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Dissertations / Theses on the topic 'Purchase intention- Generation Z'

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Published: 2 June 2025

Last updated: 31 July 2025

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1

Bäcklund, Erik, and Kagstedt Martin. "Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness." Thesis, Linköpings universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-158466.

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Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. More specifically, this study focuses on which communication channel that is best suited for establishing brand awareness for this generational cohort. Hence, the purpose of this study is to explicitly analyse the linkage between these variables and provide a guideline for c

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Ryrlén, Johanna, Fanny Andreasson, and Fröstrup Isabella Gunnarsson. "Influencers bidrar med ouppnåeliga ideal : en kritiskt granskande kvalitativstudie." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23821.

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Forskning visar att på grund av sociala mediers tillväxt har företag alltmer börjat synas på sociala medier i syfte att marknadsföra sina produkter genom så kallad influencer marketing. Tidigare forskning visar att sociala mediers utveckling i kombination med de ouppnåeliga idealen som influencers framställer har som konsekvens att många individers självkänsla och kroppsbild påverkas negativt. Därmed är uppsatsens syfte att undersöka hur influencers i generation Y påverkar unga kvinnor i generation Zs konsumtion samt självbild. Ytterligare har studien som intention att medföra kännedom om hur

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Gerhardsson, Emma, Ida Bergh, and Supakarn Thongpitaks. "Do They Practice What They Preach? : A quantitative study on how Generation Z’s purchase intention is affected by four CRM factors." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104675.

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Background: Cause-Related Marketing (CRM) is a popular marketing strategy where companies through this communication contribute to causes and engage their consumers by donating when they purchase a product and an amount of the revenue goes to charities. The concept has been divided into four different factors, being cause involvement, message, perceived cause fit and donation size. Cause-Related Marketing is of particular interest in regard to the sample as the next upcoming generation, Generation Z, is forecasted to have great buying power and more awareness of societal issues. However, stud

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McKneely, Brittany R. "Effects of Customer's Evaluation about Instagram Attributes towards Purchase Intentions for Small Apparel Retailers: Application of Social Capital Theory." Thesis, University of North Texas, 2019. https://digital.library.unt.edu/ark:/67531/metadc1609083/.

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Small apparel retailers face extreme competition with larger retailers. Large retailers have the upper hand in resources to stay updated with various trends, specifically social media. Social media has lowered the barriers to enter the retail industry. However, once these small retailers enter, half of them fail because they don't attract and retain customers. Small-medium enterprises (SMEs) greatly impact the economy, so it is important to study various facets of their business to increase performance. The purpose of this study is to investigate customer's development of social capital (i.e.

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Hempel, Ossian, Anton Johnsson, and Dante Nordling. "Unga konsumenters attityder till marknadsföring genom TikTok : En kvantitativ studie kring attityder till marknadsföring genom TikTok." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97007.

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Inledning: I inledningen redogörs för hur digitala sociala nätverk har växt fram och tagit en allt större plats i konsumenters vardag vilket har gjort dem till utmärkta marknadsföringskanaler. Därefter förklaras det nyaste stjärnskottet bland sociala medier, TikTok, och dess potentiella roll inom marknadsföring. Syfte: Studiens syfte är att undersöka hur marknadsföring genom sociala medier påverkar unga svenska konsumenters attityder. Frågeställningar: Utifrån studiens syfte har två frågeställningar formulerats: 1. Vilken påverkan har marknadsföring genom TikTok på unga konsumenters kogniti

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Senthilkumar, Krishnakumar, and Abin Jose. "The Attitude of Generation Z towards the Sharing Economy : A comparative study on Indian and Swedish generation Z." Thesis, Uppsala universitet, Institutionen för samhällsbyggnad och industriell teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-423633.

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As a result of technological growth, there is a change in lifestyle which increases thedemands and expectations of consumers, especially in younger generations. Thisdemand forces the companies to update their business models to fulfil customerneeds, which results in the development of mobile applications and websites thatprovide convenience and flexibility to the users. This development gives rise to thesharing economy; it is the combination of old sharing practices with the newtechnological advancement through online. This sharing system hugely affects theconsumer behaviour, and this consumer

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Latter, Chelsey Renee. "Status consumption and uniqueness : effects on brand judgement and purchase intention." Thesis, Curtin University, 2012. http://hdl.handle.net/20.500.11937/811.

