Dissertations / Theses: 'Online accounting'

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Faidley, Joel. "Comparison of Learning Outcomes from Online and Face-to-Face Accounting Courses." Digital Commons @ East Tennessee State University, 2018. https://dc.etsu.edu/etd/3434.

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Online education continues to evolve and grow dramatically at colleges and universities across the globe. Today’s society is comprised of people who are increasingly busy with work and family obligations and who are looking for more flexible and expedited avenues for higher education. Institutions seek to meet these new demands by offering online distance educational opportunities while increasing cash flow for their college. Unfortunately the pitfalls to this rush to meet online demand results in what some researchers assert are inadequate quality content and curriculum. Others indicate there are not significant differences in the outcomes from online learning compared with traditional face-to-face classes. Much of the research has been conducted on nonquantitative courses, quantitative courses with small sample sizes, or large sample sizes that are not controlled for quality of online content, delivery, or verification of learning. The purpose of this quasi-experimental ex-post-facto study was to compare student outcomes from two Principles of Accounting courses both delivered in two methods of instruction: traditional face-to-face (F2F) and an on-line asynchronous format. The online content for both courses was developed with assistance of academic technology professionals at the participating university. Student learning was measured as final course grade where all exams were administered by a testing center in a proctored environment. The sample size included 124 students from the online sections and 433 students from the traditional face-to-face sections. Eight research questions were examined using independent samples t-test for 6 of the analyses, ANOVA for 1 question, and multiple regression for predictors of mean final course grade. The results indicated students performed significantly better in the face-to-face classes than the online sections. Female students scored significantly higher than male students in both methods of instruction. ACT composite score, ACT math score, GPA, gender, and method of instruction all were significantly related to final course grade. Age was not a significant predictor of final course grade but in the online sections nontraditional students (age 25 and older) scored significantly higher than students under the age of 25.

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Osinowo, Olamide. "The impact of online accounting software as a credit management tool on small business cash flow." Thesis, Cardiff Metropolitan University, 2018. http://hdl.handle.net/10369/10060.

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Late payments occur frequently amongst businesses, and poor credit management processes are part of the fundamental causes of late payment. However, small businesses lack sufficient debt collection procedures as they operate without a credit control department. As such, they tend to experience eccentrically late payments and defaults by debtors. This is a major concern for small business growth. Online Accounting Software is the latest development in management accounting and information systems, however, the leading vendors of this software claim that it can manage credit sales for small businesses and can help to improve their cash flow position. In addition, the software is distributed in a standard format and can be modified to include a credit management add-on (provided from other vendors) to further help small firms with their trade credit management efforts. This study tests the claims of such standard software vendors in terms of the effectiveness of the standard software in helping to improve the cash flow of small firms. It also examines the extent to which small business respondents who have modified their standard software have experienced improvements to their cash flow using a unified framework; specifically the Credit Management Activity Model. A descriptive quantitative methodology using multivariate ordinal logistic (logit) regression was employed to analyse data which were collected using SPSS 24 with median-centered variables. The results showed that the standard software was very effective in terms of improving the cash flow of small firms, and this supports the claims of the vendors. Moreover, users of the standard software experienced delayed increases to their cash flows after the implementation of the software. Nonetheless, the modified software helped its users to cope with the increasing complexities of trade credit management. This study has made trade credit management in small business to business relationships more understandable, and has also enriched the existing body of knowledge in relation to financial management information systems by providing information as to the use of Online Accounting Software using small businesses in the UK as a point of reference. Future research can investigate the relationship between Online Accounting Software and the length of the operating cycle of small businesses. Future research should also explore the impact of such software on short and medium-term productivity increases, and the control issues that emerge from the safety and security of business data in relation to this software.

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Szemborski, Dora. "Student perceptions of the effectiveness of online tools used with accounting program students at Northcentral Technical College." Online version, 2009. http://www.uwstout.edu/lib/thesis/2009/2009szemborskid.pdf.

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Thomas, Domanic. "Perception of the Online Degree by Accounting Hiring Gatekeepers of Mid-Size Firms in the Northwestern U.S." PDXScholar, 2018. https://pdxscholar.library.pdx.edu/open_access_etds/4398.

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The latest research shows over 2.8 million higher education students or one-in-seven are enrolled in fully online programs. In fields such as accounting, students are able to complete their degree, pass a standardized exam, and enter the workforce with little to no work experience. Accounting firm human resources managers are primarily responsible for the recruitment and selection of candidates. Prior studies conducted show that these hiring gatekeepers prefer candidates with earned degrees in a traditional classroom environment when holding constant for all other factors. While many students invest in online degrees as an ideal pathway to employment, career advancement, and increased earnings, the perception of their degree by hiring gatekeepers may limit these aspirations. Existing research is limited in descriptive analysis as to why these perceptions are held and what can be done to change them. The purpose of this qualitative study was to investigate the perception of the online degree by accounting hiring gatekeepers of mid-size firms in the northwestern U.S. and their recommendations for changes to online programs. Findings support prior research with a disinclination by hiring gatekeepers for candidates with earned online degrees and identified several reasons including a diminished view of interpersonal skills, ability to work as part of a team, faculty interaction and professional mentorship, and negative institutional perceptions. Additionally, gatekeepers recommended changes to online programs that included a focus on technical skills, soft skills, required internships, increasing in-person or hybrid structures, and revising institutional marketing strategies.

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RACHERLA, PRADEEP. "FACTORS INFLUENCING CONSUMERS' TRUST PERCEPTIONS OF ONLINE PRODUCT REVIEWS: A STUDY OF THE TOURISM AND HOSPITALITY ONLINE PRODUCT REVIEW SYSTEMS." Diss., Temple University Libraries, 2008. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/14219.

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Business Administration
Ph.D.
Online word-of-mouth (WOM) platforms have been referred to by various terms such as online communities, feedback systems, peer reputation systems, or consumer generated media. Such systems provide a global platform for customers to share their experiences, and also rate service providers. WOM systems are burgeoning on the Internet for products such as music and books (Amazon.com), news (Slashdot.org), consumer electronics (shopping.com), tourism and travel (Tripadvisor.com; Hotels.com), and many other products and services. As with the traditional WOM, numerous studies have shown that these systems have a significant impact on customer decision making process, their satisfaction with goods and services, and the overall value of online economic transactions. In this study, the primary focus were the product review systems (PRS). These review systems are less personal but more ubiquitous platforms for online WOM wherein consumers post reviews about the products/services they have consumed. These reviews are widely accessible to other consumers but are disseminated only when other consumer consult these reviews during the purchasing process. However, there are still numerous problems associated with these systems. Recent studies have shown that there are numerous instances of deceptive information provided by service providers themselves or customers who have been paid by commercial parties. Added to this is the problem of anonymity in a computer mediated environment that adds to the already existing uncertainty for the consumer. Further, each review system consists of hundreds of consumer reviews associated with any given product or service. Given that consumers face these numerous problems, research is yet to examine the factors that drive the consumers develop trust in these reviews, and base their purchasing decisions on the information gleaned from the review systems. The main objective of this study was to explore this interesting phenomenon. To this end, this study applied uncertainty reduction theory and Social identity theory to delineate certain aspects of the online reviews that might have an impact on the consumer's assessment of online product reviews. Based on these theories, it was hypothesized that the informational content of the review and social component of the review (individuals' identity information disclosure and the consumers' perceived similarity with this information) have a significant effect on the consumers' trust in a review and subsequently the purchase intention. Further, based on the elaboration likelihood model, it was also posited that consumers' use of these heuristics is more salient while evaluating high involvement products than low involvement products. To test the hypotheses, the study adopted a quasi-experimental design with 2x2 (2 levels each for information content and social component within-subjects) x 2 (2 involvement modes between-subjects) full factorial design. Based on two levels for each of these factors, four reviews similar to those found in sites such as tripadvisor.com were created. A total of 283 students (153 in high involvement mode and 130 in low involvement mode) evaluated these reviews and assigned trust scores as well purchase intention scores to each review. The data was analyzed using linear mixed models and structural equation modeling. The results showed that both the main effects, information content of the review, and the consumers' perceived social identity with the reviewer contribute to an increased trust in the reviews. The study data did not support the hypothesis that involvement of the activity moderates the above mentioned relationships. Within this, information content was found to be playing an important role in both the involvement modes whereas the social component explained more variance in the trust in the high involvement mode than low involvement mode. Some of the results concur with previous research in both traditional and online WOM. The significance of these results in the extant literature as well their implications for both product review system providers as well tourism and hospitality service providers are discussed in detail.
Temple University--Theses

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Lang, Linda Sue. "An analysis of instructor streaming videos on the practice sets in the Accounting 1 online course at Chippewa Valley Technical College." Menomonie, WI : University of Wisconsin--Stout, 2004. http://www.uwstout.edu/lib/thesis/2004/2004langl.pdf.

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Hodge, Rebecca. "Factors Influencing Impulse Buying During an Online Purchase Transaction." Thesis, University of Waterloo, 2004. http://hdl.handle.net/10012/912.

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An important element in retailing is the use of impulse purchases; generally small items that are bought by consumers on the spur of the moment. By some estimates, impulse purchases make up approximately 50 percent of all spending by consumers. While impulse purchases have been studied in the brick-and-mortar retail environment, they have not been researched in the online retail environment. With e-commerce growing rapidly and approaching $20 billion per year in the Canadian and US markets, this is an important unexplored area. Using real purchasing behaviour from visitors to the Reunion website of Huntsville High School in Ontario Canada, I explored factors that influence the likelihood of an impulse purchase in an online retail environment. Consistent with diminishing sensitivity (mental accounting and the psychophysics of pricing), the results indicate that the likelihood of a consumer purchasing the impulse item increases with the total amount spent on other items. The results also show that presenting the offer in a popup is a more effective location and presentation mode than embedding the offer into the checkout page and increases the likelihood of the consumer making an impulse purchase. In addition, the results confirm that providing a reason to purchase by linking a $1 donation for a charity to the impulse item increases the frequency of the impulse purchase.

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Horovič, Michael. "Zavedení informačního systému pro obchod." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-203923.

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Zavedení informačního systému pro obchod This thesis deals with the selection of the information system and compare sets of software solutions covering different areas versus implementation of ERP. Thesis brings process and the election of a comprehensive e-business solutions, accounting software, loyalty program, customer care and storage software for small stores. The first part focuses on the definition of basic concepts such as information systems, ERP and other important concepts necessary for this work. This part of thesis continues to describe information needs, collect and catalog of requirements for small stores. In the last chapters of the first part of the thesis conditions and specific areas of expertise, which is important for companies and the subsequent assessment of economic return. The second part is practically focused on store (boutique) Gentleport and online store www.gentleport.cz. The method of analysis of documents, observation and interviews with management defines the expected reality, needs analysis and requirements for trade. This section is also devoted attention to the description of appropriate systems - a set of independent software compared to implementation of ERP. The third part focuses on the selection of a supplier that meets the requirements of an information system for online store and store Gentleport. The final part focuses on the evaluation of the chosen solution. This section confirms or refutes the hypothesis given at the beginning.

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Ukkusuri, Satish V. S. K. Waller S. Travis. "Accounting for uncertainty, robustness and online information in transportation networks." 2005. http://repositories.lib.utexas.edu/bitstream/handle/2152/2074/ukkusuris83065.pdf.

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Ukkusuri, Satish V. S. K. "Accounting for uncertainty, robustness and online information in transportation networks." Thesis, 2005. http://www.lib.utexas.edu/etd/d/2005/ukkusuris83065/ukkusuris83065.pdf#page3.

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Thesis (Ph. D.)--University of Texas at Austin, 2005.
Vita. Includes bibliographical references (p. 188-195). Also available online via the University of Texas Libraries website (http://www.lib.utexas.edu/).

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Chu, Hsun-Chi, and 朱訓麒. "A STUDY OF CONSUMER ONLINE RESALE BEHAVIOR AND PURCHASE INTENTION: FROM A MENTAL ACCOUNTING PERSPECTIVE." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/31448764117828765316.

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博士
元智大學
管理研究所
96
Studies of consumer behavior with regard to selling goals, knowledge, and skills differ tremendously from those of the traditional consumer buying and consumption behavior. Why and how consumers learn to be resellers is an interesting issue in C2C e-commerce research.Unfortunately, the behavior of consumer online resale has not been studied in-depth. In the present study, we examine the change of purchase intention toward a desired new product when buyers form an intention to resell the product upon purchasing it from a Mental Accounting perspective. Through five experiments under different resale context, the study found buyers’ purchase intention of a new product can be influenced by a resale intention of this new product and the same possessed used goods through the perceived value of resale mental account and perceived payment amount. Further, the study found resellers’ resale experience and characteristics of resold items can moderate the effect.

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Kao, Yun-Hsien, and 高韻閑. "A study of applying online test for accounting remedial instruction of senior commercial high school." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/97615386874502858261.

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碩士
淡江大學
教育科技學系碩士在職專班
94
Following the development of information technology, information has been widely incorporated into the promotion of teaching. Thus, testing methods have gradually advanced from paper-pencil tests to computerized testing; teaching materials have advanced from computer-aided instruction in the past to online reading without limitations to time and space. This study focuses on senior commercial high school accounting courses to establish a suitable item bank system and online instructional materials, and to establish a remedial instruction system that connects test results and instructional materials; in hopes of assisting the achievement of educational targets and effective utilization of educational resources. Finally, questionnaires of trial experiences are used to understand student perspectives, as a reference for the evaluation of this study. In compiling an item bank, the researcher used various test theories, especially classical test theory parametric indicator. Through the examination of expert validity, the test questions were revised. After a pre-test of students to discard test questions that are below 0.25 in discrimination, the overall item bank difficulty reached an average of 0.5, and its reliability coefficients were generally over 0.8. As for online instructional materials, the Instructional Design Model was followed, and material content was established through the five major procedures of analysis, design, development, implementation, and evaluation. The steps were target analysis, learner analysis, instructional material analysis, media analysis, instructional strategic design, course content design, screen aesthetic design, system procedure design, and software, media, and system integration. Additionally, dynamic webpage techniques were used, which reveal the chapters to which student mistakes belong, and link to related instructional materials. Students can have remedial instruction without temporal or spatial limitations. From the questionnaires about trial experiences, students think that accounting is a difficult academic subject, there is low learning interest in accounting, and the grades are not very good; however, they have positive outlooks on online tests, on-line teaching, and remedial instruction systems. Also, students with different self-cognitions do not have significantly different views of online tests, on-line teaching, and remedial instruction systems. For students with high scores and low scores, aside from a significant difference in terms of online tests, they do not have significantly different views of online instructional materials and remedial instruction systems

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Gaspar, Diana Rafael Lino. "Caso pedagógico: classificados online – media offline vs media online." Master's thesis, 2012. http://hdl.handle.net/10071/5969.

