Rozprawy doktorskie: „Consumer attitude”

1

Goss, Robert Justin. "Spinning Fantasies into Consumer Attitudes: A Fantasy Realization Perspective of Attitude Formation". Thesis, Montana State University, 2006. http://etd.lib.montana.edu/etd/2006/goss/GossR0506.pdf.

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Fantasy Realization Theory (Oettingen 1996) states that people can dwell on their negative reality, fantasize about a positive future, or mentally compare each. When individuals mentally compare, commitment to the goal of achieving their fantasy is influenced by expectations for goal attainability. Consistent with the attitude literature, such expectations can be influenced by the quality of arguments within an advertisement. Merging these ideas, we predicted and found that participants' attitudes toward purchasing a car were influenced by the quality of arguments presented in an advertisement for a car dealership, but only if they mentally compared fantasies and reality.

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Panadis, Sirinya, i Lalita Phongvivat. "Consumer Attitude toward Spa in Thailand". Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12520.

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3

Malkewitz, Keven. "The effect of representational fidelity and product design quality on attitude toward the product and product recognition /". view abstract or download file of text, 2000. http://wwwlib.umi.com/cr/uoregon/fullcit?p9987237.

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Thesis (Ph. D.)--University of Oregon, 2000.
Typescript. Includes vita and abstract. Includes bibliographical references (leaves 167-178). Also available for download via the World Wide Web; free to University of Oregon users.

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4

Westberg, Kathleen J., i n/a. "The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion". Griffith University. School of Marketing, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20050211.124210.

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Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause-related marketing as a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organisation(s) contingent upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This strategy may include additional elements such as sponsorship, sales promotion, co-branding and employee involvement. -- In examining the literature relating to cause-related marketing, a need for further research was identified for a number of reasons. First, there is considerable investment and growth in this strategy both in Australia and overseas. Second, academic and practitioner research have indicated strong consumer support for the concept of cause-related marketing, yet there has been limited evidence to date regarding the effectiveness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies and the efficacy of traditional forms of marketing communications is subject to debate. As such, this thesis explored the following research questions: What is the impact of cause-related marketing on the consumer's response in terms of attitude to the strategy, attitude toward the brand and purchase intention? Do consumers respond more positively toward cause-related marketing than toward sponsorship or sales promotion? To address these questions, an experimental research design incorporating self-administered questionnaires was used. The major finding of this research is that consumers may have a more favourable attitude to cause-related marketing than to either sponsorship or sales promotion, however the brand must be perceived to have a natural association or fit with the cause. Further, cause-related marketing has the ability to engender a more favourable change in attitude to the brand than does sales promotion. This change in attitude is affected by the consumer's attitude to the strategy itself. This study did not, however, demonstrate that exposure to cause-related marketing, sponsorship or sales promotion had a significant effect on purchase intention. Finally, neither gender nor personal values have been shown to influence the above outcomes. The findings of this research have a number of practical implications for the effective use of cause-related marketing.

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5

Westberg, Kathleen J. "The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion". Thesis, Griffith University, 2004. http://hdl.handle.net/10072/366195.

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Cause-related marketing is an emerging area within the marketing discipline, originating in the United States in the 1980s. This thesis defines the term cause-related marketing as a marketing strategy whereby the firm makes a contribution, financial or otherwise, to a nonprofit organisation(s) contingent upon the customer engaging in a revenue providing exchange that satisfies business and individual objectives. This strategy may include additional elements such as sponsorship, sales promotion, co-branding and employee involvement. -- In examining the literature relating to cause-related marketing, a need for further research was identified for a number of reasons. First, there is considerable investment and growth in this strategy both in Australia and overseas. Second, academic and practitioner research have indicated strong consumer support for the concept of cause-related marketing, yet there has been limited evidence to date regarding the effectiveness of this strategy, especially in comparison to other marketing strategies. Finally, in an increasingly challenging business environment, marketing practitioners are seeking to explore new strategies and the efficacy of traditional forms of marketing communications is subject to debate. As such, this thesis explored the following research questions: What is the impact of cause-related marketing on the consumer's response in terms of attitude to the strategy, attitude toward the brand and purchase intention? Do consumers respond more positively toward cause-related marketing than toward sponsorship or sales promotion? To address these questions, an experimental research design incorporating self-administered questionnaires was used. The major finding of this research is that consumers may have a more favourable attitude to cause-related marketing than to either sponsorship or sales promotion, however the brand must be perceived to have a natural association or fit with the cause. Further, cause-related marketing has the ability to engender a more favourable change in attitude to the brand than does sales promotion. This change in attitude is affected by the consumer's attitude to the strategy itself. This study did not, however, demonstrate that exposure to cause-related marketing, sponsorship or sales promotion had a significant effect on purchase intention. Finally, neither gender nor personal values have been shown to influence the above outcomes. The findings of this research have a number of practical implications for the effective use of cause-related marketing.
Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Marketing
Full Text

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Blomqvist, Anna, Louise Nyman i Frida Lennartsson. "Consumer Attitudes Towards Online Grocery Shopping : A Research Conducted on Swedish Consumers". Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26652.

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Purpose: The aim of this research is to investigate if positive attitudes influence the intentions to purchase groceries online. In order fulfil the purpose and test the relationship between attitudes and intentions, the Theory of Planned Behaviour is used as the underlying theoretical model. Background: The e-commerce market in Sweden is regarded as one of the most developed e-commerce markets in Europe, however the grocery market is still striving for an online breakthrough. One of the largest obstacles for the online grocery market is the lack of consumer adoption. Previous research has emphasized the importance of understanding consumer attitudes and its influence on the consumers’ intention to adopt an e-commerce behaviour. Existing theories recognize a gap within positive attitudes’ and their influence on the intentions to adopt e-commerce. Method: An explanatory strategy and a deductive approach were applied in order to test the Theory of Planned Behaviour. Three hypotheses were developed based on the model. The empirical study was based on a quantitative approach and the data collection was made possible through an online survey targeted towards adults in Sweden. Furthermore the analysis of the data was done in SPSS through factor analysis, correlation matrix, descriptive variables and multi linear regression analysis, this provided answers for the hypotheses with a 95% confidence interval. Findings and conclusion: The analysed empirical findings presented overall positive attitudes, as well as a strong correlation between positive attitudes and intentions within online grocery shopping. This answers the research question and fulfils the purpose of examining the influence that positive attitudes have on intentions within the field of online grocery shopping. This research successfully tests the Theory of Planned Behaviour and suggestions for further research is to examine the underlying factors in a qualitative study.

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7

Chen, Xiaoyan. "Essays on mobile commerce, consumer adoption, and privacy concerns". Rennes 1, 2011. http://www.theses.fr/2011REN1G022.

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Le développement explosif du m-commerce est probablement le principal phénomène récent en matière de commerce de détail et de comportement du consommateur. Les grandes marques traditionnelles se battent pour maintenir leurs avantages concurrentiels à travers les technologies du mobile, les firmes émergentes s’efforcent d’entrer sur ce nouveau marché en s’appuyant sur des idées innovantes, et les consommateurs apprécient la commodité et le plaisir apportés par les nombreuses applications des mobiles. Ces dernières années, des « intelliphones » sophistiqués, des utilisateurs plus expérimentés et des stratégies de firmes venant à maturité ont rendu le m-commerce plus intégré et plus complexe. Ce changement nous fournit de nouvelles occasions de repenser la structure des marchés. La thèse explore l’état de l’art en matière de m-commerce et les croyances des consommateurs à travers trois essais qui constituent autant d’articles à envoyer pour publication. Le premier essai est une tentative destinée à explorer ces nouvelles caractéristiques et tendances du m-commerce actuel et analyse comment le comportement du consommateur évolue à travers lui. Il fournit aussi une courte enquête sur les attitudes des consommateurs car en pratique l’acceptation des utilisateurs varient considérablement selon les applications. Une revue des recherches empiriques est proposée qui met en avant certains faits marquants liés à l’adoption du m-commerce. Le deuxième essai vise à explorer les intentions comportementales des consommateurs face à l’usage d’un type d’application particulier, le context-aware service (CAS) ou service contextualisé pris comme représentative du m-commerce actuel. Je propose un modèle d’adoption du CAS et évalue sa validité à partir d’un échantillon de 291 répondants chinois. Le test porte sur deux théories d’adoption des technologies de l’information et compare leur validité dans le contexte du m-commerce actuel. Les résultats montrent que, même si de bonnes capacités prédictives ont été trouvées en gros, les pouvoirs explicatifs de deux variables habituels dans ces modèles sont surprenants. Le troisième essai explore l’impact des questions de vie privée sur les intentions des consommateurs de révéler des informations les concernant. Il établit que le m-commerce actuel a la capacité de second exchange (deuxième échange) qui entraîne les consommateurs à fournir des informations personnelles comme une pré-condition au plaisir d’utiliser les services des mobiles ; en conséquence, les problèmes de vie privée deviennent perturbant aussi bien pour les fournisseurs de services que pour les utilisateurs. Fondé sur la théorie du calcul de vie privée, je construit un modèle théorique complet et le teste empiriquement. Les résultats montrent à l’évidence que les problèmes de vie privée ont un impact négatif sur les intentions des consommateurs, mais il existe un paradoxe encourageant pour les fournisseurs de service et les participants
The explosive development of m-commerce is probably the main phenomenon in recent retailing and consumer behavior. Traditional brand giants are struggling to maintain their competitive advantages through mobile technologies; emerging firms are striving to enter this new business by relying on innovative ideas; and consumers are enjoying the convenience and pleasure brought by numerous mobile applications. In recent years, sophisticated Smartphone, more experienced users, and related firms’ strategies coming to maturity, have made m-commerce more integrated and complex. This shift provides us some new opportunities to rethink market structure. The dissertation explores the state-of-art of mobile commerce and consumer belief on it, by three essays. The first essay is an early attempt to explain those new features and tendencies of current m-commerce, and analyzes how consumer behavior evolves through them. This essay also provides a short investigation of consumers’ attitudes, because in practice the users’ acceptance varies quite dramatically between different applications. As survey basis, an empirical research review is performed, which highlights some interesting facts concerning m-commerce adoption. The second essay aims to explore consumers’ behavioral intentions to use a kind of compelling and interesting mobile application, context-aware service (CAS), which has been taken as a representative of current m-commerce. I propose a CAS adoption model and empirically evaluate the model using 291 respondents in China. Also, the essay tests two traditional IT adoption theories and compares their validities in the present m-commerce area. The results show that, although good predicting capabilities were found in whole, the explanatory powers of two variables from different classic models are rather surprising. The third essay explores the impact of the privacy concerns on consumers’ intention to disclose information. This essay states that today’s m-commerce has the particular prosperity of second exchange, which makes consumers provide personal information as a precondition for enjoying mobile service; consequently, privacy problems become disturbing to both m-services providers and users. Based on privacy calculus theory, I construct a comprehensive theoretical model and test it empirically. The results indicate that privacy concerns indeed have a significant negative impact on consumers’ intentions; but there exists a privacy paradox, which could be encouraging news for mobile servicers and participants

