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Higgins, Kathleen M. "Consumer Compulsive Buying and Hoarding in a World of Fast Fashion." Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc799553/.
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The purpose of this study was twofold: (1) to determine the relationships between social media, fashion interest and fast fashion involvement and whether these psychographic variables affect propensity for compulsive clothing buying and (2) to determine whether a relationship exists between compulsive buying and propensity toward hoarding. Data was collected through consumer panel from Qualtrix. Screener questions ensured that all respondents were adult females with an interest in fashion. Responses yielded 232 usable surveys, which were analyzed using SPSS software. Social media was found to be positively related to fashion interest, fast fashion involvement, and compulsive clothing buying. Compulsive clothing buying was found to be positively related to all three compulsive clothes hoarding symptoms: clothing clutter disorganization, clothing acquisition, and difficulty discarding clothing.
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Kerner, Ann-Christiin. "Slow Fashion Brand Customer Persona : The profile and buying insights of a slowfashion brand customer." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14707.
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Purpose: The purpose of this thesis is to expand knowledge of slow fashion brand customer by creating a persona that communicates the characteristics and aspects that influence purchase decisions of slow fashion consumers. Method: Since slow fashion consumer concept is still rather unexplored area, qualitative research strategy approach was chosen for this thesis, to get more deep data about the slow fashion consumer profile and buying insights. To address the research questions, single case study was used. The data was gathered through semi-structured interviews that were conducted with five female slow fashion consumers who had recently made a purchase from a Swedish slow fashion brand MASKA’s online store. To analyse the data, a coding approach was used. As a result of the coding process, themes that described the slow fashion consumer’s profile and buying insights emerged and were used later to create a narrative of the slow fashion buyer persona. Conclusion: In order to expand knowledge of slow fashion brand customer, a persona that communicates the characteristics and aspects that influence purchase decisions of slow fashion buyer was developed with this study. To answer the research questions and develop persona, five female slow fashion brand buyers were interviewed. Answering the research questions provided 8 different themes that emerged from the interview transcripts and made up slow fashion brandbuyer persona, which fulfilled the purpose. The emerged themes were describing who slow fashion brand buyer persona is: 1) creative mind; 2) globetrotter and explorer; 3) fond of nature, and themes that described what influences the slow fashion buyer: 4) consciousness; 5) quality over quantity; 6) shoppers of small boutiques; 7) trust; 8) esthetics. This study did not come to a firm conclusion, but rather aimed to provide more in-depth knowledge about slow fashion brand buyer and point out implications to further study the slow fashion consumer.
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Sardouk, Tarek, and Shuva Sourav Sarker. "The Impact of Facebook Communication on Fashion Clothing Buying Decision: A study on University of Gävle Students." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24713.
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Aim: This research aims to discuss and analyze the different impacts and influences Facebook communication has on the buying behavior of consumers, taking the students of University of Gävle as a case study. Methodology: The adopted methodology is based on a questionnaire carried out through a quantitative research with the student of Högskolan i Gävle in Sweden. Accordingly, the data collection is based on the survey of 11 questions in total that was distributed to the university, to a sample of 150 students. The data was inserted into SPSS 17 to obtain the results that are discussed in the findings chapter. Subsequently, the gathered primary data is analyzed, discussed and compared with secondary data provided by academic journals, books, and trustworthy databases. Findings: The results confirm that Facebook Communication has an influence on consumers buying behavior (Purchase-intention or intention to purchase). Overall the results provided the influencing factors that marketers need to use those recognized influencing factors as suggested by the consumers for motivating and influencing consumers purchase intention towards fashion clothing products buying. A significant relationship is necessary to fill the gap between the marketers and consumers’ communication process. As per consumers’ expectations, the marketers would do well to create more influence on consumers buying behavior. Contribution: The study adds to the emerging theory of Facebook communication towards consumers buying behavior. The consumers’ suggestions are important for the fashion clothing products marketers for influencing consumers purchase intension. Limitations: The findings that are presented can be generalized, neither to other universities nor to countries in general. The scope of this study is limited to one specific group, providing students’ perceptions about various opinions and influence methods that Facebook communication can have on the decision buying behavior when buying fashion clothing. Therefore, the sample size is relatively small limiting the generalization of the study outcomes. Suggestions for Future Research: Studying and analyzing the consumers’ buying behavior can vary from one perspective to another; therefore, in order to perform similar studies in the future, the authors would suggest to broaden/expand the sample size than the one conducted in this study. Moreover, it would be also helpful to obtain more accurate data by specifying the fashion clothing brand in particular that consumers would react towards. Keywords: Facebook Communication, Facebook Advertising, Marketing Communication, Online consumer buying behavior, Online fashion clothing.
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Åkers, Josephine. "Driving fashion with data : A qualitative study of how buying firms in the buyer-driven fashion supply chain can benefit from a digitized supply chain reconfiguration." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-15745.
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Future customers will demand personalized goods and services. Value creation must therefore have a larger focus on product development and design, supply chain management and after-sales services. The key to success in the future fashion industry, is reduction of the reliance on traditional demand forecasting. Firms should instead put a larger focus on adapting shorter lead times and agile supply chain designs. Industry 4.0 will require an evolution of how clothing is designed and produced. It requires an implementation of new technologies able to identify data for expanding a consumer driven design and product development, combined with new technologies for flexible, local on-demand production. The purpose of the study is to explore how buying firms in the buyer-driven fashion supply chain utilize digitization and digital linking technology to create benefits for the firm. The study is of qualitative character and the reasoning is abductive, as theory on supply chain configuration is applied to the fashion supply chain. The empirical data was generated through in-depth, semi-structured expert interviews through a purposive sample of seven fashion industry professionals. In order to answer the research question, the empirical data was thematically analyzed and a main overarching theme and five subthemes emerged. The themes were compared to the theoretical framework of supply chain configuration. The elementary business opportunity in a digitized supply chain, is the combination of digital and physical resources to raise performance and support business innovation. The configuration between physical units, virtual units and information processing service supply chain units is crucial to create an added value to a service or a product. The empirical data revealed clear examples of how the configuration between the units is applied to create benefits for the firm. The findings elaborate the theory of supply chain configuration and contribute to the research field of strategic management and organizational theory.
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Wu, Xiangran. "Investigating Chinese audience-consumers' responses towards TV character fashion content : a study of second screen communication context." Thesis, University of Manchester, 2018. https://www.research.manchester.ac.uk/portal/en/theses/investigating-chinese-audienceconsumers-responses-towards-tv-character-fashion-content-a-study-of-second-screen-communication-context(e814944c-ec3c-41e5-9f0f-f826b7c6fb9c).html.
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Second-screen viewing - the use of smartphones, tables and laptops while watching television program - has increased dramatically in the last few years, which multi-screen usage could be considered as a new opportunity for marketing communication. This study will investigate the social media (as second screen) communication effects of TV drama series focussing on the effectiveness of characters' fashion content in leading to consumers' impulsive buying. Narrative transportation theory, use and gratification theory, flow theory, social comparison theory and para-social theory are developed and adopted in an S-O-R framework in this study. A quantitative research approach will be used to conduct online survey focusing China second screen marketing phenomenon. Results of the study provide a guide to understand the newly emerging second screen process with theoretical and managerial perspectives.
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Johansson, Elin, Vanessa Julianose, and Lisa Winroth. "Sustainable Chic : A cross-cultural study on Millennials' perception of sustainability and intended buying behaviour in the fast fashion industry." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65081.
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Globalisation has led to a rising need for sustainable efforts, not least in the fast fashion industry which is associated with unsustainable procedures in order to meet consumers’ needs and desires. In the fast fashion industry, collections of ecological fabrics, fair working conditions as well as higher quality are examples of sustainable actions. Additionally, the increasingly globalised world has created a demand to comprehend how the deeply rooted national culture affects consumers in the international fast fashion industry. The main target segment of the fast fashion industry is the Millennial generation and should thereby be further emphasised. The relevance of these topics led to the formulation of following research question: How does national culture affect Millennials’ perception of sustainability and intended buying behaviour in the fast fashion industry? The literature review introduces the five identified themes which are considered relevant in relation to the area of research; the Millennials, sustainability, fast fashion, sustainable consumer behaviour and culture. To finalise the literature review, a conceptual framework is presented which explains the connection between the themes. Furthermore, the thesis adopts a qualitative research method with an abductive approach. Therefore, four cross-cultural focus groups of 28 Millennials with seven different nationalities are conducted. This method is considered the most suitable for this thesis’ research area and purpose. Further, the empirical findings and the analysis are combined into one chapter which creates a discussion between the literature review, especially Hofstede’s dimensions of national culture, and the gathered data. Finally, the conclusion includes the answer to the research question, theoretical and practical implications, limitations and suggestions for further research. The results of this thesis indicate that national culture affects the perception of sustainability and the intended buying behaviour in the fast fashion industry in a complex manner, since the impact of national culture depends on the combination of dimensions. Furthermore, certain dimensions appear to be more dominant and decrease the impact of others.
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Lennartsson, Lina, and Adelina Zeka. "Is social media the new drug that generates impulse buying? : A quantitative study on social media´s effect on impulse buying regarding fashion products and if it differs between men and women in Sweden." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104111.