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O case study apresentado expõe duas vertentes, a empresarial e a académica; na primeira, descreve-se uma situação empresarial real, com uma possivel solução. Na segunda, a mesma situação pode ser resolvida através de metodologias pedagógicas. Para a realização deste case study, seleccionou-se uma empresa pertencente a um sector emergente e com um grande potencial de crescimento, no actual cenário económico – sector de e-Commerce. Actualmente existe um especial interesse nestes novos formatos de venda de produtos ou serviços via online. A forma como este sector se desenvolve no mercado e as estratégias que poderão adoptar têm, ambas, uma aplicação/dimensão cada vez mais relevante. O Baratex.pt é uma empresa online de produtos classificados, que é líder de mercado em termos de page views, notoriedade e vendas. Contudo apresenta alguns problemas de notoriedade e recordação (top of mind), relacionados com a forte concorrência existente no mercado e, com o mix de comunicação a adoptar. Para resolução do case study, foi feita uma análise do sector em causa, de tendências de consumo e do consumidor online e actual, o que procura e a forma como procura – analisando todo o processo de compra. A resolução do caso passou pela análise e recomendação da melhor estratégia de comunicação, para este tipo de empresas.
The present case study has two components, business and academic; which represents a current and business situation which can be solved through pedagogical methods. To writing this case study was selected a Company belonging to an emergent sector, which has a great potential of growing, considering the actual economic context – the sector of e-Commerce. Nowadays, this new sales model represents a special interest to the market. The way as this sector behaves and grows it’s very interesting and represents a bigger application. Baratex.pt is an online Company of classified products; it’s market leader in terms of page views, awareness and sales, however shows some problems related to awareness and message recall (top of mind), due to other competitive market players and to marketing strategies. This case study resolution required a few market analysis and consumer trends, but also consumer analysis – how does he shops and how does he select the products – and communication strategies. This resolution allows the recommendation of the best solution for these Company problems.

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Lee, Tzu-Ying, and 李姿瑩. "A Study of Consumer Resellers’ Pre-resale Behavior for Online Planned Resale from a Mental Accounting Perspective." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/28086095957498997050.

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碩士
元智大學
國際企業學系
97
C2C online auctions with the powerful influence have irrespective of great contributions to people’s lives, consumers enjoy the benefit and convenience online auctions have brought. Participants in online auctions have been evolving where they behave as buyers simultaneously as sellers. Aforementioned consumers not only buy products but also start to plan to resell products on the Internet; in this research they are so called “consumer resellers”. This phenomena is crucial for marketers but has rarely been addressed in the literature. We investigated the value assessment before purchasing (study 1) and resellers’ desired profit (study 3) from resale knowledge, mental accounts, and hedonic editing. Study 2 found that payment mechanisms facilitate resellers’ willingness to make resale-oriented purchase. Study 3 illustrated how endowment effect exercises influence on resellers’ desired profit. Finally, the results of 3 studies suggest that mental accounting process affects consumer resellers’ planned procurement and pre-resale decisions. As a consequence, this study contributes theoretically and practically, and comes up with directions for future research.

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Franco, João Pedro Ribeiro. "Online engagement on esports streams." Master's thesis, 2020. http://hdl.handle.net/10071/21186.

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The global esports market is expected to generate 950 million dollars online in 2020, being 18.2 million from streaming with an audience of 495 million and has been growing 10% per year, opening opportunities for brands to connect with their clients (Newzoo, 2020). This dissertation goal is to understand how esports streams viewers experience can influence ultimately impact their reaction on brands advertising on the stream. More specifically, how esports streams viewing experience influences online engagement and how does online engagement influence brand attitude and purchase intention. A questionnaire was elaborated and shared on social media related to gaming and the data collected was analysed using a quantitative analysis using simple linear regression models. Main findings are that experience does have a positive impact on online engagement and online engagement has a positive impact on purchase intention, while there was no evidence of online engagement having impact on brand attitude. The main takeaways from this analysis is that a positive experience watching esports plays a vital role on engagement highlighting the importance of a quality content being produced can make advertising during the stream more effective, thus resulting in better ROI results for brands. Was also found that consumers are more subject to commercial aspects being communicated from advertising than branding aspects. As for further research this dissertation opens questions for how does experience and online engagement influence other variables and if there are different results depending on the type of streams.
Espera-se que o mercado global de esports gere 950 milhões de dólares online em 2020, sendo 18,2 milhões de streaming com uma audiência de 495 milhões e tem vindo a crescer 10% ao ano, abrindo oportunidades para as marcas se conectarem com seus clientes (Newzoo, 2020). O objetivo desta dissertação é entender como a experiência dos espectadores de esports streams pode influenciar o impacto de publicidade de presente nas streams. Mais especificamente, como a experiência a ver esports streams influencia o online engagement e como esse influencia a atitude da marca e a intenção de compra. Um questionário foi elaborado e partilhado nas redes sociais relacionadas com jogos e os dados foram analisados por forma quantitativa usando modelos de regressão linear simples. As principais conclusões são que a experiência tem um impacto positivo no online engagement e o online engagement tem um impacto positivo na intenção de compra, porém não existe evidência de que o online engagement tenha impacto na atitude da marca. A principal conclusão é que uma experiência positiva a ver esports streams desempenha um papel vital no online engagement, destacando a importância de um conteúdo de qualidade para tornar a publicidade mais eficaz, resultando em melhores resultados de ROI. Também foi constatado que os consumidores estão mais sujeitos aos aspectos comerciais sendo comunicados pela publicidade do que aos aspectos de branding. Para investigação futura, esta dissertação abre questões sobre como a experiência e o online engagement influenciam outras variáveis e se existem resultados diferentes dependendo do tipo de stream.

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LI, HSIN-YAN, and 李欣燕. "Integration of ISO27037 and ISO27043 for Forensic Accounting and Fraud Nuclear Research - Taking Pure Online Banking as an Example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/5f9n59.

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碩士
國立宜蘭大學
多媒體網路通訊數位學習碩士在職專班
107
The development of technology and the universality of the Internet have made many digital mobile devices more and more multifunctional. The use of mobile phones to convey messages and mutual exchanges and financial flows has become the norm nowadays, such as: now LinePay, street payment Wait, the main reason is because of their cross-platform compatibility, and at least no extra cost, and there are many benefits and feedback from time to time. Through mobile phone devices, you can use various apps to connect with each other, shop and trade, and store personal information (such as photos, calendars, etc.). The convenience brought by the digital device makes people seem less what it seems, and even becomes the target of many medium- and long-term investments of investors with intentions. The smart phone has a large amount of forensic digital evidence. In view of this, Traditional identification devices and methods will not be enough to collect digital evidence from mobile phones. The knowledge of the transaction record, the selection and use of the forensic tools will be the knowledge necessary for the forensic personnel. In view of the fact that accounting analyzes the case and investigations, the concepts used in corporate fraud can achieve "pre-existing", "in-the-fact" and "after-the-fact" prevention. In the United States, the accounting system has been implemented for ten years, but in China In the year of the Republic of China, the "China Association of Accountants' Association National Association" and the establishment of the "Accounting Accounting Committee" started late, and the ACFD Taiwan Digital Identification Development Association actively promoted it. In today's extremely high-electronics, the fraudulent practices of the new moon and the moon make the fraud prevention more difficult, and can only establish a continuous computer auditing process, in order to accurately and quickly analyze the detection of fraud, and make good use of the positionalization. In view of accounting tools, ensure the integrity and correctness of the evidence. Digital evidence identification is to enhance the overall evidence ability and evidence proof through the process of collecting, analyzing and extracting according to the standard identification process. This study is based on the Digital Evidence Standard Operating Procedure (DEFSOP) proposed by domestic scholar Lin Yilong and constructs the New DEFSOP for Cyber Only-Banking. It is still divided into the principle concept phase, the preparation phase, the operation phase and the reporting phase. After finishing the above, the new DEFSOP for verification is verified by comparison with ISO 27037:2012, ISO 27043:2015, forensic accounting and fraud audit. Cyber Only-Banking's rigor, through the example to verify the integrity and usability of New DEFSOP for Cyber Only-Banking. This study is based on the collection of forensic accounting and fraud auditing documents, integrated into ISO27037, ISO27043 and the standard evidence for standard operation procedures (DEFSOP), and then verified by the identification of data in the identification operation, integrated control and interactive use, verify the required evidence And use these digital information evidence properly, and import it into pure online banking to maximize its effectiveness.

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Vale, Sara Alexandra Runa do. "Dos social media à compra online : intimissimi." Master's thesis, 2012. http://hdl.handle.net/10071/6281.

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Na atualidade, vivemos num mundo de mudanças e evolução tecnológica. Nesta nova era, pretende-se simplicidade, rapidez, confiança e funcionalidade em realizar necessidades na nossa sociedade. A falta de tempo e o stress é uma constante no quotidiano da população, onde consequentemente existe cada vez mais a necessidade dos produtos/serviços irem ao encontro das pessoas e não o inverso. A solução são as novas tecnologias e o mundo online. Este projeto retrata uma empresa multinacional têxtil de roupa interior, a Intimissimi, que iniciou-se no mercado italiano em 1996. Posicionando-se como o sonho italiano, hoje a marca está presente em 23 países. Este projeto pretende mostrar o quão é importante integrar as marcas nos social media com o objetivo de estar mais perto do cliente, perceber o que o cliente necessita e criar sentido de oportunidade e vantagem entre a marca e o cliente final.
Now a day, we live in a world full of changes and technology evolutions. Then we need simplicity, speed, reliability and functionality to achieve society’s needs. The out of time and stress is the usual these days, and there is much more need of products/services go into people and not the opposite. The solution is new technologies and the online world. This project portrays a textile multinational company of underwear, which took place in Italian market in 1996. As an italian dream, today the brand is represented in 23 countries. This project intent to show how important is to integrate brands in social media to be closer to the client, mean what the client want and create opportunities and advantages to brands and finale client.

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MA, CHIN-HSUAN, and 馬瑾璿. "The Study of Online Learning Patterns and Learning Outcome in MOOCs: A Series of Financial Accounting Course as An Example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/7amg9p.

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碩士
大葉大學
資訊管理學系碩士班
107
With the development of the information network, knowledge learning is no longer limited by time and space. Teachers can start classes through the online learning platform. Students can use the platform to learn knowledge at any time, but how can teachers use the learner's learning behavior to understand their learning outcomes. Learning the results, and adjusting the content of the course, so that learners can achieve effective learning and other related topics has become the focus of attention. Therefore, this study wants to use the online learning platform—the learner who participates in the financial accounting _ basics as the research object, and learn the relationship between the learning behavior of online learners and the learning outcomes. . In order to achieve the research purpose, the total score of the course is taken as the X axis, the learning behavior is the Y axis, four quadrants are defined, and seven learning behaviors are obtained from the learning behavior mentioned in the literature review: watching the teaching film, completing the homework, watch reference lectures, interactive discussions, quizzes, mid-term exams, and final exams. Using SPSS software for analysis, it is known that the seven learning behaviors are positively correlated with the learning outcomes, and the independent sample T is used to check the four quadrants of the learning behavior. It is found that there are differences between the behaviors, and different learning behaviors has different learning outcomes, only the high achievement and high efficiency of participation in the discussion and the inefficiency and high efficiency of the midterm and final exams are not significantly different. One of the reasons for the inference is that because the learners participate in the course for different purposes, the classroom performance will be different. This study also finds out that learners who have obtained the certificate of completion from the learner behavior data of the participating courses. The performance of the test will be better than other behaviors, but the behavior of the learners who want to pursue the course will be better than the test. Therefore, it is hoped that the results of this study will enable the design course faculty to understand the learners who participate in the course and design the teaching methods that the learners can effectively absorb.

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Fonseca, João Nuno Sousa Cunha Ribeiro da. "Plano de negocios: a calçada portuguesa online." Master's thesis, 2013. http://hdl.handle.net/10071/6763.

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O objectivo deste documento será apresentar uma ideia, um conceito que inove a forma de comunicar e de vender, para o Exterior, uma das maiores riquezas do nosso País: a gastronomia. Procurará demonstrar o porquê da necessidade da existência deste conceito, o que existe no mercado e que não dá resposta ao que os nossos clientes-alvo procuram obter e a forma de conseguirem captar o seu público-alvo: · Aqueles que visitam o nosso País e ficam encantados com a nossa riqueza e querem sempre ter acesso; e · Os portugueses que rumam para outros países, à procura de melhores oportunidades, e que sentem falta daquilo que de tão bom temos. A estruturação desta ideia terá por base: a política estratégica (posicionamento no mercado e objetivos), o marketing comercial (o que vendemos, para quem, com quem e como), o marketing de comunicação, o sistema de operações (como vai funcionar a logística) e claro, tudo sustentado por um Business Model, onde espelha os objetivos económicos e financeiros deste conceito.
The aim of this document is to present an idea, a concept which innovates the way of communicating and selling for the foreign one of the biggest wealth of our country: the gastronomy. Looking forward to demonstrate why the existence of this concept, the abundance on the market and does not answer to our targets what they seek, in order for them to reach the ones whom: · Visit our country and were delighted with our richness and wonder if they can continue to have access to it; · But also the Portuguese whom run to other countries for better opportunities but still have the need to maintain a contact to all the goods we have. This structure of this idea has different vectors, meaning, strategic planning (Market presence, objectives), commercial marketing (what we sell, for who, with who and how), marketing communications, operational system (how it’s going to work the logistics process), and all sustained on a business mode that reflects the economical and financial objectives of this concept that we will present.