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Landeck, Michael. "Toward a Theory of Consumer Attitudes Regarding Products of Foreign Origin: a Multiattitude Expectancy-Value Approach". Thesis, North Texas State University, 1988. https://digital.library.unt.edu/ark:/67531/metadc332355/.

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This dissertation focuses generally on consumer behavior, and particularly on consumer attitudes toward products of foreign origin for the purpose of developing a theory that will assist in explaining and predicting this phenomenon. Existing research in the area of country of origin effects upon consumer attitudes toward foreign-made products demonstrates significant methodological limitations such as single cue approaches., The major objective of this dissertation is to contribute to the development of a theory based upon the expectancy-value attitude concept to better explain and predict consumer attitudes toward products of foreign origin. To achieve this objective, the research attempts to overcome the limitations identified in attitude research and specific methodological deficiencies in research focusing on attitudes toward products of foreign origin by: 1. utilizing the expectancy-value approach; 2. basing operationalization of the attitude concepts on Likert-like scales and subjective conditional probabilities; 3. measuring the operationalized attitudes both directly and indirectly via beliefs and evaluations; 4. simultaneously including multiple extrinsic cues; 5. including pictorial cues in the questionnaire; and 6. performing and reporting validity and reliability tests. The general model developed in this research, representing the theory of attitudes toward products of foreign origin is the Foreign Product Attitude Model (FPAM). This dissertation will concentrate on an extracted part of the total model, namely the relationships between the informational stimuli cues and the attitudinal response. The informational extrinsic informational cues include the country of origin, the brand name, the store image and an involvement covariate. By concentrating on the above relationships it is hoped that this study will contribute to a better understanding of the direct effects of the informational stimuli upon the attitude toward a product of foreign origin. The country of origin effect and the other extrinsic cues (brand name and store image) were found to have significant effects on consumer attitudes toward products, explaining almost 20 percent of the total variance.

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9

Özkan, Petek, i Xiaudan Wu. "Chinese and British Consumer Attitude Towards Online Purchasing of Cosmetics". Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9777.

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10

Mecit, Alican. "Four essays on psycholinguistic effects in consumer behavior and consumer-object relations". Thesis, Jouy-en Josas, HEC, 2021. http://www.theses.fr/2021EHEC0002.

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Dans le premier essai, j’examine la langue en tant que nouveau facteur d'anthropomorphisme. À travers huit études, je montre qu’au sein des langues genrées comme le français, les marques de genre que présentent les noms d’entités non humaines influencent la façon dont les individus se représentent mentalement ces entités, et augmentent par conséquent leurs tendances généralisées à anthropomorphiser les objets de consommation. Je démontre ces effets à la fois en comparant les différences naturelles dans les tendances à l’anthropomorphisme entre les langues (par exemple, l’anglais, le français, l’italien), et en manipulant la présence de marques de genre pour les non humains au sein d’études intralinguistiques. Je montre en outre que, dans les langues genrées, le genre grammatical des noms d’entités non humaines, quoique sémantiquement arbitraire, influence les interactions des consommateurs avec les marques et les objets de consommation en conformité avec les connotations de féminité et de masculinité. Dans le deuxième essai, je cherche à savoir si la marque grammaticale de genre des noms de maladies affecte l’appréciation des risques par les consommateurs. En français et en espagnol, le nom de la maladie résultant du coronavirus (COVID-19) est grammaticalement féminin, tandis que le virus responsable de la maladie (coronavirus) est masculin. Dans une série d'expériences avec des francophones et des hispanophones, j’observe que le genre grammatical affecte les jugements liés au virus en conformité avec les stéréotypes de genre : les termes féminins (vs masculins) relatifs au virus amènent les individus à lui attribuer moins de caractéristiques masculines stéréotypées, ce qui réduit dès lors leurs perceptions du danger. Cet effet se généralise aux comportements préventifs des consommateurs ainsi qu'à d'autres maladies, et se trouve modéré par les différences individuelles en termes de stéréotypes sexuels chroniques. Dans le troisième essai, j’examine si la manière dont on se positionne par rapport au temps affecte les inférences que l’on tire de la vitesse perçue du temps. Les résultats de quatre expériences montrent que, lorsque le temps est perçu comme étant passé rapidement, les gens accélèrent pour compenser le temps perdu. Le fait que l'on se représente comme un agent en mouvement sur une ligne temporelle immobile ou un agent immobile sur une ligne en mouvement modère cet effet : les personnes qui se représentent comme des agents en mouvement sont plus susceptibles d’inférer leur vitesse de la vitesse du temps, et deviennent plus rapides (lentes) lorsqu'elles voient le temps passer plus rapidement (lentement) que prévu. En conséquence, elles sont davantage confrontées à des compromis cognitifs, tels que l’imprécision et l'impulsivité, que les personnes qui se représentent comme des agents immobiles sur une ligne en mouvement. Dans le dernier essai, je m’intéresse à la question de savoir si l'attribution de caractéristiques humaines à des entités non humaines facilite le processus inverse de déni des caractéristiques humaines à d'autres humains (déshumanisation). À travers quatre études, je montre que la tendance à l'anthropomorphisation est corrélée positivement à une tendance à déshumaniser les autres individus, ainsi qu’au soutien à des politiques de déshumanisation ; l’usage d’appareils dotés de caractéristiques humaines est associé à la fois à un anthropomorphisme et à une déshumanisation accrues. Je montre, à l’aide de preuves causales, que l’exposition à des signaux anthropomorphiques, comme un robot humanoïde, accroît la tendance à la déshumanisation et au déni d’émotions secondaires aux autres individus. J’observe de plus que la déshumanisation ne se produit qu’au sein d’interactions avec des objets anthropomorphisés et que les attitudes diverses des consommateurs envers l’objet anthropomorphisé modèrent l’effet, les attitudes plus favorables conduisant ironiquement à plus de tendances à la déshumanisation
In the first essay, I investigate language as a novel antecedent of anthropomorphism. Across eight studies, I show that gender-marking of non-human nouns in gendered languages (e.g., French) influences the way individuals mentally represent these entities, and as a result increases their generalized tendencies to anthropomorphize consumption objects. I demonstrate the effects both by comparing anthropomorphism as a function of natural differences in languages (e.g., English, French, Italian) and by manipulating the presence of gender-markings for non-humans in within-language studies. I further show that within gendered languages, grammatical gender of non-human nouns, although semantically arbitrary, influences consumers’ interactions with brands and consumption objects consistent with connotations of femininity and masculinity. In the second essay, I test whether the grammatical gender mark of diseases affects consumers’ risk judgements. In French and Spanish, the name of the disease resulting from the virus (COVID-19) is grammatically feminine, whereas the virus that causes the disease (coronavirus) is masculine. In a series of experiments with French and Spanish speakers, I find that grammatical gender affects virus-related judgments consistent with gender stereotypes: feminine- (vs. masculine-) marked terms for the virus lead individuals to assign lower stereotypical masculine characteristics to the virus, which in turn reduces their danger perceptions. The effect generalizes to precautionary consumer behavioral intentions as well as to other diseases, and is moderated by individual differences in chronic gender stereotyping. In the third essay, I study whether attributing humanlike characteristics to non-human entities facilitate the inverse process of denying human characteristics to other humans (dehumanization). Across four studies, I show that the tendency to anthropomorphize is positively correlated with a tendency to dehumanize other individuals, as well as with support for dehumanizing policies; the use of technological devices with humanlike characteristics is associated both with increased anthropomorphism and increased dehumanization. Causal evidence shows that priming with anthropomorphic cues, such as a humanlike robot, increases dehumanization and denying secondary emotions to other individuals. Furthermore, I find that dehumanization only occurs in interactions with anthropomorphized objects and that consumers’ attitudes toward the anthropomorphized object moderates the effect, with more favorable attitudes ironically leading to greater dehumanization tendencies. In the last essay, I study whether the way one talks and thinks about time affects the inferences s/he draws from the perceived speed of time. The results of four experiments show that when time is perceived to have passed quickly, people speed up to compensate for the lost time. Whether one conceptualizes herself as a moving agent on a stationary timeline or a stationary agent on a moving timeline moderates this effect. People who conceptualize themselves as moving agents are more likely to infer their speed from the speed of time, and become faster (slower) when they experience time passing unexpectedly quickly (slowly). As a result, they suffer from cognitive trade-offs, such as inaccuracy and impulsivity, more than those who conceptualize themselves as stationary agents on a moving timeline

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Mills, Juline. "Consumer Attitude Towards Branded Quick-Service Foods on Domestic Coach Class In-Flight Menus". Thesis, University of North Texas, 2000. https://digital.library.unt.edu/ark:/67531/metadc2562/.