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The purpose of this study is to assess Australian Generation Y consumers’ purchase intentions towards luxury apparel brands in an effort to determine the effect brand perceptions (brand judgement and emotional value) have on status and non-status consumers.Students at a large Western Australian university completed a self-administered questionnaire. The questionnaire was divided into two sections: the first assessed the respondents’ need for uniqueness and status predispositions. The second used a visual stimulus to assess how brand perceptions affect purchase intention. A fictitious and an es

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Ikumapayi, Basirat, and Opeoluwa Adebayo-Omolade. "Examining consumer purchase intention towards online clothing within generational cohort : A case of generation Y consumers." Thesis, Högskolan Dalarna, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27762.

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Aim The aim of the thesis is to examine if there are internal variations within generation Y and to what extent it is in their online clothing purchase intention, based on existing knowledge of factors influencing them. Methodology A survey was distributed online to Swedish generation Y residents, born between 1979 and 2000. Thus, primary data totalling 114 responses were collected and analysed by using analysis of variance (ANOVA) and multivariate analysis of covariance (MANCOVA). The non-probability sampling technique was applied using convenience and snowball sampling methods. Results There

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Gageler, Lisa, and der Schee Jolien van. "Product Placement on Social Media : a study on how Generation Y's brand perception and purchase intention are influenced." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30374.

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With increasing restrictions, saturated advertisement markets and advanced technology, the conditions of the communication politics have significantly changed and outdated the classical instruments. In order to bypass these developments, marketers started to strategically promote their products through appearances in movies and television than through conventional commercial spots. Additionally, social media has developed to one of the latest and most effective communication tools, especially among Generation Y, which businesses try to take advantage of. The combination of these two instrument

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Uthman, Dalia, Avesta Aspitman, and Beata Karacsonyi. "Changes in online shopping activities of Generation Z students - A qualitative study on online purchase intent and impulsivity during Covid-19." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54401.

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Date: 02.06.2021 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Avesta Aspitman (94/05/24) , Beata Valeria Karacsonyi (95/08/01), Dalia Uthman (97/01/07) Title: Changes in online shopping activities of Generation Z students - A qualitative study on online purchase intent and impulsivity during Covid-19 Tutor: Leanne Johnstone Keywords: Online purchase intent, Covid-19, Generation Z, Students, Impulsive shopping Research question: How has Covid-19 impacted the online purchase

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Aronsson, Angelica, and Elise Axelsson. "Skillnader hos generationers attityder och köpintention, finns de? : En kvantitativ studie av olika generationers attityder och köpintention gentemot marknadsföring i mobilen." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-97062.

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Problemformulering Det visar sig att marknadsföring kan påverka individers attityder både positivt och negativt, men frågan vi ställer oss är, skiljer sig olika generationers attityder kring annonsering via SMS och annonser på sociala medier och påverkar dessa attityder i sin tur intentionen till köp. Syfte Syftet med studien är att undersöka och utvärdera om det existerar skillnader mellan olika generationers attityder till annonsering via SMS och annonsering på sociala medier som individer får på mobiltelefonen. Syftet är även att undersöka och utvärdera om generationernas attityder påverk

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Persson, Hanna, and Lovisa Christensson. "“Generation Z, nu ska vi konsumera bättre” : En studie om hur sociala medier kan bidra till fler etiska klädköp." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-15197.

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Dagens överkonsumtion har resulterat i förödande problem för både natur och oss själva. En av alla lösningar till att minska problemet är att tillverka och erbjuda etiskt korrekta produkter till konsumenter. Men trots att intentionen att köpa dessa produkter har ökat hos konsumenter, genomförs inte dessa köp. I samma veva som konsumtionen förändrats har en ny generation vuxit upp och blivit redo att konsumera - Generation Z. Generation Z skiljer sig från andra generationer i både attityd och handlande. De ägnar stor tid åt sociala medier där de utvecklar sina nätverk, ökar sin kunskap och finn

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Senger, Pia, and Esra Özülkü. "German Generation Y’s PurchaseIntention towards Packaging-Free Products: A TPB Approach." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39559.