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Social media is a phenomenon that is successively developing, and the usage is rising each day, which in turn has an impact on consumer behaviour. Hence, the new attributes that social media provides, both for businesses and individuals, are affecting the way people are acting when making a purchase. Due to these circumstances the purpose of this thesis was to investigate and understand how social media are affecting consumers impulse buying behaviour when purchasing fashion products, and to establish if there were any gender differences. From previous research about impulse buying and the online environment, seven hypotheses were created. The empirical findings were conducted using a quantitative method through an online survey with standardized and mainly closed-ended questions. The data were collected from 375 respondents, whereby there were at least 100 of each gender. Following, all the hypotheses were tested through the statical software SPSS. In the conclusion of the thesis, it is established that two triggers, market stimuli and individual traits, had a moderate effect on consumers impulse buying tendency while the other categories did not at all. However, it was confirmed that all triggers had a correlation to impulse buying on social media. Additionally, it was determined that there were a gender differences in all the tested hypotheses, proving that there is a difference between men and women regarding impulse buying on social media. Although, the research is providing space and opportunity to include other aspects and develop the research field further in future research.
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Berthuy, Alice. "Consumer Behaviour Towards Online Shopping of Fashion from Foreign Countries for a Population Between 18 and 25 Years Old." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-262032.
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The booming of Internet has changed consumers habits in many aspects. Nowadays it is possible to buy almost anything on the Internet but also to access to some information, consumers reviews and other data that can help the consumer to make the best choice. Existing researches have been trying to find explanations to consumer behaviour online, even though it is complicated to analyse. This thesis is focused exclusively on shopping online for clothes and fashion accessories, investigating on a population between 18 and 25 years old. The hypotheses are based on four main aspects of buying: product, price, enjoyment and convenience. The research will provide elements and key factors on their consumer behaviour towards online shopping of fashion and how online companies could make them becoming more loyal to online shopping and become more prosperous.
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Choura, Abdulrahman, and Jeb Saria Abou. "The Impact of Covid-19 on the Change of Customer Buying Behavior. : A study on the change of Swedish millennials’ buying behaviour for fashion products with respects to selecting between online and offline retail channels." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53383.
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Background: The retail sector is rapidly developing over the past years. Retailers are investing more efforts and resources to provide a seamless experience through multiple channels. These developments led to significant changes in customer behaviour. Customers buying activities and way of selecting the products and retailers faced different changes and developments. The online retailing sector is entitled to continuous development. The latest development was due to the Covid-19 global pandemic that came without any previous notice. The customer behaviour starts adopting the digital online channels in most of their needs and wants. The appearance of new customer behaviour patterns due to Covid-19 lead to the emergence of new customer behaviour.Purpose: This study is of an exploratory and constructive nature. It is concerned with deepening the knowledge about the change in customer buying behaviour brought by Covid-19 on the retailing sector. The aim of the study is to identify and test new behavioural patterns that would influence the Swedish millennials’ in selecting between online and offline stores for shopping and buying fashion products.Method: An abductive approach was followed in this paper. Mixed methods of both qualitative and quantitative were used to fulfil the purpose of this exploratory research. The research followed a sequential exploratory design of two data collection phases. Theiiempirical data was conducted from (4) focus groups sessions with a total number of (20) interviewee, and (94) relevant responses from a web-based survey.Conclusion: The study has revealed two significant findings and contributed to propose a conceptual model. The fruitful results of this study are: (1) there is a vast customers’ migration towards online stores. (2) there are new behavioural patterns related to Covid-19 that are influencing the customer buying behaviour. (3) A proposed conceptual model which is concerned with the factors influencing the customer buying behaviour in selecting between online and offline fashion stores.
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Hedenör, Amadeus, and Victor Rotting. "SLOW FASHION : Ett genomtänkt och planerat köp som kräver större uppoffring?" Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21936.
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I kontrast till fast fashion, som tampas med snabbt mode och massproduktion med korta ledtider har slow fashion-rörelsen kommit och anammats av flera aktörer på modescenen. Med hjälp av slow fashion vill man således inspirera till en hållbar och tidlös garderob som är genomtänkt och står stark mot modevärldens snabba svängar och därpå, bidra till att konsumtionen inte ökar i kvantitet utan i kvalitet. Problemet i hållbar konsumtion är att konsumenter ofta väljer att inte handla utifrån ett hållbart perspektiv trots att deras intention säger det. Forskning visar att det uppstår ett gap mellan vad konsumenter tänker göra och vad de faktiskt gör, ett attityds-beteende-gap. Studiens syfte är att fastställa egenskaper och undersöka kundbeteenden i samband med att handla slow fashion. Samtida forskning har presenterat gapet och dess existens, i vår studie vill vi bygga vidare på tidigare forskning och ta in teorin till slow fashion och kundbeteendet bakom ett sådant köp. Vad får en konsument att välja slow fashion produkter och vad profilerar en slow fashion konsument? För att förstå och tolka det empiriska materialet utformades en teoretisk referensram kring tre olika teorier, Attityd-beteende-gapet, Consumer culture theory och teorin kring behovsidentifikation. Studiens resultat visar att faktorer såsom identifikation, pris, tidlöshet och hög produktkvalitet påverkar konsumenten till att handla slow fashion-produkter. Vidare presenteras hur dessa faktorer prioriteras och planeras i köpprocessen. Planeringen är genomgående hos studiens alla respondenter och insikten diskuteras djupare. Slow fashion konsumeras således med ett stort engagemang och en hög pris-acceptans.In contrast to fast fashion, which is tussled with mass production and with short lead times, the slow fashion movement has arrived and been adopted by several actors on the fashion scene. Slow fashion wants to inspire with a sustainable and timeless wardrobe that is well thought out and stands strong against the fashion world's quick turns and then, contribute so the consumption is not increasing in quantity but in quality. The problem in sustainable consumption is that consumers often choose not to act on the basis of a sustainable perspective even though their intention says it. Research show that there is a gap between what consumers intend to do and what they actually do, so called attitude-behavior gap. The aim of this study is to determine characteristics and examine customer behavior in connection with shopping slow fashion. Contemporary research has provided support for the gap and its existence, in our study we want to develop that result into further analysis. We want to investigate the theory about the attitude-behavior gap in contrast to slow fashion and its customer behavior and the reasons behind a purchase.Why does a consumer choose to buy slow fashion products and what is the profile of a slow fashion consumer? To understand and interpret the empirical material from this study, a theoretical framework was designed around three different theories, the Attitude-behavior gap, the Consumer culture theory and the theory of needs identification.The result of this study shows that reasons such as identification, price, timelessness and high product quality affect the consumer to buy slow fashion products. Further, it shows how these reasons will get prioritized and planned in a consumer journey within the buying process. The planning itself is through all stages by every respondent and the insights will be discussed further. Slow fashion are therefore consumed with engagement and a strong price acceptance. The study will continue in Swedish
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Thongpila, Kamolchanok. "Fabricated Future : applying the Theory of Planned Behavior to influence purchaseintention of green fashion made from recycled plastic in Thailand." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21992.
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The purpose of this study is to investigate factors influencing the Thai millennial consumers’ intention to purchase clothing and accessories made from recycled plastic. The research relied on deductive reasoning through hypothesis testing; Statistical measurements were employed. Consequently, a descriptive quantitative research approach was utilized to conduct the study. The data were collected physically and virtually via a web-based survey. A total number of 393 responses from Thai millennial consumers who live in Bangkok and its vicinity were analyzed with the application of structural equation modeling. The result demonstrates that environmental concern, attitude, and perceived behavioral control have a significant relationship on purchase intention of green apparel, shoes, and accessories made from recycled plastic. Environmental concern also positively mediates the green attitude and has a stronger correlation toward attitude than purchase intention. The subjective norm, on the other hand, shows no significance.
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Ekros, Axel, and Gustaf Utbult. "Nya försäljningskanalers framväxt inom klädhandeln : En utforskande studie inom klädhandeln." Thesis, Jönköping University, JTH, Logistik och verksamhetsledning, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-51937.
