Digitalization and Luxury: The Role of Digital Experience and Online Content on Purchasing Intention of Luxury Goods – Nikoleta Veseľková
Nikoleta Veseľková
Master's thesis
Digitalization and Luxury: The Role of Digital Experience and Online Content on Purchasing Intention of Luxury Goods
Digitalizácia a luxus: Úloha digitálnych zážitkov a online obsahu pri nákupnom zámere luxusného tovaru
Abstract:
Primárnym cieľom tejto diplomovej práce je identifikovať kľúčové faktory, ktoré ovplyvňujú nákupný zámer osobného luxusu, s dôrazom na úlohu digitálneho zážitku a online obsahu. Práca je rozdelená do troch hlavných kapitol. Prvá kapitola je venovaná špecifikám luxusného priemyslu, prehľadu luxusného trhu a jeho aktuálnym výzvam a trendom. Nasledujúca kapitola zachytáva vzťah medzi digitalizáciou a …moreAbstract:
The primary objective of this diploma thesis is to identify key factors that affect purchase intention for personal luxury, with emphasis on the role of the digital experience and online content. The work is divided into three main chapters. The first chapter is devoted to the specificities of the luxury industry, the luxury market overview and its current challenges and trends. The following chapter …more
Language used: English
Date on which the thesis was submitted / produced: 12. 12. 2023
Identifier:
https://vskp.vse.cz/eid/91608
Thesis defence
- Date of defence: 16. 1. 2024
- Supervisor: Petr Král
- Reader: Andrea Escobar Rios
Citation record
ISO 690-compliant citation record:
VESEĽKOVÁ, Nikoleta. \textit{Digitalization and Luxury: The Role of Digital Experience and Online Content on Purchasing Intention of Luxury Goods}. Online. Master's thesis. Praha: University of Economics, Prague. 2023. Available from: https://theses.cz/id/6b0zjy/.
Full text of thesis
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Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
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Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttps://vskp.vse.cz/eid/91608
Vysoká škola ekonomická v Praze
Master programme:
International Business - Central European Business Realities
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