Throughout the last two years the revenues from in-game transactions in video-games have increased due to its growing presence both in traditional retail games as well as digital due to the fact that more and more games have become free. This growing presence is the basis for answering the question of what motivates players to spend money on in-game purchases in freeto-play games. The research found that having a well designed game is a very important factor that makes players purchase content. Many respondents made purchases based on emotional reasons such as wanting to look cool. People also made purchases to avoid grinding and to gain competitive advantages. In summary people think that their purchases were justifiable since the games are free but the common consensus is that while cosmetic items are acceptable, pay-towin items which provide a competitive advantage are not.

The Internet alters the traditional business environment. Due to the convenience of the Internet, consumers are able to acquire both tangible goods and intangible services. With the advent of the internet and its related technologies, the emerging online shopping a distinctively new business transaction format becomes the trendiest activity in these days. The spirit of online group buying is to exercise the buy¡¦s bargaining power by amassing number of people interested in the same goods and their money in order to achieve the goal of having desirable prices. Besides the financial motive, what are the other incentives driving consumers to join online group buying is another interesting subject discussed in the paper. When shopping online, consumers can obtain product information only by pictures and depictions posted by sellers. Therefore, the credibility of the group-buying initiator is very important because of the fictitious shopping environment. The goal of the research is to comprehend the correlation between consumers¡¦ online group-buying motivations and customer satisfaction. According to the above, the research model is consisted of the following factors: (1) motivation of online group-buying participation; (2) customer relationship; (3) product involvement; (4) customer satisfaction. The research sample group is targeted at the southern residences with online group-buying experiences. There are total 849 questionnaires performed face-to-face and on the Internet retrieved during the sample period from February 25, 2012 to March 25, 2012. All of this data will be used to explain the correlation between online group-buying motivations and customer satisfaction. After calculating and analyzing all data, there is a positive relationship between online group-buying motivations and the customer satisfaction. Besides, trust categorized in the customer relationship acts as an intermediary in the relationship between online group-buying motivations and the customer satisfaction. Moreover, the product involvement also interferes in the relationship between online group-buying motivations and the customer satisfaction. In order to stand out and be successful in the overcrowded and competitive e-commerce market, there are several suggestions about online group-buying activities based on the results of above. Online group-buying initiators can use promotions to attraction consumers¡¦ attentions. Furthermore, a user-friendly website can also increase the level of the consumer satisfaction due to its simplicity and accessibility. Based on all information collected, the product quality and the seller¡¦s credibility are the most crucial elements affecting consumers¡¦ purchase inclinations.

La comunidad LGTB+ es un grupo social que en los últimos años ha adquirido mayor presencia y relevancia, a partir de la lucha de muchos de sus integrantes por lograr la igualdad y la no discriminación en países como el Perú. La publicidad no ha estado exenta de dicha tensión, así la influencia que está generando la comunidad LGTB+ en el mercado nacional ha motivado también que muchas marcas y empresas vean a este grupo como un nicho de mercado relevante. En ese sentido, el estudio es importante en tanto indaga en las características, gustos, hábitos de consumo, y lo más importante, en la forma en la que esta comunidad ha influido en la narrativa de ciertas marcas del mercado. En el presente trabajo se quiere analizar cómo la influencia de la comunidad LGTB+ ha sido relevante en la motivación de compra. Para ello, se tomará en consideración el spot publicitario “Amistad sin diferencias” de la cerveza Pilsen Callao en donde se difunde el mensaje de la no discriminacion de las personas por su orientación sexual. Para la investigación se utilizará una metodología cualitativa, a partir de la realización de entrevistas a estudiantes de la ciudad de Lima que se encuentran en edades de 18 a 28 años que se identifican activamente con la comunidad LGTB+ en el Perú. / The LGTB + community is a social group that in recent years has acquired greater presence and relevance, based on the struggle of many of its members to achieve equality and non-discrimination in countries like Peru. Advertising has not been exempt from this tension, thus the influence that the LGTB + community is generating in the national market has also motivated many brands and companies to see this group as a relevant market niche. In this sense, the study is important as it investigates the characteristics, tastes, consumption habits, and most importantly, the way in which this community has influenced the narrative of certain brands in the market. In this paper we want to analyze how the influence of the LGTB + community has been relevant in motivating purchase. For this, the advertising spot "Friendship without differences" for Pilsen Callao beer will be taken into consideration, where the message of non-discrimination against people based on their sexual orientation is disseminated. For the research, a qualitative methodology will be used, based on conducting interviews with students from the city of Lima who are between the ages of 20 and 30 who actively identify with the LGTB + community in Peru. / Trabajo de investigación