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This study examined consumer attitude towards adding branded quick-service items on domestic airline in-flight menus with the aim of assessing the variables of perceived customer value and customer satisfaction. A random sample of one hundred sixteen frequent flyers residing in the United States participated in the study. An examination of consumer attitude towards branded quick-service menu items if introduced on domestic in-flight menus was performed. Multiple regression analysis was used to determine which of the four relationships was the most significant. The results showed that frequent flyer satisfaction with branded quick-service food items had the most significant relationship with perceived satisfaction of adding branded quick-service foods to coach class in-flight meal service.

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Botic, Heidi, i Kuntola Choudhury. "Fast Fashion : To explore Generation Y's attitude toward fast fashion; a Swedish consumer perspective". Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43898.

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Background: Fast fashion is a rather new business strategy and is defined to be affordable and fashionable apparel that is directly copied from catwalks. The concept was initially introduced by Amancio Ortega’s well-known store, called Zara which mostly targets Generation Y consumers. Due to globalization and progress in technology it makes it possible for retailers to use cheap resources and cheap manufacturing from third-world countries which makes this strategy profitable. In these third world countries the working conditions and wages are poor, and the workers are exposed to toxic chemicals used in the fabrics. These toxic chemicals also affect the environment negatively by polluting the oceans and the earth. It also contributes to the overconsumption due to the rapid change in trends and their short life cycle. Purpose: The purpose is to understand how Swedish Generation Y consumers behave towards fast fashion and their attitudes toward this. Method: This study has used a qualitative approach, so the data was gathered through 12 interviews. All the participants were of Generation Y, age 17-37. The interviews were semi-structured with open-ended questions. A method of purposive sampling was used meaning that the participants were chosen by the judgement of the authors. Furthermore, the thesis is a case study where the case is the fast fashion industry. Findings: The results show that there is an existing link between attitudes and behaviour where several factors affect this. For this particular generation, style and price were two important factors linked to behaviour. Social media and other social surroundings, such as family and friends, also affect their consumption pattern. The findings also show that Generation Y view sustainability as something important, however regarding fast fashion something else is indicated.

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Saénger, Jonathan, Sahlin Marcus i Uhler Chris. "Adoption of Disruptive Technologies : Exploratory research into consumer attitude formation regarding Bitcoin adoption". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104765.

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Attitudes are based on motivations and are formed in anticipation that the person will handle similar information at a later date. Attitudes are, therefore, necessary collections of pre-determined behavioral intents toward certain information (Solomon et al., 2016). Attitudes and their underlying functions form using a hierarchical structure where certain elements hold the primacy of effect over the remainder. These elements affect, behavior, and cognition as presented by Solomon and colleagues (Solomon et al., 2016). This study aims to explore how investors form attitudes towards the adoption of unfamiliar attitude objects, specifically when confronted with communications regarding Bitcoin adoption. The reason for this study is threefold; firstly, congruent academia has only conducted temperature checks on already established attitudes towards Bitcoin from diverse crowds in a spread of non-western cultures (Gagarina et al., 2019; Anser et al., 2020). Secondly, the aforementioned studies incorporated loosely defined sample groups. Understanding technology adoption, following the theories of Rogers (1995), requires that inaugural research is done on those who are most likely to adopt the technology. Lastly, congruent research has yet to tackle attitude formation on Bitcoin as an asset. Established research all commit to researching already established attitudes on a less niched sample (Gagarina et al., 2019; Yoo et al., 2020). The conclusion of said studies found thematic, contextual antecedents to why certain participants had certain attitudes. However, these studies do not explore the underlying hierarchy or function of said attitudes. To fill such a gap, a study following a deductive, exploratory nature was developed. Through thematic coding of qualitative interviews, this study contributes to the existing literature in two aspects: first, active Swedish investors rely on affective reasoning when faced with this particular unfamiliar attitude object. Second, such affective reasoning is most likely a result of participants defaulting to the grouping of information within the knowledge function, as no cognitive baseline (in the form of understanding price developments in Bitcoin) could be established. The general attitude formation followed an affective dominant, low-involvement hierarchy created through the knowledge function.

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Saleem, Bilal, i Alena Recker. "The Effects of Consumer Knowledge and Values on Attitudes and Purchase Intentions : A Quantitative Study of Organic Personal Care Products Among German Female Consumers". Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet (USBE), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-91031.

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The purpose of this study was to examine the effect of different types of consumer knowledge and values on their attitude towards buying organic personal care products and their purchase intentions of organic personal care products. The aim was to make a theoretical contribution to the research area of consumer behaviour in the context of organic products. As no research had been conducted on how different types of consumers’ knowledge affect their attitudes towards buying organic products and their purchase intentions of organic products, this study aims to address this research gap. In addition, while previous studies have mainly focused on organic foods this study aims to enhance knowledge about the little researched sector of organic personal care products.

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Axelsson, Erica, i Natasha Jahan. "Consumer attitude towards Corporate Social Responsibility within the fast fashion industry". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-256315.

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Todays’ consumer society has forced companies to work towards a sustainable society. Consumers consider a company’s work with Corporate Social Responsibility (CSR) as necessary and expect companies to work ethically. However, fast fashion consumers’ also demand a low price and rapid changes in trends. Therefore, the purpose of this thesis is to understand fast fashion consumers’ attitude towards, and the importance of, companies working with CSR. By conducting a questionnaire on Cubus’ customers in Uppsala, information has been gained in order to investigate this phenomenon. The results show that the majority of the respondents have a positive attitude towards CSR, but were not a deciding factor when shopping at Cubus. From this study, we can draw the conclusions that even though the majority of the respondents had a positive attitude towards CSR, other factors were of greater importance. This validates the phenomenon about fast fashion customers’ demand for a low price and fast changing trends.

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Gruber, Verena, i Bodo B. Schlegelmilch. "How Techniques of Neutralization Legitimize Norm- and Attitude-Inconsistent Consumer Behavior". Springer, 2013. http://epub.wu.ac.at/4025/1/gruber.pdf.

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In accordance with societal norms and values, consumers readily indicate their positive attitudes towards sustainability. However, they hardly take sustainability into account when engaging in exchange relationships with companies. To shed light on this paradox, this paper investigates whether defense mechanisms and the more specific concept of neutralization techniques can explain the discrepancy between societal norms and actual behavior. A multi-method qualitative research design provides rich insights into consumers' underlying cognitive processes and how they make sense of their attitude-behavior divergences. Drawing on the Ways Model of account-taking, which is advanced to a Cycle Model, the findings illustrate how neutralization strategies are used to legitimize inconsistencies between norm-conforming attitudes and actual behavior. Furthermore, the paper discusses how the repetitive reinforcement of neutralizing patterns and feedback loops between individuals and society are linked to the rise of anomic consumer behavior. (authors' abstract)

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Karim, Azizul. "Does Facebook and Instagram Advertisement have an impact on Consumer Attitude?" Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106987.

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Social media has been effectively changed the marketing strategies of different companies. Theprocess of advertising on social media also attracts negative comments on the brands and institutionsmaking such advertisements. The paper sought to establish the impact of such advertisements onoverall consumer attitudes. As such, the paper set out different components like brand equity, brandattitude, digital word of mouth, social media marketing, and consumer relationship with the productas part of the components. The major independent and dependent variables were digital mediamarketing and consumer-brand attitude, respectively. The quantitative/primary data was collectedfrom people on different social media platforms, including Facebook and Instagram. A survey wasconducted, and the analysis was done with the SPSS software. The analysis specifically involvedlinear regression, which eventually demonstrated that the advertisements positively impact suchcomponents, including consumer and brand relationships. The conclusion was that, indeed, there is apositive relationship between digital media marketing and consumer-brand attitude.

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soponprapapon, varanya, i Tachchaya Chatchotitham. "Consumer behavior of Thai People Toward Hotel Reservation Online". Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12631.

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Apell, Karlsson Jennifer, Moa Gustafsson i Rikard Rasmusson. "Consumers' Response to Irresponsible Corporate Behaviour : A Study of the Swedish Consumers' Attitude and Behaviour". Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26693.

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How companies in the apparel industry produce their products is receiving increasingly more attention, both in the society and marketplace, as well as by consumers. Despite the increasing amount of corporate scandals and corporate irresponsibility within the apparel industry, the previous research conducted within this field has mainly focused on how positive CSR affects consumers. This thesis aims to investigate how Swedish consumers’ attitude and behaviour are affected by negative CSR in the apparel industry. In order to fulfil the purpose of this thesis, a mix of quantitative and qualitative research was used to conduct an abductive study. The data was gathered through a survey posted on social media and by performing semi-structured interviews with participants consisting of Swedish consumers. The authors of this thesis have identified that Swedish consumer’s attitude is affected by negative CSR performed by apparel companies. However, the change in consumer attitude did not necessarily transfer into a change in behaviour, which generates an attitude-behaviour gap. The key barriers identified contributing to this gap are Swedish consumers’ lack of knowledge, and that they generally value personal needs and wants such as price, quality, and style greater than social responsibility.

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Cullen, Thomas Leshner Glenn. "The effects of mortality-salience inducing direct-to-consumer prescription drug commercials on viewer attitude toward high and low status brands". Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6539.

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The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on November 13, 2009). Thesis advisor: Dr. Glenn Leshner. Includes bibliographical references.

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Sultan, Muhammad Umar, i Md Nasir Uddin. "Consumers’ Attitude towards Online Shopping : Factors influencing Gotland consumers to shop online". Thesis, Högskolan på Gotland, Institutionen för humaniora och samhällsvetenskap, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-914.

