Background: Organic food became a popular topic in recent years. Even though organic markets are becoming larger than before, the organic fruit market is still a niche market around the world. Consumers’ purchasing intentions towards organic products are impacted by many factors. Purpose: The purpose of this research study is to investigate the customers’ purchasing behaviors with different food-related lifestyles in China and France. Method: A research model and four hypotheses alongside the study have been used after reviewing relevant literatures. An online questionnaire survey was conducted in China and France, which resulted in 261 completed and usable responses. Results: All hypotheses were accepted representing all the independent variables, which includes attitudes toward purchasing organic fruit, subjective norms, perceived control and food-related lifestyles, influencing purchase intentions. In terms of research questions, the results suggested that food-related lifestyles in different countries exhibited positive significant relationships with customers’ planned behavior.

Financial Crisis has seriously shut down global economy and Taiwan also couldn¡¦t escape from the strike of current Financial Tsunami. Under this condition, consumers become stricter on budgeting. Especially as rising price causes real income decrease, consumers would pinch pennies on necessity spending. We all know Watsons is the famous chain store of cosmeceuticals, which sells not only medicine but also cosmetics and commodities. Thus, this research takes Watsons as the example to explore the relationship among sales promotion, perceptive value, purchasing intention, and customer¡¦s loyalty. The main purposes as follows. 1. To understand customer¡¦s view towards sale promotion campaigns of Watsons. 2. To explore whether different sales promotion campaigns influence perceptive value, purchasing intention or customer¡¦s loyalty. 3. To discuss the relationship among sales promotion, perceptive value, purchasing intention, and customer¡¦s loyalty. 4. To analyze whether impulse purchasing characteristics modifies the effect of sales promotion on perceptive value, purchasing intention, and customer¡¦s loyalty. According to SPSS statistic analysis software, I have some findings as follows¡G 1. Customers prefer ¡§pay one more dollar, get one more item¡¨ than ¡§Redeem¡¨ 2. Different sales promotion cause different influences on perceptive value, purchasing intention, and customer¡¦s loyalty. 3. The effect of sales promotion on purchasing intention and customer¡¦s loyalty is significant. 4. Impulse purchasing characteristic doesn¡¦t have modified effect.

The concept of "customer perceived value" has been evolving as an essential area within the marketing discipline for decades. Knowing what shapes consumer perception towards a product or service is vital for businesses (Sweeney and Soutar, 2001), especially for fashion products whose trends are ever-changing. Nevertheless, in the technology era, fashion consumers tend to use the spectrum of media platforms to search for information, to compare prices and exchange experiences amongst a common group. According to McKinsey and Company (2014), up to 35% of fashion consumers rely on online recommendations prior to making a purchasing decision. Given the challenges in this area of business, the aim of this study is to develop the multidimensional scale to measure consumer social media involvement. The measurement scale has been tested in the conceptual models by investigating the moderating effect of social media involvement influencing the relationships of customer perceived value and purchasing intention. The proposed scale is also examined within the customer perceived value dimensions against the key consequences. Moreover, the concept of brand love is incorporated within this study. Sometimes, people purchase brand not product itself and brand love construct is recently new concept and limited studies investigated into this area. Therefore, this study focuses on the moderating effect of social media involvement and brand love towards customer perceived value and purchasing intention for fast-fashion products. A quantitative research method was undertaken to collect research data. The self administered questionnaires were completed by Thai consumers at three particular department stores located in central Bangkok. The data analysis was then performed based on the returned, completed questionnaires of 630 respondents. Both exploratory and confirmatory analysis techniques were used to validate the measurement scale of the study. Structural equation modelling was conducted to test the hypotheses of both direct and indirect relationships. The quantitative results show customer perceived value from multiple dimensions (social, emotional, price and quality) towards fast fashion products. It was found that there is a direct causal relationship between the customer perceived value and purchasing intention, influenced by the level of social media involvement and brand love. An individual who has a high level of social media involvement and brand love tends to perceive a greater consumption experience which lead to preceding the positive outcomes. Therefore, fashion retailers should consider these dimensions and maintain a favourable relationship to enhance the consumer perception experience. Moreover, utilising the advantages from social media to connect with customers should not be neglected. However, the results showed that not all dimensions were found to have a positive effect on consumer purchasing intention towards fast fashion products equally; hence, the fashion marketers should deliberately evaluate each dimension of desired customer perceived value prior to applying a particular strategic plan. Moreover, the findings of this study are of the greatest importance to consumer behaviour especially in the area of involvement by extending the further knowledge. Social media involvement measurement scale has been developed from the limitation of exising studies by incorporated multi-facet dimensions (affective, cognitive and behavioural involvement) in the way to capture the complex nature of involvement variables. Furthermore, the model framework demonstrated the motive force behind behavioural intention by investigating the moderating role of social media involvement and brand love within the fast fashion products.