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Syfte – Studiens syfte är “Studera dagens köpkanaler för att möta nya trender inom detaljhandeln.”. För att besvara denna studies syfte har tre frågeställningar formulerats: 1. Hur är dagens köpbeteende idag? 2. Vilka är dagens köpkanaler inom klädhandeln? 3. Vilken typ av köpbeteende passar dagens köpkanaler? Metod – För att besvara studiens syfte genomfördes en litteraturstudie samt intervjuer. Litteraturstudien genomfördes för att analysera och samla tidigare kända empiriska studier och forskningsöversikter vilket berör det aktuella forskningsområdet. Fem stycken intervjuer genomfördes med personer inom olika områden för att skapa en bred förståelse kring ämnet. Insamlad data har systematiskt analyserats med hjälp av tematisk analys. Teorier kring studiens tre frågeställningar har utvecklats längs studiens gång. Resultat – Studien har identifierat tre köpbeteende: Showrooming, webrooming och köp via direkt kanal. Fyra köpkanaler har identifierats som dagens köpkanaler inom klädhandeln: Brick-and-mortar, direktkanal, e-tailer och dubbel kanal. Studien har identifierat att köpbeteendet showrooming överensstämmer med Brick-and-mortar i formatet showroom samt direktkanal eller e-tailer. Webrooming överensstämmer med direktkanal, e-tailer följt av brick-and-mortar. Köpbeteendet direktkanal, uppstår med köpkanalerna brick-and-mortar, e-tailer och direktkanal. Trenden är att detaljhandlare inom klädhandeln övergår till en sömlös samverkan mellan olika kanaler. Implikationer – Studien identifierar relationer mellan köpbeteende och köpkanaler vilket kan öka förståelsen för olika aktörer inom klädhandeln. Trender vilket har identifierats i studien kan hjälpa aktörer inom klädhandeln att förstå trender av köpbeteende. Klädhandeln kan dra fördel av detta. Studien tillför förståelse på vilket sätt konsumenter påverkar utvecklingen av köpkanaler genom den bekräftande rollen konsumenter har vid köp. Vidare forskning inom området kan vara att göra en kvantitativt studie för att fånga trendernas styrka och därmed dess påverkan på marknaden i stort. Begränsningar – Studien är begränsad till intervjuer vilket endast utförts med människor i Sverige. För att få en bredare förståelse och mer allmän gällande studie kan intervjuer över hela världen genomföras. Studien är begränsad till fem intervjuer, vilket kan utökas till fler intervjuer och intervjuer av människor i fler branscher med unik relation till studiens ämne.Purpose – The purpose of the study is “Study the current buying channels to meet coming trends within retailing” Three questions have been formulated to answer the purpose of this study. 1. What are the current buying behaviours today? 2. What is today’s buying channels within the clothing retail market? 3. What type of buying behaviour corresponds to today's buying channels? Method – To answer the purpose of the study, a literature study and interviews were conducted. The literature study was conducted to analyse and gather information from previously known empirical studies, research overviews which relate to the relevant research area. Five interviews were conducted with experts with different perspective of clothing retail market, to create a broader understanding of the topic. The collected data has been systematically analysed using thematic analysis. Theories surrounding the study's three research questions have been developed along the course of the study. Findings – The study have identified the major buying behaviours and buying channels in society given the study's delimitations. The major buying behaviours which have been identified are Showrooming, webrooming and purchases made through single channel. Identified buying channels are brick-and-mortar, direct channel, e-tailer and dual channel. Channel strategies used are Omnichannel, Multi-channel and cross-channel. Trends which may continue are the continued adaptation and integration of omnichannel and cross-channel systems among retail companies. Additional trend of importance is the continued work from retail firms with seamless interaction between multiple channels. Information retrieval will be done more online, and customers are looking for an experience when they visit a store, akin to showrooms. Omnichannel integration where the customer experiences a seamless experience between the different channels have become crucial. Clothing companies focus on the experience at the store and choose to invest in fewer stores of higher quality. Implications – The study identifies relations within buying behaviours and buying channels which may gain create a deeper understanding within the retail market. Trends which have been identified may aid retail firms understanding for consumer different behaviour. The study contributes with an understanding how consumers effect the development of buying channels, through their confirmatory role. Further research in this area can be to conduct a quantitative study to catch the trend, the strength and therefore its impact on the overall market. Limitations – The study is limited to interviews conducted only with people located in Sweden. To gain a broader understanding, interviews can be conducted all over the world. The study is limited to five interviews. Given the limitation, more interviews of people in additional sectors may be of interest for further research.
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Ahlbom, Hannah, and Anna Söderbergh. "Konsumenternas köpbeteende inom fast fashion : En undersökning om gapet mellan attityd och beteende inom hållbarhet." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14648.
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De miljövänliga problem som världen står inför idag är tätt sammanhängande med den masskonsumtion som skapats av fast fashion-industrin. Detta har skapat en större efterfrågan av miljövänligt producerade kläder av konsumenter då de har en allt större inblick och påverkan på modeindustrin. Tidigare forskning visar att det är många konsumenter som tycker att det är viktigt att konsumera miljömedvetet, men utav dessa respondenter så var det dock bara cirka 30% av dessa deltagare som faktiskt agerade enligt sina miljömedvetna värderingar. Gapet mellan miljövänlig attityd och faktiska beteende kallas det gröna gapet och är något som har undersökts sedan 70-talet. Intentionen med denna uppsats är att undersöka det gröna gap som finns hos kvinnliga studenter på Textilhögskolan i Borås då dessa anses ha stor inblick i modeindustrin och dess miljömässiga påverkan men trots detta ändå handla fastfashion. Fokusgrupper sattes samman för att genom en gruppdiskussion undersöka och svara på frågan vad som påverkar konsumenter till att handla enligt sina hållbara attityder. Resultaten från undersökningen visade att lågt pris, trendig design och lättillgänglighet var de främsta faktorerna som ledde till att konsumenter handlar fast fashion hellre än hållbart mode. Resultatet visar däremot att mer och bättre information var det som skulle kunna få respondenterna att handla mer miljömedvetet. Fastän de redan är insatta i ämnet så nämndes det att det finns en otydlighet och osäkerhet gällande på vilket sätt företag faktiskt är hållbara och vad man betalar ett dyrare pris för.The environmental problems that the world is facing today are closely connected to the mass consumption that is caused by the fast fashion industry. This has resulted in a greater demand of environmentally produced clothing by consumers as they have an increased insight and impact on the fashion industry. Previous research shows that many consumers mentioned that they think it is important to consume environmentally friendly, however there was only 30% out of these respondents that actually act according to their environmental values. The gap between environmental attitude and actual behavior is called the green gap and is a topic that has been investigated since the 70’s. The intention of this study is to research the green gap that exists at female students studying at the Swedish School of Textiles in Borås. These respondents were chosen as they are assumed to have a great insight in the fashion industry and its environmental impact but still shop fast fashion. Focus groups were put together inorder to create a group discussion which investigates and answers the question of what affects consumers to consume according to their sustainable attitudes. The results from the study showed that a low price, trendy design and easy access were the main factors that resulted inconsumers to shop fast fashion rather than green fashion. The results show that an increased knowledge and better information were the main things that could make the respondents to act more sustainable. Even though they already have a good insight in the subject they found that there is an insecurity and ambiguity regarding in what way companies are sustainable and what the more expensive price actually goes to. The upcoming study further down is written in Swedish.
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Lancere, de Kam Eva, and Jacqueline Diefenbach. "Understanding the Digital Future : Applying the Decomposed Theory of Planned Behaviour to the Generation Y's Online Fashion Purchase Intention while Creating and Using a Customised Avatar." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23485.
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Abstract Purpose - The purpose of this master thesis is to research the Generation Y’s online purchase intention for fashion items while creating and using a customised avatar. Overall, the objective is to create a better understanding of this technology’s potential, formulate managerial implications for fashion businesses and strengthen business viability. Design/Methodology/Approach - The research approach of this study is deductive, whereby hypotheses derive from the Decomposed Theory of Planned Behaviour. After secondary data is reviewed, a single quantitative data collection is applied, thus following a mono-method. This primary data is gathered virtually through a self-administered online questionnaire. A total number of 205 qualified responses from the Generation Y are statistically analysed using a structural equation modelling. This descriptive research design is chosen to conduct the relationships between the latent variables and the behavioural intention. Findings - The empirical findings reveal, that the attitude, subjective norm and perceived behavioural control significantly and positively influence the Generation Y’s online purchase intention to create and use a customised avatar. While the attitude, with the behavioural belief of perceived usefulness specifically, shows the strongest influence on the behavioural intention, the research sample also sees a fit to all technology facilitating conditions, affecting the perceived behavioural control. In comparison to this, the subjective norm influences the behavioural intention in a weaker manner, whereby the research sample is influenced more by external than interpersonal factors. Implications - To enlarge the Generation Y’s online fashion purchase intention while creating and using a customised avatar, fashion marketers are advised to highlight and improve the usefulness of the technology. Fashion businesses are recommended to implement interactive digital platforms, by employing influencer marketing, in order to endorse and promote the brand awareness in regard to the technology. Originality/Value - This master thesis addresses the online purchase intention for fashion items while creating and using a customised avatar from a commercial perspective. Where prior literature findings lack the link to managerial implications, this study examines the Generation Y’s behavioural intention towards this technology. The Generation Y has an immense and increasing purchasing power, which is accompanied with technical skills, thus making them crucial for the market success of online fashion businesses. Therefore, the authors examine the technology's commercial potential and encompass the whole fashion industry.
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WENNERBERG, JOHN, and CHRISTOPHER SAETRE. "Steget från stort småföretag till litet storföretag : Ett inköpsperspektiv." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20707.