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Paulico, João Pedro Inácio. "Legion business plan: an online clothes company." Master's thesis, 2019. http://hdl.handle.net/10071/19651.

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The thesis is a business plan for an existing Portuguese brand called Legion. Legion is a clothing brand focused on selling upper wear for young boys and girls. As a brand directed to young people, Legion's business plan focuses on digital ways to connect with the target. The project begins with the literature review. This theoretical background will support the basis of the reasoning behind the brand's decisions. It has 6 crucial chapters which relate with the brand's course of action and ideas. After placing the reader in perspective, the core of the business plan begins. The first look up is for the external analysis. It is where the external overview is scrutinised starting off by the textile industry, then PEST analysis, competition analysis and then the 5 forces of Porter. After the bigger picture, it will be analysed the internal analysis starting with the description of the brand. As a primary approach, the brand is described and explained on the first chapters as well as Legion's vision, mission and values. Afterwards is the SWOT analysis, which will allow the reader to understand overall internal situation of the brand. With that as a basis, with both analysis in mind, starts the marketing strategy. On this section it is evaluated the STP and the marketing mix. Finally, the finances of the brand are dissected. The financial plan consists on Legion's results and what can be projected on the future. This action is crucial to perceive the feasibility of the business plan.
A presente tese é um plano de negócios para a existente marca de roupa portuguesa, Legion. Legion é uma marca focada na venda de artigos de roupa para a parte superior do corpo para jovens rapazes e raparigas. Como marca jovem direcionada aos jovens, o plano de negócios da Legion foca-se no digital. Consequentemente, o canal prioritário será através do e-commerce. A revisão da literatura é o primeiro passo. Esta base teórica apoiará a base do raciocínio por trás das decisões da marca. Possui 6 capítulos cruciais relacionados ao curso de ação e às ideias da marca. Posteriormente, para entender melhor a análise externa, há uma visão geral do mercado com a análise do setor. Com isso, a visão externa é examinada através da analise da industria, análise PEST, análise da concorrência e por fim com as 5 forças de Porter. O projeto continua com a análise interna. A marca é descrita e explicada nos primeiros capítulos desta análise, bem como a visão, missão e valores. Depois de colocar o leitor em perspetiva passamos para o próximo passo deste plano de negócios com a análise SWOT. Com as estas análises em mente, dá-se início à estratégia de marketing. Nesta seção, são avaliados o STP e o marketing-mix. No final do projeto as finanças da marca são dissecadas. O plano financeiro consiste no que a Legion tem vindo a fazer e no que pode ser projetado no futuro. Essa ação é crucial para perceber a viabilidade do plano de negócios.

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Wamsley, Lori H. "A comparison of assessment methods used by community college faculty in face-to-face and online courses." Thesis, 2012. http://hdl.handle.net/1957/35538.

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Online learning has grown exponentially within higher education in the past decade, especially at community colleges. As online course offerings expand community colleges need to assess student learning in order to ensure quality learning experiences for students and for accreditation purposes. The purpose of this study was to compare the assessment methods of community college faculty who teach the same course in both face-to-face and online formats, in order to determine the similarities and differences that exist in assessment practices. This study stemmed from the constructionist and pragmatic perspectives of the researcher. Additionally this study asked how community college faculty perceive the effectiveness of different assessment methods on student learning. The method for this research was a qualitative multiple case study in which community college accounting faculty were interviewed to explore how they assess student learning in both the online and face-to-face formats. Homework problems, exams, quizzes were the most commonly used methods of assessment of student learning in both formats by the study participants. Furthermore, exams and quizzes were believed to be most effective in assessing student learning, among the community college faculty members interviewed. Another discovery from this study included the prevalent use of publisher's software,called My Accounting Lab, among community college accounting faculty in administering assessments to students. Additional concerns around assessing online students effectively, managing online student group work, and mitigating online student cheating were also revealed during interviews with study participants.
Graduation date: 2013

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Pimentel, Marta Stamm Matos. "Perspectives on online engagement: a study about civic participation." Master's thesis, 2020. http://hdl.handle.net/10071/21601.

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Civic participation has been decreasing, and given the importance of representation for democratic societies, it is imperative to understand why this reduction is occurring. Why do some people participate while others do not? What factors affect citizens’ participation? Based on previous studies that focus on youth involvement and political engagement, and considering worldwide success cases, the present dissertation focuses on a qualitative research exploring online participation through the analysis of a case study of the Participa platform. Key findings such as the value of transparency for online participation and the motivational capacity of political interests allow for a broader understanding of what affects participation in online platforms. Understanding these factors can allow societies to aim for a more inclusive environment; with enough engagement to attract masses and guarantee long term participation (Smith, Lister, Middleton & Cox, 2005). Future studies can consider cultural differences and resort to a quantitative approach. Increasing participation levels could get societies to become more proactive and united, bringing hope that future generations reach a brighter future more tolerant and open to change.
Participação cívica tem vindo a diminuir e, tendo em conta quão importante representação é para sociedades democráticas, é fundamental perceber porque é que está a ocorrer esta diminuição. Porque é que algumas pessoas participam e outras não? Que fatores afetam a participação dos cidadãos? Baseada em estudos anteriores que se focam em participação jovem e interesse político, e tendo em conta casos de sucesso a nível mundial, a presente dissertação foca-se numa análise qualitativa para explorar participação online, recorrendo a um caso de estudo, a plataforma Participa. As principais conclusões, como o valor de transparência para participação online e a capacidade motivacional de interesse político, permitem chegar a uma compreensão sobre o que poderá afetar a participação em plataformas online. Compreender estes fatores pode ajudar a levar a sociedade a ter um ambiente mais inclusivo, com interesse suficiente para atrair as massas e garantir participação a longo prazo (Smith, Lister, Middleton & Cox, 2005). Estudos futuros podem considerar as diferenças culturais e recorrer a uma abordagem quantitativa. Aumentar os níveis de participação pode fazer com que as sociedades se tornem mais pró-ativas e unidas, trazendo esperança de que as gerações futuras alcancem um futuro mais brilhante, mais tolerante e aberto a mudanças.

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Cabrita, Tiago Miguel Gago Esteves. "The impact of online interaction brand equity dimensions for hospitality." Master's thesis, 2020. http://hdl.handle.net/10071/22287.

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Brand equity arose as a key concept in marketing, it’s influenced by every marketing decision and communication has a great impact on customer’s perception and lastly the number of consumers that buys the product or service from brands. That is why communication is widely studied and also their impacts on the brand’s value, the brand equity. Nowadays, online communication has a tremendous impact on a communication plan for any company and is turning origin of value creation, from brand to the consumer. Giving to them the ability to influence other consumers and to do it even more accurately and efficiently than brands. The service industry really took a punch on this switch. Services are now in scrutiny like never. Part of the experience is now the evaluation of the service and dedicated new platforms are appearing in the market and constituting communities around types of services. One of them is the hospitality sector. The stay on a hotel or hostel is now evaluated for a great amount of evaluation points and it affects the moment of purchasing when deciding for a hotel and after when communicating with others. Through the study of two platforms that affect hotels, it’s possible to understand from what extend this impact is real and what the most affected dimensions by this interaction. A hypothesis testing was conducted and conclude that this impact is real and can affect brand equity for hospitality businesses in every dimension, some more than others and depending on the used platform.
A brand equity tornou-se um conceito importante em marketing, é influenciada e impactada por cada decisão de marketing e a comunicação tem um grande impacto na perceção do cliente e, finalmente, no número de consumidores compram. É por isso que a comunicação é amplamente estudada, assim como os seus impactos no valor da marca. Atualmente, a comunicação online tem um impacto tremendo num plano de comunicação de qualquer empresa e está a alterar a origem da criação de valor, da marca para o consumidor, dando aos consumidores a capacidade de influenciar outros consumidores e de o fazê-lo com mais eficiência que as marcas. Nesta mudança os serviços foram os mais afetados. Estão agora sob um escrutínio nunca visto, parte da experiência está agora na avaliação do serviço e novas plataformas surgem constituindo comunidades em torno destes negócios. Uma delas é a hospitalidade. A estadia num hotel ou "hostel" é agora avaliada por uma vasta quantidade de pontos de avaliação, afetando o momento da compra e pós-compra quando comunica a sua estadia às comunidades "online". Através do estudo de duas principais plataformas que afetam hotéis e "hostels", é possível entender a dimensão desse impacto, a sua representação na "brand equity" e quais são as dimensões mais impactadas. Um teste de hipóteses foi conduzido e concluiu que este impacto é real e pode afetar o valor da marca para o setor da hospitalidade em todas as dimensões da "brand equity", algumas mais do que outras e variando conforme a plataforma utilizada.

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Maravalhas, Maria Inês Pinto. "Gestão de impressões online: O exemplo do LinkedIn." Master's thesis, 2021. http://hdl.handle.net/10071/24843.

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A evolução dos recursos humanos nos últimos anos foi pautada pelo aparecimento das redes sociais, nomeadamente do LinkedIn. Esta rede veio facilitar o contacto entre potenciais candidatos e organizações. No entanto, também trouxe a possibilidade de os candidatos gerirem de forma mais ponderada a imagem que retratam nas suas redes e assim influenciar o processo de recrutamento. A gestão de impressões é um tema profundamente estudado no âmbito de contextos presenciais de recrutamento e seleção, no entanto, o estudo deste ainda é escasso no novo mundo digital. Com este estudo pretendemos conhecer a influência das estratégias de gestão de impressões online na possibilidade de ser contactado para uma entrevista e na avaliação geral do individuo. Para tal desenvolvemos dois estudos. Dado a novidade do conceito começámos com um estudo exploratório para analisar as estratégias de gestão de impressões online que os potenciais candidatos utilizam na rede social LinkedIn. Para o segundo estudo, realizámos um questionário baseado num cenário de recrutamento para um programa de trainees, este pretendia avaliar dois perfis de LinkedIn. Questionámos potenciais candidatos e recrutadores para poder comparar opiniões e obter um conhecimento mais abrangente.
The evolution of human resources in recent years was marked by the emergence of social networks, namely LinkedIn. This network facilitated contact between potential candidates and organizations. However, it also brought the possibility for candidates to carefully manage the image they portray on their networks and influence the recruitment process. Impression management is a topic deeply studied in the context of on-site recruitment and selection contexts; however, this study is still scarce in the new digital world. With this study we intend to know the influence of online impression management strategies on the possibility of being contacted for an interview and on the individual's general assessment. To this end, we developed two studies. Given the novelty of the concept, we started with an exploratory study to analyze the online impression management strategies that potential candidates use on the social network LinkedIn. For the second study, we carried out a questionnaire based on a recruitment scenario for a trainee program, which aimed to evaluate two LinkedIn profiles. We questioned potential candidates and recruiters in order to compare opinions and gain a broader understanding of the subject.

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Serra, Jessica Maria. "Online marketing communication: netnography into different types of fashion brands." Master's thesis, 2017. http://hdl.handle.net/10071/15727.

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Esta tese pretende explorar se as marcas de moda estão a fazer um bom trabalho em relação à comunicação online na plataforma social Instagram. Este estudo é realizado através do método de netnografia e dos conceitos de variáveis de sucesso no que diz respeito ao Instagram, para explorar se a comunicação online está a ser eficiente ou não. Seis marcas globais (Zara, H&M, Prada, Gucci, Nike e Adidas) foram escolhidas para participar na análise, devido ao seu tipo/categoria diferente e à sua recognição mundial. A coleção e análise de dados está dividido em três grupos: o primeiro é a coleção e análise geral dos dados de cada marca, o segundo é a coleção e análise especifica de dados de cada marca, e a terceira é a comparação das categorias das marcas. Os resultados da coleção e análise dos dados mostram que as marcas de moda rápida (Zara e H&M) estão a fazer uma comunicação online excecional, contudo em alguns aspetos a H&M é melhor devido à interação entre a marca e os consumidores e o uso de celebridades como embaixadores da marca. As marcas de alta costura (Prada e Gucci) tem uma comunicação online extraordinária, são muito parecidas e tem um grande numero de fotos e vídeos publicados em cada mês, o que mostra interação e compromisso nas páginas do Instagram. As marcas de desporto (Nike e Adidas) têm uma baixa interatividade com os consumidores e um numero baixo de fotos e vídeos publicados, o que resulta numa comunicação online mediana das marcas no Instagram. Adidas têm algum movimento na página e tenta interagir com vídeos e fotos de celebridades, ao contrário da Nike que é muito fraca em todos os aspetos estudados. Este estudo mostra que para ser bem-sucedida a comunicação online das marcas de moda, estas têm de estar constantemente a atualizar fotos e vídeos, precisam de interagir com os consumidores e faze-los sentir parte da marca, usar celebridades para dar notoriedade à marca e estar sempre corrente das ultimas tendências.
This thesis aims to explore if fashion brands are doing a successful online communication regarding the online social platform, the Instagram. The study is conducted through netnography method and concepts of success variables concerning the Instagram to explore if the online communication is efficient or if not. Six global brands (Zara, H&M, Prada, Gucci, Nike, and Adidas) were chosen to participate in the analysis, for their different type/category of brands and their worldwide recognition. The data collection and data analysis is divided into three groups: the first part is the overall data collection and data analysis of each brand, the second is the specific data collection and data analysis of each brand, and the third is the comparison of the categories of brands. The results of the data collection and data analysis shows that Fast fashion brands (Zara and H&M) are doing an exceptional online communication, but in some aspects H&M is a bit better because of the engagement between brand and consumers and the use of celebrities as ambassadors of the brand. The Haute-de-couture brands (Prada and Gucci), have an extraordinary online communication, they are very similar and have great number of uploaded photos and videos each month, which shows interactivity and great engagement in the Instagram pages. The Sports brand (Nike and Adidas) have a low engagement with the consumers and low number of photos and videos uploaded, which results in an average online communication of the brands in Instagram. Adidas has some movement in the page and at least tries to interact with videos and photos of celebrities, whereas Nike is very weak in every aspect studied. This research shows that to be successful in the online communication, fashion brands must be always updating photos and videos, they need to interact with consumers and make them feel a part of the brand, use celebrities to give more notoriety to the brand and be always present in the latest trends.