En un mundo donde hay mucha irresponsabilidad en el manejo de los recursos, contaminación desmesurada, consumismo y despreocupación, el mundo se lleva a sí mismo hacia una posible extinción. A diario se ven emisiones de carbono, deforestación, minería ilegal, contaminación del mar, entre otros, y no se ve un sentido de urgencia. Sin embargo, existen distintas empresas que están haciendo un esfuerzo importante para combatir estos problemas y tal es el caso de Patagonia, una marca que no solo busca generar cambios, sino hace que estos sucedan. Para este estudio se tomará un enfoque cualitativo, donde se selecciona a 20 consumidores de Patagonia de las edades de 25 - 35 años para realizarles entrevistas semi estructuradas. El motivo es demostrar la importancia del propósito de las marcas ecológicas y cómo estas influyen en las motivaciones de compra de los consumidores. Cada vez el mundo está migrando con más frecuencia hacia lo ecológico y reutilizable, por lo que se debe comprender cómo este nuevo consumidor piensa y actúa para tomar decisiones más estratégicas como marca. / In a world where there is much irresponsibility in the management of resources, excessive pollution, consumerism and carelessness, we find ourselves leading to a possible extinction. Every day we see carbon emissions, deforestation, illegal mining, sea pollution, among others, and we do not see a sense of urgency. However, there are different companies that are making an important effort to combat these problems and such is the case of Patagonia, a brand that not only seeks to generate changes, but makes them happen. For this study, we will take a qualitative approach where we select 20 consumers in Patagonia between the ages of 25 - 35 to conduct semi-structured interviews. The motive is to demonstrate the importance of the purpose of eco-brands and how they influence consumers' purchase motivations. The world is increasingly migrating to the green and reusable and we must understand how this new consumer thinks and acts in order to make more strategic decisions as a brand. / Trabajo de investigación

Användandet av sociala medier, som från början handlade om utbyte av information, har mynnat ut i en social närvaro. En social närvaro där man genom bilder, text och videos presenterar sig själv. Konsumenter kan numera obehindrat dela varumärkesrelaterat innehåll genom att till exempel visa nya inköp eller andra händelser av sitt liv. Idag skapar konsumenter många av sina associationer och uppfattningar om varumärken genom detta innehåll av privatpersoner på sociala medier. Det skapar en möjlighet för lyxvarumärkena att bli top-of-mind hos konsumenterna. Samtidigt blir det svårt för lyxvarumärken att kontrollera privatpersoners innehåll. Varumärken inom lyxsegmentet måste dessutom förvalta sitt arv och sin exklusivitet för att bibehålla sitt starka varumärke. Denna balansgång belyser lyxens paradox. Syftet med denna studie är att få fram eventuella effekter när lyxvarumärken inom modebranschen exponeras, både ofrivilligt och frivilligt, på sociala medier. Forskarna undersöker från ett konsumentperspektiv i syfte att ta reda på hur konsumenternas varumärkesimage och köplust ändras när lyxvarumärken exponeras på detta sätt. Detta har forskarna undersökt med hjälp av en kvalitativ studie i form av semi-strukturerade intervjuer. Respondenterna valdes ut baserat på deras intresse för mode och att de själva har konsumerat lyxprodukter inom mode. Denna studie visar att ett lyxvarumärkens image förändras när lyxvarumärken exponeras på sociala medier. Om det är en positiv eller negativt förändring är kopplat till de associationer och personer som konsumenterna kopplar varumärket till. Om konsumenterna kopplar varumärkesimagen till en person eller grupp som de vill identifiera sig med ökar deras köplust. Om de istället associerar varumärket till en grupp eller personer som de inte vill identifiera sig med, minskar istället deras köplust. Konsumenters köplust minskar dessutom när produkter, genom exponering på sociala medier upplevs mer tillgängliga och exklusiviteten i varumärket tynar bort. / The use of social media, which from the beginning was about exchange of information, has now resulted in a social presence. A social presence where you present yourself through pictures, text and videos. Consumers can now freely share brand-related content by, for example, showing new purchases or other events of their lives. Today, consumers create a lot of their associations and perceptions about brands through this content from individuals on social media. It creates an opportunity for luxury brands to become top-of-mind amongst consumers. At the same time, it becomes difficult for luxury brands to control this content from individuals. Brands in the luxury segment need to manage their heritage and exclusivity in order to maintain their strong brand. This balancing act sheds light on the paradox of luxury. The purpose of this study is to examine the effects when luxury brands in the fashion industry are exposed on social media. The researchers examine from a consumer perspective in order to find out how consumers' brand image and desire to purchase change when luxury brands are exposed in this way. The researchers investigated this with the help of a qualitative study in the form of semi-structured interviews. The respondents were selected because of their interest in fashion and that they have consumed luxury products in fashion. This study shows that consumers' brand image changes when luxury brands are exposed on social media. Whether it is a positive or negative change it is linked to the associations and persons which consumers link the brand to. If consumers associate the brand image with a person or a group that they want to be identified with, their desire to buy increases. If they instead associate the brand with a group or people they do not want to be identified with, their purchase desire decreases. Additionally, consumers' purchase desire decreases when products, through exposure on social media, are perceived as more accessible and the exclusivity in the brand fades away.