Full textAbstract:
Den här uppsatsen behandlar ett problem som identifierats bland små till medelstora svenska modeföretag: det stora beroendet av outsourcade produktionsagenter och fullprisproducenter. Syftet med uppsatsen är att identifiera de förutsättningar och hinder dessa modeföretag kan stöta på när de försöker integrera dessa utlagda kompetenser till en intern lösning. Genom detta hoppas författarna kunna tillföra nya perspektiv för befattningshavare som är intresserade av att omstrukturera sin nuvarande inköpsmodell.De metoder som använts för att samla in det teoretiska och empiriska underlaget var skrivbordsstudier, såväl som strukturerade och ostrukturerade djupintervjuer med grundaren av ett svenskt jeansföretag, samt en anställd på en stor svensk modekedjas inköpsavdelning.Resultaten understryker den strategiska betydelsen för växande modeföretag att äga sin inköpsfunktion. Genom att äga kompetenserna för mönsterkonstruktion och inköp kan företag minska sitt beroende av externa organisationer och öka flexibiliteten i sin produktutvecklingsprocess. De hinder som identifierats utgörs bland annat av en ökad affärsrisk under övergången till en intern inköpsavdelning till följd av avsiktliga störningar i värdekedjan av producenterna, samt de extra kostnaderna för det ökade administrativa arbetet.This essay focuses on a problem identified among small to mid sized Swedish fashion companies: the large dependence on out sourced production agencies and full price producers. The purpose of the essay is to identify the prerequisites and obstacles these fashion companies might encounter whilst trying to incorporate the out sourced competencies into an in-house solution. By this, the authors hope to add new perspectives to executives interested in restructuring their current buying function.The methods used to gather theoretical and empirical material were desk studies as well as structured and unstructured in-depth interviews with the founder of a Swedish denim fashion company, and an employee at a large Swedish fashion retailer’s buying department.The findings stress the strategic importance of owning the competence of the buying function for growing fashion companies. By owning the competencies of pattern-making and a formalised buying function the companies can weaken their dependence on external organisations and add to their product development process flexibility. Among the obstacles identified are a increased business risk during the transition to an internal buying function caused by deliberate disruption of the supply chain by the producers and the extra costs of the increased administrative work.Program: Textilekonomutbildningen
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Andersson, Ann-Christine. "Ungdomlig ålderdom : hur modeföretag marknadsför sig bättre hos äldre kvinnor." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-19328.
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When the competition is getting stronger and companies must work harder to find new markets, new products and create new needs to reach growth, it appears strange that they overlook an obvious target segment right in front of their eyes. For some years ago, marketers of fashion brands feared that older women would wear their clothes, because it gave bad promotion for the young economically viable target group. Today, older women have difficulties finding clothes with right fit, style and personal taste. They would gratefully accept a brand, they felt were aimed for them. The purpose of this study is to give new ideas to companies in the fashion industry, how to reach this target group, but also be a contributing reason for older women to see the market opening for them. Through interviews with older women and industry specialists and questionnaires, interesting facts are gathered how fashion companies create strategies successfully. It is time to seriously notice the target group and respect them, as a group with great purchasing power. The company first to succeed can expect good returns, loyal customers and perhaps competitive immunity. In the nearest future when the baby boomers are about to retire, there are all reasons to comply with their needs. They have plenty of money they are planning to spend, active lives were they need clothes for different occasions and they will fill their lives with experiences they had no time to do before. With right strategies comes growth – so go out and catch them!Program: Textilekonomutbildningen magister
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SALMI, MILLA. "Social or environmental labelling- Consumers’ knowledge, attitudes and preferences." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18012.
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Social or environmental labelling- Consumers’ knowledge, attitudes and preferencesEngelska nyckelord: labelling, social or environmental labelling, eco-labelling, sustainability, transparency, fashion consumer, visual/verbal communication, consumer buying behaviour, green consumerism.Sammanfattning på engelska: In the recent years the Swedish fashion retailers have increased their range of various social or environmental labels on their garments which in return has created confusion amongst the fashion consumers. Currently, there are approximately fourteen different third-party labelling standards in Sweden and a diverse range of self-controlled labelling standards. The reason for this increase can partly be explained by the increasing pressure from various actors to act more sustainably and ethically, and companies having realized a competitive advantage by adopting sustainable strategies. This study provides a preliminary exploration into the types of social and environmental labels that are available on the Swedish market and consumers’ knowledge, attitudes and preferences regarding these labels. Based on two focus group discussions held at two different occasions, respondents indicated that environmental labelling of clothing could influence their purchase decision positively if product related attributes (design and quality) have the same standard as non-sustainable clothing. Although consumers’ knowledge about the social or environmental labels is relatively low, they have an increased interest to learn more about the various labels and the potential environmental impact the fashion industry may cause. However, the growing involvement of taking social or environmental issues into consideration does not always lead to consumers actually purchasing eco-friendlier clothes, and thus these two “identities” are not yet compatible with each other.Additionally, consumers respond differently to positive and negative labelling, where negative labelling seems to have a stronger effect on their feelings and may influence their purchase decision. When it comes to the design of the label, visual and verbal communications are additives and a label should also have a numerical rating system, which states how sustainable a garment is in comparison to other garments. Furthermore, the logo should be more coherent with the fashion industry in terms of colours and illustrations. Moreover, consumers think that there is a lack of information at the point of purchase regarding the social and environmental labels and this should be addressed with either QR-code or by providing a simple brochure.Program: Textilt management, fashion management
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Currie, Elizabeth Louise. "The fashions of the Florentine Court wearing, making and buying clothing, 1560-1620." Thesis, University of Sussex, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.500587.
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HUANG, PI-CHUN, and 黃弼群. "The Effect of Materialism,Fashion Anxiety and Fashion Involvement to Impulsive Buying Behavior." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/56080982845934844584.
Full textAbstract:
碩士輔仁大學
織品服裝學系碩士班
105
The standard of living keep growing, merchandise can offer people different kinds requirements and needs. The progress of technology also make different consumption experience. The need of people to pursue popular things become more interesting than before ,this change also a good chance to this industry. The questionnaires in this thesis focus on general public. There were 434 questionnaires distributed, and 405 were valid (93%). The main findings of this research showed that: 1.Materialism has significant effect to impulsive buying behavior. 2.Fashion Anxiety has significant influence to Fashion Involvoment. Fashion Anxiety and Fashion Involvoment are both have significant influence to impulsive buying behavior. 3.High Materialism will through buying to get happiness. 4.To enduce anxiety,people with Fashion Anxiety will searching more fashion information,therefore the Fashion Involvement will increase.
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Fang, Ming-Chen, and 方敏真. "The Fashion Buying Behavior of Elderly Women in Taipei City." Thesis, 1996. http://ndltd.ncl.edu.tw/handle/87975314667950937010.
Full textAbstract:
碩士輔仁大學
織品服裝研究所
84
Along with advanced medical technology, lower mortality rate and longer life span, elderly consumers are an important market in terms of size, growth, income, and buying power. Opportunities in fashion business for the older generation has received increasing attention in Western countries during this decade. However, there is little empirical research on the attitude of elderly consumers regarding fashion in the Taiwanese situation. An attempt has been made to gain a clearer understanding of the interactions between chronological age, cognitive age (the age to which elderly individuals relate), and the extent of social influence toward the elderly group in choosing clothing styles and colors. Results indicate that those elderly consumers who are affected more by social influence tend to choose younger styles and brighter colors. Those who are younger in chronological age are also more likely to choose younger styles and brighter colors, similar to those who are younger in cognitive age. These findings indicate that cognitive age in conjunction with chronological age and the level of social influence can provide more precise and clear information for designing women''s wear for the elderly. Based on the results and insights obtained, recommendations for product planning and promotion of various textiles and clothing for elderly consumers were made.
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LEE, SHIN-YUN, and 李昕芸. "The Research of Conformity Behavior, Fashion Involvement and Impulse Buying Behavior- On Fast Fashion Co-branding." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/k2766y.
Full textAbstract:
碩士輔仁大學
織品服裝學系碩士班
106
Fast fashion is one of the hottest topics in fashion industry and many customers take it as their first choice when purchasing apparel. Besides, more and more designer brands have started to cooperate with fast fashion brands in order to reach different customers, we call it co-branding. People even wait in line for hours to purchase co-branding products. However, many of the customers purchase co-branding products is not because of understanding the brands but influenced by their friends and family and having impulse buying behavior. Impulse buying behavior has become one of the purchasing reasons. Therefore, the purpose of the research is: (1). Discuss the effect between conformity behavior and impulse buying behavior. (2). A study of conformity behavior, fashion involvement and impulse buying behavior. The research uses the questionnaire method and the survey is made with four parts, including conformity behavior, fashion involvement, impulse buying behavior and personal information. The subjects of the research are those who have bought or browsed co-branding products and are above 16 years old. There are 286 effective questionnaires. The result shows conformity behavior has a positive impact on impulse buying behavior. Fashion involvement on conformity behavior and impulse buying behavior is a moderating effect.
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THOR, JAN JUIN, and 涂娟君. "An Internet Consumer Buying Behavior’s Study for two Luxury Fashion Brand." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/43859168212477413070.
Full textAbstract:
碩士輔仁大學
國際創業與經營管理學程碩士在職專班
105
This is an MBA program that explores and surveys two brands, Bentley and Burberry. In this paper, an in-depth interview is conducted with the fellow classmates because these students are from different countries. Mostly, the students are asked if their countries accept or do not accept with the online buying of luxury products. In general, it is evident that over the past decades, the Luxury Fashion’s scene has recorded significant changes. Besides, it has also shown the evolution of being activities of trade-driven that is dominated by successful and small businesses of family, to becoming a worldwide economic force having both the operational mechanisms and concrete structures. In the same way, the online marketplace evolvement has been substantial in the past decade. For this reason, it has taken the brands of the luxury fashion quite some time for catching up with such kind of evolution. This thesis primarily aims at providing a better understanding of the activities of the online marketplace by interviewing classmates. In light of the findings, there is a lot of potentiality in the online marketplace to favor the channel for luxury brands. Again, the paper looks at whether some obstacles in the market reflect on the attitude towards the Luxury fashion’s e-retail. However, the use of both technology and additional services helps in compensating or overcoming such obstacles in the marketplace for the luxury fashion brands.