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In the era of globalization electronic marketing is a great revolution. Over the last decade maximum business organizations are running with technological change. Online shopping or marketing is the use of technology (i.e., computer) for better marketing performance. And retailers are devising strategies to meet the demand of online shoppers; they are busy in studying consumer behavior in the field of online shopping, to see the consumer attitudes towards online shopping. Therefore we have also decided to study consumer’s attitudes towards online shopping and specifically studying the factors influencing consumers to shop online. The population selected for the research is Gotland, and narrowed down to Gotland University students, University cafeteria and Gotland Public library, the sample size selected for this research is 100 and we have used convenience sampling technique. Our findings indicated that among the four factors selected for this research the most attractive and influencing factor for online shoppers in Gotland is Website Design/Features, following convenience the second most influencing and thirdly time saving. Results have also showed that security is of important concern among online shoppers in Gotland. The research has also found that there are some other factors which influence online shoppers including, less price, discount, feedback from previous customers and quality of product. For the second research question i.e. who are online shoppers in term of demography: the correlation results for the age and attitudes towards online shopping has showed that elderly people are not so keen to shop online. Whereas for education it is concluded that higher education makes online shopping less attractive, for the income the correlation results are so weak hence we could not conclude anything out of it. It is expected that this study will not only help retailers in Gotland to devise successful strategies for online shoppers but it will also provide a base for similar studies in the felid of consumer attitudes towards online shopping.

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Lundemo, Dahlin Emma, i Diana Araf. "How Brand Activism Affects Consumer Attitude : A study on Swedish consumers’ attitudes towards companies using brand activism, with the Black Lives Matter movement as context". Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-434884.

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Black Lives Matter rörelsen engagerade människor både internationellt och nationellt under våren 2020. Företag var inte sena med att ta ställning och visa deras stöd i frågan, vilket ledde till olika typer av reaktioner bland deras konsumenter. Denna studie ämnar undersöka svenska konsumenters attityd gentemot företag som använder sig av brand activism som svar på sociala rörelser, där Black Lives Matter valts som empiriskt kontext. Studien ämnar också besvara vilka de viktigaste aspekterna bakom konsumenters attityd är. En förstudie har gjorts genom netnografi och empiri har samlats in genom en webbenkät med 260 svenska respondenter. Studiens analys och resultat tyder på att respondenternas generella inställning till brand activism är positiv i de fall då respondenterna anser att den sociala rörelsen som stöttas är viktig. Det finns dock tre dimensioner som påverkar den övergripande attityden. Dessa är autentiskt innehåll, attityd gentemot företaget och värdet i handlingar. Inom dessa dimensioner utrönas flertalet teman där företagets historia och storlek, innehållet i själva budskapet samt att det genomsyrar organisationen är de viktigaste. Vidare är även temana utbildande, genuin och handlingskraftig kommunikation inom brand activism viktiga delar att ta med sig från resultatet.
The Black Lives Matter movement engaged people both internationally and nationally in the spring of 2020. Companies were not late to join in and show their support in favour of the movement, which led to various reactions among their consumers. This study aims to examine the attitude of Swedish consumers towards companies that use brand activism as a response to social movements, where the Black Lives Matter movement serves as an empirical context. The study also intends to answer what the key aspects behind the studied consumer attitudes are. A prestudy has been done through netnography and empirical data has been collected for the main study through a web survey with 260 Swedish respondents. The study’s analysis and results indicate that the respondents’ general attitude towards the use of brand activism is positive in cases where the respondents believe that the social movement being endorsed is of importance. However, there are three dimensions that affect the overall attitude. These are authentic content, attitude towards the company and the value of actions. Within these dimensions several themes are identified, where the company’s history and size, the content of the message itself and that it permeates the organization are the most important. Furthermore, the themes of educational, genuine and actionable communication within brand activism are also important takeaways from the result.

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Van, La Khanh, i khanh van la@rmit edu au. "Customer Loyalty in Web-based Retailing". RMIT University. Management, 2006. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20070108.150426.

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E-commerce is increasingly recognised as an integrated, rather than independent, part of the retail industry. As online competition grows and online marketing activities intensify, the importance of customer loyalty in e-retailing has also taken central stage in marketing research. This study explores the nature and characteristics of e-loyalty and its direct and indirect antecedents. Drawing from the literature on customer loyalty in the traditional, offline business context, it contends that e-loyalty is determined primarily by the quality of the relationship between an Internet retailer and its customers, and the customers' overall satisfaction with the retailer. Relationship quality, in turn, is influenced by the levels of perceived safety, trust and commitment that customers have in relation to their retailer, while service quality, Web site quality and value perception contribute to overall customer satisfaction in this context. Thus, relationship quality and overall satisfaction mediate the relationship between e-loyalty and its indirect predictors. To test these relationships, over 500 customers of four Australian Internet retailers were surveyed online. The questionnaire contains 92 indicators that have been either employed in prior research, or newly developed based on existing theory. These indicators were first factor analysed to determine the underlying dimensions of the research constructs. The relationships between these constructs were subsequently tested using structural equation modelling (SEM). In general, most hypothesised relationships were well supported, suggesting a consistency in the relationships between these constructs across online and offline settings. To this extent, the results indicate that existing offline marketing theories can provide a platform to create a body of knowledge pertinent to Web-based marketing. The results of the analysis, however, also show that not all hypothesised relationships could be upheld. Also, the findings indicate that the dimensionality of some constructs differs, to varying degrees, from what is reported in prior studies. These suggest that online consumer perception and behaviour are likely to differ, in some way, from those in the offline context, signalling a need for more context-specific research into this domain. On the whole, the study confirms the existence and benefits of customer loyalty in online retailing. In addition, it identifies four underlying dimensions of e-loyalty. Dimension 1 comprises behaviours commonly cited as the most prominent and beneficial indicators of customer loyalty (such as repurchase behaviour and word-of-mouth communication). Dimension 2 reflects the level of attachment that loyal customers feel towards their retailers. Dimension 3 indicates customer willingness to adjust their consumption patterns in favour of the retailer's range of offerings. The last dimension is related to customer willingness to move beyond a pure buyer-seller relationship, and to engage in partner-like behaviours (e.g., tolerating mistakes and providing feedback). With regard to relationships between the research constructs, the SEM results confirm that service quality, web site quality, and value perception are major predictors of overall satisfaction, while trust and commitment, but not safety perception, are antecedents of relationship quality. E-loyalty is not found to be significantly affected by overall satisfaction, whereas relationship quality only has a slightly noticeable impact on this construct. The findings thus fail to support the notion that customer satisfaction and relationship quality are two major antecedents of e-loyalty. The results also do not support the speculation that satisfaction and relationship quality are the main mediators of the relationship between e-loyalty and its primary antecedents. On the contrary, e-loyalty is found to be influenced directly by customer commitment, value perception and service quality, and indirectly by Web site quality, safety perception and trust. With online shopping growing in popularity, insights into the dimensionality of e-loyalty, as well as the factors that engender e-loyalty, can provide a useful framework on which appropriate marketing strategies could be developed to enhance the loyalty of online shoppers. To this extent, findings from this research are meaningful not only for marketing academics but, also, for Internet retailers.

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Greybe, Frikkie. "The influence of endorsed professional surfers on consumer attitude towards surf brands". Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008470.

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Sport, with the help of the media, plays a huge role in today’s society. Sport fans are following their favourite athlete and teams religiously as they compete locally and internationally. Over a century ago, the first professional athlete was endorsed. Since then companies are investing millions of dollars in athlete endorsement to promote brand awareness under consumers. The surfing industry is no different. With the Association of Professional Surfers (ASP) world tour, the big surf companies are jumping at the opportunity to sponsor pro surfers to market their products. Previous studies have shown athletes can evoke both positive and negative attitudes towards their endorsing brand thus effecting company’s sales. The aim of this study was to research the influence these endorsed pro surfers have on consumer behaviour towards their brand in a local market. A qualitative study was done on local surfers in Port Elizabeth, South Africa. Results showed that favourite surfers evoke a positive attitude towards their sponsoring brand. However this influence does not seem to be as significant as in other sports. Surf companies within the industry should be aware of the big influence age has on the consumers behaviour and that different age groups follow different surfers. Companies should choose to sponsor professional surfers that fit the image of the company and the products, not necessarily the professional surfer who performs the best. Using professional surfers in advertising of products does create better brand awareness, but endorsed professional surfers are not likely to change consumer’s perceptions of the endorsing brand’s products.

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Yang, Mingyan, Sarah Al-Shaaban i Tram B. Nguyen. "Consumer Attitude and Purchase Intention towards Organic Food : A quantitative study of China". Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-34944.

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Purpose – The purpose of this study is to investigate the influential factors on consumer attitude towards organic food in a rapid growing market and how the attitude influences consumer purchase intention. Design/methodology/approach – after reviewing relevant literatures, a research model was developed based on six hypotheses. The model was tested by conducting an online survey on Chinese consumers. Findings – Four out of six hypotheses were accepted. In specific, health consciousness, consumer knowledge and personal norms obviously showed their impacts on Chinese consumer attitude and the last hypothesis indicates the positive relationship between attitude and purchase intention. Originality/value – Since two hypotheses from the research model were rejected, a new model was developed which is particularly represented for Chinese market. Keywords - Consumer attitude, Organic food, Health, Consumer knowledge, Environmental, Norms, China, Purchase intention Paper type - Research paper

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Morel, Magali, i Francis Kwakye. "Green marketing: Consumers´ Attitude towards Eco-friendly Products and Purchase Intention in the Fast Moving Consumer Goods (FMCG) sector". Thesis, Umeå universitet, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-59596.