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Isidoro, Ana João Pedrosa. "From bricks to clicks: Go Natural's supermarket online store." Master's thesis, 2018. http://hdl.handle.net/10071/18405.

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The purpose of the creation of Go Natural’s supermarket online store and subsequent marketing plan is to introduce and launch a new option for consumers who want to have healthy, bio and allergy-friendly foods at the distance of one click. The website will offer a wide selection of goods with fair prices, as it happens already in the physical stores across Lisbon and Porto. To better understand how this new service could offer a solution to the modern society and how it could bring some benefits to the brand itself and Sonae as the owner, extensive analysis were developed in order to identify and understand how the most diverse factors could, eventually, affect our website. Likewise, in this project we acknowledged the potential market and made a strategic study that will allow us to better evaluate what resources will be needed for the implementation of this new service. Accordingly, a marketing plan was delineated and the respective marketing mix components were considered in order to build a website that answers successfully to modern consumers’ demand.
O objectivo para a criação da loja online para o supermercado Go Natural e subsquente plano de marketing é introduzir e lançar uma nova opção no mercado para os consumidores que querem ter acesso a comida saudável, biológica e específica para alergias alimentares à distância de apenas um click. A página oferecerá uma vasta selecção deste tipo de produtos com preços acessíveis, tal como já acontece nas lojas físicas da marca espalhadas por Lisboa e Porto. Para melhor percepcionar e entender de que maneira este novo serviço pode oferecer uma solução para a sociedade actual e como pode beneficiar não só a insígnia em si mas também a Sonae como empresa detentora, várias análises extensivas foram desenvolvidas de forma a identificar e compreender de que maneira diversos factores poderiam, eventualmente, afectar o lançamento do website. Assim, neste projecto reconhecemos o mercado potencial e desenvolvemos um estudo estratégico de modo a avaliar que recursos serão necessários para a implementação deste novo serviço. Desta forma, um plano de marketing foi delineado e os respectivos componentes do marketing mix foram considerados de maneira a construir um site que responda eficientemente à crescente procura dos consumidores.

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Magalhães, Ana Catarina Santos. "Qualidade de serviço em plataformas online: o caso Airbnb." Master's thesis, 2017. http://hdl.handle.net/10071/15794.

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Nos dias que correm a economia de partilha é um dos temas mais falados graças ao crescimento exponencial deste tipo de negócio nos mais variados setores. De entre os setores em que esta forma de fazer negócio se tem destacado claramente o alojamento turístico é um dos mais revolucionados através do aparecimento da plataforma Airbnb que veio, a nível mundial, criar uma nova forma de ver o turismo, desapareceu o "ir ver" e surgiu o "ir viver". Mas será que de facto este serviço já é conhecido pela generalidade dos consumidores? Será que o serviço que é prestado é de qualidade e satisfatório? Em qualquer organização prestadora de serviços tornou-se essencial a abordagem do marketing de serviços e a aplicação de ferramentas de mensuração e análise da qualidade do serviço prestado. Os resultados da aplicação destas ferramentas terão como objetivo direcionar as estratégias de negócio na direção da satisfação das necessidades do consumidor. Com o objetivo de percecionar o nível de qualidade do serviço da plataforma Airbnb e a satisfação dos seus consumidores foi aplicado o questionário Servqual que é composto por duas versões uma onde é inquirida a expectativa do consumidor e uma segunda onde se averigua a real perceção do serviço. Ao longo desta investigação confirma-se que esta ferramenta é bastante útil e adequada à mensuração da qualidade de serviço e satisfação dos consumidores. Considerando a qualidade de serviço do Airbnb percebe-se que apesar de lhe ser atribuído um nível positivo, está ainda abaixo das expectativas criadas pelo consumidor e que existem melhorias a ser desenvolvidas principalmente em aspetos fundamentais, a Confiança e a Segurança.
Nowadays the sharing economy is one of the most mencioned topics thanks to the exponencial growth of this kind of business. Among the sectors, in which this way of doing business have been clearly highlighted, the tourist accommodation is one of the most revolutionized through appearance of Airbnb platform that come, across the world, to create a new way of doing tourism, disappeared the "go see" and came the "go live" with locals. But is this service already known by the majority of the consumers? Is the service that is provided satisfatory and of great quality? In any service organization it has become essencial to approach service marketing and the application of tools to measure and analyze the quality of service provided. The results of the application of these tools will aim to direct the business strategies towards the satisfaction of consumer needs. In order to understand the Airbnb service quality level and the consumers satisfaction a Servqual questionaire was applied, which consists of two versions, one where consumer expectations were surveyed and a second one where the real service perception is inquired. Throughout this investigation it was confirmed that this tool has a great utility and adequacy on the measurement of service quality and consumer satisfaction. Regarding the Airbnb's service quality and despite the positive level given by the respondentes, it is still below the consumers expectations and there are improvements to be developed mainly in Reliability and Assurance dimensions of service.

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Bilro, Ricardo Jorge Godinho. "Create, build and manage online brands for internet companies." Master's thesis, 2014. http://hdl.handle.net/10071/8444.

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The purpose of this dissertation is to analyse and identify the main constructs that leads to successfully create, build and manage online brands for internet-only companies. Based on this, an online brand management explanatory model can be it generated. In order to do so, two different but sequential approaches were used: was developed an extensive and systematic literature review in order to explore the research theoretical background and identify literature main findings; from this review eighteen papers were selected and from those some preliminary reflections were taken. Then, a focus group session was performed in order to do an empirical research and test preliminary findings; from these some conclusions can be drawn. Based on these conclusions were possible to identify several constructs responding to the research question: trust, which stands out as the prominent construct, purchase and repurchase intentions, which are linked to other aspects as loyalty, achieved experience or ease of use and consumer satisfaction reflecting assets as privacy, commitment and consumer engagement. All of those constructs stands out as those who influence the most the success when creating, building and managing online brands for internet companies.
O objetivo desta dissertação é o de analisar e identificar as principais variáveis que conduzem à criação, construção e gestão com sucesso de marcas online para empresas de internet. Baseado nisso, poderá ser gerado um modelo explicativo da gestão de marcas online. Neste sentido, duas abordagens diferentes mas sequenciais foram adotadas: foi desenvolvida uma extensa revisão sistemática da literatura com o objetivo de explorar os fundamentos teóricos da pesquisa; desta revisão foram selecionados dezoito artigos e a partir destes alguns resultados preliminares puderam ser retirados. Posteriormente, foi realizado uma sessão de ‘focus group’ com o objetivo de efetuar uma pesquisa empírica e testar os resultados preliminares alcançadas. Destas, foram possíveis retirar-se conclusões. Baseado nestas conclusões foram possíveis identificar algumas variáveis que respondem à pergunta da pesquisa: a confiança, a qual se destaca como uma variável proeminente, a intenção de compra e de recompra, as quais se encontram ligadas a outros aspectos como a lealdade, experiência obtida ou facilidade de utilização e a satisfação do consumidor que reflete ativos como a privacidade, o compromisso ou o envolvimento do consumidor. Todas estas variáveis sobressaem como aquelas que mais influenciam o sucesso quando estamos a criar, construir ou gerir marcas online para empresas de internet.

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Tapadinhas, Raquel Filipa Duarte. "Customer journey: Online versus offline in fashion industry." Master's thesis, 2021. http://hdl.handle.net/10071/24940.

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Technological improvements are allowing the development of the customer experience both online and offline, and the purpose is to create a better experience. Nowadays, customers can decide to purchase products/ services in two different ways, i.e., online or offline. The online experience has been changing the way companies reach the customer, while in-store experience is the traditional way of purchasing. This study analyses the customer journey and the most important attributes when the customer wants to purchase a product and has to choose between the two channels in the fashion industry, in Portugal. It is important to understand why customers choose a channel instead of the other one, and if the combination of the two channels can improve customer experience. The fashion industry is very competitive; therefore it is necessary to constantly innovative and integrate both channels, with the use of technologies, such as virtual reality. In this industry, sensory elements are crucial, and it is necessary that these elements are also present in the online channel. Can the combination of online and offline channels be the best option for customers with the help of technology? Interviews were conducted and a qualitative analysis was carried out. The main findings indicate that sensory elements are essential when customers what to purchase a clothing item and that is one of the reasons that customers, in general, prefer to purchase offline. Moreover, using new technologies to bring the two channels together seems to be a good option.
As melhorias tecnológicas têm vindo a permitir o desenvolvimento da experiência do consumidor tanto online como offline e o objetivo é criar uma melhor experiência. Hoje em dia, os consumidores podem decidir comprar produtos/ serviços de duas formas diferentes, ou seja, online ou offline. A experiência online tem vindo a mudar a forma como as empresas chegam ao consumidor, enquanto que a experiência em loja é a forma tradicional de compra. Este estudo analisa a jornada do consumidor e os atributos mais importantes quando o consumidor quer comprar um produto e tem de escolher entre os dois canais na indústria da moda, em Portugal. É importante entender porque é que o consumidores escolhem um canal ao invés do outro e se a combinação dos dois canais pode melhorar a experiência do consumidor. A indústria da moda é muito competitiva; portanto é necessário inovar constantemente e integrar ambos os canais, com o uso de tecnologias, como a realidade virtual. Nesta indústria, os elementos sensoriais são cruciais e é necessário que esses elementos também estejam presentes no canal online. A combinação dos canais online e offline, com a ajuda da tecnologia, poderá ser a melhor opção para os consumidores? Foram feitas entrevistas e realizada uma análise qualitativa. As principais conclusões indicam que os elementos sensoriais são essenciais quando os consumidores desejam comprar uma peça de roupa e, esse é um dos motivos pelos quais os consumidores, em geral, preferem comprar offline. Adicionalmente, o uso de tecnologias para aproximar os dois canais parece ser uma boa opção.

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Madeline, Charlotte Marie Françoise. "How to improve the customer experience when buying cosmetics online?" Master's thesis, 2021. http://hdl.handle.net/10071/24196.

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The cosmetics industry is currently facing major challenges, especially with the emergence of new trends and the growing importance of online shopping. The consumer experience when buying cosmetics online is set to evolve in order to fill some of the gaps that this dissertation aims to address. Therefore, the purpose of this thesis is to improve the customer experience when buying cosmetics online by capturing the online customer journey and proposing solutions to enhance it. In order to achieve this objective, this essay firstly provides an overview of the current cosmetics market, an analysis of the key concepts related to customer experience and a study of previous research regarding customer journey maps. Following this, a qualitative research study involving twenty interviews enabled the collection of precious customer data which was then analyzed using the Critical Incident Method to define typical customer journeys. After the study of these typical consumer paths, customer journey maps were developed to visualize their pain points and opportunities for improvement. The results of this study suggest various enhancements along the customer journey such as developing websites' UX, providing accessible and qualitative visual content (videos, photos, etc.), implementing personalized diagnostics, limiting delivery fees, simplifying customer feedback emails and adapting loyalty programs to current consumer needs etc. Thus, the visual tools provided by the customer journey maps allowed us to suggest solutions adapted to each phase of the online cosmetics purchase journey. These suggestions for improvement are summarized in a final customer journey map that includes the different phases, the consumer's actions and associated touchpoints, as well as their state of mind throughout the journey. Finally, this research provides valuable insight for cosmetic brands wishing to improve their online sales performance over the long term by understanding their customers' behaviors, needs and expectations.
A indústria cosmética enfrenta atualmente grandes desafios, especialmente com o surgimento de novas tendências e a crescente importância das compras online. A experiência do consumidor na compra de cosméticos em linha deverá evoluir de modo a preencher algumas das lacunas que esta dissertação pretende colmatar. Portanto, o objetivo desta tese é melhorar a experiência do cliente na compra de cosméticos em linha, capturando a viagem do cliente em linha e propondo soluções para a melhorar. A fim de alcançar este objetivo, este ensaio fornece em primeiro lugar uma visão geral do mercado atual de cosméticos, uma análise dos conceitos-chave relacionados com a experiência do cliente e um estudo de pesquisas anteriores relativas a mapas de viagem do cliente. Em seguida, um estudo de investigação qualitativa envolvendo vinte entrevistas permitiu a recolha de dados preciosos dos clientes, que foram depois analisados utilizando o Método dos Incidentes Críticos para definir as viagens típicas dos clientes. Na sequência do estudo destes percursos típicos do consumidor, foram desenvolvidos mapas de viagem do cliente para visualizar os seus pontos de dor e oportunidades de melhoria. Os resultados deste estudo sugerem várias melhorias ao longo da viagem do cliente, tais como o desenvolvimento do UX dos websites, o fornecimento de conteúdos visuais acessíveis e qualitativos (vídeos, fotografias, etc.), a implementação de diagnósticos personalizados, a limitação das taxas de entrega, a simplificação de e-mails de feedback do cliente e a adaptação de programas de fidelização às necessidades actuais do consumidor, etc. Assim, as ferramentas visuais fornecidas pelos mapas de viagem do cliente permitiram-nos sugerir soluções adaptadas a cada fase da viagem de compra de cosméticos em linha. Estas sugestões de melhoria estão resumidas num mapa de viagem do cliente final que inclui as diferentes fases, as ações do consumidor e os pontos de contacto associados, bem como o seu estado de espírito ao longo de toda a viagem. Finalmente, esta pesquisa fornece uma visão valiosa para as marcas de cosméticos que desejam melhorar o seu desempenho de vendas on-line a longo prazo através da compreensão dos comportamentos, necessidades e expectativas dos seus clientes.