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Lien, Mei-Yun, and 連美雲. "Relationships among Country-of-Origin Image, Fashion Anxiety and Impulsive Buying Tendency." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/00269686254490601183.
Full textAbstract:
碩士大葉大學
管理學院碩士在職專班
100
We,consumors,are filled with all kinds of imported goods in the daily lives and influenced deeply by materializm and internationalization.We have the impulsive buying tendency because of the country of image,and the anxiety of pursuiting fashion . In this study, the image the country of origin as independent variables, impulse buying tendency for the dependent variable, popular anxiety as intervening variables, to explore during the relationship. Total of 350 questionnaires were to the respondents. The effective respondence rate was 71.1%.The results showed that：1. there was significant positive relationship between the country of image and impulsive buying tendency.2. there was significant positive relationship between the country of image and fashion anxiety.3. there was significant positive relationship between fashion anxiety and impulsive buying tendency.4. fashion anxiety does exist intervening results between the country of image and impulsive buying tendency. The study also found that to be discussed and put forward the theory and practice on the meaning,and limitation of the study and future research and recommendations are also been discussed.
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Wang, Yuan-Yu, and 王元佑. "How Do Fashion-Consciousness And Authenticity Affect Buying Intention? An Example of Sunglasses." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/m7s5r6.
Full textAbstract:
碩士實踐大學
企業管理學系碩士班
101
In a highly competitive business world, how a company conquers and thrives in the battlefield has always been a serious concern. Firms intend to seize every opportunity that is able to catch the attentions of consumers, and further hope to turn consumers’ attentions into their buying intention. However, there are many factors that could affect consumers’ buying intention. Based on this aspect, this paper aims to examine the relationship between fashion-consciousness and authenticity, and find out how these two constructs affect consumers’ buying intention. Previous scholars have contributed many researches on fashion-consciousness and authenticity; nevertheless, speaking of how these two constructs give influence on consumers’ buying intention, scant scholarly attentions have been regarded. In order to investigate the impact caused by fashion-consciousness and authenticity, a quantitative research was conducted. 200 valid questionnaires are included in statistical analysis. The response rate of valid questionnaires issued was approximately 89.2%. After conducting independent sample t-test analysis and two-way analysis of variance, the study is confirmed by hypotheses and result reveals three facts: (1) Fashion-conscious consumers have higher buying intention than those who are not. (2) An authenticity-based advertisement arouses higher buying intention than one that is more general-oriented. (3) Those who are fashion-conscious have higher buying intention while seeing an authenticity-based video advertisement.
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Soares, Francisco José Pinto Seixas. "Redesign of Customer Buying Processes and Pricing Strategies in Luxury Fashion E-commerce." Dissertação, 2013. https://repositorio-aberto.up.pt/handle/10216/99260.
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Yeh, Jing-Jung, and 葉建均. "Fast Fashion on Variety Seeking Buying Behavior-Take City Coffee as an Example." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/72207424096611665089.
Full textAbstract:
碩士大葉大學
事業經營研究所
97
Fast fashion is an important trend recently. In the past, most fast fashion research topics focused on the apparel industry and the position is from the manufacturers. Fast fashion on the consumer likes what characteristics, have not explored. In this study, from a consumer point of view of the fast fashion and combined with consumer variety seeking behavior and divided into two variable. One is efficient consumer response, the other is consumer variety seeking behavior. The consumer variety seeking behavior di-vided into five factors. The research target is city café that use the structural equation model to research the fast fashion behavior on consumer. Innovative approach of this study is to research into food retail, and joined the consumer point of view to explore. The results of this study proved that the use of the food retail industry to explore the fast fashion is feasible.
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Soares, Francisco José Pinto Seixas. "Redesign of Customer Buying Processes and Pricing Strategies in Luxury Fashion E-commerce." Master's thesis, 2013. https://repositorio-aberto.up.pt/handle/10216/99260.
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Santos, Daniela Alves da Silva Ferreira. "A model of fashion-oriented impulse buying behaviour - a case study of Portuguese consumers." Dissertação, 2019. https://hdl.handle.net/10216/123182.
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Su, Yi-Bei, and 蘇怡蓓. "The Influence of Fashion and Innovativeness on Impulsive Buying-a Case for Whitening Products." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/24870328039069353831.
Full textAbstract:
碩士大葉大學
事業經營研究所
96
Facing the global competition, many fashion industries are devoted to continuous innovation and research and development of new products, for fulfilling consumers fancy to the fashions. The consumers’ purchase patterns and options are even more divers nowadays, which not only cause’s the circumstance that consumers’ are impulse buying all the time, also furthermore plays a significant character in the consumer behaviors. The academics in the past mainly aimed at different products to treat the consumers’ features, and further found out which products caused the consumers impulse purchasing more easily. This research stands at the product point of view, to treat which factors would easily cause the consumers’ impulse buying. The research mainly uses the multiple regression analysis to inspect the impulse buying and consumer behaviors, and by using the consumers who purchased only certain brands in the department stores in Taiwan as the research objects, lastly, by using the demographic statistics variations to treat, whether they would have any diversity to the impulse buying. The research proved, that fashion, mass communication, interpersonal communication, fashion involvement, innovativeness, production innovation and breakthrough innovation, all have a remarkable relation to impulse buying.
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Santos, Daniela Alves da Silva Ferreira. "A model of fashion-oriented impulse buying behaviour - a case study of Portuguese consumers." Master's thesis, 2019. https://hdl.handle.net/10216/123182.
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Yu-Hui, Huang, and 黃鈺惠. "An Relationship Study on Fashion involvement and Impulsive Buying Tendency of the online shopping behavior." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/14803143662407627108.
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碩士國立臺北大學
企業管理學系
95
Preliminary evidence suggests that forms of unregulated consumer buying behavior, including impulse, compulsive, and addictive buying. Impulsive buying behavior is a widely recognized phenomenon in our lifetime, but literatures rarely find out the reason from the point of view of consumer’s individual characters. Hence, we are interested in the variables of fashion involvement, hedonic shopping tendency and impulsive buying tendency, and try to find out the relationship between them. By the growing of internet access and e-commerce, on-line shopping increasing around the world offers the expanding occasions for impulsive purchasing. Because of advantage of convenience, on-line shopping will become a new shopping trend in the future. Therefore, we focus the on-line shopping behavior to be our main topic. In addition, we also try to prove the consumer with impulsive buying tendency will also be impulse when he is shopping on-line. We use Structure Equation Model (SEM) to test the relationship between variables on this thesis. Using quantitative data to back-up the hypotheses related to consumers’ fashion-involvement and hedonic buying tendency to engage impulse buying tendency in the on-line shopping behavior. The outcome of analysis shows us that if consumers with higher involvement of fashion and hedonic shopping tendency, they will also be higher impulsive tendency when they are shopping on-line.
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Tuan, Yun-Hsi, and 段雲曦. "The Mediating Role of Fashion Anxiety on the Relationship between Self-monitoring and Impulse Buying." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/55525781770929877641.
Full textAbstract:
碩士輔仁大學
織品服裝學系碩士班
101
In this study we proposed the fashion anxiety as an intermediary variable to explore self-monitoring the effect of impulse buying. Self-monitoring consists of two dimensions, include the ability to modify self-presentation and the sensitivity to expressive behavior of others, this study based on the definition of the two dimensions, with fashion interpersonal symbol, fashion sensitivity, fashion sense of security, fashion financial stress and impulse buying on the relationship between each other, developing suppose inferences and confirm. We use survey to collect the data from consumers, we had 316 effective samples, the results of this research: 1. self-monitoring was shown to be positively related to the fashion interpersonal symbol, 2. self-monitoring was shown to be positively related to the fashion sensitivity, 3. self-monitoring was shown to be positively related to the fashion financial stress, 4. fashion anxiety was shown to be positively related to the impulse buying, 5. fashion interpersonal symbol play the mediating role between the ability to modify self-presentation and impulse buying, 6. fashion sensitivity play the mediating role between the ability to modify self-presentation and impulse buying, 7. fashion financial stress play the mediating role between the ability to modify self-presentation and impulse buying. Finally, we make some suggestions from our analysis for the direction of future research.
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Feremans, Vito Guido L. "Purpose based strategies : fashion industry structures and consumer buying behaviour alterations induced by Covid-19." Master's thesis, 2021. http://hdl.handle.net/10400.14/34914.
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As a consequence of the recent Covid-19 pandemic, consumer behaviour altered drastically, raising
numerous questions and challenges for organisations and consumers alike. This dissertation sheds
light on how the current Covid-19 pandemic has altered the fashion organisations’ structure and
fashion consumers buying behaviour. This implies analysing the research in two separate parts.
First, the author will be analysing the organisational sector, more specifically fashion-brands and
-organisations. Secondly, an analysis will be performed on fashion consumers’ consumption habits
and behaviours. Both quantitative as qualitative research was conducted to allow the researchers to
have an extensive data set to draw conclusions upon. Overall, the findings demonstrate the
fundamental importance of generation aspects for purpose-driven businesses. The data, furthermore
allows for an understanding of the contributing elements to buying preferences and behaviour, again
taking the age factor into account. Despite prior theoretical models, that predicted a strong
consumer focus on ethical business, the found data does not support these predictions. While there
is a small rise in ethical importance it is not substantial, and heavily focused on younger
generations. Finally, focussing on the organisational aspect of this dissertation, is has become clear
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that organisation’s are not shifting focus but instead are making their original focus more profound.
