the conflict was perceived by two extremely different groups of rural people - southern Americans of the Jackson Purchase region of far western Kentucky and Africans in the small British Protectorate of Nyasaland in south central Africa - makes their microhistories significant rather than trivial by placing them a global context. In the early twentieth century, both groups were not only rural, but removed, decidedly disconnected from each other. Yet, drawing on documentary evidence, especially interviews with the last generation of First World War survivors in both regions, offers a significant perspective on how similar their experiences actually became in the crucible of a global war. The call to arms, their recruitment and resistance to service, combat adversities and cultural experiences, post-war disillusionments and triumphs, and especially the economic consequences of their war provide penetrating insights into the wide-ranging ordeals and opportunities that this first truly global event offered peoples worldwide.

Con esta investigación se pretende averiguar si existe una significancia positiva entre el e-Branding y la fidelización en Instagram dentro del sector de cosméticos para el público mujeres residentes de Lima Metropolitana con un rango de edades de 18 a 35 años. Para averiguar ello, los principales objetivos son saber cuál es el nivel de fidelización del público objetivo según sus edades generacionales, conocer si existe una significancia positiva entre el sentido de pertenencia entre usuario-marca y la fidelización hacia la marca, identificar si la interacción con la marca tiene una significancia positiva por las usuarias en la plataforma de Instagram y por último determinar si el e-branding tiene una significancia positiva para lograr la fidelización de las usuarias en la plataforma de Instagram. Cabe destacar que la presente investigación es descriptivo correlacional, no experimental, con un diseño transversal y un enfoque mixto. En orden para corroborar la presente investigación, se realizaron estudios de forma cualitativa y cuantitativa. El estudio cualitativo consistió de entrevistas a expertos y dos focus group al público objetivo cuyos resultados están plasmados en el capítulo III. A su vez, el estudio cualitativo se centró en encuestas virtuales a 258 personas y sus resultados se encuentran en el capítulo IV. Finalmente, se puede concluir que sí se aprobó la hipótesis planteada mediante una prueba de Chi Cuadrado en IBM SPSS y se propusieron estrategias y tácticas de acuerdo a los objetivos planteados que se muestran en el capítulo V y recomendaciones a futuras investigaciones. / This research aims to find out if there is a positive significance between e-Branding and loyalty on Instagram within the cosmetics sector for the target, female residents of Metropolitan Lima with an age range of 18 to 35 years. The main objectives are to know what is the level of loyalty of the target audience according to their generational ages, to know if there is a positive significance between the sense of belonging between the user and brand loyalty, to identify whether the interaction with the brand has a positive significance for users on the Instagram platform and finally determine if e-branding has a positive significance for achieving user loyalty on the Instagram platform. It should be noted that this research is descriptive, correlational, non-experimental, with a cross-sectional design and a mixed approach. In order to corroborate the present investigation, studies were carried out in a qualitative and quantitative method. The qualitative study consisted of interviews with experts and two focus groups to the target audience, the results of which are reflected in Chapter III. In turn, the qualitative study focused on virtual surveys of 258 people and its results are found in Chapter IV. Finally, it can be concluded that the hypothesis proposed was approved by means of a Chi Square test in IBM SPSS and strategies and tactics were proposed according to the stated objectives shown in Chapter V and recommendations for future research. / Trabajo de investigación

El presente trabajo tiene como objetivo analizar el grado de importancia de las variables valor del producto y calidad percibida de la marca, dentro del valor de marca, en productos denominados como ‘saludables’ de marcas propias de supermercados en la categoría abarrotes en la intención de compra de los consumidores Limeños. La investigación inicia con una introducción de la situación actual del mercado en Lima. Se amplía este estudio con un análisis de las posturas de diversos investigadores sobre temas claves como valor de marca, decisión de compra, marcas blancas y alimentación saludable. Los objetivos establecidos se corroborarán con el enfoque correlacional empleado para este trabajo. La metodología utilizada es de tipo mixta, la cual incluye tanto investigación cuantitativa como cualitativa. Finalmente se quiere identificar si la calidad percibida de la marca es menos importante que el valor del producto reflejado en su precio. / The present research has as objective to analyze de importance degree of the variable’s product value and brands perceived quality, within the brand equity, in products named as ‘healthy’ of supermarkets private labels in the grocery category on the purchase intention of consumers of Lima. The investigation starts with an introduction of the current situation of the market in Lima. This study is extended with an analysis of diverse investigators positions about key issues as brand equity, purchase decision making, private labels and healthy eating. The established objectives will be corroborated with the correlational approach used for this research work. The methodology employed is a mixed type, that includes both quantitative and qualitative research. Finally, this investigation pretends identify if the brands perceived quality es less important than the product value reflected in their price. / Trabajo de investigación

