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Magistro baigiamojo darbo tikslas – remiantis e-verslo aspektais įvertinti, kaip virtualios bendruomenės nulemia interneto vartotojų vartojimo įpročius. Tokia tema yra aktuali, nes sparčiai didėjant interneto vartotojų skaičiui Lietuvoje, atsiranda vis daugiau galimybių kurtis lietuviškoms virtualioms bendruomenėms ir plėtotis e-verslui. Šiame darbe išanalizuotos ir ištirtos pasaulio ir Lietuvos virtualios bendruomenės, įvertinta, kaip ir kokį poveikį tos bendruomenės daro paprastam interneto vartotojui ir e-verslo organizacijoms, iškeltos pagrindinės virtualių bendruomenių ir interneto svetainių teikiamų paslaugų naudingumo problemos bei pateikti siūlymai, kaip šias problemas spręsti. Tyrimo metu buvo atlikta lietuviškų virtualių bendruomenių internetinių puslapių turinio analizė, kurios metu nustatytos ir įvertintos populiariausių lietuviškų virtualių bendruomenių internetinės svetainės bei tų svetainių naudojamos priemonės, skirtos pritraukti interneto vartotojų dėmesį. Taip pat tyrimo metu buvo atlikta Lietuvos interneto vartotojų apklausa, kurios metu tirta kaip virtualios bendruomenės nulemia interneto vartotojų vartojimo įpročius. Atlikus minėtus tyrimus paaiškėjo, kad virtualios bendruomenės stipriai įtakoja interneto vartotojus dalyvauti virtualiose bendruomenėse bei pirkti prekes ir paslaugas internetu. Pagrindinės to priežastys yra internetinė reklama ir diskusijų forumų dalyvių reiškiama nuomonė. Be to, tyrimo metu ištirta, kad kuo labiau lankytojai pasitiki... [toliau žr. visą tekstą] / This Master's final work aim - according to e-business aspects of the virtual community determines the consumption habits of Internet users. This topic is timely, because the rapidly increasing number of Internet users in Lithuania, there are more opportunities for the creation of Lithuanian virtual communities and the development of e-business. The paper was examined, the most popular virtual communities, establishes the basic building-up of their tendencies. The study was carried out in the Lithuanian virtual community web site content analysis, which identified and assessed the most popular Lithuanian virtual community web sites and the use of measures designed to attract the attention of Internet users. As well as the study was conducted Lithuanian Internet users in the survey, which was studied as a virtual community determines the consumption habits of Internet users. After those tests showed that the virtual community to strongly influence Internet users participate in virtual communities and the purchase of goods and services. The main reasons is an online advertising and discussion forums, participants in that opinion. In addition, the study examined, the more the visitors on the security of the Internet, the more and more often they buy on-line. Therefore, in order to continue the successful development of e-business in virtual space, it is necessary to take measures to ensure the security of Internet users purchase online and in settlement.

This diploma thesis describes the Internet as a medium which offers a wide spectrum of services, information, possibilities and furthermore as an omnipotent tool for searching information. This modern medium is specified, characterized, described and defined. The diploma thesis indicates what the Internet includes and what services it offers. Main concepts and options of searching and acquiring information are indicated as well. The practical part of the diploma thesis includes realization and following evaluation of a question-form investigation, which characterizes behaviour of a Czech Internet user. The goal is to prepare a suitable question-form about the behaviour of Internet users, to distribute the question-form and to evaluate and analyze the modern Czech Internet user by utilizing the resulting data and other study material.