Meaning that organisations focusing on CSR are developing into purpose-driven businesses, and
organisations that are maximising profits will continue to do so. Finally we can see that the reported
new road to market of organisations is more focuses on e-commerce, many of these organisations
report that they will continue to do so out of fear for more lockdown measures.Como consequência da recente pandemia de Covid-19, o comportamento do consumidor mudou drasticamente, levantando inúmeras questões e desafios para organizações e consumidores. Esta dissertação debruça-se sobre como a atual pandemia alterou a estrutura das organizações e o comportamento de compra dos consumidores na indústria da moda. Isso implica analisar a pesquisa em duas partes distintas. Primeiro, o autor analisará o setor organizacional, mais especificamente marcas e organizações de moda. Em segundo lugar, será realizada uma análise dos hábitos e comportamentos de consumo dos consumidores de moda. Tanto a pesquisa quantitativa quanto a qualitativa foram conduzidas para permitir que um amplo conjunto de dados para tirar conclusões fosse possível. No geral, os resultados demonstram a importância dos aspetos geracionais nos negócios movidos por um propósito. Além disso, os dados permitem uma compreensão dos elementos que contribuem para as preferências e comportamentos de compra, novamente levando em consideração o fator idade. Apesar dos modelos teóricos anteriores preverem um forte foco do consumidor nos negócios éticos, os dados encontrados não suportam essas previsões. Embora haja um pequeno aumento na importância da ética, não é substancial e está fortemente focado nas gerações mais jovens. Focando no aspeto organizacional desta dissertação, tornou-se claro que as organizações não estão a mudar o foco ético, mas sim tornando seu foco original mais profundo. O que significa que as organizações que se concentram na RSE estão a transformar-se em negócios com propósitos, e as organizações focadas em maximizar os lucros continuarão a fazê-lo. Finalmente, podemos ver que o novo caminho das organizações para o mercado está mais focado no e-commerce, com muitas dessas organizações relatando que continuarão a fazê-lo por medo de mais medidas de confinamento.
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Chen, Yi-Chimg, and 陳怡靜. "Customer value, Fashion consumption and Attitude toward luxury with Consumer Behavior on Buying Luxury Products Aircraft Industry." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/72h86f.
Full textAbstract:
碩士銘傳大學
管理研究所
96
In today''s luxury consumer psychology plays an important role. In recent years, the boutique industry continued to grow, driven civilians of this growth, which is "luxury civilians," driven by the huge demand for luxury goods, luxury consumers are no longer limited to high-income and high status of elite groups, Will include more consumer upgrade (Trading Up), the middle class and young populations. This emerging consumer forces in the world gradually taking shape. This study by the convenience sample collected a total of 347 of the study and use of linear structure models for data analysis and hypothesis testing. The study concluded that consumption value of its effectiveness in the value of the luxury consumer has a positive attitude; popular consumption in the social values of their old luxury consumer has a positive attitude towards relations. This study found that for older luxury consumers, enterprises need to see whether they have the ability to create value commensurate with ability and sponsors. And the new luxury consumers, enterprises need to view their own whether to build this class with the corresponding receipts structure, able to provide low-cost, high sense of value. Form through the low price, by adding additional value, not just the pursuit of cheaper. Although low commodity prices, or to add some additional value in order to meet the needs of low-class. And the existing fixed commodity, a more practical and functional, we can create with the lower and middle class life style required of goods.
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Mandhlazi, Lawrence. "Decision-making styles of generation Y consumers in the purchase of fashion apparel in Kempton Park." Thesis, 2011. http://hdl.handle.net/10352/116.
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Thesis. (M. Tech. (Dept. of Marketing, Faculty of Management Sciences)) -- Vaal University of Technology, 2011.The underlying determinants of how and why people shop has been a topic of study for many years, when typologies of shopping styles were developed. These studies have been successful in demonstrating that some shoppers display consistent shopping orientations that can be diametrically opposed, for example, the functional shopper versus the recreational shopper. This study concentrates on purchasing patterns of consumers by examining the decision-making styles of Generation Y consumers with regard to fashion apparel. The study reports on various stages that consumers undergo when confronted with a decision situation. These stages are outlined as need recognition, information search, pre-purchase evaluation, purchase, consumption and post-consumption. The buying behaviours influencing consumers were categorised into internal and external factors. The internal factor includes perception, motivation, learning, attitudes, personalities, self-concept, lifestyle and demography. The external factors comprised the following variables, namely, cultural background, subculture, family influence, and the social factor. The general characteristics of Generation Y were briefly discussed. Various dimensions used to measure consumer decision-making styles were reviewed in the study related to perfectionism, brand consciousness, novelty-fashion consciousness, recreational consciousness, price-and-value-for-money consciousness, impulsiveness and confusion as a result of overchoice of brands. The study adopted quantitative approach. A structured questionnaire was used to survey 230 students who were selected using non-probability convenience sampling. Seven dimensions measuring consumer decision-making styles were found to be applicable within the Generation Y context. These consumers were profiled as being quality conscious, brand conscious, novelty-seeking, hedonistic, confused by overchoice, habitual, brand loyal and fashion conscious. Differences were found between consumers who are confused by overchoice and younger Generation Y consumers. Younger consumers were found to be more confused by overchoice compared to their older counterparts. It is suggested that apparel retailers should try to use communication channels which will be more understandable by Generation Y consumers, and they should provide information that assists buyers to make a rational decision in the buying process. Differences were also confirmed between habitual, brand-loyal consumers and age. It was found that younger consumers are more likely to be loyal to specific brands as compared to their older counterparts. Differences were noted between brand conscious, confused by overchoice and gender. Brand consciousness was regarded as a reflection of men‟s desire to use shopping as a demonstration of their superiority, as well as being beneficial because they reduce search costs. It was revealed that males were more brand conscious than their female counterparts. It also highlighted that males were more confused by overchoice than females. The study found that the majority of Generation Y does pursue quality, even if it means paying higher prices. It is recommended that retailers should continue to emphasise their well-known brand names and set prices at levels where consumers perceive the quality of the product by its price. Retailers should focus on diverse designs, sizes and colours in their product assortment and range. The introduction of new products through the use of fashion shows, fashion magazines and advertisements may provide added advantages in terms of brand awareness
Central Research Committee of the Vaal University of Technology
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Khan, Asif, and 康迪恩. "The Impact of Buying Counterfeits on the Brand Image of Original Brands, A Fashion Industry Case in Peshawar, Pakistan." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/v5nq9t.
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碩士長榮大學
管理學院經營管理碩士班
107
This research analyzes the existing information gap on the backgrounds/experiences of buying counterfeit fashion brands in emerging countries like Pakistan. It can be proposed that despite the significance of brands on buyer's behavior, there is still an existing gap covering the impact of consumer counterfeit buying behavior on the image of the original brand. This research study is innovative in this field and it is directed in investigating how personal and brand-related elements, influence purchase intention of original brands and counterfeits in the developing market of Pakistan. Quantitative research method was used to conduct this research. Self-administered close ended questionnaire was used as a tool for survey and data collection. The data was collected from customers shopping at Saddar Bazaar Peshawar and Arbab Road Peshawar which are the busiest roads having shops selling both original and counterfeit fashion products. The results indicated that counterfeit buying behavior and the image of original brands has a significant relationship. Furthermore other variables like Customer’s attitude, Social status and Price have significant inter-relationships with counterfeit buying behavior and original brand image.
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Ying, Yu Yi, and 余億盈. "The Effect of Impulsive Buying Tendency, Fashion Consciousness with Adevertising Involvement and on The Willingness of Consumers to Buy." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/48661873754747785807.
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碩士中國文化大學
國際企業管理研究所
97
Impulsiveness of purchase behavior actually suitable universal consumer, also as a result of economical vigorous development, people's current economic condition im-proves also has the time to be engaged in the leisure recreational activity, therefore the people can start to pay great attention to material and the mind feeling, also therefore starts to pay attention to the popular thing advertisement is one of modern society trade activity important media, the manufacturer in order to transmit the product effectively the related news, makes the consumer to know its brand and the product, invest the massive funds to carry on the propaganda, the goal are all the hope can arouse consum-er's interest and the purchase wish. This research main discussion related impulsiveness purchase research many in discusses consumer's purchase decision-making process is receives factor under and so on shopping environment, time, product knowledge influences, produces purchase deci-sion-making. Because consumer's popular consciousness also increasingly wealthy, causes the consumer to be able to start to pay attention to the commodity information, its can affect the consumer to the commodity feeling, therefore, consumer's popular sensitivity popular sensitivity purchases the wish to the consumer is whether influential, is one of questions which this research wants to discuss. The consumer purchases the wish to come under many factor influences, in which advertisement is the populace propagandizes one of techniques, also is most often appears in consumer at present news, therefore consumer regarding commodity advertisement care degree whether can affect the consumer regarding the commodity news judgment, advances together affects the purchase wish? I.e. the advertisement fords into the degree in the impulsive purchase tendency, the popular consciousness and the consumer purchases the wish middle the relations whether has the disturbance effect for this research another discussion subject.