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Background: The problem of increasing amounts of food packaging waste especially in Germany leads to the challenge of how to minor waste by using no packaging in order to listen to environmental-conscious generation y consumers. This is why retailers need to understand the factors impacting the purchase intention and thus, need to act in higher extend in terms of a preventive sustainable approach. Purpose: The purpose of this thesis is to examine the purchase intention of German generation y consumers towards packaging-free products. An extended Theory of Planned Behavior forms the theoretical

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Bengtsson, Julia, and Cecilia Menninge. "A qualitative study of self-identity and cultural ideals impact on Swedish females within Gen Z’s purchase behavior." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96039.

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Title: A qualitative study within retail of self-identity and cultural ideals impact on Swedish females within Generation Z’s purchase behaviour Authors: Cecilia Menninge & Julia Bengtsson Institution: Linnaeus University, School of Business and Economics. Program: Detaljhandel and Service Management (180hp), Customer Experience Management (180 hp) Course: 2FE67E Supervisor: MaxMikael Wilde Björling Examiner: Miralem Helmefalk Purpose: The purpose of this study is to, through interpretation and analysis of females within Gen Z, create knowledge and understanding of how self-identity and

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Ziehensack, Jonas, and Tommila Stina. "Bug Appétit! : A qualitative research of purchase intentions towards insect-based products." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39689.

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Background: A significant increase in the global food demand is expected to occur in the near future. Since the currently implied food system will not be able to meet this demand without impacting the environment negatively, it is crucial to consider alternative ways of producing food. Entomophagy thereby presents an approach that could be deployed to meet the future demand in an environmental and sustainable way. However, whereas multiple studies investigate consumers’ acceptance of insect-based products, little is known about their purchase intentions. Purpose: The purpose of this study is t

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Lancere, de Kam Eva, and Jacqueline Diefenbach. "Understanding the Digital Future : Applying the Decomposed Theory of Planned Behaviour to the Generation Y's Online Fashion Purchase Intention while Creating and Using a Customised Avatar." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23485.

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Abstract Purpose - The purpose of this master thesis is to research the Generation Y’s online purchase intention for fashion items while creating and using a customised avatar. Overall, the objective is to create a better understanding of this technology’s potential, formulate managerial implications for fashion businesses and strengthen business viability. Design/Methodology/Approach - The research approach of this study is deductive, whereby hypotheses derive from the Decomposed Theory of Planned Behaviour. After secondary data is reviewed, a single quantitative data collection is applied, t

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Sandqvist, Johanna, and Selma Hasanovic. "Choklad smakar godare med ett gott samvete : En kvalitativ studie om hur etiska överväganden påverkar Generation Z i deras köpbeslut." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41505.

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Adolescents involvement in societal issues has been found to be able to influence companies. Simultaneously, a growing interest in today’s consumers has been found to include ethical commitments in their consumption, a trend considered to be driven by young consumers. This can put an immense pressure on companies to take on a greater responsibility in societal issues. Young consumers in the year 2020 are considered to belong to Generation Z, a consumer group described as conscious and driven by topics of social development, predicted to possess future purchasing dominance. Whether or not Gene

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Ishak, Safaa, Hamdi Jimale, and Hani Jinow-Afrah. "An exploratory study: The role of trust and perception through influencer marketing and artificial intelligence on millennials and generation Z’s purchase intent in the online retail context." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54391.

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ABSTRACT Date: 02.06.2021 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Märlardalen University Title: An exploratory study: The role of trust and perception through influencer marketing and artificial intelligence on millennials and generation Z’s purchase intent in the online retail context. Tutor: Leanne Johnstone Keywords: Online consumer behavior, Influencer marketing, Artificial intelligence, Trust in the online context, Perception in the online context, Millennials and Generation Z List of abbreviations: SNS, SMI

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Tovar, Veliz Josselyn Paola, and Molero Roxana Alexandra Yañez. "La credibilidad y la interacción para-social de los influencers digitales en la intención de compra de productos de moda y maquillaje en la generación Y y Z de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/657355.