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The research study is on the green marketing but specifically on consumers’ attitudes and purchase intention of eco-friendly products. It has been the global concern for the purpose of the preservation of the polluting and degradation of environment. Many studies have been done on the green marketing exploring the importance of the topic and relationship to the attitude and purchasing behavior of the consumers of eco-friendly products. Through the vital information provided by the expertise, competent and experience researchers, companies have understood the importance of green marketing in order to produce eco-friendly products and these provided much rich information for the literature studies of the thesisThe objective of this research was looked into and explored the influencing of the four traditional marketing-mix elements, satisfaction and word of mouth (WOM) on attitude and purchasing intentions of consumers on eco-friendly products specifically fasting moving consumer goods (FMCG) or non-durable ones. The purpose of the study was to obtain information from consumers’ point of view. Furthermore, one perspective of the study was to look into the comparison of the Swedish and the Non-Swedish their attitudes towards eco-friendly products. A questionnaire provided to obtain the views of the Swedish and others nationalities, how they are influenced by the marketing-mix elements (4P), satisfaction and WOM concerning green attitudes and purchase intention of eco-friendly products. A quantitative approach was adopted for the study by using a questionnaire, one paper version and another online version the total sample was composed of 174 respondents, 81 were collected through internet by using Google.doc surveys and Facebook and 93 by using standard paper questionnaire form. Furthermore, convenient sample was used to collect data so the chosen boundary was Umeå University and its residents.Our findings indicated that consumers who already bought eco-friendly products and those who are satisfied by these previous purchases were willing to repeat purchases. Indeed satisfaction goes with purchase intention. Furthermore the importance of WOM and Advertising about green products the fact that consumers believe in green claim explain the variance of the purchase intention. Positive attitudes concerning willingness to pay an extra price for green products are also correlated with purchase intention. However we discovered also that positive attitudes towards green products do not always lead to action i.e. purchase of these products. Our findings demonstrated that there were differences in attitudes and purchase intention toward green products between mainly the women and men and between the Swedish and the Non-Swedish.

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Scholderer, Joachim. "Consumer attitudes towards genetically modified foods in Europe : structure and changeability". Phd thesis, Universität Potsdam, 2004. http://opus.kobv.de/ubp/volltexte/2006/624/.

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Genetically modified foods have been at the center of debate in European consumer policy in the last two decades. Although the quasi-moratorium has been lifted in May 2004 and the road to the market is in principle reopened, strategies for product introduction are lacking. The aim of the research is to assess potential barriers in the area of consumer acceptance and suggest ways in which they can be overcome. After a short history of the genetically modified foods debate in Europe, the existing literature is reviewed. Although previous research converges in its central results, issues that are more fundamental have remained unresolved.

Based on classical approaches in attitude research and modern theories of social cognition, a general model of the structure, function and dynamics of whole systems of attitudes is developed. The predictions of the model are empirically tested based on an attitude survey (N = 2000) and two attitude change experiments (N = 1400 and N = 750). All three studies were conducted in parallel in four EU member states. The results show that consumer attitudes towards genetically modified foods are embedded into a structured system of general socio-political attitudes. The system operates as a schema through which consumers form global evaluations of the technology. Specific risk and benefit judgments are mere epiphenomena of this process. Risk-benefit trade-offs, as often presupposed in the literature, do not appear to enter the process. The attitudes have a value-expressive function; their purpose is not just a temporary reduction of complexity. These properties render the system utterly resistant to communicative interventions. At the same time, it exerts stong anchoring effects on the processing of new information. Communication of benefit arguments can trigger boomerang effects and backfire on the credibility of the communicator when the arguments contrast with preexisting attitudes held by the consumer. Only direct sensory experience with high-quality products can partially bypass the system and lead to the formation of alternative attitude structures. Therefore, the recommended market introduction strategy for genetically modified foods is the simultaneous and coordinated launch of many high-quality products. Point of sale promotions should be the central instrument. Information campaigns, on the other hand, are not likely to have an effect on the product and technology acceptance of European consumers.
Gentechnisch veränderte Lebensmittel haben sich im Lauf der letzten zwei Jahrzehnte zu einem Symbol verbraucherpolitischer Auseinandersetzungen in Europa entwickelt. Mit der Aufhebung des Quasi-Moratoriums im Mai 2004 ist der Weg zum Markt zwar prinzipiell freigeschaltet, Strategien der Produkteinführung fehlen jedoch. Ziel der Arbeit ist, potenzielle Hindernisse im Bereich der Verbraucherakzeptanz auszuloten und Wege aufzuzeigen, wie Vorurteile gegenüber diesen Produkten abgebaut werden könnten. Nach einem historischen Abriss der Gentechnikdebatte in Europa wird zunächst die existierende Literatur zur Verbraucherakzeptanz diskutiert. Obwohl die bisherige Forschung in ihren Ergebnissen konvergiert, sind grundsätzlichere Fragen weitgehend ungelöst geblieben.

Auf der Grundlage klassischer Ansätze der Einstellungsforschung und moderner Theorien sozialer Kognition wird daher ein allgemeines Modell der Struktur, Funktion und Dynamik ganzer Einstellungssysteme entworfen. Die Vorhersagen des Modells werden anhand einer Einstellungsbefragung (N = 2000) und zweier Einstellungsänderungsexperimente (N = 1400 und N = 750) empirisch überprüft. Alle drei Studien wurden parallel in vier EU-Mitgliedsstaaten durchgeführt. Die Ergebnisse zeigen, dass Verbrauchereinstellungen zu gentechnisch veränderten Lebensmitteln in ein strukturiertes System allgemeiner soziopolitischer Einstellungen eingebettet sind. Das System fungiert als Schema, anhand dessen eine globale Bewertung der Gentechnik vorgenommen wird. Spezifische Nutzen- und Risikourteile sind lediglich Epiphänomene dieses Prozesses. Nutzen-Risiko-Abwägungen, wie sie in der Literatur oft unterstellt werden, finden dabei offenbar nicht statt. Die Einstellungen haben eine wertexpressive Funktion, dienen also nicht nur der vordergründigen Reduktion von Komplexität. Diese Eigenschaften machen das System ausgesprochen resistent gegenüber Versuchen der kommunikativen Beeinflussung. Gleichzeitig übt es eine starke Ankerwirkung auf die Verarbeitung neuer Informationen aus. Kommunikation von Nutzenargumenten zu gentechnisch veränderten Lebensmitteln kann zu Bumerangeffekten auf die Glaubwürdigkeit eines Kommunikators führen, wenn die Argumente den Voreinstellungen der Verbraucher widersprechen. Lediglich direkte sensorische Erfahrung mit qualitativ hochwertigen Produkten kann zu einer teilweisen Entkoppelung des Systems und damit zum Aufbau alternativer Einstellungsstrukturen führen. Als optimale Markteinführungsstrategie für gentechnisch veränderte Lebensmittel wird daher die gleichzeitige und koordinierte Einführung vieler hochwertiger Einzelprodukte empfohlen. Zentrales Instrument sollten Aktionen am Point of Sale sein. Vorbereitende Informationskampagnen werden dagegen voraussichtlich keine Wirkungen auf die Produkt- and Technikakzeptanz europäischer Verbraucher haben.

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Ketrattanakul, Chalinee, i Pimmanee Pongpatranon. "Consumer responses to product placements in Thai television sitcoms". Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-6181.

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Date: May 28, 2009

Program: MIMA – International Marketing

Course name: Master Thesis (EFO705)

Title: Consumer responses to product placements in Thai television sitcoms

Authors: Chalinee Ketrattanakul ckl08001@student.mdh.se

Pimmanee Pongpatranon ppn08004@student.mdh.se

Tutor: Tobias Eltebrandt

Problem: How Thai consumers identify the advertising strategy of product placements in Thai sitcoms?

Purpose: To examine the responses of Thai customers toward product placements in Thai sitcoms and measure how product placements in Thai sitcoms have influential effects on Thai consumers’ attitudes.

Method: The study is mainly based on quantitative research using experiment and survey methods. Relevant secondary data are also collected. The major framework used in the study is the Multicomponent Model of Attitude.

Conclusion: Product placements in Thai sitcoms have influential effects on the attitudes of Thai consumers depending on the category used in practice and execution style. Implicit product placement seems to be the most suitable and acceptable technique to use in Thai sitcoms since it creates positive effects on Thai consumers’ attitude toward brands and their purchase intention.

Key words: Product placement, television sitcom, attitude, cognition, affect, behavior

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Ly, Kicki, i Liyu Hu. "Gender Difference Influence on Attitude toward Social Media among Chinese Consumers". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-1117.

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Social media is developing rapidly and China has become the largest market of social media usage. Due to numerous international social media platforms being unavailable in China, Chinese consumers have different usage and attitude of social media from those in other countries. According to previous studies, consumers’ usage and attitude of social media can be different due to their gender. Due to these two factors, it is interesting to study gender differences in attitudes toward social media in a Chinese context. By using questionnaires, data are collected from students in Shanghai, China. By applying SPSS, analysis of the results shows that Chinese online consumers basically have positive attitude toward using social media and positively think social media influence them. Most of Chinese respondents spend more than 1 hour on social media daily. Generally speaking, Chinese consumers use social media in order to communicate with others and search for different events. As to gender difference, Chinese women are more likely to follow a famous person by using social media than men. Both men and women use Wechat and Weibo the most frequently.

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Persson, Gabriel, Henrik Haegermark i Markus Kvarnvik. "Aroma Theory: Scenting the Attitude". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-10547.