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Yang, Chih-Han, and 楊智涵. "The Study of Brand Image and the Country of Origin Image on Consumer Behavior for buying Fashion Ladies' Shoes." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/23458885381268642216.
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碩士國立交通大學
管理學院管理科學學程
100
Nowadays, modern women are more independent on their economic abilities than before. Female consumers’previlege on purchase is getting more and more powerful. Therefore, the way how female consumers purchase is much different than the way before. Especially when they are facing global commercial activities, market is filled with lots of commercial products. In such consumption market, how will female consumers purchase becomes very worthy topic in consumer behavior research. This research will discuss Taiwan female consumer behavior on buying fashion ladies’ shoes figure out if they are affected by product attribute, brand image and country of origin image when they purchase. First of all, in this research we discuss the product attribute and redefined fashion ladies’ shoes. Then we discuss the relationship between brand image, country image and Taiwan female consumers with HOWARD-SHETH model, which is mainly conferred with different demographic variables. After undergoing the questionnaire survey and data collection, we obtain parts of significant results for this study. In conclusion, based on the results of this research, we can propose some suggestions in marketing to Taiwan’s fashion ladies’ shoes entrepreneur and provides direction of further studies.
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Wu, Ya-Ting, and 吳雅婷. "The Relationships among Sales Promotion, Product Information, Normative Social Influence and Impulse Buying Behaviors-The Moderating Effect of Fashion Involvement." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/23685154642852514895.
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碩士國立彰化師範大學
企業管理學系
100
According to the conclusion of the related research, the impulse buying has a higher frequency in many types of consumer’s purchase decision, and thus it can be seen that consumers’ impulse buying has a decisive influence in sales revenues for the businesses, and the businesses and marketing personnel can not ignore the type of purchase behavior. In this study, on the basis of three domains that influence consumers’ impulse buying concluded by scholars: marketing stimuli, situational factors and consumers’ traits, we choose three variables including sales promotion, product information and normative social influence to analyze the influence of the variables on consumers’ impulse buying. On the other hand, about the consumer’s trait, unlike the previous study explore the direct impact of fashion involvement on consumers’ impulse buying, in this study, using fashion involvement as the moderating variable to explore the moderating effect on consumers’ impulse buying and to compensate the lack of academic literatures on the subject. In this study, we choose female consumers on fashion clothing as respondents, and employ 2×2×2 factorial design. Data are collected by the way of convenience sampling through the internet. A total of 360 questionnaires are distributed, and the useable sample size is 313 questionnaires, for a response rate of 86.94%. The way of multivariate analysis of varience（MANOVA） is employed to analyze the statistical data. According to the result of the statistical analysis, there are some findings as follows: first, the price discount will cause consumers more easily to purchase goods impulsively than the way of non-price promotion. Second, the product information emphasizing on the symbolized appeal will cause consumers more easily to purchase goods impulsively than the functional appeal. Third, in the shopping situation with purchase pal, the positive normative social influence from purchase pal will cause consumers more easily to purchase impulsively than the negative normative social influence. Finally, about the moderating effect of fashion involvement, consumers with high fashion involvement have a higher level of impulse buying than consumers with low fashion involvement under the stimulation of the price discount, the functional appeal of product information and the positive normative social influence.
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Louro, Patrícia Neto Cordeiro Santos. "Does Instagram and opinion makers influence on the consumer decision making and buying processes in the fashion and beauty industries?" Master's thesis, 2020. http://hdl.handle.net/10071/21276.
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The current dissertation has as main objective to perceive the role that the Digital Influencers present in Instagram, specifically in the Fashion and Beauty areas, have in the consumers’ decision-making process. Additionally, it also aims to characterise users and their habits on Internet, Social Media and Instagram, as well as to identify the advantages and disadvantages for the Influencers, to work with communication agencies.
In order to obtain the results, it was planned to use two study’s types: quantitative, through the application of an online survey to Portuguese social network users, and qualitative, with the help of semi-structured interviews to the top 10 of Influencers with greater engagement in Fashion and Beauty industries.
Among the main conclusions achieved with this work, it is confirmed that social networks have a strong presence in our daily life, namely Instagram, where most of the users follow influencers, mainly, in the Fashion and Beauty areas. In the same way, the main research objective was also assured, proving that Digital Influencers have an impact on the purchase intentions of their followers, however, with a higher level of influence on women than on men. It has also been proven that a positive eWoM has a greater effect on consumers, as most people can be influenced to buy a product or join a service, but only a few are influenced not to do so because someone told them it would not be worth it.A presente dissertação tem como principal objetivo perceber o papel que os Influenciadores Digitais presentes no Instagram, especificamente nas áreas da Moda e Beleza, têm no processo de tomada de decisão dos consumidores deste tipo de produtos e/ou serviços. Adicionalmente, visa também caracterizar os utilizadores e respetivos hábitos na Internet, Redes Sociais e Instagram, assim como identificar as vantagens e desvantagens para os Influenciadores, de trabalhar com agências de comunicação. Para obtenção dos resultados foi planeada a utilização de dois tipos de estudo: quantitativo, através da aplicação de um questionário online a utilizadores de redes sociais portugueses, e qualitativo, com o auxílio de entrevistas semiestruturadas ao top 10 de Influenciadoras com maior engagement nas áreas da Moda e Beleza. Entre as principais conclusões alcançadas com este trabalho, confirma-se que as redes sociais têm uma forte presença (diária) na vida de todos nós, nomeadamente o Instagram, onde a maioria dos utilizadores segue influenciadores, maioritariamente, nas áreas da Moda e Beleza. Da mesma forma, o principal objetivo da tese foi também assegurado, comprovando que Influenciadores Digitais têm impacto nas intenções de compra dos seus seguidores, no entanto, com maior nível de influência nas mulheres do que nos homens. Foi, também, provado que uma review positiva tem maior efeito nos consumidores, uma vez que a maioria das pessoas pode ser influenciada a comprar um produto ou a aderir a um serviço, mas apenas algumas são a influenciadas a não o fazer porque alguém lhes disse que não valeria a pena.
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Liao, Yichen, and 廖以琛. "The Influence of Fashion Involvement and Product Involvement on Buying Decision of Urban Women in Taiwan─A Case Study of Consumer Electronics." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/65386488922539540704.
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碩士國立中山大學
企業管理學系研究所
100
There is no denying that consumer electronics has a great influence on our daily life, and it now also even create and lead trend in modern society. Traditionally, we think of men as the major customer in consumer electronics, but with fashion and social trend are both been added in the concept of the product, many research has shown that women has gradually become the main customer in consumer electronics. Among all the consumer electronic product, smartphone has became the fastest growing product, and the marketshare has already exceeded cell phone since last year. As for the digital camera, there still are promising growing in DSLR-like、DSLR and EVIL, and the trend in market this year is to add Wi-Fi as the new function to against smartphone. From literature review, we can found that there are many research about product involvement on buying decision, but fashion involvement is seldom being considered in it. Therefore, we used product involvement and fashion involvement as moderating variable and the research outcome indicate that the intension of buying are easilier stimulated by product function when people has high product involvement in smart phone/digital camera, and they also value public praise of product more. As for people has high fashion involvement, they tends to buy smartphone/digital camera on the stimulation of fashion trend and social influence. To sum up, product involvement andfashion involvement will influence buying decision in different ways and also the pastexperiences of urban women in Taiwan.
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Hsu, Hui-Ling, and 徐惠玲. "Message Source, Purchasing Motivation and Consumption Value with Consumer Behavior on Buying Luxury Goods -Empirical Study on European and American Fashion Clothing." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/44475576876783066802.
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碩士中原大學
企業管理研究所
94
This research is based upon the observation of the practice phenomenon that famous-brand goods are on hot sale. Buying the luxury goods in the past , often was famous persons or in the patent of the ethnicity of top of the Pyramid. But with the putting into marketing of the media of the TV , every large department store introduce various types of fashion luxury goods brands one after another , the convenience of buying the luxury goods in Taiwan improves thereupon too. This results in buying luxurious consumption and becoming the whole people's fervor too. In addition, the research about the luxury goods is less likely to be mentioned in the past, this also formed research motivation. This research focuses on luxury goods, but what luxury goods point to American-European popular clothing brand. This research try to discuss the following items separately: Message source, buying motivation, and consumption value whether have an influence on consumers on the purchase behavior of the luxury goods. And through interfere parameter; we will discuss the purchase behavior on different generation from message source, buying motivation and consumption value. This research uses the questionnaire method, which collects 374 effective samples, and separates it into ' buy ' and ‘not buy’. And we analyze with the statistic methods. The result of study, no matter in buying or not buying the consumption ethnicity of the luxury goods , message source , the buying motivation, and consumption value will all have influences on consumer purchasing behavior of the luxury goods, among them regard influence power of consumption value as biggest. But through analyzing progressively, no matter bought the luxury goods, on the message source, regard influence of non- personal message as biggest. In causing the motive of buying, rely mainly on personal motive. On consumption value , have bought the consumption ethnicity of the luxury goods, relatively pay attention to condition value and social value, but has not been buying the consumption ethnicity of the luxury goods , it is functional value and condition value . Through replying the analysis coming back finally, the result has not shown and joined generation the parameter really have apparent interference effect. This research can be shown in two departs: At academy, this study can point out the influence factor in purchasing luxury goods. At practice, it can be find that different generation consumers could have different message source, buying motivation, and consumption value. Furthermore, message source do have influence on luxury goods purchasing, especially on the non- personal message source. And actually, the luxury goods buying motivation is mainly from the social motivation. Also, this study recommends that the seller should pay more attention to consumer's condition value and social value of buying luxury goods. Finally, this study reminds that the seller could strengthen the functional value of buying luxury goods, in order to attract un-bought consumers to purchase the luxury goods.