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Raposo, Margarida Isabel Ministro. "The impact of online payments on employee benefits." Master's thesis, 2020. http://hdl.handle.net/10071/21727.

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Employee Benefits have been earning increasing relevance as a Human Resource Management practice. The present research discusses the importance of the topic from employees’ perspective, in order to theoretically and practically contribute to debate on this field. Furthermore, acknowledging that many of employee benefits are used as a payment method, it has been also relevant to consider means of payment evolution, and its possible impact on Employee Benefits. On regards to theory, the importance of employee benefits, the relevance of the format for its distribution and the most valued employee benefits are discussed. Concerning practical implications, employees’ intention to adopt online forms of payment for the use of Employee Benefits is explored – particularly for the use of Education Employee Benefits. Moreover, this in-company project explores and defines the most adequate service-mix, from all stakeholders’ perspectives. The most relevant conclusions from this research highlight the high value employees attribute to Employee Benefits, particularly to those related to education and childcare. Also, it is clear a preference for online forms of payment for its distribution and use, from all stakeholders’ perspective. Furthermore, employees reveal a clear intention to adopt online forms of payment for the use of Education Employee Benefits. The research is limited to Portuguese context, conditioning extrapolations for other geographies, considering the specific legal context underlying Employee Benefits topic. This project was developed in partnership with Edenred Portugal.
Os Benefícios Extrassalariais têm vindo a ganhar relevância como pratica adotada na Gestão de Recursos Humanos. A presente tese de mestrado discute a importância dos Benefícios Extrassalariais, na perspetiva dos colaboradores das empresas, com o objetivo de contribuir para o debate teórico sobre o tema. Adicionalmente, reconhecendo que uma grande parte dos benefícios extrassalariais são utilizados como meio de pagamento, foi também considerada a evolução dos meios de pagamentos, bem como os seus possíveis impactos na utilização dos Benefícios Extrassalariais. Em termos teóricos, a relevância, o suporte através do qual são distribuídos e os tipos de benefícios extrassalariais mais valorizados foram discutidos. No que concerne às implicações praticas da presente investigação, foi explorada a intenção de adotar meios de pagamento online para o uso dos benefícios extrassalariais – nomeadamente, dos benefícios relacionados com a Educação. Adicionalmente, o presente projeto explora e define o service mix mais adequado, da perspetiva de todos os stakeholders. A presente investigação permitiu aferir que os colaboradores das empresas valorizam grandemente os Benefícios Extrassalariais como parte do seu pacote salarial. Além disso, aferiu-se ainda que estes utilizadores demonstram uma clara intenção de adotar meios de pagamento online para a utilização dos seus Benefícios Extrassalariais, particularmente para a utilização dos benefícios relacionados com a educação. As conclusões da presente investigação estão condicionadas a território português, não só pelo contexto socioeconómico, mas também pelo contexto legal que lhe está subjacente. Deste modo, não são aconselhadas extrapolações para outras geografias. Este projeto foi realizado em parceira com a Edenred Portugal.

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Figueiredo, Mónica Horta de. "Online business models in art markets: a comparative analysis on Instagram." Master's thesis, 2020. http://hdl.handle.net/10071/21739.

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Operating in an industry traditionally reluctant to change, companies in the art market have felt the need to adapt to new communication and information technologies, currently concentrating efforts to make advertising and brand engagement effective. In this sense, social networks are gaining increasing importance as they allow companies to reach a large number of consumers while keeping the costs quite low, especially when other types of promotion platforms are considered. This thesis aims to compare different communication methods on Instagram by: (1) companies with different business models and same dimensions; and (2) companies with same business models and different dimensions, tending to explore their impact on followers’ engagement levels. For that a quantitative analysis was performed via 421 posts from a total of 9 companies on the social network. The results obtained from the sample, tend to point to certain patterns between the formed clusters, which indicates that there are effectively differences in the mode of operation of exclusively online or traditional companies as well as in relation to differences in the scope of operations. This study, when associated with others of a more general nature, will allow marketers from companies involved in the art market to draw conclusions regarding the way they intend to implement their communication strategies through the use of social networks, more specifically by making use of Instagram, drawing lessons from how the largest international companies perform.
Operando num setor tradicionalmente relutante a mudanças, as empresas envolvidas no mercado de arte sentiram a necessidade de se adaptar às novas tecnologias de comunicação e informação, concentrando esforços para tornar eficiente a publicidade e o envolvimento do cliente com a marca. Nesse sentido, as redes sociais têm vindo a ganhar cada vez mais importância por permitirem alcançar um grande número de consumidores mantendo os custos reduzidos, principalmente quando confrontadas com outros tipos de plataformas de promoção. Esta tese tem como objetivo comparar diferentes métodos de comunicação no Instagram por: (1) empresas com diferentes modelos de negócio e dimensões semelhantes; e (2) empresas com o mesmo modelo de negócio mas diferentes dimensões, tendendo a explorar o seu impacto nos níveis de envolvimento dos seguidores. Para tal, foi realizada uma análise quantitativa através de 421 postagens de um total de 9 empresas nessa rede social. Os resultados obtidos através da amostra, tendem a apontar para certos padrões de atuação entre os grupos formados, o que indica que existem diferenças no modo de operação das empresas exclusivamente online comparadas com as tradicionais, bem como em relação às empresas de âmbito internacional comparativamente às nacionais. Este estudo, quando associado a outros de âmbito mais geral, permitirá que profissionais de marketing de empresas presentes no mercado de arte tirem conclusões sobre a forma como pretendem implementar as suas estratégias de comunicação através da utilização de redes sociais, mais especificamente através do Instagram, podendo tirar ilações relativamente à forma como o fazem as maiores empresas internacionais.

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Tos, Andrej. "Business plan: Mainsquare, an online platform to search and book instructors of any kind." Master's thesis, 2019. http://hdl.handle.net/10071/19714.

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Latest trends in consumerism are shifting from the "I want to have" mentality towards the "I want to experience, I want to learn" mentality. Many individuals now seek for specific experiences or possibilities to learn specific things, which are not available on the common educational market and are willing to learn things through a network of peers and experts. On the other hand, there are many people who are well trained in a specific field or have specific knowledge, which can not be monetised easily. Mainsquare.io is a global place to search and book instructors for any interest. A P2P platform where sessions are done face to face. You can learn languages, school subjects, professional subjects as well as develop skills in sports, cooking, or anything connected to enhancing skills and realising your potential. You can browse interests you would like to do / learn in the future.
As últimas tendências em consumismo estão a mudar da mentalidade "eu quero ter" para a "eu quero experimentar, quero aprender ". Muitas pessoas procuram agora experiências ou possibilidades de aprender coisas específicas, que não estão disponíveis no mercado educacional comum e estão dispostas a aprender através de uma rede de colegas e especialistas. Por outro lado, existem muitas pessoas que são especialistas num campo específico ou que têm um conhecimento específico, que não pode ser monetizado de forma simples. A Mainsquare.io é uma plataforma global para pesquisar e reservar instrutores em qualquer área de interesse. Uma plataforma P2P onde as sessões são feitas tête-a-tête. Os usuários podem aprender idiomas, tópicos escolares e profissionais, bem como desenvolver competências desportivas, em culinária ou em qualquer outro campo com o intuito de aprimorar competências e fazer crescer o seu potencial.

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Qibing, He. "The relationship between return service recovery and purchase intention of consumers in online shopping." Doctoral thesis, 2018. http://hdl.handle.net/10071/19796.

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Online shopping has become part of people's life. The growing importance of the e-commerce, requires adequate attention to the recovery of online return service. Service failure can occur due to the difficulties in having a face-to-face contact delivery and the immateriality and intangibility characteristics of the service. Although the large literature on return policy, there is a lack in understanding the perceived value of the relationship between return policy and others factors. This study aims to deeper this understanding, as well to develop a return service and service recovery framework based on customers' perspective. To accurately verify the suggested conceptual model, a survey was conducted to the customers of the Chinese biggest online stores (Taobao and Jingdong) who had experienced return. The selected customers profile include an high degree education and more than one-year online shopping experience, in order to guarantee that the customers have return experience and know return policy well. This thesis uses SPSS version 20.0 to conduct descriptive statistics and uses SmartPLS2.0 to carry out the structural equation modeling analysis, validity analysis and path analysis to verify and ultimately determine the model of the relationships of the constructs, namely the online return service recovery and customers' purchase intention in online shopping. Based on the empirical research results, this thesis puts forward recommendations for improving consumer's willingness to purchase in terms of return service recovery, trust, perceived value, and customers' participation. Also proposes that the return service recovery in online shopping needs the participation of e-retailers and customers to work together to maximize its significance and value.
Comprar "online" é parte da vida. A crescente importância do "e-commerce", obriga a uma atenção adequada à recuperação de serviço de devolução "online". A falha na prestação do serviço pode ocorrer devido á dificuldade da prestação de serviço face a face, bem como às características de imaterialidade e de intangibilidade do serviço. Apesar da elevada literaturana política de devolução, ainda não se compreende o valor percebido da relação entre a política de devolução e os fatores do seu contexto. Este estudo pretende aprofundar este conhecimento, bem como desenvolver um modelo conceptual do serviço de devolução na perspetiva do cliente. A fim de testar o modelo conceptual proposto, foi conduzido um inquérito aos clientes das maiores lojas "online" Chinesas (TaobaoandJingdong), que tinham feito devolução. O perfil dos entrevistados inclui qualificação académica de nível superior e ter mais de um ano de experiência em compras "online", garantindo, assim, que teriam experienciado e conheciam o serviço de devolução. OsoftwareSPSS 20.0 foi usado para a análise descritiva e o SmartPLS2.0 para a análise de validade e modelização por equações estruturais das relações entre os constructos, nomeadamente entre a recuperação do serviço de devolução e a intenção de compra online. Baseada nos resultados obtidos, esta tese sugere recomendações para incentivar a disposição do cliente em comprar devido à forma de prestação do serviço de devolução, á sua confiança, ao seu valor percebido e sua participação, Ainda propõe uma participação ativa entre comerciantesonline e clientes para aumentar o valor da recuperação de serviços de devolução "online".

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Santos, Joana Fonseca dos. "Exploring the impact of "massclusivity" campaigns on brand love through online brand communities." Master's thesis, 2018. http://hdl.handle.net/10071/18255.

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The current dissertation aims to understand the impact of the development of Massclusivity (massive and exclusive) campaigns or product ranges on the brand love of online brand communities. Having in mind the topic defined, this research comprises the analysis of the meaning and perception of luxury; the marketplace associated to it – with a focus on the fashion consumption segment -; and the impact of the trends such as digital luxury and Massclusivity. In order to understand the dynamics of the selected market, this investigation is based on core of relationship marketing concepts, brand love, brand communities and consumer-brand relationship. A netnography analysis was conducted concerning the interactions between the selected brands - a luxury fashion brand, Gucci, and a mass market fashion brand, H&M – and the respective online brand communities on the Social Networking Sites Facebook and Instagram, during a specific period of time defined according to the launch of Massclusivity campaigns by each of one these brands. The content gathering from this netnography methodology took place on the online brand communities defined, and it allowed the compilation of a total of 336,509 interactions. Gucci community members’ interactions were analyzed considering these brand’s publications from March 2017 to March 2018; while H&M community members’ interactions considered these brand’s posts from July 2017 to March 2018. This research provides valuable insights not only for luxury brands but also for the fashion market in general, by perceiving that despite the low impact on the brand love of OBCs, the development of massclusivity campaigns have several impacts identified: generate awareness towards the brand, increases consumers’ engagement on SNS and promotes communities’ expansion. These consequences are directly related to the curiosity that these marketing strategies generate towards the brands, which may be considered powerful to luxury brands who intend to diversify their audience and become competitive among a traditional sector.
Esta dissertação visa compreender o impacto do desenvolvimento de campanhas de luxo para massas no sentimento e na relação que os membros das comunidades online têm para com as respetivas marcas. Esta investigação compreende a análise do conceito e da perceção de luxo; do mercado associado ao mesmo – com foco no segmento de moda; e do impacto de tendências atuais como a digitalização e a criação de luxo para massas. Com o intuito de compreender a dinâmica do mercado selecionado, esta dissertação concentra-se em bases de marketing relacional, como a relação entre os consumidores e a marca – bem como os sentimentos associados – e ao desenvolvimento de comunidades de marca. Foi realizada uma análise netnográfica à Gucci – uma marca de moda de luxo –, e à H&M – uma marca de massas –, bem como às respetivas comunidades on-line, Facebook e Instagram, durante um período que considera o lançamento de campanhas de exclusividade para massas por parte destas marcas. A recolha de informação para esta investigação ocorreu nas comunidades online selecionadas, e permitiu a compilação de um total de 336.509 interações entre os consumidores e as marcas, sendo que as interações dos membros das comunidades online foram analisadas considerando as publicações das marcas entre os seguintes períodos: (1) Gucci – Março de 2017 a Março de 2018; (2) H&M – Julho de 2017 a Março de 2018. Este estudo identifica impactos não apenas para a aplicação na gestão de marcas de luxo, mas também para o mercado de moda em geral. Apesar dos sentimentos dos consumidores relativamente à marca não sofrerem alterações significativas, o desenvolvimento de campanhas de exclusividade para massas tem várias consequências identificadas neste estudo: gera envolvimento dos consumidores nas comunidades e promove a expansão das mesmas, especialmente devido à novidade que estas campanhas representam no mercado e à curiosidade que geram. As marcas de luxo que pretendem diversificar as suas audiências e tornarem-se competitivas num setor tradicional podem considerar estas campanhas uma hipótese com retornos positivos.

