Abstract¡G With the rapid development of electronic marketplace, buyers and sellers can trade more easily without the limitations of time and distance. Internet trading is benefited to both sides in many ways. However, the matching mechanism between buyers and sellers in the electronic marketplace is not explored deeply. Consequently, the purpose of this research is to study the screening and negotiation in the process of matching. In this research, four screening models and related flow charts have been proposed. A negotiation model is also proposed to deal with the bargaining process. Finally, a prototype based on development method is built to demonstrate how the screening models and negotiation models work.

This thesis describes the principles of electronic and Internet marketplaces. For analyzing the status of the use of electronic marketplaces and online polling was done with the actual marketplace and society, which is a member of the marketplace. Proposal that trade through the market is prepared for a particular company, which previously traded through the marketplace.

This thesis deals with three selected current trends related to consumer behavior -- onslaught of retro products and retro marketing generally, changes in behavior related to electronic marketplace, and stricter demands for flawlessly designed products and services. Each trend is described and attention is given to driving forces of these trends, the ways they can affect consumers' lives and how they can be observed. The knowledge of the trends is then applied to determine how different groups of Czech consumers can be affected by those trends, thus giving businesses hints on how to incorporate the trends in the approach to their customers and monetize on them.