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The thesis examines the relationship between consumer attitudes and a scented shopping environment. A relationship and phenomena concerning scent marketing, which could be seen as one of the more provocative forms of marketing since the human sense of smell, is connected to the limbic system where motivation and attitudes are created. The use of scent marketing has, so far, been proven effective in sales increasing whereas it is one of the less explored forms of marketing. The purpose of the thesis is to answer the following question: Is it possible to find differences in consumer attitudes in a scented buying environment compared to a nonscented buying environment, and thereby create new basis for segmentation? The thesis is based on a quantitative study where data has been gathered in a scent manipulated buying environment through structured interviews with consumers. The thesis applies a deductive approach to the main theories in the area of interest. The findings suggest new theory discussing that it is difficult to use consumer attitudes, towards a scented store environment, as a foundation for market segmentation. Further the results of the executed scent experiment comply with the existing theories about the affect of scent marketing as a sales increasing marketing tool.

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Meinhardt, Sara, i Annali Wallin. "Selling Sexy: A quanitative study on consumer attitude and purchase intention in response to sexual images in ads by luxury and non-luxury brands". Thesis, Umeå universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-118581.

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The main purpose of the study is to analyze the possible difference in attitude toward sex in advertisements when used by familiar luxury or non-luxury brands. In addition to this, the aim is to further analyze whether genders form a different attitude and purchase intention towards sexually loaded ads and the impact of varying degrees of sexual imagery shown in the ad on the factors like purchase intention. Previous research was found regarding consumer attitude toward the ad and purchase intention in relation to sex in advertisements. However no previous research examined whether consumers form a different attitude and purchase intention depending on the brand type of either luxury or non-luxury utilizing it. Few studies were found to use familiar brands advertisements and instead focused on unfamiliar brand names. Therefore, our aim is to fill these above-mentioned gaps and make a contribution to the field of research regarding sexual content in advertising. To fill the gaps presented, the following research questions were formulated: Is there a difference in attitude and purchase intention between males and females in response to sexual images in ads? What is the impact on purchase intention from varying degrees of sexual imagery in ads? And is there a difference in consumer attitude towards ads with sexual content when used by luxury and non-luxury brands? The study uses a quantitative research approach and cross-sectional research design, collecting primary data through a self-completion online survey. The research philosophies adopted are a positivistic epistemological orientation and objectivistic ontological orientation. The sample was drawn via a systematic sampling method from the target population of students enrolled in programs at Umeå School of Business and Economics. 130 respondents participated and were divided into 4 groups that completed the same questionnaire however, each group responded to a different sexually charged ad, used by either luxury or non-luxury brands with varying degrees of sexual imagery. The question sets measured variables like perceived morality and ethicality in the ad, attitude toward the ad and purchase intention. Following the data collection, the data was analyzed with tools in Excel to calculate internal reliability with Cronbach’s alpha, correlation with Pearson’s correlation test and hypotheses testing with t-Tests. Findings indicate a significant difference in attitude and purchase intention between genders in response to sexual imagery in ads. Males show a more positive attitude and stronger purchase intention compared to females. The findings further suggest the varying degrees of sexual imagery in ads influence purchase intention among respondents, where a higher degree of sexual imagery decreases the purchase intention. However this is only statistically significant in relation to its use by luxury brands. The results show a significant difference in attitude toward the ads between luxury and non-luxury brands. The difference however is only significant in response to high degrees of sexual imagery in ads. Finally, the results suggest that ads using high degrees of sexual imagery by non-luxury brands are perceived as more acceptable compared to its use by luxury brands. The findings were used to contribute to implications on theory from previous research and contribute to business administration, specifically advertising strategy with sexual imagery. Findings imply that luxury brands should cautiously use ads with high degrees of sexual imagery due to the more extreme negative responses observed. Non-luxury brands contrarily could use more highly sexual ads with less negative reactions among consumers. This technique can be used to create attention and gain publicity.

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Baosuwan, Siriwan. "Attitude and satisfaction with internet banking of Bank of Ayudhya Public Company Limited, Thailand". CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2727.

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The purpose of this study is to gather information for the management of the Bank of Ayudhya to improve its internet banking service. It explored customer satisfaction, customer attitudes, and the correlation between the frequency of Internet banking usage and customer demographic data.

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Thulin, Sofie, i Nadine Rashid. "Chinese students’ knowledge and attitude towards sustainability : focus on IKEA and their sustainability work". Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-13997.

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Consumers consider themselves being able to change their consumption behavior and by that make a difference. This makes it easier for organizations in the usage of sustainability in their marketing strategy in order to attract customers and keep the already existing ones. As one of the world’s largest furniture retailing company, IKEA has a well established sustainability policy. They believe that they have a responsibility to control the impact of their business and the role that they play in society. The aim with this research is to contribute to IKEA’s awareness of the Chinese students’ level of knowledge when discussing sustainability in China. This thesis studied the Chinese students’ knowledge and attitude towards IKEA’s sustainability work. The purpose is to establish an understanding of the students’ viewpoint when discussing environmental friendly purchases. It was also within the scope of interest to investigate whether IKEA manage to reach the selected group of respondents. The study was conducted with a quantitative method. Data was collected through a distribution of self-completion questionnaire with 120 respondents.The analysis of this study showed that 57,3% of the respondents have never heard of IKEA before, which leads to next analysis where they believe that IKEA should put more effort in marketing their sustainability work.

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Chang, Yun-Hsuan, i 張芸瑄. "Feedback Effect on Consumer Attitude Research". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/36980564901218549001.

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碩士
中原大學
企業管理研究所
101
Abstract This research is divided into two dimensions to investigate feedback effect on consumer attitude. First, whether the different levels of product knowledge and different types of feedback will influence consumers’ attitude about the feedback he/she received, and it whether will moderate by regulatory focus. As well as, we explore that if consumer have positive attitude with feedback, whether they will increase willingness to pay. Second, we examine whether the different product categories and different types of feedback will influence consumers’ attitude about the feedback he/she received, and it will moderate by conformity or not. In study 1, the findings indicate that expert (those who have higher product knowledge) will seek more negative feedback and novice (those who have lower product knowledge) will seek more positive feedback. In study 2 demonstrates that objective knowledge expert-prevention focus will have more positive attitude with negative feedback and objective knowledge expert-promotion focus have no significant difference between positive or negative feedback. And, subjective knowledge and experience expert regardless of their re regulatory focus, will have more positive attitude with negative feedback. Otherwise, novice-promotion focus will have more positive attitude with positive feedback and novice-prevention will have more positive attitude with negative feedback. And no matter what kind of feedback consumer received, only when they consider it contribute to their purchase decision, will increase willingness to pay for product in the future. Final, in study 3 the findings exhibits that only search goods will moderate by consumer self conformity tendency that those who are more high conformity tendency will have more positive attitude with negative feedback whereas, those who are more low conformity tendency will have more postitive attitude with postitive feedback. Result form three stuies shows that when make marketing communication with customer should offer different feedback base on product information asymmetry level and consumer characteristic of target market so as to make they like and identify with the feedback even to increase the willingness to pay for the product.

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Silva, Carolina Curto. "Consumer evaluation of cookies for marketing: case study of portuguese consumers". Master's thesis, 2022. http://hdl.handle.net/10362/134287.

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Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
The word web cookie has been around for almost three decades. However, to many consumers this word comes as an assault to them and their privacy. There have been controversial cases where consumers’ data collected through web cookies was sold to third-party entities, creating a fear regarding data handling. Due to these cases, many governments as well as the European Union has created laws to regulate web cookies, in order to guarantee that web cookies are used with the consent of the user. This study aimed to understand the Portuguese consumer perception on the web cookies. Also, the impact of the web cookie notifications on opinion and trust that users have in the website that contains them. It also intends to analyze how different types of content and options provided to the consumer can influence their attitude towards cookies and cookie notifications. The results of this study demonstrates that the Portuguese consumers has a faint knowledge about web cookies and associated the concept to unwanted advertisements and data leakage. To what concerns the web cookie notification, it was possible to identify that consumers have higher confidence and satisfaction with information when notifications allow them to choose from several options (e.g. accept all, reject all, manage) as well as when the notification has an honest disclosure of information.

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JI, PIN_YUAN, i 棘品元. "The Study on Consumer Showrooming Behaviors - Showrooming Attitude and Platform Attitude". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/kzg8kh.

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碩士
東吳大學
資訊管理學系
107
The study investigates the showrooming behavior from the consumers’ psychological perspective, Based on the Theory of Reasoned Action (TRA), a behavioral model is proposed and examined via online questionnaire. The analytical results of 286 samples show that both showrooming and platform attitudes have significant impacts on the showrooming intention. Product involvement, familiarity, and trust are all important factors affecting showrooming intention. Price consciousness and perceived price , however, are insignificant. The results of this study provide some insights and business strategies for both online and offline retailers.

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SHUN-PING, CHEN, i 陳訓平. "A Consumer Attitude Study of Web Advertisement". Thesis, 2004. http://ndltd.ncl.edu.tw/handle/59376147045765015125.

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碩士
國立臺灣藝術大學
多媒體動畫藝術研究所
92
Upon research, most of the internet users do not pay attention to and even dislike web advertisement. In addition to study the differences between visual and acoustic web advertisement styles, this research explores the effects of the two styles on consumers. We first analyze related past works, followed by developing new web advertisement style, and named “Style of Speech Marketing” web advertisement. This research is then conducted based on experimentation, by random sampling and independent Samples Test. By measuring advertisement feedback and degree of attention, our result indicates consumers are more attracted to acoustic than visual web advertisement. The measuring of response time of clicking on advertisement reveals acoustic takes only 26% of what is needed for visual. This significantly evidence“Style of Speech Marketing”outperforms visual style web advertisement.

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Her, Yau-Gi, i 何燿基. "Consumer attitude toward internet advetrtising - from social perspective". Thesis, 1997. http://ndltd.ncl.edu.tw/handle/97838059260834877177.