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HSU, CHUN-PING, and 許郡玶. "The Effects of Fashion Orientation and Materialism on Consumers’ Impulsive Buying Behavior: The Moderating Effects of Self-control, Credit Card Use and Gender." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/2rm4bf.
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碩士東海大學
國際經營與貿易學系
103
In this progressive environment, the demand of the consumers is replaced by the products. In this marketing environment, our impulsive buying behavior would increase. Under the spread and influence of each country's fashion culture, the consumers are fond of pursuing their own fashion style. The fashion goods coming from around the world make people who are materialism want to get the new products which can show their personal style. Therefore, we would like to discuss the consumer behavior whether the high self-control could decrease the impulsive buying or not. The previous literature about self-control is not sufficient. Consequently, this study is going to discuss the effects of fashion orientation and materialism on consumers’ behavior and the moderating effects of self-control, credit card use and gender. In this study, the total of 400 questionnaires were collected and 387 of them were being valid. The results show that fashion orientation, materialism, credit card use and gender have positive impacts on impulsive buying. The moderating effects of self-control would have negative impacts on materialism and impulsive buying. The moderating effects of gender would have positive impacts on materialism and impulsive buying. The moderating effects of credit card use has positive impacts on fashion orientation and impulsive buying. It means that if the consumer who’s materialism have high self-control ability, he / she would reduce the impulsive buying behavior. If the consumer whose fashion orientation is high use the credit card, the impulsive buying behavior would increase.
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Hung, Yen-Yen, and 洪燕燕. "A Study of the Influence of Country of Origin, of Fashion Knowledge and Promotion Price Sebsitivity on Consumer Buying Attitude - A Case Study of Imported Woman''s Wear." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/07571251445877863682.
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碩士輔仁大學
織品服裝研究所
87
With the rapid development of global trading, industries often consider possibilitiesof overseas production, either for reason of strategic alliances, or for the purpose of cost reduction. It has become common, for example, to have the same name brand products produced in different countries. Such ebb and flow of global products has increased not only the varieties available, but also the complexity of selection. For the consumers, since the levels of knowledge vary, their evaluation of products also vary based on different frameworks. Take the imported clothing industry for instance, the ralid development of new products, as well as increasing technological refinement, have made nearly identical styles and qualities possible whichever country products are made. with the exponential growth of imports and the similarities in quality, price competitions have become extremely fierce. Under these industry conditions, consumer fashion knowledge affects the selections of apparel greatly. This research attempts to investigate the consumers fashion knowledge level of dependency upon these two factors: their perception of a product''s country of origin, as well as the price, in selecting any product. The research utilizes on 2-WAY and 3-WAY ANOVA employing SAS/STATISTICS software. Results of the research indicate the following: 1 Consumer fashion knowledge: The level of fashion knowledge affects a consumer''s purchase. When the proeuct''s country of origin is the same, consumer fashion knowledge does not appear to affect the attitude toward a purchase, But when 3 different of origin were under separate discussions (France, Hong- Kong, Indonesia). Consumer fashion knowledge had an apparent influence on their attitude towards French products. While the differences in their attitude toward Hong Kong and Indonesia were hardly distinguishable. 2 Country of origin The differences in product''s country of origin greatly influence consumer''s attitude towards purchase. Consumer trend to think highly of French products, with Hong Kong coming in second, and Indonesia products last. Regardless of consumer knowledge of current fashion, differences in country of origin do attect consumer''s affitude towards purchasing. 3 Consumer sensitivity toward price promotions: Price promotions do not have a significant effect on the attitudes toward purchasing, But among consumers who are equally knowledgable, sensitivity of price promotions do affect their purchases differently.
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Melo, Juliana Andrade. "Moda feminina: um estudo sobre o impacto do Instagram no processo de decisão de compra." Master's thesis, 2019. http://hdl.handle.net/10284/7804.
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O presente estudo tem como tema central o comportamento do consumidor no processo de decisão de compra diante das novas mídias digitais.
A difusão da Internet e mídias sociais vêm transformando a forma que as pessoas se relacionam entre si e com as marcas. O acesso a informações facilitou a avaliação das alternativas disponíveis do mercado e vem tornando os consumidores mais conscientes e exigentes, além de abrir o espaço para eles ajam ativamente na ação.
Os estudos sobre o comportamento de compra do consumidor foram afetados pelo ambiente online. As mídias sociais se transformaram em ferramentas com abrangências maiores do que a mídia tradicional, o que gera grandes oportunidades de negócios.
O celular facilitou a aproximação dos grupos de referência, dos “novos” líderes de opinião com seus seguidores, e as marcas aspiram através do marketing de influência alcançar esse fragmento de mercado.
A metodologia desta pesquisa consiste numa revisão bibliográfica sobre os temas relevantes e uma pesquisa exploratória com design descritivo, realizada por meio de um questionário online, com amostra não probabilística por conveniência. Os dados recolhidos contaram com uma amostragem de 310 respostas válidas.
Ao longo do estudo, constatou-se que a ferramenta exerce influência no processo de compra, porém não homogênia em todos os estágios. Acredita-se que a vulnerabilidade do comportamento da sociedade em relação às mídias sociais é um fato em crescimento e com frequentes transformações.The present study has as its central theme consumer behavior in the purchasing decision process in the face of new digital media. The spread of the Internet and social media has been transforming the way people relate to each other and to brands. Access to information has facilitated the assessment of available market alternatives and has been making consumers more conscious and demanding, as well as making room for active action. Studies on consumer buying behavior were affected by the online environment. Social media has become a tool with broader coverage than traditional media, which generates great business opportunities. The cell phone has made it easier to approach reference groups, "new" opinion leaders with their followers, and the brands aspire to reach this market fragment through influence marketing. The methodology of this research consists of a bibliographic review on the relevant topics and an exploratory research with descriptive design, carried out through an online questionnaire, with a non-probabilistic sample for convenience. The collected data was based on a sample of 210 valid evaluations. Throughout the study, it was verified that the tool influences the purchasing process, but it is not homogeneous in all factors. It is believed that the vulnerability of the behavior of society in relation to social media is a growing fact with frequent changes.
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Dias, Ana Margarida Nunes Magro. "Os determinantes do comportamento de compra por impulso de calçado por mulheres." Master's thesis, 2020. http://hdl.handle.net/10400.14/33942.
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Circular Economy, Reuse, Refill, Sustainability, Green Attitudes and Perfume Industry. A compra por impulso tem sido um tópico de interesse há mais de meio século, no entanto ainda é pouco percebida na sua totalidade. Poucos estudos incidiram sobre o comportamento de compra por impulso associado ao calçado feminino. Assim sendo, o objetivo principal desta investigação é identificar e perceber os determinantes do comportamento de compra por impulso das mulheres relativamente ao calçado. Com base na revisão da literatura identificaram-se a autorregulação, os motivos hedónicos, o envolvimento com a moda, a estética do produto, os símbolos de identidade, as promoções e o ambiente de loja como fatores passíveis de justificar este tipo de comportamento. A partir destes elaborou-se um modelo conceptual que foi testado com recurso a dados primários obtidos através de um questionário online do qual resultaram 199 respostas válidas. Os dados foram analisados com o auxílio dos programas SPSS e SmartPLS. Os resultados sugerem que a autorregulação, os motivos hedónicos e o ambiente de loja são os determinantes do comportamento de compra por impulso de calçado por mulheres. Pelo contrário, o envolvimento com a moda, a estética e os símbolos e identidade não apresentaram uma influência estatisticamente significativa. A variável promoções não foi analisada, já que não foi considerada fiável. De um ponto de vista prático, os resultados indicam que de forma a estimular a compra por impulso de calçado pelas mulheres as empresas deverão ter em consideração estes fatores, com especial atenção ao ambiente de loja, que deverá ser manipulado pelas mesmas.Impulsive buying has been a topic of interest for more than half a century, however, the concept is not yet fully understood. Only a few researches focused on impulsive buying associated with women’s footwear. The main objective of this thesis is to identify and understand which are the factors that enhance the impulsive buying behavior of women regarding footwear. Based on the literature review, self-regulation, hedonic motives, fashion involvement, product aesthetics, symbols and identity, promotions and in-store environment were identified as factors that could justify this type of behavior. By identifying these constructs, it was possible to formulate a conceptual model that was tested using primary data, obtained through an online questionnaire with 199 valid responses. These data was analyzed using SPSS and SmartPLS. The results suggest self-regulation, hedonic motives and in-store environment as the determinants of women's impulsive buying behavior of footwear. On the contrary, the variables fashion involvement, aesthetics and symbols and identity do not present a statistically significant influence. Promotions as a variable was not analyzed, since it was not considered reliable. From a practical point of view, the results indicate that in order to encourage impulse buying of shoes by women, companies should take these factors into account, with special attention to the in-store environment, which could be manipulated by them.