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La presente tesis tiene como objetivo principal determinar si existe relación entre la credibilidad y la interacción para-social de los Influencers con la intención de compra de productos de moda y maquillaje en la generación Y y Z de Lima Metropolitana. Para ello, se realizó un estudio cuantitativo correlacional, no experimental y transeccional, el cual busca determinar ¿cuál es la relación de las variables de estudio, respecto a la intención de compra de productos de moda y maquillaje? El instrumento de investigación que se utilizó fue un cuestionario online para recopilar datos (n=451 encu

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Neves, Teresa Valentim. "The effect of web advertising visual design on online purchase intention: an examination across generations Y And Z." Master's thesis, 2018. http://hdl.handle.net/10362/38339.

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Web advertising is a fast-growing industry in which brands fight for the attention of the most attractive consumers: Millennials and Centennials. This study aims to test the impact of Web Advertising Visual Design on the consumers’ Online Purchase Intention and, simultaneously, analyze if such influence differs across those generations. Eight hypotheses were stipulated and tested with data from 318 individuals, collected through a questionnaire. A Structural Equation Model was constructed and, while Shaouf, Lü, and Li (2016) have established only an indirect impact on the willingness to buy, t

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Grácio, Júlia Maria Simões. "The impact of influencer marketing on brand equity: the perceptions of generation Y and generation Z." Master's thesis, 2020. http://hdl.handle.net/10071/22267.

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The digital environment we live in has changed how we interact, how we search for information, how we make a decision, and even how we shop. Generation Y and Generation Z are the cohorts who spend more time per day on social media platforms. Taking this into consideration, it is crucial for brands to be present on these social sites, as a way to gain these generations attention and preference. Not all brand strategies are effective with these generational cohorts, as they favour honest and organic communications. Accordingly, social media influencers are being integrated on communication

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Dwikinanda, Irfan. "Brand coolness effects on brand love, purchase intention and word of mouth: application to indonesian women modest sportswear." Master's thesis, 2021. http://hdl.handle.net/10071/24887.

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This dissertation analyzes the effect of brand coolness on brand love, purchase intention, and word of mouth in Indonesian market applied to the modest sportswear. Considering the perceptions of Indonesians’ millennials and generation Z, this study contributes with another cultural dimension to the existent literature, which is focused on the western culture. As one of the most populated country in the world along with the highest Muslim population, Indonesian possesses a modest sportswear market with a huge potential to growth, as well as provides different perspective of culture and a

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Lourenço, Ana Rita Malheiro Barros Páris. "Análise do impacto das dimensões da credibilidade da fonte YouTubers, que mais influenciam a influência percebida, a atitude e a intenção de compra da Geração Z." Master's thesis, 2021. http://hdl.handle.net/1822/74470.

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Dissertação de mestrado em Marketing e Estratégia<br>Os gestores de marketing estão a alterar as suas estratégias de comunicação, direcionando-se para o digital e a aumentar o investimento em marketing influenciador. Comparando com as celebridades tradicionais, os influenciadores digitais são considerados mais acessíveis, mais credíveis e com quem os seus seguidores mais se identificam. São vários os estudos que comprovam a influência dos influenciadores digitais relativamente à intenção de compra. No entanto, é relevante compreender melhor as razões do seu poder de influência e as conseq

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Wu, Cheng-You, and 吳晟右. "Craft Beer Purchase Intention of Taiwan Young Generation." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/5x4mw4.

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碩士<br>國立中興大學<br>農業經濟與行銷碩士學位學程<br>106<br>This study is an analysis of the willingness of Taiwanese young people to purchase craft beer, from the consumer''s knowledge, attitude and life style of craft beer. According to the relationship between the three parties on the purchase intention, give specific advice to the industry, and hope to increase the sales of craft beer in Taiwan and contribute to the long-term development of craft beer in the Taiwan market. The study has been conducted an online questionnaire survey and applied Partial least squares- structural equation modeling (PLS-SEM) to p

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Hsu, Ling-I., and 許玲禕. "Analysis of Green Purchase Intention among Taiwan Young Generation under Green Marketing Factors." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/84423131218081938175.