El presente trabajo de investigación tiene como fin poder identificar la relación entre el EWOM y valor percibido frente a la intención de compra online en las cadenas de cine, en hombres y mujeres de Lima Metropolitana. En esta oportunidad, el trabajo consistirá en dos partes: introducción y cuatro capítulos (Marco teórico, Metodología, Resultados y Discusión). El Mobile commerce ha evolucionado en el mundo, y Perú, no es la excepción. Por ende, en el siguiente trabajo de investigación se identificaron variables como el Electronic Word Of Mouth (EWOM) y el valor percibido. De estas variables mencionados, se busca identificar el nivel de significancia que pueden tener frente a la intención de compra en las cadenas de cine. El estudio inicia con investigaciones de diferentes autores con el fin de abordar los conceptos principales como el comercio electrónico, comercio móvil, EWOM, valor percibido e intención de compra. Luego, la investigación presenta una metodología mixta. Por un lado, se realizó un estudio cualitativo para tener una primera llegada al público primario. Así mismo, se realizó entrevistas a especialistas con el objetivo de profundizar el tema y tener un panorama más claro. Por otro lado, se efectuó un estudio cuantitativo mediante una encuesta a 250 personas, con el objetivo de inferir y tener conclusiones exactas de la categoría estudiada. / The purpose of this research work is to identify the relationship between EWOM and perceived value compared to the intention to buy online in cinema chains, in men and women in Metropolitan Lima. In this opportunity, the work will consist of two parts: introduction and four chapters (Theoretical framework, Methodology, Results and Discussion). Mobile commerce has evolved in the world, and Peru is no exception. Therefore, the following research work identified variables such as the Electronic Word Of Mouth (EWOM) and the perceived value. Of these mentioned variables, the aim is to identify the level of significance that they may have in the face of purchase intention in cinema chains. The study begins with investigations by different authors in order to address the main concepts such as electronic commerce, mobile commerce, EWOM, perceived value and purchase intention. Then the research presents a mixed methodology. On the one hand, a qualitative study was carried out to have a first arrival at the primary public. Likewise, interviews with specialists were conducted with the aim of deepening the subject and having a clearer picture. On the other hand, a quantitative study was carried out through a survey of 250 people, with the aim of inferring and having exact conclusions from the category studied. / Trabajo de investigación

El presente trabajo de investigación busca conocer la viabilidad de implementar un modelo de negocio innovador centrado en el servicio de entrega de ingredientes medidos en cantidades exactas para la realización de postres en Lima, Perú. El cual se creó bajo el nombre de The Baker Box. Este modelo de negocio nace como la alternativa para abastecer de ingredientes en cantidades específicas para las porciones requeridas en las recetas, evitando así el desuso de ingredientes, el tedioso proceso de compra y búsqueda de ingredientes, así como evitar los errores en la ejecución de la receta provocados por fallas en la medición. Para ello, se realizaron cierta cantidad de experimentos que permitieron validar el proyecto, además de recabar información valiosa que sirvió para la mejora de procesos de creación. Con el objetivo de desarrollar y mantener un crecimiento constante del negocio, se realizó un plan estratégico dotado de análisis, acciones y estrategias que permitieron hacer realidad la mejora del negocio. Asimismo, durante toda la creación del proyecto, se consideró de manera significativa el sentir y actuar de los usuarios amantes de los postres a modo de retroalimentación para una mejora continua. En base a todo lo realizado se pudo encontrar que el modelo de negocio que ofrece The Baker Box es viable, escalable y, más importante aún, rentable. / This research work seeks to understand the feasibility of implementing an innovative business model focused on the delivery of ingredients measured in exact quantities for the production of desserts in Lima, Peru. It was created under the name of The Baker Box. This business model was born as the alternative to supply ingredients in specific quantities for the portions required in the recipes, thus avoiding the disuse of ingredients, the tedious process of buying and searching for ingredients, as well as avoiding errors in the execution of the recipe caused by measurement failures. To this end, a number of experiments were carried out to validate the project, in addition to gathering valuable information that served to improve the creation process. With the aim of developing and maintaining a constant growth of the business, a strategic plan was made with analysis, actions and strategies that allowed the improvement of the business to become a reality. Likewise, throughout the creation of the project, the feelings and actions of the dessert lovers were considered in a significant way as feedback for continuous improvement. Based on all that was done, it was possible to find that the business model offered by The Baker Box is viable, scalable and, most importantly, profitable. / Trabajo de investigación