本研究以日本UMPC超級行動電腦品牌KJS為例，探討「消費者購買動機」、「品牌形象」與「顧客滿意度」、「顧客忠誠度」間之關係及影響因素，以期提供小型可攜式電腦產業及UMPC品牌業者行銷策略與品牌發展之參考。 本研究採問卷調查與深度訪談方式進行研究，問卷調查方面，共取得267份有效問卷，並運用敘述性統計、t檢定、單因子變異數分析（one-way ANOVA）、相關分析與迴歸分析，將資料進行統計分析及獲得假設驗證；深度訪談方面，共進行兩次的深度訪談，藉由訪談專業人士，探索個案品牌行銷策略與產品規劃。 研究結果得知，消費者對個案品牌產品之滿意度，受人口統計變項中之性別、年齡、教育程度及擁有可攜電腦數量等變項之影響；而消費者對個案品牌產品之忠誠度，不受人口統計變項的影響。此外，消費者對個案品牌產品之滿意度，受消費者購買動機及品牌形象部分變項的影響；而消費者對個案品牌產品之忠誠度，也受消費者購買動機及品牌形象部分變項的影響。整體而言，個案品牌產品顧客滿意度之高低，會影響顧客忠誠度之高低，且呈現正相關。 針對目前個案及市場現狀，在產品方面，建議個案可再加強宣傳觸控螢幕及產品娛樂功能的開發，品牌方面則是不論從問卷資料及訪談資料中，均顯示出KJS在台灣市場擁有很好的品牌形象，因此應以此為品牌核心價值，專注於原本的利基市場，雖然可以視市場狀況延伸產品系列，然不宜投入過多資源進入低價市場，與低價小筆電作正面廝殺，而應作適當區隔。 / This research aims at discussing the relationships among purchase motivation, brand image, customer satisfaction and customer loyalty, and the influence factors of the four dimensions through a case study of UMPC-KJS brand in order to provide reference of marketing strategies and brand development for netbook and UMPC industry. This research used a questionnaire survey and in-depth interview to study. With regard to questionnaire survey, 267 valid samples were obtained by stratifies sampling. Data were analyzed by descriptive statistics, t-test, one-way ANOVA, correlation and regression analysis. Besides, through in-depth interview with two professionals in this field to explore the marketing strategies and production planning of KJS brand. According to the results of this research, the customer satisfaction could be influenced by the demographics varieties from sex, age, education level and the number that one customer has, however, the customer loyalty could not be influenced by the demographics varieties. Besides, not only customer satisfaction but customer loyalty could be influenced by part factors of purchase motivation and brand image. Finally, customer loyalty gets higher if customers are satisfied. According to the present condition of the netbook market, there are some suggestions to KJS brand. First, KJS is proposed to focus on the development of touch-screen and entertainment features. Second, since KJS has a very good brand image in Taiwan, this should be the core values of the brand and KJS should focus on this original niche market. It’s necessary to make some market segmentation from other netbook brand.