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碩士<br>國立臺灣師範大學<br>國際人力資源發展研究所<br>100<br>The impact of all kinds of environmental problems and energy crisis alarms the world. As a citizen of the global village, any corporation in Taiwan has the duty to take its own social responsibility to help mitigating the environmental and societal problem while striving for the financial performance. Therefore the concept of “sustainable development” is brought out while design and produce new products. To investigate how to raise the intention of young generation in green consumption and the difference between Non-profit organizations and For-profit or

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Hsiao, Pei-Ying, and 蕭珮穎. "The Impact of Luxury Brand Image and Cognition to Purchase Intention of Generation Y." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/02219448164815356524.

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碩士<br>嶺東科技大學<br>經營管理研究所<br>98<br>Along with the rapid changing of the global business trend and the ever increasing competitions, the science of brand management has hence become more and more important. An admirable brand image can create the products differences, establish the consumer preferences and faith, moreover, it can build up the image of an enterprise, which will in turn become the source of competitive advantages. The renowned brands such as Louis Vuitton, Gucci, Prada, Burberry, etc. have always been used by the consumers as the standards of their purchasing as well as measurement

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Funde, Lesego. "Social media factors impacting purchase intention of mobile devices amongst working Generation Y in South Africa." Thesis, 2017. http://hdl.handle.net/10539/23683.

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A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, 2016<br>Word-of-mouth (WOM) has been seen to be one of the most powerful resources of transmitting information. Progression in Information technology and the rise of online social network sites have changed the way information is being conveyed. This phenomenon sways consumers as this effortlessly accessible information could significantly influence their consumption decision. The

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Ndlela, Thubelihle Namaswazi. "The predictors of consumer purchase intention of imported wines among generation Y consumers in South Africa." Thesis, 2018. https://hdl.handle.net/10539/27030.

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Submitted in full fulfilment of the requirements for the degree of Doctor Of Philosophy (Marketing), 2017<br>There is general global acknowledgement that the consumption of wine brands is on the increase. Several studies on the antecedents of purchase intention of imported wine have been conducted, particularly in western countries. A case in point is a recent surge in the purchase of both local and international wine brands in South Africa. However, it is not yet clear what has motivated the purchase intentions of international wine brands in South Africa – hence this study. Informed by th

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Batjargal, Khongor, and 孔高爾. "THE IMPACT OF SOCIAL MEDIA ON PURCHASE INTENTION OF MOBILE DEVICES AMONGST WORKING GENERATION Y IN MONGOLIA." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/utqepj.

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碩士<br>國立勤益科技大學<br>企業管理系<br>107<br>During the last five years, social media consumers rapidly increasing in Mongolia. The social media consumers of Mongolia reached to over 2,105,000 in 2018. An approximately 95% of users connected by the mobile device and the during last three years of majority user’s in Facebook is amongst Generation Y between 18-35 ages. The aim of the paper is to investigate social media factors influence on purchase intention of the mobile device through to the working generation Y in Mongolia. The target population is most of the youngest generation of the country describ

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Yung-ChenHo and 何詠臻. "The Study of Generation Y Customer Purchase Intention as Choosing Electric Scooter Based on Theory of Planned Behavior." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/qgr63q.

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碩士<br>國立成功大學<br>企業管理學系<br>107<br>This thesis is to study the key factors that promotes e-scooters to Generation Y customers. Using the Theory of Planned Behavior (TPB), the thesis tries to figure out the interaction between product knowledge, involvement, subjective norm, perceived behavioral control, and purchase intention. The results show that product knowledge has significant effect on involvement, involvement has significant effect on purchase intention, subjective norm has significant effect on purchase intention, perceived behavioral control has significant effect on purchase intention,

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Cheng, Yen-Yin, and 鄭喭冘. "The Relationship between Korean Tv Drama Involvement and Purchase Intention of Korean Drama Products-The Moderating Effect of Generation." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/4zmv89.

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碩士<br>大葉大學<br>國際企業管理學系碩士班<br>103<br>ABSTRACT The Korean Media culture industry produces a huge amount of societal values in Asia.With the vigorous development of the Korean entertainment industry in Taiwan, Korean drama stimulate a large demand for Korean product on Taiwan market.In recent years, the market of Korean drama product is expanding gradually. But in recent studies,the relationship between Korean Tv drama involvement and purchase intention of Korean Drama Products is still unclear. Therefore, the purpose of this study is to examine the moderator of generation in the relationship

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Yu, Tzu-An, and 余梓安. "Analysis of the Design Direction of Next Generation Smart Car from the Viewpoint of Consumers'' Purchase Intention." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/3ezngp.

