Teorinėje darbo dalyje išnagrinėta asmeninio pardavimo samprata, asmeninio pardavimo tikslai ir uždaviniai, asmeninio pardavimo proceso etapai, asmeninio pardavimo technikos bei asmeninės pardavėjų savybės pardavimo procese, remiantis lietuvių ir užsienio autorių moksliniais literatūros šaltiniais. Tyrimui atlikti pasirinktas kokybinis tyrimo metodas – stebėjimas. Stebėjime dalyvavo parduotuvių tinklo „Mada vaikams“ 12 pardavėjų. Atlikus stebėjimą nustatyta, kad asmeninio pardavimo proceso etapus naudoja visos pardavėjos, tačiau efektyviausiai naudojami „Susitikimas su klientu“ ir „Prekės pristatymo“ etapai. Stebėjimo metu paaiškėjo, kad darbuotojos geriausiai naudoja neverbaliką ir prezentacijos technikas, o pardavimo procese labiausiai pasireiškusios pardavėjų asmeninės savybės yra prekės išmanymas, dėmesingumas, atkalumas, kantrumas ir lankstumas. Darbo pabaigoje pateiktos išvados ir rekomendacijos, literatūros sąrašas ir priedai. / Based on the scientific references from the Lithuanian and foreign authors the theoretical part of the paper considers the personal sales concept, goals and objectives of personal sales, stages of personal sales process, techniques of personal sales, and personal qualities of the sales assistants taking part in the personal sales process. Observation - the qualitative study method was elected for the purpose. 12 sales assistants of the retail network "Mada vaikams" were observed. The observation study showed that all of the sales assistants were applying elements (stages) of personal sales, however the most efficient ones proved to be the stages "Meet the customer" and "Goods presentation". The study also showed that the assistants were most successful in applying non-verbal and presentation techniques, and the personal qualities of the sales assistants showed during the process were attentiveness, persistence, patience and flexibility. Conclusions and recommendations, list of references and supplements are presented at the closing part of the paper.

Introduktion: Att skapa en stark kundupplevelse har inom de senaste åren blivit en fokuspunkt inom marknadsföring bland både ledande företag och forskning. De flesta studier inom kundupplevelse har behandlat kundupplevelsen i fysisk handel och inom e-handeln. Nu har ytterligare en handelsvariant, liveshopping, skapats som ser ut att slå igenom världen över. Precis som kundupplevelsen designas effektivast på ett visst vis när den sker i fysiska handeln och på ett annat vis när den sker i e-handeln, anser vi att det borde finnas en optimal design för kundupplevelsen inom liveshopping. Syfte: Denna studie syftar till att undersöka hur kundupplevelsen i e-handelsformatet liveshopping kan designas för att påverka konsumenters köpintention positivt. Frågeställningar: Hur påverkar konsumenternas kundupplevelse dess köpintentioner vid liveshopping? Vilken roll spelar typ av värd för konsumenters köpintentioner i liveshopping? Vilken roll spelar graden av personlig interaktion för konsumenters köpintentioner i liveshopping? Metod: Denna magisteruppsats använder sig av kvantitativ strategi, deduktiv ansats, tvärsnittsdesign och enkätmetod. Studiens insamlade data analyseras med variansanalyser i SPSS. Resultat: Studien kommer fram till att den underhållande och sensoriska, den informativa samt den sociala dimensionen av kundupplevelsen påverkar köpintentionerna i liveshopping positivt. Studien visar även att desto mer personlig interaktion i liveshopping, desto högre köpintentioner har konsumenterna samt att en produktexpert leder till högre köpintentioner än en influencer. Kunskapsbidrag: Studien bidrar med kunskap om kundupplevelsen i ett nytt ehandelsformat, liveshopping. / Background: Creating a strong customer experience has in recent years become a focal point in marketing among both leading companies and academic research. Most studies within customer experience have studied the customer experience in physical stores and e-commerce. However, a new shopping format, live shopping, has hit the market around the world. Just as the customer experience is designed more efficiently in a certain way when it takes place in physical store and in another way when it takes place in e-commerce, we believe that there should be an optimal design for the customer experience in live shopping.  Purpose: This study aims to investigate how the customer experience in the ecommerce format live shopping can be designed to positively influence consumers' purchase intention.  Research questions: How does perceived customer experience affect purchase intentions in live shopping? What role does the choice of host play in consumers' purchase intentions in live shopping? What impact does the degree of personal interaction have on consumers' purchase intentions in live shopping?  Methodology: This master's thesis uses quantitative strategy, deductive approach, crosssectional design, and questionnaire method. The collected data is analyzed with variance analysis in SPSS. Conclusion: The study concludes that the entertaining and sensory, the informative and the social dimension of the customer experience positively affect the shopping intentions in live shopping. The study also indicates that more personal interaction in live shopping leads to higher purchase intentions. It also indicates that product experts lead to higher purchase intentions than influencers.  Contribution: The study contributes with knowledge about the customer experience in the new e-commerce format, live shopping