E-commerce retail sales continue to experience significant growth in the United States (U.S.) annually. However, the contribution of e-commerce retail sales towards total retail sales in the U.S. remains low. Furthermore, the growth of e-commerce retail sales from year to year as a percentage of total retail sales in the U.S. is also fractional. The lack of online trust by consumers has been cited as a significant barrier to transacting online and a possible cause of this slow-moving trend. E-commerce retail sales are paramount to the success and profitability of online merchants. It remains critical to understand the underlying determinants of online trust as a precursor to online purchase intention. This study sought to explore the effect of one such determinant namely, website design, on online trust. Using constructs and scales synthesized from the salient literature, the effects of visual design, social-cue design, and content design on online trust were measured and reported. Additionally, the mediating influence of online trust on online purchase intention was investigated. Demographic factors of age and gender were also examined for possible moderating effects of website design on online trust. A conceptual model of the influence of website design on online trust and the influence of online trust on purchase intention in e-commerce retailing environments was also tested. The study involved scenario-based survey research methodology. Participants were presented with two websites along with a fictitious purchase scenario and post-scenario survey. The survey captured their responses with respect to the design elements of each website, their inclination to trust each website, and their intention to make a purchase from each website. Participants’ age range and gender were also captured in the survey. A total of 502 participants took part in the study. The results found that each of the components of website design namely, visual design, social-cue design, and content design had a statistically significant effect on online trust. Online trust was also found to mediate the effect of these design factors on purchase intention. Finally, no significant effects of age or gender on website design’s relationship with online trust were found. Subsequently, implications and suggestions for future research are presented.

In response to growing concerns about environmental degradation and climate change,demand for green products and services has increased. The use of environmental claimsas a marketing tool in order to gain a competitive advantage has also increased.The goal of this study is to close this gap by understanding how perceptions ofgreenwashing influence Angolan consumers of Generation Z's green trust and greenpurchasing intention. Through a qualitative approach, with 20 semi-interviews, thisresearch reveals that greenwashing perception has a negative impact on green trust, butthe same is not true for green purchase intention. Nonetheless, green trust has a positiveinfluence on green purchase intention, and green concern, in turn, has a positive influenceon greenwashing perception, green trust, and green purchase intention. Since consumerconcern over the environment is on growing, it is critical for businesses to be aware ofthis development, while still meeting customer expectations. This alteration should beseen as a challenge for both general organizational management and the marketingdepartment in particular.

This research study aims to investigate the perceptions of millennials towards Chatbot and their purchase intentions in the fashion industry. The study explored how chatbots are perceived by millennials, and how these perceptions influence their purchase intentions. To achieve this, the study used a quantitative approach. The data was collected through an online survey, which was distributed to a sample size of 183 millennials. According to the findings, perceived trust is a strong predictor of purchase intention, on the contrary, perceived enjoyment and perceived ease of use are not. The analysis revealed that customers' perceived trust in Chatbots plays a critical role in favorably affecting their purchase intention. Finally, we suggested that further research explores the potential of chatbots as a marketing tool for fashion brands. This could involve investigating the impact of chatbots on customer engagement, satisfaction, and loyalty, as well as exploring the various design and functionality features that could be implemented to enhance the chatbot experience for consumers.