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碩士<br>中原大學<br>企業管理研究所<br>106<br>The importance of Smart Car has become increasingly significant, the development of Smart Cars has become the current trend of the various automotive industry efforts. The key factors provide technology in the Smart Car that traditional cars do not have, so Smart Car technology has become the key to the competition of various automobile manufacturers. At present, all car manufacturers in the development of vehicles are playing a dominant position. The evolution of Smart Car is based on the technology of the automobile factory itself. But Smart Cars are following

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Chinomona, Rudo Cynthia Christine. "Social Influence, eco-literacy’s and perceived benefit impact on attitude and purchase intention of herbal cosmetics by generation Y cohort." Thesis, 2016. https://hdl.handle.net/10539/26800.

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Master of Commerce In the discipline of MARKETING In the SCHOOL OF ECONOMIC AND BUSINESS SCIENCES At the UNIVERSITY OF THE WITWATERSRAND,2016<br>In today’s knowledge society, the promotion of herbal products and the subsequent consumer purchase of herbal products has been on the rise recently. This is mostly attributed to the growing believe that organic or natural products are safer to use and promote a health life style. In the same vein, the understanding of consumer motivations, attitudes and the purchase behaviour of herbal cosmetics purchase has attracted attention worldwide from both ac

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PAN, TZU-LAN, and 潘子嵐. "The Influence of Service Quality、Brand Image and Sales Promotion on Purchase Intention-The Case of Z Company in Hualien." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/p2fqup.

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碩士<br>大漢技術學院<br>流通與行銷管理研究所<br>105<br>In this study, Z Company of Hualian City is the research object whose service quality, brand image, promotional activities are being analyzed for their impacts on the purchase intention of customers. The sampling objects were select customers of Z Company to which a total of 180 questionnaires were issued with an effective recovery number of 165 and an effective recovery rate of 91%. Through SPSS software, descriptive statistics, factor analysis, reliability analysis, independent sample T test, single factor analysis, correlation analysis and regression ana

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WANG, TSUNG-SHEN, and 王淙申. "The Effect of Using Fairtrade Strategy on Perceived Value, Materialism, and Purchase Intention : Examples of Z Brand and C Brand." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/8jj5q7.

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碩士<br>逢甲大學<br>全球運籌經營管理產業碩士專班<br>106<br>In recent years, there are so many studies about fair trade. And in some country, the Fairtrade has been executed widely. Also, some of the consumers have supported it by continually purchasing those products which are with Fairtrade. Therefore, we choose to study the Fairtrade clothing in which has lots of relations about the textile industry. We try to tell if there is any help of the Fairtrade to the brand image, by observing the Purchase Intention of the consumers. In Taiwan, the product with the tags of the Fairtrade is not popular yet. This study is

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Chen, Yu-Ting, and 陳玉婷. "A Study on Influences of Perceived Quality and Risk on Purchase Intention toward Organic Vegetables and Fruits among Y Generation Adults." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/85786754073561537406.

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碩士<br>國立中興大學<br>生物產業管理研究所<br>102<br>The main study purpose was to analyze the influences of perceived quality and risk on purchase intention toward organic vegetables and fruits among Y generation adults. Also, this study deeply analyzed the influences of the Y generation adults’ characteristics on the relationships between perceived quality and risk and their purchase intention toward organic vegetables and fruits.The main population of the research was Y generation adults. Questionnaires were distributed by convenience sampling method to investigate Y-generation subjects throughout Taiwan. M

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Shih, Ming-Yi, and 施明宜. "A Study on Relationship between Pork Product Cues and Purchase Intention of CAS Pork of Millennial Generation Consumer in Metropolitan Taiwan." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/s8e656.