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Almeida, Maria Inês Gouveia de. "Consumers acceptance of artificial intelligence Virtual Try-On systems when shopping apparel online." Master's thesis, 2021. http://hdl.handle.net/10071/22991.

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Artificial Intelligence is a technology that is present in most of each of us today daily lives. Often, interactions occur unconsciously between individuals and technology. Since it is a technology that is increasingly present in people's daily lives, it is frequent to find and apply it in many business areas, one of which being the virtual retail world. It is in this way that Artificial Intelligence becomes relevant for companies that want to gain by competitive advantage. One of the ways that companies can use and apply Artificial Intelligence is undoubtedly through better understanding of their consumers, establishing a relationship of empathy and understanding out from that of their competitors offering unique and personalized experiences, based on individual needs. One of the ways to provide this virtual experience to consumers is through Virtual Try-On. This investigation seeks to understand the current state of consumer acceptance in relation to Virtual Try-On systems in the online clothing industry through the analysis of 5 parameters that intend to evaluate first the consumers' acceptation and then their behavioral intentions. For this, 5 independent variables were chosen, Perceived Usefulness, Perceived Ease of Use, Perceived Time Consumption, Perceived Accuracy and Ethical Concerns. The study of these variables was further developed through an online questionnaire. After analyzing the results, it was concluded that, in general, consumers have a positive attitude towards the use of Virtual Try-On, and consequently, their behavioral intention is also positive, thus being able to affirm that consumers tend to accept this technology.
A Inteligência Artificial está cada vez mais presente na maior parte da vida de cada um de nós. Frequentemente, as interações ocorrem inconscientemente entre os indivíduos e a tecnologia. Por ser uma tecnologia cada vez mais presente no quotidiano, é frequente encontrá-la e aplicá-la em diversas áreas de negócios, uma das quais é sem dúvida o mundo do retalho virtual. É assim que a Inteligência Artificial se torna relevante para as empresas que desejam ganhar através de vantagem competitiva. Uma das formas que as empresas podem utilizar e aplicar a Inteligência Artificial é, sem dúvida, através do melhor entendimento dos seus consumidores, estabelecendo uma relação de empatia e diferenciando-se dos seus concorrentes oferecendo experiências únicas e personalizadas, baseadas nas necessidades individuais. Uma das formas de proporcionar essa experiência virtual aos seus consumidores é por meio de Virtual Try-On. Esta Investigação procura compreender o estado atual de aceitação do consumidor em relação aos sistemas Virtual Try-On na indústria de vestuário online através da análise de 5 parâmetros que pretendem avaliar primeiro a aceitação dos consumidores e depois as suas intenções comportamentais. Para isso, foram escolhidas 5 variáveis independentes, Perceived Usefulness, Perceived Ease of Use, Perceived Time Consumption, Perceived Accuracy and Ethical Concerns. O estudo dessas variáveis foi desenvolvido por meio de um questionário online. Após a análise dos resultados, concluiu-se que, em geral, os consumidores têm uma atitude positiva em relação ao uso do Virtual Try-On e, consequentemente, a sua intenção comportamental também é positiva, podendo-se afirmar que os consumidores tendem a aceitar essa tecnologia.

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Pires, Ana Sofia Félix. "Desenvolvimento de uma loja online para comércio de cosméticos exclusivos do canal farmácia." Master's thesis, 2020. http://hdl.handle.net/10071/23366.

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A presente tese de mestrado é um projeto em cooperação com a Farmácia Central do Cartaxo, que opera através de um único canal de venda física direta ao cliente final, e tem como objetivo criar um canal de venda (loja online) alternativo de produtos de beleza e bem-estar, que permita atingir mercados de e-commerce emergentes e com elevada expressão global, alavancando o negócio online através da internacionalização com o consequente aumento do volume de vendas. No caso do sector farmacêutico português, o e-commerce ainda é uma realidade com pouca expressão, pois a rede de farmácias existente tem apenas loja física (maioria) ou tem em alternativa e adicionalmente uma loja online que serve apenas o mercado doméstico e que na essência existe para entregas nas zonas onde a farmácia está estabelecida. A área da cosmética que é a categoria a par dos suplementos alimentares onde o e-commerce já tem algum peso, é sobretudo onde já se estão a perder algumas oportunidades. Foi feita uma revisão de literatura a par de uma contextualização com foco no mercado específico da dermofarmácia em Portugal, China e EUA, que permitiu compreender as especificidades do projeto, bem como retirar conclusões aplicáveis à implementação do mesmo, resultando numa proposta para a criação de uma loja online que visa diversificar as operações como estratégia para aumento do volume de vendas da empresa, oferecendo aos clientes um portfolio de produtos indissociáveis de um serviço de excelência, que acompanhe as tendências internacionais de e-commerce na área da saúde e bem-estar.
This Master's thesis is a project in cooperation with the Central Pharmacy of Cartaxo, which operates through a single physical sales channel to the final customer, and which aims to create an alternative sales channel (online store) for beauty and well-being products, which allows it to reach emerging ecommerce markets with high global expression, leveraging the online business through internationalization with the consequent increase in volume of sales. In the case of the Portuguese pharmaceutical sector, e-commerce is still a reality with little expression, since the existing pharmacy network has only a physical store (most) or alternatively and additionally an online store that serves only the domestic market and essence exists for deliveries to areas where the pharmacy is established. The area of cosmetics, which is the category alongside food supplements where e-commerce already has some weight, is mainly where some opportunities are already being lost. A literature review was carried out alongside a contextualization focused on the specific dermopharmacy market in Portugal, China and the USA, which made it possible to understand the specifics of the project, as well as draw conclusions applicable to its implementation, resulting in a proposal for the creation of an online store that aims to diversify operations as a strategy to increase the company's sales volume, offering customers a portfolio of products that is linked to an excellent service, which follows international e-commerce trends in the area of health and well-being.

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Torres, Madalena Mendes Gonçalves Arez. "Investigating which factors influence consumer’s online purchase intentions: The luxury watch industry." Master's thesis, 2021. http://hdl.handle.net/10071/24137.

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The luxury watch industry and all its stakeholders, with a special focus on consumers and retailers, is in need of change due to the digital revolution of the 21st century. Such a unique experience is traditionally made possible by tailored customer service, state of the art stores and displays, which may be jeopardized by the idea of shifting to online channels. Thus, this work aims to investigate which e-commerce characteristics influence consumer’s purchase intentions. Concepts such as trust, website appearance and design, and price awareness were approached. To gain a deep understanding of the aforementioned topics, a quantitative methodology was developed by the means of an online questionnaire and a total of 202 valid responses were obtained. Findings reveal that price awareness, receptiveness to online stores and website trust are the most important predictors of purchase intentions. Additionally, this study explores whether purchase intentions shift given previous online experience.
A indústria de relógios de luxo e todas as suas partes interessadas, com foco especial nos consumidores e retalhistas, precisam de mudanças devido à revolução digital do século XXI. Esta experiência única é tradicionalmente possibilitada por um atendimento personalizado, lojas e montras de última geração, que podem ser prejudicados pela ideia de mudar para canais online. Assim, este trabalho tem como objetivo investigar quais as características do e-commerce influenciam as intenções de compra do consumidor. Foram abordados conceitos como confiança, aparência e design do website e sensibilidade a preços. Para aprofundar os temas mencionados, foi desenvolvida uma metodologia quantitativa por meio de um questionário online, obtendo-se um total de 202 respostas válidas. Os resultados revelam que a perceção do preço, a recetividade às lojas online e a confiança do site são os indicadores mais importantes das intenções de compra. Para além disto, este estudo explora se as intenções de compra mudam devido à experiência online anterior.

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Rodrigues, Tomás Marques da Costa Góis. "The role of attention and emotional responses on online retargeting campaigns." Master's thesis, 2018. http://hdl.handle.net/10071/17908.

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Retargeting consists of communicating towards consumers that have already been in contact with a brand - because they visited the website or clicked on an advert, for example. Although nowadays people tend to avoid advertising, retargeting has proven to be a very successful method for bringing back consumers that did not conclude a purchase or simply people that showed previous interest in a brand. Also, it is known that attention and emotions play a big role in how people react to advertising and how they perceive the brands that communicate with them. Bearing this in mind, this study hypothesizes that retargeted advertising gets higher levels of attention than either generic or targeted advertising. In the same way, it is proposed that retargeted advertising induces higher levels of positive emotions than the other types of advertising. In order to study such topic, a two-day experiment was created to simulate a decision-making process. Participants were exposed to products but did not finish a purchase of their choice on day one, only to see it advertised on a blog a few days later, among other types of advertising. This way, it was possible to study participant’s reactions to different types of advertising - retargeted, targeted and generic - on a longitudinal study and how retargeted adverts impact their intention to revisit the website, purchase and recommend. This study shows that retargeted advertising gets higher levels of attention than the other two types of ads. Also, it was possible to understand that retargeted advertising has a positive direct relationship with intention to revisit, and a positive indirect relationship with intention to purchase and intention to recommend, both mediated by intention to revisit.
O retargeting consiste em comunicar directamente com consumidores que já tenham estado em contacto com a marca - porque visitaram o website anteriormente ou porque clicaram num anúncio da marca. Apesar de se saber que as pessoas tendem a evitar os anúncios, o retargeting tem provado ser um método muito bem-sucedido para trazer de volta consumidores que não chegaram a finalizar uma compra, ou que simplesmente mostraram interesse na marca anteriormente. É também sabido que a atenção e as emoções têm um papel muito importante na definição da maneira como as pessoas reagem à publicidade e do modo como percepcionam as marcas que comunicam consigo. Tendo isto em consideração, o presente estudo lança a hipótese de que anúncios retargeted recebem níveis mais elevados de atenção que anúncios targeted ou genéricos. Da mesma forma, é proposta a hipótese de que os anúncios retargeted induzem níveis mais positivos de emoções, quando comparados com os restantes tipos. Uma experiência de dois dias foi criada de modo a simular um processo de decisão de compra incompleto. Os participantes não finalizavam a compra de um produto que escolhiam como o seu desejo, de modo a que alguns dias depois esse mesmo produto aparecesse num anúncio num blog, entre os outros tipos de anúncios. Desta forma, foi possível estudar as reações dos participantes aos diferentes tipos de publicidade - retargeted, targeted e genérico - mas também estudar o modo como os anúncios retargeted influenciam a intenção de compra, intenção de revisita e intenção de recomendação. Este estudo permitiu concluir que os anúncios retargeted têm genericamente melhores níveis de atenção que os restantes tipos de anúncio. Também foi possível perceber que a publicidade retargeted tem uma relação direta positiva com a intenção de revisita, e uma relação indirecta positiva com a intenção de compra e de recomendação - ambas mediadas pela intenção de revisita.

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Nunes, Carolina Lopes. "Innovative business plan: online platform that connects the small farmers to consumers." Master's thesis, 2021. http://hdl.handle.net/10071/23100.

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The objective of this project was to present a business plan for the creation of an online platform that allows consumers to purchase horticultural products, produced through sustainable practices, by local small farmers. A market analysis was made with potential consumers to assess their interest in purchasing these products and, with small farmers, to assess their interest in selling their products through the platform. Finally, an analysis of the competition was also carried out in order to understand if this activity currently presents a sales volume that allows the economic and financial viability of the project. From the analysis carried out, it was possible to conclude that (1) there is a growing demand for vegetables produced through sustainable practices; (2) there is interest in purchasing products produced by small local farmers, as a way to help the local economy; (3) this growing demand is not accompanied by growing sales, since access to these products is not easy. The combination of these 3 conclusions created a business opportunity to start the project. To start this project it will be necessary an initial investment of 31.100€, mainly destined to the creation and development of the online platform. According to the financial analysis of the project, it was possible to conclude that it is economically and financially viable, with an NPV of 9,860,245€, an IRR of 417.34% and a payback period of 2 years.
O presente projeto teve como objetivo a apresentação de um plano de negócios para a criação de uma plataforma online que permita aos consumidores adquirir produtos hortícolas, produzidos através de práticas sustentáveis, por pequenos agricultores locais. Foi feita uma análise de mercado junto dos potenciais consumidores para avaliar o seu interesse em adquirir estes produtos e, junto dos pequenos agricultores, para avaliar o seu interesse em vender os seus produtos através da plataforma. Por último, foi ainda realizada uma análise à concorrência a fim de perceber se esta atividade apresenta atualmente um volume de vendas que permita a viabilidade económica e financeira do projeto. Da análise realizada, foi possível concluir que (1) há crescimento na procura por produtos hortícolas produzidos através de práticas sustentáveis; (2) que há interesse em adquirir produtos produzidos por pequenos agricultores locais, como forma de ajudar a economia local; (3) que esta crescente procura não é acompanhada por crescentes vendas, uma vez que o acesso a estes produtos não é facilitado. A conjugação destas 3 conclusões criou uma oportunidade de negócio para dar início ao projeto. Para dar início a este projeto será necessário um investimento inicial de 31.100€, destinado maioritariamente à criação e desenvolvimento da plataforma online. De acordo com a análise financeira do projeto, foi possível concluir que este é economicamente e financeiramente viável, com VAL de 9.860.245€, TIR de 417.34% e um período de recuperação de investimento de 2 anos.

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Ariail, Donald Lamar. "The person-organization fit of accounting students: long term value change following an education intervention." Thesis, 2017. http://hdl.handle.net/10500/24470.

