The aim of this diploma thesis is to explore Generation Y consumers' behavior in the process of buying apparel online and to identify the factors that affect it in order to propose recommendations for subjects operating in the apparel e-commerce market. To this end, a questionnaire survey (n = 254) was used, as well as eye-tracking research (n = 11) supplemented by in-depth interviews (n = 11), which helped to further explain consumer behavior. Based on the results, recommendations are suggested and the results of the research are compared with relevant expert studies in this field.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:429293 |
| Date | January 2019 |
| Creators | Stanová, Karin |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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