Customer behaviour in e-commerce

Ing. Sampras Femi Robert

Master's thesis

Abstract:

This thesis provides an in-depth exploration of consumer behavior in the e-commerce realm, a pivotal component of today's digital retail sphere. It seeks to understand the perceptions, navigations, and challenges faced by consumers in online shopping, analyzing the influence of personal demographics, internet usage patterns, and individual decision-making factors. The research scrutinizes consumer opinions, concerns, and the particular obstacles they face, assessing how these aspects correlate with their demographic backgrounds. By integrating both primary and secondary data and drawing on established theoretical frameworks, the thesis aims to furnish a detailed comprehension of the e-commerce environment, highlighting the personal experiences that contour the online shopping landscape and contributing to the broader discourse on the dynamic nature of e-commerce.

Abstract:

This thesis provides an in-depth exploration of consumer behavior in the e-commerce realm, a pivotal component of today's digital retail sphere. It seeks to understand the perceptions, navigations, and challenges faced by consumers in online shopping, analyzing the influence of personal demographics, internet usage patterns, and individual decision-making factors. The research scrutinizes consumer opinions, concerns, and the particular obstacles they face, assessing how these aspects correlate with their demographic backgrounds. By integrating both primary and secondary data and drawing on established theoretical frameworks, the thesis aims to furnish a detailed comprehension of the e-commerce environment, highlighting the personal experiences that contour the online shopping landscape and contributing to the broader discourse on the dynamic nature of e-commerce.

Keywords

e-commerce, online shopping, consumer behavior, technology, sustainability, ethics, legal standards, trends, AR/VR, customer feedback, success factors, challenges, recommendations, analysis, thesis, consumer-centric, digital marketplace, trust, user experience, artificial intelligence, data-driven, marketing, strategy, cross-cultural, emerging trends, sustainability practices, ethical considerations

Language used: English

Date on which the thesis was submitted / produced: 19. 12. 2023

Thesis defence

• Date of defence: 13. 2. 2024
• Supervisor: doc. Ing. Martin Klepek, Ph.D.
• Reader: Ing. Radka Bauerová, Ph.D.

Silesian University in Opava

School of Business Administration in Karvina

Master programme / field:
Economics and Management / Business Economics and Management