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The earth ecosystem is seriously damaged due to the self-interest behavior of human, which nonetheless poses a huge threat to the survival of human. The ecological environment and public health in Taiwan also face increasingly deteriorating situation, which is compounded with the problem of a dramatic increased number of families eating out with the most popular choice as lunch boxes mostly. To improve this situation, visionaries push for organic lunch boxes. However, there are still some factors lacking and some problems persisting for marketing organic lunch boxes. It is hoped that the result of this study can be beneficial to the relevant organizations as a reference for promoting organic lunch boxes. Literature review and in-depth interviews are conducted as the basis for developing questionnaire in this study. I also propose a behavior model for purchasing organic lunch boxes based on the theory of consumption values by Sheth, Newman, and Gross (1991), Theory of planned behavior by Ajzen (1991), and the EKB model by Engel, Blackwell, and Miniard (1993) This model consists of nine variables: the functional value of organic lunch box, its social value, its emotional value, its curious value, its conditional value, the subjective norms, self-efficacy, shopping environment, and the degree of involvement etc. To test this model, regression analyses are conducted using those nine variables and two behavior intention dependent variables in this study. These two behavior intention variables respectively are: the subject¡¦s behavior intention to purchase organic lunch boxes when price is not specifically mentioned (BI1) or they are suggested to assume that the price of the organic one will be close to that of a regular one (BI2). The result shows that the functional value and the degree of involvement both have significant influence on BI1 and BI2; while the conditional value, the emotional value, and self-efficacy are only have significant influence on BI2, which can explain the 22.1% variation of BI1 and the 26.2% variation of BI2 respectively. Furthermore, in order to investigate the variation of the behavior intention BI1 to purchase organic lunch boxes due to the difference of personal attributes, t test and single factor ANOVA are adopted. The result shows that marital status, age, occupation, personal monthly income, knowledge of organic product, purchasing frequency for organic ingredients, and the amount of money for purchasing organic ingredients all have significant influence on the variation of behavior intention for purchasing organic lunch boxes (BI1); while gender, educational level, self health status, and family's health status do not have significant influence on the variation of behavior intention for purchasing organic lunch boxes. We will propose application from these results and make relevant recommendations to industries and government based on this study.

Background The consumer behavior of mobile game players, especially the main consumingforce - millennials, has started to gain more attention as the mobile game industryhas turned into one of the most profitable entertainment fields. Nevertheless, thereis no unified model to understand the in-game purchase behavior of all mobilegames since the strengthening factors in video games are divergent subject to thegame genre. Thus, by examining in-game purchase behavior in the mainstreammobile game genre - battle royale, the authors contribute to the game research. Aim As the study's primary objective, the thesis aims to detect the strengtheningfactors of purchase behavior through the lens of the theory of consumption values(TCV) and millennial consumer preferences. Methodology The authors pursue a deductive approach to conduct a quantitative study in whicha cross-sectional survey method was selected to gather empirical data. Aregression model was created to analyze the structural relationships. SPSS wasused for the analysis of statistical data. A total of 521 responses were collected. Findings The results suggest that conditional value, emotional value, and monetary valuepositively affect the in-game purchase behavior of millennials playing mobilebattle royale games. Furthermore, customization positively moderates therelationship between conditional value and in-game purchase behavior, whereastrendiness positively moderates the relationship between emotional value andin-game purchase behavior. The results also reveal the positive direct effect onin-game purchase behavior of the proposed moderating variables, namely,customization, trendiness, and visual quality. Based on the results of this thesis,the application of TCV has been proved in the gaming field, and the authors givepractical suggestions for game companies.

Artificial intelligence is rapidly progressing and could be the next technological revolution we see. The idea of AI is no longer farfetched and is becoming more present; individuals are showing a very diverse set of opinions regarding AI. We are currently being the first generation of people to be introduced to AI assets. As this striving new topic is developing the research existing today regarding AI is predominantly based on a technical perspective, and a gap concerning consumer values and AI, applied on millennial’s consumer values is present. The purpose of this study is to explore Millennial consumption values regarding AI with the use of The Theory of Consumption Values as a base theory. When concluded the study will add value to the field and will benefit from future research. The purpose of this study is conducted from a consumer perspective. The study is of qualitative method and the primary, empirical data is gathered through 19 semi structured interviews with millennial. An abductive approach is taken. The finding s of this study show results of the exploration of millennial consumptions values on AI. Furthermore, the study also showed the most important consumption value regarding AI and the one most talked about. Lastly, additional values were found as well as extensions to existing consumption values.