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RAHIMAH, ANNI, i An Ni Ra. "CONSUMER SUSTAINABLE ATTITUDE: PREDICTION FROM TERROR MANAGEMENT THEORY". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/66v5zp.

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博士
國立中央大學
企業管理學系
107
Increasing attention towards improving the socio-physical environment has made sustainability a crucial issue. As realised, the sustainable environment only can be achieved when people lead to sustainable lives in all aspects including health, consumerism, housing, and the quality of life. Applying the Terror Management Theory (TMT), this research attempts to investigate whether the terror of death perception will affect consumers’ sustainability attitudes under the contingent condition of religiosity. The field study is conducted in Malang, Indonesia. Following the empirical literature related to the TMT application, this research used a survey to empirically examine the research framework. In order to ensure a sufficiently representative sample of the Malang population, this current research used a quota sampling technique using the demographic distribution based on the sample population’s gender, age, and education. This study employed Partial Least Squares (PLS) using the software SmartPLS 3 to obtain and assess the key reliability and validity indices, and the direct and the moderating effects. The findings disclose that both mortality salience and self-esteem increase materialism. Materialism is found to intensify consumers’ sustainability attitudes of green concern and consumer social responsibility (CnSR). Also, this research finds that religiosity strengthens both the linkages from mortality on materialism and from materialism on CnSR. On the contrary, religiosity weakens the effect of materialism on green concern. However, there is no statistical evidence for the moderator effect of religiosity on the self-esteem – materialism linkage. The findings offer fresh and exciting insights into how the tenets of the TMT apply to sustainability attitudes. The findings also highlight the importance of materialism in the development of sustainability attitudes, and advance the theoretical understanding of how religiosity could swing the balance in favour of or against the development of sustainability attitudes. Finally, theoretical and managerial implications of the findings and also future research directions are discussed.

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MALHOTRA, CHHAVI. "CONSUMER ATTITUDE AND PERCEPTION TOWARDS ELECTRIC 2 WHEELERS". Thesis, 2022. http://dspace.dtu.ac.in:8080/jspui/handle/repository/19496.

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The manufacturing and sales of the electric automobiles are being thrusted by the concurrent environmental concerns. The Indian Semi-skilled and skilled technological workforce combined with a huge customer base and a place where production and labour costs are low attracted the global sharks like Bosch, AVL, Cummins etc to enter and manufacture electric vehicles. To study on bias attitude and perception towards electric 2 wheelers, there is a need to study what are the various factors which impact and influences a consumer to invest and purchase these vehicles. Various factors like environmental issues, performance, infrastructure and price sensitivity and an individuals perception of these factors influence the purchase decision of Electric 2-Wheelers. Price Sensitivity and Infrastructure are the forerunners for the consumer perception about electric 2 wheelers and cost and performance are the factors which act as a blowback to the consumers while they adopt to electric 2 wheelers. Therefore, to encourage and promote electric vehicles, the government has to intervene and contribute as it plays a significant role by creating policies for the environment, providing Infrastructure and subsidizing the cost of vehicles or lowering the interest rates in banks. As we all know, the 2 wheeler and automobile industry is one of the main environmental offenders due to the amount of CO2 and other poisonous gas emissions that have a major pact on climate change and pollution scenarios of this planet. Hence it is essential to motivate consumers towards procuring electric vehicles. This study considered four major components that affect the purchase intention of electric two wheelers- price sensitivity, environmental awareness, infrastructure and performance.

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Syrgabayeva, Dinara, i 狄娜拉. "Consumer knowledge, belief, and attitude toward green power usage: An investigation of Kazakhstan consumers". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/v76w44.

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碩士
逢甲大學
國際貿易所
100
Green power usage considered as the key to long-term country competitiveness because it can reduce the harm to environment and ensure the safety of energy producing. The cost of renewable green power production, however, is still higher than non-renewable energy power such as nuclear or coal. For government officials and electric power company managers, understanding how consumers’ attitude toward more expensive but healthier green power is critical. Despite the importance of green power usage, little academic research has address how consumers’ knowledge, belief and attitude toward green power usage have effect on their willingness to pay more for green power usage. One survey was conducted in Kazakhstan and generated 318 usable questionnaires. The results show that consumers’ environmental consciousness has positive effect on their attitude and usage of green power energy. Finally, implications for government officials and electric power company managers are provided.

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Kuo, Chien-Wei, i 郭建緯. "The Influence of Factors on Consumer’s Extension Attitude - Involvement and Consumer Innovativeness as Moderators". Thesis, 2012. http://ndltd.ncl.edu.tw/handle/58435689056211059961.

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碩士
國立高雄應用科技大學
企業管理系
100
According to the past literature about the extension attitude, we found that most of the research directly has explored the influence of perceived quality of parent brand and perceived tie on extension attitude. Few studies have explored whether these factors affect the perceived fit and then affect the extension of attitude.In addition, this study also adds involvement and consumer innovativeness as moderate variables. The study takes consumers of Kaohsiung area as the research targets. There were 260 official questionnaires distributed. After taking away the invalid questionnaires, there were 232 valid questionnaires used. After using regression analysis of data to verify the hypotheses, the following conclusions are drawn: 1. Perceived quality of parent brand has significant positive effect on the perceived fit; 2. Perceived tie has significant positive effect on the perceived fit; 3. Perceived fit has significant positive effect on the extension attitude; 4. Perceived quality of parent brand and extension attitude through perceived fit have partial mediation; 5. Perceived tie and extension attitude through perceived fit have partial mediation. Finally, the related suggestions will be provided by following researching result. Keywords: Perceived Fit, Perceived Quality of Parent Brand, Perceived Tie, Extension Attitude, Involvement and Consumer Innovativeness.

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Chang, Puh-Lang, i 張珀琅. "Correlation of recognition and attitude towards “restaurant hygiene grading assessment” with consumer behavior among consumers". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/35240408509028795723.

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碩士
中山醫學大學
公共衛生學系碩士班
103
The intention of “restaurant hygiene grading assessment”, which is implemented by government, is desired to provide people the restaurant information that meet the hygiene requirements for selection. However, the correlation of attitude and recognition towards “restaurant hygiene grading assessment” with consumer behavior among consumers has not been explored yet. In the current study, 298 restaurant consumers in Tainan City whose ages ≥ 18 years were recruited to complete a questionnaire, and to examine the correlation of attitude and recognition towards “restaurant hygiene grading assessment” with consumer behavior among consumers; respectively. The results showed that, consumers who never see the information about restaurant hygiene assessment reported in the media, 1) had a significantly lower level of satisfaction when dining at a restaurant in “excellent class” for assessment (odds ratio [OR] = 1.96, 95% confidence interval [C.I.] = 1.20-3.22); 2) if they desired to eat at a restaurant with the label of the assessment, they were less confident to find it (OR = 2.57, 95% C.I. = 1.56-4.22); 3) when entering a restaurant, the label of the assessment could be seen immediately, but still, it was unlikely to affect their dining choice (OR = 2.57, 95% C.I. = 1.56-4.23). On the other hand, consumers who disagreed that the label of restaurant assessment could be seen easily, 1) for health, they were unlikely to bring their relatives and friends or just bring themselves to choose a restaurant with the label of the assessment to dine (OR = 2.38, 95% C.I. = 1.43-3.95); 2) they had a significantly lower level of satisfaction when dining at a restaurant in “excellent class” for assessment (OR = 1.70, 95% C.I. = 1.03-2.82); 3) if they desired to eat at a restaurant with the label of the assessment, they were less confident to find it (OR = 3.57, 95% C.I. = 2.11-6.04); 4) when entering a restaurant, the label of the assessment could be seen immediately, but still, it was unlikely to affect their dining choice (OR = 2.22, 95% C.I. = 1.34-3.68); 5) messages about restaurant hygiene assessment reported in the media were unlikely to affect their choice for the consumption at restaurant with the label (OR = 2.12，95% C.I. = 1.28-3.51). In addition, consumers who disagreed that they will give priority to dine at restaurant with the label of hygiene assessment (OR = 3.81, 95% C.I. = 1.93-7.53) and restaurant should not be open if it hadn’t passed the hygiene assessment (OR = 2.59, 95% C.I. = 1.50-4.56), respectively, were less likely to bring their relatives and friends or just bring themselves to choose a restaurant with the label of hygiene assessment to dine for health. Consumers who disagreed that it is a good way for a restaurant, showing the label of hygiene assessment to inform consumers about their catering products that meet the requirements of safety and hygiene (OR = 3.13, 95% C.I. = 1.19-8.24), restaurants with the label of hygiene assessment could supply healthier and safer foods (OR = 2.66, 95% C.I. = 1.32-5.37), and they will give priority to dine at restaurant with the label of hygiene assessment (OR = 3.81, 95% C. I. = 1.93-7.53), respectively, were still unlikely to affect their dining choice when they entering a restaurant, even the label of the assessment could be seen immediately. On the other hand, consumers who disagreed that it is a good way for a restaurant, showing the label of assessment to inform consumers about their catering products that meet the requirements of safety and hygiene (OR = 3.08, 95% CI = 1.17-8.11), they will give priority to dine at restaurant with the label of the assessment (OR = 3.75, 95% CI = 1.90-7.40), and restaurant should not be open if it hadn’t passed the assessment (OR = 1.87, 95% CI = 1.10-3.20), respectively, their choice for the consumption at restaurant with the label were unlikely affected by messages about restaurant hygiene assessment reported in the media. The present results suggest if the public sectors desire to provide people the restaurant information that meet the hygiene requirements for selection by implementation of “restaurant hygiene grading assessment”, it will still be required through appropriate promotion, in order to improve for public’s recognition and attitude towards the restaurant hygiene assessment, thus perhaps it can further change the behavior towards the restaurant consumption.

