Work detail

The Consumer Choice in the E-Commerce Environment

Author: Bc. Hana Pražáková
Year: 2014 - winter
Leaders: doc. Ing. Tomáš Cahlík CSc.
Consultants:
Work type: Bachelors
Language: English
Pages: 56
Awards and prizes: B.A. with distinction from the Dean of the Faculty of Social Sciences for an extraordinarily good bachelors diploma thesis.
Link: https://is.cuni.cz/webapps/zzp/detail/123274/
Abstract: The bachelor thesis
The Consumer Choice in the E
-
Commerce Environment
analyzes factors
influencing the loyalty of e
-
commerce customers. The first part of the thesis describes the
cur
rent situation of the e
-
commerce market in the Czech Republic. The second part introduces
concepts that are connected to the theory of the consumer choice and CRM in the e
-
commerce
environment. The third empirical part uses the theoretical concepts to crea
te an empirical
model which examines how the behaviour loyalty is related to the customer’s satisfaction, to
the marketing tactics and to the characteristics of e
-
shops and customers. The satisfaction with
the last purchase proved to be an important determ
inant of the customer’s loyalty. The
probability of customer’s loyalty depends also on the age of the e
-
shop and on the individual
preferences. Customers for whom the price of the product is very important when making a
purchasing decision tend to be less
loyal. On the other hand, customers that prefer to buy at
trustworthy sellers are more probable to be loyal in the future. Contrary, the marketing tactics
did not prove to have any influence on the behavioural loyalty. The last part analyzes the
influence
of the website quality on the customer’s satisfactio
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