Sökning: "attitude and purchase intention"

Visar resultat 16 - 20 av 226 uppsatser innehållade orden attitude and purchase intention.

1. 16. Purchase Intention of Millenials (Gen Y) and Gen Z towards Online Shopping : Investigating the Gen Y and Gen Z Africans living in Sweden

   Magister-uppsats, Högskolan Dalarna/Institutionen för kultur och samhälle

   Författare :Kikelomo Olatunji-Aikomo; [2023]
   Nyckelord :Online shopping; purchase intention; millennial; Gen Y; Gen Z; theory of planned behavior; attitude; subjective norms; perceived behavioral control; green concern; perceived risks;

   Sammanfattning : Purpose: This research aims to test the identified factors that influence the online purchase intentions of millennial (Gen Y) and Gen Z Africans who reside in Sweden and to find out whether there are differences in the online purchase intention between the two generational cohorts. Research design: In order to fulfil the purpose of this study, an online questionnaire was distributed to Gen Y and Gen Z Africans living in Sweden. LÄS MER

3. 17. CSR och klädbranschen : Vilka effekter har H&Ms CSR-strategi?

   Kandidat-uppsats, Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Författare :Beatrice Abrahamsson; Matilda Bodén; [2023]
   Nyckelord :CSR; CSR communication; Brand image; Attitude; Brand attitude; Purchase intention; CSR; CSR-kommunikation; Varumärkesimage; Attityd; Varumärkesattityd; Köpintention;

   Sammanfattning : Research questions: How does the company's CSR communication affect consumers' purchase intention and brand attitude? Purpose: The study aims to examine the relationship between how companies' work with CSR (marketing) influences brand attitude and further purchase intention among consumers in the fashion industry. Method: The study was conducted using a quantitative method and a deductive research approach. LÄS MER

4. 18. More Than Skin Deep : An Investigation of Consumer Behavior Toward Green Skincare Products in the European Context

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Författare :Dana Szalaiova; Mark Vidrinskas; [2023]
   Nyckelord :Skincare; green skincare; sustainable skincare; environmentally friendly skincare; Green Purchase Intention; Theory of Planned Behavior; Attitude; Subjective Norm; Perceived Behavioral Control; Environmental Concern; Environmental Knowledge; Health Concern; Injunctive Norm; Descriptive Norm; Electronic Word-of-Mouth; Price Sensitivity; Availability; Perceived Consumer Effectiveness;

   Sammanfattning : This bachelor’s thesis is a quantitative study examining the factors influencing the Green Purchase Intention of (green) skincare among European consumers. The underpinning theory for this paper was the Theory of Planned Behavior and its influencing constructs such as Attitude, Subjective Norm, and Perceived Behavioral Control, as well as various selected determinants such as Environmental Concern, Environmental Knowledge, Health Concern, Injunctive Norm, Descriptive Norm, Electronic Word-of-Mouth, Price Sensitivity, Availability, and Perceived Consumer Effectiveness. LÄS MER

5. 19. The consumer attitude towards AI in marketing : An experimental study of consumers attitudes and purchase intention

   Master-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Frida Eickhoff; Leonid Zhevak; [2023]
   Nyckelord :AI in marketing; diffusion of Innovation theory; consumer attitudes; Theory of planned behaviour; purchase intention; email marketing;

   Sammanfattning : The use of AI has developed during the recent decades, and the application of it within different markets is continually growing. The application of it within marketing comes with different benefits that allow businesses to engage with the consumer and build a stronger relationship. LÄS MER

7. 20. The effect of Instagram influencers' messages on millennials' purchase intentions and factors that influence these effects : A qualitative study on the impact of attitude, social norms, behavior control, trust and risk on purchase intention

   Kandidat-uppsats, Högskolan i Skövde/Institutionen för handel och företagande

   Författare :Anton Madsen; Sara Mbuyi Tshibangu; [2023]
   Nyckelord :Influencers; influencer marketing; Instagram; millennials; purchase intention; TPB; trust; risk; Influencers; influencer marketing; Instagram; millennials; purchase intention; TPB; trust; risk;

   Sammanfattning : Purpose : The purpose of this research is to explore the effects of instagram influencers' on millennials' purchase intentions. The aim is to examine how the independent determinants of intentions (attitude, subjective norms, perceived behavioral control) and psychological positive and negative triggers (trust respective perceived risk) influence these effects. LÄS MER