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The accounting profession continually has problems with hiring and keeping qualified staff; and many accounting scandals have shown a lack of ethical behavior on the part of Certified Public Accountants (CPA). This suggest a misfit between those in the profession and the ethics that the profession strives towards. Research has shown that the congruity of personal values with organizational values, person-organization fit (P-O fit), is an important factor in the hiring, socialization, and retention of employees. In addition, ethical behavior has been found related to P-O fit. Accounting educators have been called upon to address these problems by inculcating accounting students with the values of the accounting profession. This research firstly reports on the results of a comparison of the personal values of upper level accounting students in Georgia with the personal values of CPA leaders in Georgia. Personal value priorities were measured with the Rokeach Value Survey (RVS). The findings indicated that these samples of Georgia CPA leaders (N = 193) and accounting students (N = 516) significantly differed in the priority given to 24 of the 36 (66.7%) RVS values. This result suggests a lack of P-O fit between accounting students and the accounting profession. Secondly, this research reports on the effectiveness of two education interventions designed to improve the P-O fit of accounting students: a Curriculum Modification Intervention and a Value Self-Confrontation (VSC) Intervention. These education interventions were delivered online as part of the content of two distance learning classes on accounting ethics. The curriculum of both classes were augmented with content aimed at increasing the priority given to the value of courageous. The two classes were designated as either Group 1 or Group 2. Group 1 received only the Curriculum Modification Intervention. Group 2 received both the Curriculum Modification Intervention and the VSC Intervention, which was targeted at increasing the priority given to the four values of capable, courageous. honest, and responsible—values related to the Code of Professional Conduct and Bylaws (2012) of the American Institute of Certified Public Accountants. The results indicated that Group 1, from the beginning to the end of class (short-term value change), did not increase the priority given to courageous. Thus, the stand-alone Curriculum Modification Intervention did not result in the desired effect. Group 2, on the other hand, did increase the short-term priority given to all four of the targeted values. Moreover, Group 2 increased the long-term priority given to two of the four targeted values: capable and courageous. The higher priority given to these values at the end of class persisted for 15-16 weeks. The effect sizes indicated practical significance. These results suggest that the VSC Intervention was effective at inducing both short-term and long-term value change in the priority given to values of importance to the ethics of the accounting profession. These findings have implications for CPA firms, specifically with regard to hiring ethically “fitting” staff and fostering an ethical culture in accounting firms. The results of this research also provide input that may be helpful in improving accounting pedagogy, especially the pedagogy of accounting ethics education and distance education. Key words: person-organization fit, P-O fit, CPA firm turnover, personal values, value change, value self-confrontation, VSC, Rokeach Value Survey, RVS, Certified Public Accountant, CPA, ethics education, accounting students, online education, distance learning.
Business Management
D.B.L.

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Bin, Li. "Social support, social capital and online community e-loyalty: an empirical study." Doctoral thesis, 2021. http://hdl.handle.net/10071/24952.

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Online communities, as an essential manifestation of online social relationships, sociality factors (including social support factors and social relationship factors, etc.) ought to facilitate the formation of community trust and community satisfaction. However, although the existing literature has explored the underlying mechanisms of online community trust and satisfaction formation, few studies implemented research from the integrated sociality perspectives. In this thesis, we integrate social capital theory and social support theory to consider social capital and social support as important antecedent social factors in forming community trust and community satisfaction, which influence users' trust and satisfaction in online communities. Community trust and satisfaction further promote community loyalty. Specifically, this thesis scrutinizes the influence of three levels of social support factors such as information support, emotional support, and human-computer network management support and three kinds of social capital such as structure, cognition, and relationship to online community trust and satisfaction. Based on the proposed research model, 430 online community users' survey data were collected through an empirical questionnaire and the research model was tested through the partial least squares structural equation model method. The results of the thesis suggest that social support factors, including information support, emotional support, and interpersonal network interaction support, and social capital factors including structural capital, relational capital, and cognitive capital significantly affect community users' loyalty not only directly but also indirectly through enhancing community users' trust and satisfaction. Thus, users' trust and satisfaction with the community are significant mediating variables.
Nas comunidades online, como uma importante manifestação das relações sociais online, os fatores de socialidade (incluindo fatores de apoio social e fatores de relacionamento social) devem facilitar a formação de confiança e satisfação da comunidade. No entanto, embora a literatura existente tenha explorado os mecanismos subjacentes à formação da confiança e da satisfação da comunidade online, poucos estudos consideraram a perspectiva social de forma integrada. Nesta tese, integramos a teoria do capital social e a teoria do suporte social para considerar o capital social e o suporte social como importantes fatores sociais antecedentes na formação da confiança e satisfação da comunidade, que influenciam a confiança e a satisfação dos utilizadores em comunidades online. A confiança e a satisfação da comunidade promovem ainda mais a lealdade da comunidade. Especificamente, esta tese estuda a influência de três níveis de fatores de suporte social - suporte de informação, suporte emocional e suporte de gestão da relação homen-computador - e três tipos de capital social - estrutura, cognição e relacionamento - na confiança e satisfação da comunidade online. Com base no modelo de pesquisa proposto, 430 observações de utilizadores de comunidades online foram recolhidos através de um questionário. O modelo de pesquisa foi testado através de métodos de equação estruturais. Os resultados da tese relevam que fatores de suporte social, incluindo suporte de informação, suporte emocional e suporte de interação de rede interpessoal, e fatores de capital social, incluindo capital estrutural, capital relacional e capital cognitivo, afetam significativamente a lealdade dos utilizadores da comunidade, não apenas diretamente mas também indiretamente, aumentando a confiança e a satisfação dos utilizadores da comunidade; a confiança e a satisfação dos usuários com a comunidade são variáveis mediadoras importantes.

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Silva, Ana Filipa Vaz Almeida da. "Consumo de conteúdos musicais e de filmes/séries "online": comparação entre Portugal e Europa dos 15." Master's thesis, 2017. http://hdl.handle.net/10071/15755.

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Atualmente, a utilização da Internet cresce de forma exponencial, tornando-se significativa a sua presença nas atividades quotidianas. O tempo passado a navegar na Internet, ultrapassa a simples pesquisa nos motores de busca ou a consulta do "email". As tendências mostram que os utilizadores de Internet necessitam de larguras de banda elevadas e com rápida resposta uma vez que os comportamentos mais frequentes são em P2P ("peer-to-peer"), como é o caso de partilha de ficheiros, o "streaming" de vídeos, música, filmes e séries. O "streaming" de conteúdos é cada vez mais a forma escolhida para ouvir música ou ver filmes e séries. A Internet é cada vez mais o fornecedor de conteúdos mundialmente. Mas, serão as escolhas homogéneas entre os vários países da Europa? A resposta a esta questão motivou este estudo que analisa o consumo de conteúdos musicais e/ou de filmes e séries e no perfil dos seus consumidores. Recorreu-se à base de dados "Flash Eurobarometer" 437 onde se compararam duas áreas geográficas: Portugal e o grupo de países da Europa dos 15.
Nowadays, the use of Internet grows exponentially, becoming significant its presence in everyday actvivities. The time spent on Internet, goes beyond simple search in the search engines or the checking the email. Trends show that the Internet users need high bandwidth and fast response times since the most frequent behaviors are peer-to-peer (P2P), such as file sharing, streaming videos, music, movies and series. Streaming content is increasingly the way to listen to music or watch movies and series. The Internet is increasingly the content provider worldwide. But, will be the choices homogeneuous among the Europe 15? Answering this research questions is the aim of this study, which analysis the comsuption of musical contents and/or movies and series, as well consumers’ profile. Using the data base of Flash Eurobarometer 437, two geographic areas were compared: Portugal and the group of countries of the Europe of the 15.

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Rita, Maria Cristina de Souza Oliveira. "Evaluating island tourism form the customer's perspective: an analysis of online reviews." Doctoral thesis, 2018. http://hdl.handle.net/10071/18683.

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Islands have been recognized as offering uniqueness to tourists visiting them as destinations. However, there is a gap in scientific literature using customer online reviews to assess tourism in islands. A critical literature review was applied in this study. This thesis develops a comprehensive review of the scientific literature addressing island tourism involving 395 articles published in 24 tourism and hospitality journals indexed in Scopus and belonging to quartiles 1 and 2 within a period of 18 years (from 2000 to 2017). A concept map based on the selected articles was elaborated including the analysis of 13 associated themes, constituting the first literature review to extensively map the research that has been conducted within the realm of tourism in islands. The main components of tourist experiences in Island tourism based in social media were also identified by focusing on the two most important islands of the sun, Sal and Boa Vista (study 1)¸ and also for the two most important islands of the senses (study 2) Santo Antão and Fogo in Cape Verde, using both computer-based quantitative and narrative qualitative content analysis methods for data treatment of online reviews written by tourists who visited these islands. The first study addressed analysis of large quantity of data by extracting online reviews from TripAdvisor where the islands of the sun of Cape Verde were the target, namely Boa Vista and Sal. Text mining was applied to a large dataset. Results are reported from the perspectives of hotels, restaurants, and tourist attractions. In addition, a second study on the islands of the Senses, Santo Antão and Fogo researched the tourists’ attractions most prominent themes. Results revealed 13 themes in Santo Antão and 9 themes in Fogo in description of performed tourist activities in these islands.
As ilhas foram reconhecidas como oferecendo exclusividade aos turistas que as visitam como destinos. No entanto, existe uma lacuna na literatura científica usando revisões on-line de clientes para avaliar o turismo em ilhas. Uma revisão crítica da literatura foi aplicada neste estudo. Esta dissertação desenvolve uma revisão abrangente da literatura científica que aborda o turismo insular envolvendo 395 artigos publicados em 24 revistas de turismo e hotelaria indexadas na Scopus e pertencentes aos quartis 1 e 2, num período de 18 anos (de 2000 a 2017). Elaborou-se um mapa conceptual baseado nos artigos selecionados, incluindo a análise de 13 temas associados, constituindo a primeira revisão da literatura a mapear extensivamente as pesquisas realizadas no âmbito do turismo em ilhas. Os principais componentes das experiências turísticas no turismo em ilhas baseados nas média sociais também foram identificados, concentrando-se nas duas ilhas mais importantes do sol, Sal e Boa Vista (estudo 1), e também para as duas ilhas mais importantes dos sentidos (estudo 2) Santo Antão e Fogo, em Cabo Verde, utilizando métodos de análise quantitativa e narrativa de conteúdo qualitativo, baseados em computador, para tratamento de dados de revisões online escritas por turistas que visitaram estas ilhas. O primeiro estudo abordou a análise de grande quantidade de dados através da extração de comentários online do TripAdvisor, onde as ilhas do sol de Cabo Verde foram objeto, nomeadamente as ilhas de Boa Vista e do Sal. A mineração de texto foi aplicada a um grande conjunto de dados. Os resultados são relatados a partir das perspetivas de hotéis, restaurantes e atrações turísticas. Além disso, um segundo estudo sobre as ilhas dos sentidos, Santo Antão e Fogo pesquisou as atrações turísticas como temas mais proeminentes. Os resultados revelaram 13 temas em Santo Antão e 9 temas na ilha do Fogo na descrição das atividades turísticas realizadas nestas ilhas.

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Neves, Carolina Serrano Gião Silveira. "The impact of social media: instagram vs online site reviews on hotels' client quality perception." Master's thesis, 2020. http://hdl.handle.net/10071/21528.

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Esta dissertação insere-se na área de Marketing, mais especificamente na área de Social Media Marketing. O Social Media Marketing tem vindo a ser cada vez mais estudado, uma vez que este canal de comunicação tem ganho mais notoriedade, devido à influência que consegue ter nos clientes. O objetivo desta pesquisa é investigar a influência que o Social Media tem na perceção da qualidade das unidades hoteleiras por parte dos clientes da Geração Y. Ao mesmo tempo, pretende-se estudar a comparação entre a influência que as Online Site Reviews vs Instagram têm nos clientes, bem como explorar os diferentes impactos que o Social Media apresenta na perceção dos indivíduos que já possuem rendimentos próprios e os indivíduos que apenas influenciaram outros potenciais clientes. Para obter os resultados, foram utilizados dois métodos de pesquisa, quantitativo e qualitativo. Através do questionário aplicado a 373 indivíduos da Geração Y, pode-se concluir que o Social Media tem efetivamente um impacto na perceção de qualidade destes indivíduos. Os Online Site Reviews têm um impacto mais evidente do que o Instagram, embora os consumidores também sejam influenciados pelo conteúdo presente neste. Acrescenta-se ainda que dentro da geração estudada, quem não tem autonomia financeira, muda a sua perceção de qualidade com mais facilidade. A entrevista, aplicada a três profissionais da Indústria Hoteleira, permitiu inferir que o Social Media apresenta um elevado e visível impacto nos clientes, tendo sido considerado o Instagram mais relevante na formação da perceção de qualidade.
This dissertation fits in the area of Marketing, more specifically in Social Media Marketing. Social media marketing is recently increasingly studied, since it has gained enormous notoriety, due to its great influence on consumers. The purpose of this research is investigating the influence of Social Media on hotel unit quality perception by Generation Y customers. In parallel, it is also to intend to study more specifically the comparison between the influence of Online Site Reviews vs Instagram on costumes, as well as explore the different impact of Social Media on the perception of the individuals that already have their own income and the individuals that have the power to influence others but are not financially independent. Two research methods were adopted, quantitative and qualitative. Throughout a questionnaire, that was applied to 373 individuals of Generation Y, it was possible to conclude that Social Media has an impact on the quality perception of these individuals. Online Site Reviews have a greater impact than Instagram, although consumers are also influenced by the content found in this communication channel. It was also possible to understand that inside of the generation understudy, that individuals who do not have financial autonomy change their quality perception easily. Throughout an interview, that was applied to three Hotel establishments professionals, it can be then highlighted that in the hotel services provider's point of view the social media has a huge and visible impact on customers, being considered Instagram more relevant in the shaping of the quality perception.

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Sousa, Ana Carolina Gonçalves Teixeira de. "A aceitação de tecnologias de inteligência artificial no retalho num contexto pandémico: Abordagem online vs offline." Master's thesis, 2021. http://hdl.handle.net/10071/24277.