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碩士<br>國立中興大學<br>生物產業管理研究所<br>107<br>The proportion of Taiwanese eating meat has increased; pork is also one of the most important sources of meat. Due to the impacts of several recent food safety breakdowns, Taiwanese consumer nowadays pays more attention to safty food. Consequently, the authorities in charge have strengthened many policies aimed at promoting food safety. Among them, the food label of Certified Agricultural Standards (CAS) promoted for over twenty years is of the best known and trusted by most of Taiwanese consumers, especially the younger consumer living in highly urbanized a

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Macharia, Haggah, and Ying Cheng. "How do social media marketing activities influence customer equity and purchase intention : An empirical study of hotel industry based on Y-Generation." Thesis, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85455.

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Purpose: The purpose of this study is to investigate the influence of social media marketing activities on customer equity and how that drive affects purchase intention in the context of the hotel industry with the perspective of Y-Generation. Design/methodology/approach: An explanatory, deductive, quantitative research approach and cross-sectional research design were utilized within this research, where self-completed questionnaires were distributed online with a number of 136 valid responses collected. Findings: The research found that social media marketing activities positively affected c

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Antunes, Inês Filipa Saraiva. "The effectiveness of sales promotion techniques on consumer buying behavior of generation Y." Master's thesis, 2018. http://hdl.handle.net/10362/38603.

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Sales promotion are increasingly becoming a powerful communication tool for marketers to connect with costumers. Notwithstanding, little is known about how Generation Y responds to sales promotion. To address this concern, this paper attempts to find out the major dimensions of consumers’ perception about the benefits derived from sales promotion and the influence of Word-of-mouth (WOM) on purchase intention. A convenience sample of 564 Generation Y was taken over a quantitative research, following a descriptive research design. Structural Equation Modeling approach was used to test the propos

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Lin, Shich-Chung, and 林士鈞. "A Study of Relationships Among Perceived Quality, Bed and Breakfast, e-WOM, Perceived Value and Purchase Intention: A Case Study of Taiwan's Y-Generation Consumers." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/kepvbk.

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碩士<br>中國文化大學<br>觀光事業學系<br>102<br>"Tourism industry" in Taiwan these years the development of a fairly rapid industrializa-tion. With the concept of enhancing people leisure, leisure time increases brought about by tourism trend, making tourism the number of hotel rooms is not enough existing sup-ply increasing demand for accommodation, B & B became the new accommodation types. Since the proportion of Generation Y consumers (1977 to 1995 year born) using network are quite high, Y generation Bs industry participants the importance of con-sumer word of mouth on the Internet deserves attention. Th

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Lidiia, Pulova, and 利達. "Understanding Purchase Intention of Y-generation Female Potential Customers in Taiwan towards Organic Cosmetics Manufactured in Russia:An Extended Model of the Theory of Planned Behavior." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ke4s47.

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碩士<br>中國文化大學<br>全球商務碩士學位學程碩士班<br>107<br>This master thesis has proposed and examined an extended framework based on the Ajzen’s Theory of Planned Behavior (TPB) model with here new variables, Health Concern, Country of Origin image, and Green Trust within the context of green consumption. The aim of this research intends to investigate the causal relationship among purchase intention and its antecedents based on the sample randomly selected from female Y-generation potential customers among three universities located in the Northern part of Taiwan. Due to growing purchasing power, increased di

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Fernandes, António Jorge Alvoeiro. "How motivations for esports consumption influence the esports sponsorship response: the favourability, brand awareness and purchase intention effects." Master's thesis, 2018. http://hdl.handle.net/10071/18744.

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Esports is an emerging sport that is growing exponentially in popularity in the past years. The fact that it is played online, mainly transmitted through web streaming and its inherent international nature, being for the big tournaments which involve teams of every continent, or the players that compose those teams which are from many different countries, creates a new path to be explored for many brands that want to engage in the sponsorship deals. It also creates a new landscape of study for which are the motivations for people to spectate this sport taking into account the differences from

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Wen, Hui-hsin, and 溫蕙新. "A STUDY ON RELATIONSHIPS AMONG QUALITY PERCEPTION, SACRIFICE PERCEPTION, VALUE PERCEPTION, CUSTOMER SATISFACTION, CUSTOMER LOYALTY AND REPEATED PURCHASE INTENTION FOR 3rd GENERATION MOBILE- IN TAIPEI AREA." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/40620634745062772499.