An Exploratory Study on the Interrelationship of Internet Addiction, Internet Usage Motivation, Internet Usage Behavior and User Characteristics for Taiwan High School Students. Chieh-Ju Tung Abstract The purpose of this study was to examine the interrelationship among motivation and gratification level, activities, personality and Internet addiction for Taiwan¡¦s high school students based on the Uses and Gratifications Theory. The characteristics of those identified as addicted are investigated along with the factors of demographic data, motivation and gratification, web attitude and personality. Moreover, structural equation modeling was used to verify the Theory. The study was conducted using purposive sampling at two major municipals in Taiwan. Questionnaires including Pathological Internet Use Scale for Taiwan high school student, Diagnoistic Questionnaires, Internet usage Motivation and Gratification Scale, Interpersonal Relationship Scale, Self-Esteem Scale, Center for Epidemiologic Studies Depression Scale, Internet Usage Behavior Questionnaire, Perceptions of the Internet Influences and Demographic Data. Of the 1708 qualified samples, 236 were classified as Internet addicted. Major findings of the study are: 1. Entertainment is the major factor for high school students to use Internet, information searching stands as second. Surfing with motivation of social and entertainment has positive correlation with Internet addiction. Those classified as addicted have higher motivation on social and entertainment and have higher satisfaction thereafter. 2. Males who own computer, with grades in lower two-thirds of the class, with more than 4 years Internet usage experience, always using cyber-café or surfing during weekday have higher tendency to become addicted. 3. System and location of school, the grade attended or whether access Internet at home have no relationship with addiction. 4. The average weekly hours on Internet is positive correlated with Internet addiction. 5. Students with personality of dependence, shyness, depression or lower self-esteem have higher tendency to become addicted. 6. The probability of males to become addicted is 2.6 times that of females. Vocational high school students have higher tendency to become addicted than non-vocational high school students. 7. The average weekly hours on Internet for those addicted is 21.2 hours, it¡¦s 1.75 times that of normal ones. 8. Those identified as addicted always surf in cyber-café and favor on-line games, chat room and sex-related activities. 9. Those identified as addicted have lower self-esteem and higher depression. 10. Internet addiction has significant canonical correlation with motivation on social/entertainment and hours on Internet. 11. Internet addiction has significant canonical correlation with shyness, depression emotion, poor interpersonal relationship, negative self-concept and lower self-esteem. 12. The theoretical model constructed in this study could explain the relationship among main variables by Amos. 13. ¡§Internet usage motivation¡¨ has greatest direct effect on addiction. It has greatest total effect when combines with the factor of ¡§Average weekly hours on Internet ¡¨. 14. The predictability for Internet addiction is 62% when six variables were used (Motivation on social, Motivation on entertainment, Average weekly hours on Internet, Interpersonal relationship, Depression and Self-esteem). Finally, suggestions on counseling addicted students are made for government and high school authorities, counselors and parents. Issues for futher study are also discussed.

La présente recherche traite de l’expérience de consultation du site web d’une marque et de son impact sur les réactions post-visite de l’internaute. Dans cette perspective, une revue de la littérature relative à l’expérience de consommation de manière générale et à l’expérience de navigation de manière spécifique est effectuée. Cette démarche conceptuelle, conjuguée à une étude qualitative exploratoire, a abouti à la proposition d’un modèle conceptuel qui met en exergue le processus psychologique – notamment le mode de traitement et l’expérience d’imagerie mentale – de l’internaute lors de la consultation du site web de marque. De même, ce modèle met au jour les contributions des composantes fonctionnelles et expérientielles de ladite consultation sur la satisfaction et l’attitude de l’internaute.En vue de confirmer le modèle conceptuel, une étude quantitative de type expérimentale est effectuée. Le test des liens subséquents au modèle causal – au moyen des analyses multivariées et de la méthode des équations structurelles – ressort les interactions substantielles qui régissent les éléments antécédents et composants de l’expérience de consultation du site web d’une marque ainsi que leurs influences respectives sur la satisfaction de l’internaute relative au site web et sur son attitude envers la marque. / This research discusses the experience of brand website visit and its consequences on consumer post-visit reactions. In this perspective, a review of the literature related to the theme of consumption experience in general and particularly to online browsing experience is performed. This theoretical approach, combined with an exploratory qualitative study, led to the proposal of a framework model that emphasizes the psychological process - including the way of processing and mental imagery experience - during consumer consultation of a brand website. Similarly, this model reveals the contributions of the utilitarian and experiential components of that consultation on consumer's satisfaction and attitude.To confirm the framework model, a quantitative experiment is performed. The results of the causal model testing - this, using multivariate analyzes and structural equation modeling- put forward the substantial interactions that exist between the antecedent elements and the core components of the brand website experience and the specific influences of these ones on consumer's satisfaction related to the website and attitude toward the brand.