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Showing result 1 - 5 of 25 essays matching the above criteria.

  1. 1. Pick and click: The use of buy-now-pay-later in the scope of bracketing purchase behaviour

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Axel Hjerpe; Daniel Palmgren; [2023]
    Keywords : Buy-now-pay-later; Bracketing purchase behaviour; Consumer behaviour;

    Abstract : Enabled by technological advancements, e-commerce has taken over the retail space expeditiously the past decade. Without the typical brick-and-mortar store, retail brands face novel shopping behaviours that are tricky to comprehend. READ MORE

  3. 2. Second hand + Online + Gen Z = TRUE : A quantitative study on the motivations behind second-hand shopping for clothes online

    University essay from Umeå universitet/Företagsekonomi

    Author : Amanda Häggmark; Fanny Olofsson; [2023]
    Keywords : Online shopping second-hand; Generation Z; Impulse Buying Tendency; Perceived Risk; Shopping Motives;

    Abstract : The environmental issues in the world are critical and sustainability becomes more important. There is a certain lack in the textile industry, where the production of clothes is responsible for water pollution, landfill waste and greenhouse gas emission. READ MORE

  4. 3. The E-Commerce of Tomorrow: An Experimental Study of How User-Generated Content can be integrated into a Retailer's Website for Fashion Merchandise Display

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Hannah Gustafsson; Klara Überall Jönsson; [2023]
    Keywords : User-Generated Content UGC ; Visual Merchandising; Technology Acceptance Model TAM ; Fashion E-commerce; Consumer Perceptions;

    Abstract : An increasing number of individuals are turning to User-Generated Content (UGC) to learn about various products and services. Prior customers' experiences and opinions significantly impact potential buyers' decision-making during the customer journey. READ MORE

  5. 4. The role of shopping motivations on sustainable consumer behaviour in the fast fashion clothing industry

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Ezgi Tekergül; Anna Frederique Leonie Koning; [2023]
    Keywords : sustainability; fast fashion; clothing; consumer behaviour; sustainable consumer behaviour; shopping motivations;

    Abstract : The purpose of this study was to better understand how consumers of fast fashion clothing with different shopping motivations consider sustainability during their purchase. The different shopping motivations are hedonic and utilitarian, which are respectively the emotion of shopping and the function of shopping. READ MORE

  6. 5. From Scroll to Cart: Investigating the Influence of TikTok Community Commerce Content on Adult Purchase Behavior

    University essay from

    Author : Adia Atwell; [2023]
    Keywords : TikTok; Community Commerce; Influence; Purchase Behavior; User-Generated Content; Word of Mouth; Stimulus Organism Response; Social Influence;

    Abstract : With the rise of social media platforms and the increasing popularity of short-form video content, TikTok has emerged as one of the dominant platforms for entertainment, information sharing, and commerce. This thesis aims to examine the influence of community commerce TikTok content on adult users, exploring the impact it has on their purchasing behaviors, perceptions, and overall engagement. READ MORE