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Tsang, Monlan, i 曾孟蘭. "A Study on the Consumer Attitude Toward Mobile Advertising". Thesis, 2002. http://ndltd.ncl.edu.tw/handle/06642153175920545759.

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wang, shing-chin, i 王信欽. "The Influences of Advertise pun slogan towards Consumer Attitude". Thesis, 2008. http://ndltd.ncl.edu.tw/handle/58023117080161037724.

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碩士
樹德科技大學
經營管理研究所
96
The social linguist Wilhelm Bleek thinks that language changes with the society. Consumers adjust their needs when the social environment shifts. The enterprise sells the merchandise by utilizing commercial tricks and technological mechanics. The commercial language is the main language for the enterprise to communicate with the consumers. The concise slogans are the most representative words in the commercial language because they can well express the major ideas within the commercials. A commercial itself is actually an art of brevity. From the perspective of sales, it is not only a way to know the trend and information of the market but also a source for the consumers to know the products. In 2003, it was found that the number of puns has been on the increase in "the most popular commercial slogans" competitions in Taiwan year by year. For example, the pun slogan "I will not come here this month, I also will not come here next month, and I will not come here forever." helps to expand the mobile phone prepaid card market, attracts the consumer' attention, and effectively achieves the aim of "AIDA." The extraordinary role puns play in commercials triggers the motivation of this research. By figuring out how the similar pronunciations and meanings between words and phrases operate in commercial slogans, this research is to understand the attitudes of the consumers of all kinds of lifestyles and the priority when they choose the products they would like to purchase. As for the sample of this quantitative research, The Kaohsiung citizens (1,519,711) were chosen randomly but equally in number from every generation. From December 17th 2007 to March 1st 2008, 450 formal questionnaires were distributed by the relatives and friends living all over the districts. Collecting back the questionnaires (of which the 99 invalid and uncollected ones were neglected), 351 valid questionnaires (78%) are obtained. The analysis of the questionnaires is by using the SPSS 12.0 statistical software to conduct the reliability analysis, factor analysis, correlation analysis, regression analysis, and ANOVA. This research reveals that the consumers prefer those puns with similar pronunciations. The difference of lifestyles has positive impacts insignificantly on pun slogans. Consumers with lifestyles focusing on "personal relationship," "technological life," and "strict budgeting" would directly buy the products and then evaluate how they feel about them. These purchasers are lowly-involved in the pun slogan charms. Only the consumers with "particular taste" lifestyle would take action to purchase with high acknowledging attitude after careful consideration. Keywords: commercial slogan, pun, lifestyle, attitude

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Lin, Tzu-Chun, i 林姿君. "The Quantitative Research of Attitude toward Masstige for Consumer". Thesis, 2010. http://ndltd.ncl.edu.tw/handle/28569413812714441008.

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碩士
國立宜蘭大學
應用經濟學系碩士班
98
Affected by the financial tsunami, it made the global economic downturn. Many operators are now offering parity goods, hoping to sell more to the ordinary people which take care of their well-beings and also promote own performance growth. However, the new concept of luxury is different from the past, from the emotional point of view as long as the existing perception of the consumers that the product is very important, they are willing to spend the most money in exchange. But this study found that even with similar emotional importance of the commodity, our ordinary people preferred trading with less money in exchange, that was defined in this study『Attitudes toward Masstige』. Along with the new Masstige concept, this study would like to quantify the modern consumer’s attitudes and seize this timing as expected, and then design the segmentation strategies. This study is from the consumer's point of view, and will try to explore consumers’ attitudes toward Masstige through cognitive component, affective component, and behavior intention component. Further, this paper will do the segmentation of consumers based on their attitudes toward Masstige. In addition, this study will explore whether diverse demographic characteristic will lead to varied attitudes toward Masstige, and even analyze the relation between attitudes toward Masstige and buying behaviors. This study used convenience sampling of survey method, and the questionnaires comprised the paper and the online survey. After collection of the questionnaires, the factor and cluster analysis was applied for data analysis. Through our research of the consumer behavior quantitative we hope to make the operators and consumers both having greater benefit. Our results find that consumer thinks the quality of masstige is better, its price is lower, and its conspicuous is higher, which shows that luxury has turned into consumers with social acceptance of the pattern. In addition, the attitudes toward masstige can be clustered into three distinct dimensions. One is the advocating luxury, another is the self-appropriability, and the other is the contradictory impulses. Overall, the results suggest that the Masstige industry development makes the different marketing strategies to achieve maximum benefit according to the distinct customers’ attitude.

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Ye, Wen-Jie, i 葉文傑. "Mining Time-Aware Consumer Attitude Toward Highlighted Product Features". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/h7759n.

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碩士
國立臺灣大學
資訊管理學研究所
106
Manufacturers often introduce some highlighted features of their new products to attract consumers. However, highlighted features may or may not fulfill consumers’ needs. Therefore, we propose a framework to capture consumers’ attitude toward highlighted features and how their feedback changes with time. The proposed framework contains four phases. First, we preprocess online consumer reviews, find the highlighted features and generate seed words for each highlighted feature. Second, we modify the Latent Dirichlet Allocation Model (LDA) to iteratively collect the feature words relevant to each highlighted feature from consumer reviews. Third, for each highlighted feature, we perform sentiment analysis of the feature in each time period by using the feature words collected, and then visualize its sentiment tendency graph. Finally, we produce summaries for each highlighted feature and analyze the results obtained. The experiment results show our proposed framework can generate discriminative topics and capture the majority of feature words for each highlighted feature. Also, it can generate useful sentiment tendency graph and summary, which can provide quick references for consumers and valuable managerial insights for manufacturers.

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Lo, Yi-Lun, i 羅伊倫. "A Study on the Consumers' Knowledge ,Attitude and Situational nfluence on Consumer Behavior at Chain Pharmacies". Thesis, 2005. http://ndltd.ncl.edu.tw/handle/84916617744651172858.

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碩士
亞洲大學
經營管理研究所
94
As the independence of consumers in consumption enhances, traditional pharmacies are facing transformation, and become chain stores. The traditional pharmacies have closed shelf display, but chain pharmacies have open shelf and able to meet all of consumers’ needs. Therefore, this research studied the relationships among the consumers’ knowledge, attitude, situational influence, and consumer behavior in chain pharmacies, and examined the variables of lifestyle, demographic statistics, and consumption behaviors, in order to find out the effects of the consumers’ knowledge, attitude, and situational influence on the consumer behaviors. The “structural equation modeling” was used to validate the cause and effect relationship of the model. The results showed that: 1) The situational influence can directly affect the consumer behaviors. 2) The situational influence can directly affect the consumers’ attitude. 3) The situational influence can indirectly affect the consumer behaviors through the attitude. 4) The consumers’ behaviors can have significant effect on the consumer behaviors. 5) The consumers’ knowledge has insignificant effect on the consumer behaviors, as well as the indirect effect through attitude. Based on the above results, the consumption behaviors of chain pharmacies have less rational consumption knowledge, but do not affect the consumer behaviors. The perceptual situational influence has significant effect on the consumer behavior, indicating that the operation of chain pharmacies should focus on perception instead of rationality.

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Jung, Jong Hyuok. "Factors influencing consumer acceptance of mobile advertising". Thesis, 2009. http://hdl.handle.net/2152/21912.

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The primary objective of this study is to provide a comprehensive understanding of consumers’ acceptance of mobile advertising. Specifically, this research explored how the persuasive communication process works via mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from earlier studies were tested. Based on previous literature regarding consumer attitudes, media use, and innovation adoption, a conceptual framework was developed to understand consumer acceptance of mobile advertising. For this reason, the current study employed an online survey with 514 online participants. The results suggest that consumers’ attitudes toward mobile advertising are closely related with all three factors used in this study (e.g., mobile device, message, consumer factors). Furthermore, consumers’ attitudes toward mobile advertising are strongly influenced by message factors (e.g. entertainment, credibility, irritation, message interactivity) and consumer factors (e.g. social influence, compatibility). Thus, careful considerations in message strategy and thoughtful consumer research are needed to increase the effectiveness of mobile advertising. Additionally, the sizable and significant impact of consumer attitude on behavioral intention further supports findings from previous research.
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Liang, Lung-Yi, i 梁隆毅. "The Study on Gambling Attitude and Motivation of Casino’s Consumer". Thesis, 2009. http://ndltd.ncl.edu.tw/handle/4238ua.

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碩士
銘傳大學
觀光研究所碩士班
97
Following the maturing of the global gaming industry, the development of the Asian gaming industry has had grown rapidly since the year of 2002. Most of gaming studies focused on Western casino industry, just few studies emphasize that consumer behavior of Asia Pacific casino player. The purpose of this research was to understand the gambling attitude, the gambling motivation of casino’s consumer and to discuss the relationship between them. The survey of this research was used Gambling Attitude Scales(GAS) and The South Oaks Gambling Screen (SOGS) to measure the attitude and motivation. The simples of this study were adult casino consumers who must be 18 years old or older and had been played gambling in a casino. This analysis of the study was used reliability analysis, one-way ANOVA, and chi-square test to examine the different demographic variables in the experience of casino games. It also used the t-test and MANOVA to understand that the gambling attitude and gambling motivation were significant with different demographic variables, and used correlation analysis to examine the correlation between gambling attitude and gambling motivation. According to 468 samples, the findings of the research showed: (a) to gambling activities, the level of education had the most significant outcome of gambling experience, (b) gender had significant level for all gambling motivations: money, excitement, enjoyment, occupy time, feeling of achievement, skill and coping, (c) there were partial significant differences between dissimilar demographic variables and gambling motivations, and (d) there were positive correlation between gambling attitude and gambling motivation of casino consumers.

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