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碩士<br>大同大學<br>事業經營學系(所)<br>97<br>ABSTRACT Taiwan mobile phone market becomes more saturated, the industry is facing intense competition, the development of new customers become increasingly difficult as each service provider is therefore to provide a better service quality, a variety of value-added services to enhance customer satisfaction and value perception of products to further the creation of customer loyalty. Basing on the past research focusing on the relationship between satisfaction, value perception, service quality loyalty, this study further explores the impact of loyalty on repe

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Lin, Pei-Jou, and 林佩柔. "The Influences on Purchase Intention Caused by the Effects of the Consistency of Country-of-Origin's Effect, Self-Congruity and Brand Image ─ The Consumer Behavior of N-Generation in Luxury Goods." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/56660532892836933034.

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碩士<br>國立臺北大學<br>企業管理學系<br>96<br>It has become a growing market for the young consumers in luxury goods in recent years. Several companies in this business have tried to develop this new market aggressively in order to create new image for their old brands. Meanwhile, globalization has induced the companies of luxury goods to reduce their production costs by moving their factories to the areas with lower labor costs such as China. Previous studies found that self-congruity, country-of-origin’s effect and brand image could all affect consumers’ purchasing behavior considerably. This study tried

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Pinheiro, Raquel Maria Freitas. "The influence of experiential marketing on tourist satisfaction, purchase, repurchase and loyalty: The case of Madeira Island." Master's thesis, 2021. http://hdl.handle.net/10071/24213.

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Experiential Marketing is a strategy focused on the creation of unique and memorable emotional experiences. This marketing approach enables co-creation and consumer/brand relationships. In destination tourism this strategy is still not well researched. Therefore, the aim of this dissertation is to understand the influence of experiential marketing on purchase intention, repurchase intention, customer satisfaction and customer loyalty, in the context of Madeira Island. To achieve this, the study proposed a conceptual framework applying experiential marketing through Schmitt’s (1999) strategic e

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WEI-CHIH, CHANG, and 張惟智. "An Exploration with the Approach of Technology Acceptance Model into the Impact of Customer Satisfaction with Electronic Commerce Platform on Loyalty, Word-of-Mouth and Repurchase Intention of Generation Z." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/56992572230585692734.

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碩士<br>聖約翰科技大學<br>企業管理系碩士班<br>105<br>Davis (1989) proposed the technology acceptance model (TAM) to explain the consumer behavior toward technology products. The enthusiastic response of the follow-up researchers and their empirical research substantially explain this phenomenon. The rapid change of consumer behavior in recent years has made the access to online shopping more important. E-commerce platform is the main online shopping access. Therefore, to understand consumer shopping behavior on e-commerce platform is the key to success for every business. In light of the features of e-commerce

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Martins, Miguel Ângelo. "Does ethics in advertisement affect consumption and brand loyalty in the portuguese beer market?: Millennials vs Generation X perception." Master's thesis, 2018. http://hdl.handle.net/10071/18260.

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Nowadays, the market where the main brands operate presents the highest levels of competitiveness ever experienced as well as new obstacles to reach the consumer. However, new forms of communication have emerged over the last few years and the effectiveness of integrated marketing communication systems is currently under discussion. Advertising has long been one of the tools most used by brands to be able to thrive out from other competitors, however in this desire for prosperity the limits of the reasonable are easily overcome and ethics arise. The Portuguese brewery market is undoubte

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Pacheco, Patrícia Alexandre Lopes. "Como atrair e reter a geração Y e geração Z atualmente nas organizações?: O papel dos valores de trabalho e expetativas de carreira." Master's thesis, 2020. http://hdl.handle.net/10071/20941.

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A partir da crescente preocupação em depreender como é que as organizações podem atrair e reter a nova força de trabalho, procedeu-se à análise do contributo dos valores e das expectativas de trabalho das gerações atualmente nas organizações, Geração X, Y e Z, sendo o foco as duas últimas gerações para a compreensão desses fenómenos. Assim, realizou-se um primeiro estudo para caracterização de valores de trabalho e expetativas de carreira destes indivíduos, com caráter descritivo para fornecimento de informações às organizações relativas à atração. Num segundo estudo, direcionado para a retenç

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