In recent years, it is more and more popular to find Private Barnd in Convenience Stores, Hyper Markets, Super Markets and Boutique Stores. Private brand is the naturally outcome of chained retailers with bigger economic scale. It can bring more profits, and at the same time, it can raise the bargaining power of retailers to against the national brands. And most important of all, private barnd would create differentiated competitive adventage for reatilers. Therefore, it is very necessary for reatilers to understand consumers¡¦ attitudes and purchasing intentions for private brand products. Most of the researches in the past were focused on external characteristics, such as demograpghical variables but ingored consumers¡¦ psychological characteristics which usually dominate consumers¡¦ attitudes. And most of the researches were implemented based on Hyper or Super Market channels. This research wants to know how consumers feel about private barnd products in chained convenience stores, what kind of persons like or dislike private brands. Consumers¡¦ characteristics include psychological characteristics, demographical variables and store image. The research uses questionnaire method in front of convenience stores, and the main purpose of this questionnaire is to analyze the relationship between demographical variables, psychological variables, promotion intentions, store image, private brand attitudes, and private brands¡¦ purchasing intentions. The main research findings are listed as following: 1.When consumers¡¦ value consciousness is higher, their attitude for private brand would also be better. 2.Consumers who have more interests in promotion would have better attitude toward private label, especially the consumers who prefer price discount, their acceptance for private brands will be higher than those who prefer non-price promotion ( ex. Giftaway). 3.Consumers who have better store image will have better attitude toward private barnds accordingly. 4.Consumers¡¦ age has significant differences on the attitude of private brands. To sum it up, when consumers are elder, then they will have worse attitude toward private brands. 5.There are high consistence between attitude and purchasing intention.

In recent years, there are several studies concerning brand and fashion. Nonetheless, there are few studies conducted on fashion brand which concerns embodying various industries. Without a doubt, brand value is the key factor of fashion industries success. This study will try to research on the broader usage of brand value. The purpose of this study is to research the influence of consumer¡¦s purchasing intention and willingness to pay of the commodities under each product categories; after combining with the fashion brand, under the different evaluation of fashion brand. The four hypotheses in the study are directed towards the relationship between consumers recognized evaluation of fashion brand, purchasing intention and willingness to pay for the brand separately. Hence, the investigation here will be to scrutinize the change of consumer¡¦s purchasing intention and willingness to pay after combining with particular fashion brand. The following hypotheses will be tested through a designated questionnaire with the convenience sampling method. A total number of 197 questionnaires were returned. By using a number of statistical methods and exploring the relationship between each variances and testing each hypotheses, the following conclusions are generated¡G 1. The study infers that products are non-convenience goods¡Bunnecessary goods¡Bhigh-durability¡Bhigh-visibility¡Bhigh-using-frequency can increase the consumers¡¦ willingness to pay after combining with the fashion brand. 2. The fashion brand with high-brand-evaluation when combined with most of product categories¡¦ commodities will evidently boost consumers¡¦ purchasing intention and willingness to pay. Thus, we can try to develop more feasible proposal. 3. Even in the industries that are unsuitable to incorporate the idea of fashion, we may still be able to find a feasible proposal. 4. The study suggests that fashion brands do the wholly survey on the bicycle industry and analyze their possibility and potential in this industry. Further research on the market of bicycles should be directed specifically towards young women who earn lower than 1,500,000 per year. Keywords: Fashion, Brand, Evaluation of Fashion Brand Product Category, Purchasing Intention, Willingness to Pay

How to build customer loyalty and retain customers are important issues for most businesses. Personalized services have been used as a strategy for such purposes. The advancement of information technology has enabled a business to keep track of customer preferences and provide personalized services accordingly. Several theories have been proposed to explain the effect of positive customer attitude toward personalized services, such as reducing information overload and the Elaboration Likelihood Model. This study is focus on the perspective of intimate relationship with customers through personalized services, and proposes that the intimacy relationship induced from personalized advertising plays a major role in building customer loyalty. An experiment was designed to test our hypotheses. An experimental website was developed to interact with the subjects for building relationship. Experimental advertisement was then sent to the subject for evaluation. The experiment results in 355 completed data, which were then analyzed using the SPSS and SmartPLS. The results reveal that (1)personalized content has a significant effect intimacy;(2) Personalized message doesn¡¦t influence intimacy;(3)customer intimacy has effects on the attitude toward advertising and customer¡¦s purchasing intention. We also find that the relationship between customer intimacy and the recommendation effect was not significantly different for different product categories.