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A inteligência artificial (IA) é atualmente uma das tecnologias mais emergentes e, com maior capacidade de transformar não só o tecido empresarial como a sociedade. No campo das organizações, o principal propósito deste tipo de tecnologias é ajudar a criar valor para os seus consumidores. Os avultados custos de investimento e o potencial fraco interesse dos seus clientes em adotar estas tecnologias são um entrave à sua implementação. Para além do mais, o clima de incerteza criado com o surgimento da pandemia COVID-19 levanta ainda mais dúvidas aos gestores. Por essa razão, o principal objetivo desta dissertação foca-se em entender que fatores é que os retalhistas devem privilegiar, de forma a garantir uma maior aceitação de tecnologias de IA por parte dos seus consumidores, num contexto pautado pela COVID-19. Com esse propósito, foi desenvolvido um questionário onde os participantes avaliaram diversas dimensões acerca de um tipo de tecnologia de IA. Com uma amostra de 302 respondentes, os resultados sugerem que as dimensões perceção de enjoyment, perceção de utilidade e atitude são aquelas que os participantes consideram mais importantes na afetação da intenção de adoção de uma tecnologia. Também foi possível concluir que nem a flexibilidade cognitiva nem o medo da COVID-19 têm impacto na aceitação de uma tecnologia de IA no retalho.
Artificial intelligence (AI) is currently one of the most emerging technologies with the tremendous capacity to transform not only companies but also society. Regarding organizations, the main purpose of these types of technologies is to help create value for their consumers. The high investment costs and the potential low interest of its customers in adopting these technologies are a massive obstacle to their implementation. Furthermore, the climate of uncertainty created with the emergence of the COVID-19 pandemic raises even more doubts for the managers. For this reason, the main objective of this dissertation focuses on understanding which factors retailers should privilege, to ensure a greater acceptance of AI technologies by their consumers, in a context determined by COVID-19. For this purpose, a questionnaire was developed in which participants assessed several dimensions about a type of AI technology. With a sample of 302 respondents, the results suggest that the dimensions of perceived enjoyment, perceived of use, and attitude are the ones that the participants consider the most significant in affecting the intention to adopt a technology. It was also possible to conclude that neither cognitive flexibility nor fear of COVID-19 have an impact on the acceptance of a retail AI technology.

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Rizzi, Julia Pinheiro. "Os efeitos das variáveis do marketing-mix na quantidade de anunciantes ativos em uma empresa de classificados online." Master's thesis, 2020. http://hdl.handle.net/10071/21363.

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Quando são introduzidas no mercado, as plataformas de classificados online costumam dar foco ao crescimento de tráfego e penetração no mercado, o que é fortemente acompanhado por um elevado investimento em publicidade com um consequente prejuízo acumulado, uma vez que a maior parte dos classificados são lançados em plataformas de uso gratuito. Ao atingir um determinado nível de penetração de mercado, estas plataformas começam a introduzir limites de anúncios gratuitos e outros serviços de valor agregado que permitam a sustentabilidade do seu negócio. Conhecer as variáveis de negócio que mais contribuem à geração de valor a essas empresas é essencial para que se possa investir em estratégias e iniciativas que sejam mais eficazes. O objetivo deste projeto foi identificar a relação entre as atividades de marketing e a variação de anunciantes ativos em uma empresa de classificados online, situada em Portugal, determinando a relevância de cada uma das 40 variáveis testadas no resultado observado entre fevereiro de 2018 e agosto de 2019. Utilizando-se para isso de regressão linear, testes de hipótese e análise de pressupostos, concluiu-se que 6 variáveis, dentre as quais campanhas publicitárias em meios digitais, importação de anúncios de plataformas afiliadas, alteração no processo de criação de conta de novos utilizadores e alteração de limite de anúncios gratuitos foram as que tiveram efeito observável na quantidade de anunciantes ativos. Este projeto-empresa contribuiu para a comunidade académica e à empresa ABC ao permitir a identificação e mensuração do impacto das variáveis do marketing-mix neste negócio de classificados online.
When first introduced in the market, an online classified platform usually offers its services for free, focusing in growing its online traffic and achieving a relevant market penetration. That period is followed by a high advertising investment and a consequent profit loss. Once achieving a sizable market penetration, these platforms introduce limits to free listing activity and other value-added services that allow them to be sustainable in the long term. For classifieds, knowing the business variables that contribute the most to value generation is essential to focus its efforts in initiatives that are more effective. This project aims to identify the relationship between marketing activities and the number of active listers in an online classified company in Portugal, defining the relevancy of each of the 40 variables tested in the results observed between February 2018 and August 2019. Using linear regression, hypothesis tests and residual assumptions analysis, this project concluded that 6 variables - among which digital advertising campaigns, import of ads from affiliate platforms, change in the login process for new users and change in the free listing limits – affected the number of active listers in the period analyzed. This company project, therefore, contributes to better decision making for marketeers in ABC company and to the academy, allowing the identification and measurement of the impact of the marketing-mix variables in this classified business.

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Costa, Mariana Pires do Rosário. "The impact of online negative word-of-mouth on customers in the telecommunication industry." Master's thesis, 2017. http://hdl.handle.net/10071/15457.

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Nowadays, social media platforms are part of the daily routine of the majority of the Portuguese population. Facebook is currently gathering both consumers and brands under the same platform, which on one hand is positive as it decreases the distance between both players and allows constant interchange of information. However, on the other hand, this proximity might imply some risks as brands are more exposed to negative circumstances. No longer has one’s bad experience with a product or service stayed contained between the affected consumer and the company itself. It is now often turned public, becoming easily available to large amounts of individuals who are exposed to brand-related content posted on brand pages in social media. The present study intends to analyze the effects of readers’ exposure to negative brand related word-of-mouth generated by other consumers on companies’ brand pages in social media. Focusing on the telecommunication industry, the effects of readers’ exposure to negative brand related word-of-mouth were measured in terms of their effects on readers’ brand attitude, perceived brand quality, negative word-of-mouth intentions and re-patronage intentions. Additionally, considering the industry under analysis, the current study also investigates whether these effects are influenced by the type of customer, with contractual and non-contractual customers being considered. An online questionnaire was distributed to 442 respondents revealing that only negative word-ofmouth intentions was significantly influenced by readers’ exposure to brand-related negative wordof-mouth. Additionally, the influence of the type of customer was validated with contractual customers reacting differently from non-contractual in perceived brand quality.
Hoje em dia, as redes sociais fazem parte da rotina diária da maioria da população portuguesa. Atualmente o Facebook une tanto consumidores como marcas sob o mesmo espaço, o que se mostra vantajoso na medida em que diminui a distância entre os intervenientes e permite uma troca constante de informações. No entanto, essa proximidade pode trazer alguns riscos uma vez que deixa as marcas mais expostas a situações negativas. Não mais uma má experiência, com um determinado produto ou serviço, ficou apenas entre o consumidor em causa e a própria empresa. É atualmente recorrente tornar-se pública, ficando facilmente disponível para inúmeras pessoas através da página da marca nas redes sociais. O presente estudo pretende analisar o efeito da exposição dos leitores ao passa-palavra negativo, gerado por outros consumidores na página da marca nas redes sociais. Focando na indústria das telecomunicações, o efeito da exposição dos leitores ao passa-palavra negativo foi avaliado em termos de "brand attitude", da perceção de qualidade da marca, das intenções de passa-palavra negativo e das intenções de patrocínio. Além disso, e considerando a indústria em análise, este estudo procurou também investigar se esses efeitos são ou não influenciados pelo tipo de consumidor, considerando consumidores contratuais e não contratuais. Nesse sentido, foi distribuído um questionário online por 442 participantes revelando que apenas as intenções de passa-palavra negativo foram influenciadas pela exposição dos leitores ao passa-palavra negativo. Adicionalmente, a influência do tipo de cliente foi avaliada onde clientes contratuais reagiram de forma diferente de clientes não contratuais em termos da perceção de qualidade da marca.

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Martins, Catarina Isabel Carreiras. "Exploring drivers and outcomes of cognitive online brand identification of sports fashion in social media context." Master's thesis, 2021. http://hdl.handle.net/10071/23534.

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Abstract:

The present dissertation aims to explore the drivers and consequences of Cognitive Online Brand Identification within Portuguese consumers, by investigating how brands can evoke and incite a strong identity connection with their customers, in order to reinforce and strengthen their proximity through a virtual connection with a brand. Furthermore, it seeks to provide insights about the benefits of these relationships and if they can, ultimately, lead to the establishment of brand advocacy as one of the greatest sustainable corporate advantages. Accordingly, a research model was drawn and tested based on social identity theory to explain online customer identification in social media. To better evaluate and scrutinize the proposed model, it was conducted two studies: the secondary data approach, developed to provide insights on the activewear market, where the study was conducted; and quantitative research with the use of primary data to test the model and its hypothesis through partial least square analysis. The results obtained show that online brand prestige, online brand credibility and lifestyle congruency are, assuredly, related with cognitive online brand identification and its outcomes. However, the relationship between online customer engagement and brand advocacy was not found significant. This can be explained by the fact that to become a brand advocate, fully compromised with the brand and able to forgive any mistake and recommend to others, the online engagement can be part of the process, but it might not be a fundamental requirement as an isolate concept.
A presente dissertação tem por objetivo explorar os antecedentes e consequências da Identificação Cognitiva com uma Marca Online por parte dos consumidores portugueses, através da investigação sobre como suscitar e encorajar uma forte conexão de identidade com os clientes, por forma a reforçar e fortalecer a sua proximidade virtual com a marca. Adicionalmente, visa providenciar novos conhecimentos sobre os benefícios decorrentes deste relacionamento e, se poderá em último caso, conduzir à constituição de advocacia por uma marca como uma das grandes vantagens competitivas no universo empresarial. Desta forma, foi desenhado e testado um modelo baseado na teoria de identidade social, por forma a explicar a identificação online do cliente nas redes sociais. Para melhor compreender e avaliar o modelo proposto, foram realizados dois estudos: uma abordagem através de dados secundários para proporcionar uma visão do mercado de roupa desportiva, sobre o qual incide o estudo; e uma pesquisa quantitativa com a utilização de dados primários por forma a testar o modelo e as suas hipóteses através da análise de parciais dos mínimos quadrados. Os resultados obtidos indicam que o prestígio online da marca, a credibilidade online da marca e a congruência com o estilo de vida estão correlacionados com a identificação cognitiva da marca online e com as consequências propostas. No entanto, a relação entre o envolvimento online do consumidor e a advocacia a uma marca não se revelou significativa. O mesmo pode ser explicado pelo facto de para um cliente se tornar defensor de uma marca, integralmente comprometido com esta, disposto a perdoar erros e recomendar a outros indivíduos, o envolvimento online pode fazer parte do processo, mas poderá não ser um requisito fundamental enquanto conceito isolado.

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Leiria, Catarina Andrade dos Santos. "Quality of the service provided by Stay Hotel Lisboa Aeroporto: Analysis of online reviews and strategies for improvement." Master's thesis, 2021. http://hdl.handle.net/10071/24032.

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Due to an increasing tourism offer, travelers look for memorable and unique experiences along the whole journey. Furthermore, the technology has been changing the game more than ever, and thus customer feedback, especially the online one, is shaping the whole industry. As such, to succeed and differentiate themselves in the current context, destinations and all organizations related to the tourism and hospitality industry must be able to deliver an outstanding service. In this context, the objective of the current project is to assess the quality of the service provided by Stay Hotel Lisboa Aeroporto, through the analysis of their online reviews on Booking.com with the Leximancer software. The aim consists of identifying the main themes in guests’ comments shared online and understand which aspects must be improved. This analysis will also be performed segmenting the comments by “rating given”, “room type”, and “traveler type”. Out of 1711 reviews analyzed, 12 general themes were identified: “staff”, “room”, “location”, “(value for) money”, “stay”, “night”, “service”, “everything”, “pleasant”, “noise”, “comfort” and “recommend”. Overall, gusts were satisfied with their experience at Stay Hotel Lisboa Aeroporto, as almost 60% gave the highest rating possible in their review, whereas only around 2% of the comments corresponded to the lowest ratings (2 and 1). Shortly, guests were pleased with the hotel’s staff, location, service, and value for money. However, several issues were identified in the online feedback provided by the reviewers, and it is recommended that the hotel addresses them in an appropriate way.
Devido à crescente oferta no setor do turismo e hospitalidade, os turistas procuram cada vez mais experiências memoráveis e únicas. Por outro lado, a tecnologia tem mudado a indústria de forma notória e, portanto, o feedback dos consumidores, especialmente o digital, tem moldado a mesma. Assim, para terem sucesso e se diferenciarem no contexto atual, os destinos e todas as empresas cuja atividade está relacionada com a indústia têm que ser capazes de proporcionar um serviço excecional. Neste contexto, o objetivo deste projeto passa por avaliar a qualidade do serviço prestado pelo Stay Hotel Lisboa Aeroporto, através da análise dos comentários partilhados pelos seus clientes na plataforma Booking.com e recorrendo ao software Leximancer. Procura-se identificar os temas mais comuns existentes no feedback feito online e compreender quais os aspetos a melhorar pelo hotel. Esta análise também será feita por “classificação atribuída”, “tipologia do quarto” e “tipo de viajante”. Dentro dos 1711 comentários recolhidos, foram identificados 12 temas gerais: “staff”, “quarto”, “localização”, “dinheiro (relação custo-benefício)”, “estadia”, “noite”, “tudo”, “agradável”, “barulho”, “comforto” e “recomendo”. No geral, os clientes ficaram satisfeitos com a experiência oferecida, visto que quase 60% atribuiu a classificação mais alta à sua estadia, enquanto que somente 2% dos comentários correspondiam às duas classificações mais baixas (2 e 1). Em suma, os clientes ficaram agradados com o staff, a localização, o serviço e a relação custo-benefício do hotel. No entanto, foram identificados vários aspetos nos comentários recolhidos que prejudicavam a estadia, situação que deve ser resolvida da melhor forma possível.

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Dissertations / Theses on the topic 'Online accounting'

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