Allt som glimmar är inte guld- En kvantitativ studie om olika typer av event, erbjudna av mode-retailers, och dess olika effekter på kunders beteendemässiga intentioner.

Sammanfattning: As the fast growing e-commerce continues to gain market shares, it becomes increasingly important for the physical stores to sharpen their offerings and focus on providing their customers with unique shopping experiences, in order to be competitive in the changing retail landscape. One way of doing this is by providing events in the physical stores, which is something that many retailers today have already adopted. However, how the effects derived from different types of events differ is currently somewhat neglected in research. This thesis aims to investigate whether different events can produce different beneficial effects for a fashion retailer, with regard to customers' behavioral intentions, and thus assess what type of event a fashion retailer should offer. Furthermore, the study aims to identify why one type of event might work better than another. Through an experimental quantitative study, this thesis shows that different types of events offered by a fashion retailer generate different effects on customers' behavioral intentions. Furthermore, it has shown that these intentions are mainly influenced by the expectations of other participants, and the content of the event. Finally, the study's results also show that interest has a certain impact on the various expectations and intentions examined. These findings confirm that different types of events generate different effects on customers, and thus that retailers have a lot to gain by offering the right kind of event to their customers, while also suggesting opportunities for future research.