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Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. China has more social media users than any other country in the world and is housing platforms such as Weibo, WeChat or Xiaohongshu, thus with an ever-increasing demand for social interaction between a company and a customer, the search for the optimal marketing strategies in a hyper-competitive apparel market in China is in effect. With there being a lack of research in the field, the main purpose of this study is to examine how paid and earned social media channels impact apparel customer behavior in China. Firstly, the study aimed to see to what degree paid and earned media influences apparel consumption, and, secondly, it intended to see how social media marketing strategy impacts consumers' views on brand loyalty, brand awareness and purchasing behavior. In order to do this, a quantitative study has been conducted - nine hypotheses were formulated after an extensive literature review, from which a research model has been derived and a questionnaire used to gather the opinions of local Chinese social media users has been employed. Convenience with a non-probability sampling method was adopted to collect quantitative data. A total sample of 400 respondents participated in an online questionnaire, ranging from the age of 18 to 34 and having a relatively high education level. The SPSS program was applied to analyze the collected data with multiple statistical analysis methods: Cronbach alpha reliability test, factor analysis, and linear regression analysis to test internal consistency - Cronbach alpha, construct validity, and the relationship between dependent and independent variables. The study revealed that both social media marketing types have a positive effect on apparel consumer behaviors, however, paid media only mostly influences brand awareness of apparel brands, and earned media is very effective when it comes to influencing purchasing behavior and brand loyalty of apparel brands. Moreover, the utmost importance of Word-of-Mouth marketing has come to light, as the need for increased social value urges Chinese to promote products by sharing.

Date: (2022-06-01) Level: Master thesis in Business Administration, 15 cr. Institution: School of Business, Society and Engineering, Mälardalen University. Authors: Mohammad Battha, (1993-06-10) Fadi Zina (1989-01-04) Title: The impact of online reviews and influencers on customers' purchasing intention. Supervisor:Stylianos Papaioannou Keywords: Influencers, Online reviews, Purchasing intention, Generation Y-Z. Research question: What is the impact of online reviews and influencers on the purchaseintentions of generations Y and Z of a given product or service? Purpose: Authors are aiming to investigate how influencers and online reviews can boost thepurchase intention of a brand. Hence, the authors scrutinize some of the influencers' andonline reviews' characteristics and analyze their impacts on purchasing intention from ageneration Y and Z customer perspective. The authors foresee expanding the literature andopening a door for further research in this narrow area of study. Methods: a deductive research method was applied through direct questionnaires to anumber of online consumers to test hypotheses in this research, and later the data wasanalyzed through regression and correlations tables. Conclusion: The online reviews by previous customers have a strong impact on customer’spurchase intentions. Also, the message carried by the product ambassadors such as bloggersand celebrities impacts the customers’ purchase intentions. The influencers carry the image ofa product and thus it is significant for the marketing brands to consider a careful selection ofbrand ambassadors as this impacts greatly on the future customer purchase intention.

Date: (05/01/22)   Level: Bachelor thesis in Business Administration, 15 cr   Institution: School of Business, Society and Engineering, Mälardalen University   Authors: Las Amin, Saad Husseino, Nour Kellawi   Title: The Impact of Instagram Influencers on Consumer Purchasing Intention   Supervisor: Noushan Memar   Keywords: Influencers, Online purchasing intention, Instagram, Online influencer marketing, Trust, eWOM, Generation Z   Research question: What are the impacts of Instagram influencers on online consumer purchasing intentions?   Purpose: The primary purpose of this research is to investigate how social media influencers, otherwise dubbed as “Instagrammers,” particularly impact the online purchasing intentions of buyers and understand the role of Instagram influencers in the different online purchasing trends in organizations that rely on these individuals for their marketing activities in e-commerce.   Method: Qualitative research using focus group method for data collection and analysis. Conclusion: Instagram influencers of all types have a noteworthy influence on the different online consumer purchasing intentions on the platform, where several factors determine the scope of their impact. Trust is considered one of the most significant ones. It is perspicuous that trust in Instagram influencers is intertwined with three aspects: the emotional feelings of the users in regard to the person, the social responsibility of the influencer toward the society, and the influencer fan base. Most users consider electronic word-of-mouth very effective, as it makes a difference in their pre-purchasing stage. The research resulted in a clear distinction between two types of eWOM, one being negative and the other being positive.