Výzkum faktorů ovlivňujících zákaznické chování ve vztahu k podnikům na bázi e-commerce

Bc. Tomáš Škeřík

Bachelor's thesis

Discovering the factors influencing customer behavior related to e-commerce based companies

Abstract:

The Internet has become a new distribution and communication medium and online transactions are rapidly growing. Based on this fact arose the need of better understanding of customer who is willing to purchase products online. The aim of this paper is to determine main age and gender categories that shop on the Internet and the kinds of products they purchase mostly. Furthermore, there is an intention to investigate and evaluate main motivation and discouraging factors that lead or distract online customers from their intended purchase. In addition, this paper deals with customer trust and its connection on spending. Quantitative research method was used for the research of this dissertation. Namely, was used an online survey created by the author. Due to international scope of this diploma thesis is used Harvard referencing style.

Abstract:

Internet se stal novym a zaroven castejsim distribucnim kanalem, s cimz je spojen narust on-line transakci. Na zaklade teto skutecnosti vyvstala nutnost zamereni se na identifikaci zakaznika, ktery je ochoten uskutecnit koupi on-line produktu a definovani jeho potreb. Cilem teto prace je urcit hlavni vekove kategorie a pohlavi, ktere nakupuji prostrednictvim internetu a druhy vyrobku, ktere nejcasteji kupuji. Dal?im zamerem je prozkoumat a zhodnotit hlavni motivacni a demotivacni faktory, ktere vedou ci odpuzuji on-line zakaznika od zamysleneho nakupu. Prace se zabyva dokonce i duverou zakazniku a jeji zavislosti na celkove utrate. Pro tento vyzkum byla pouzita kvantitativni metoda, konkretne byl pouzit on-line dotaznik vytvoreny autorem. Z duvodu mezinarodniho rozmeru prace jsou zdroje referencovany Harvardskym stylem.

Keywords

Ecommerce, uzivatelske zkusenosti, chovani zakaznika, rozhodovaci proces, interface, e-zakaznik, motivace, Internet, webovy design

Language used: English

Date on which the thesis was submitted / produced: 10. 5. 2013

Accessible from:: 10. 5. 2013

Thesis defence

• Date of defence: 4. 9. 2013
• Supervisor: doc. Ing. Jan Skrbek, Dr.

Technical University of Liberec

Faculty of Economics

Bachelor programme / field:
System Engineering and Informatics / Managerial Informatics