| Abstract [eng] |
Supervisor – J. Asist., Ignas Zimaitis Paper prepared – 2021 in Vilnius Paper scope – 76 pages Number of tables – 19 Number of images – 1 Number of literature sources – 76 Short description of the work: In the face of a global pandemic and quarantine measures that have restricted physical outlets, consumers have been encouraged to choose a safer place to shop - the internet. As a result, many businesses have had to adapt to the new situation and digitalize their business in order to sustain their business. In recent years, many new e-shops have appeared on the internet, offering a wide range of products. Today's retailers face new challenges - how to stay ahead of the competition, attract new consumers and encourage them to buy even when they are not familiar with the e-shop. The aim of this thesis is to investigate the impact of shopping orientation, trust in the platform, perceived website quality and perceived risk on the intention to buy from an e-shop unknown to the consumer. Thesis objectives: 1. To analyse the scientific literature and find out the main consumer shopping orientations and their impact on the intention to buy in an online store. 2. To analyse the interaction of trust in the platform with intention to buy in an online store that is unknow. 3. To investigate the main aspects of perceived website quality and its relationship with intention to buy from an unknow e-shop. 4. To analyse the influence of perceived risk on the intention to buy from an unknown e-shop. 5. To collect the data necessary to determine how different types of factors influence the intention to buy from an unknown e-shop and, after selecting an appropriate research methodology, to analyse the influence of the factors influencing the intention to buy and to present the summary findings of the study. The paper uses scientific literature analysis and empirical research methods. A qualitative study with 338 respondents is conducted in order to investigate and assess the impact of perceived website quality, perceived trust, perceived value shopping orientation and perceived risk on the intention to buy when a consumer is visiting an e-shop for the first time, without any prior knowledge of the e-shop. The results show that hedonistic shopping orientation, perceived website quality, and trust have a positive effect on the intention to buy from an unfamiliar e-shop, while perceived risk has a negative effect. The study also shows that perceived website quality, hedonistic shopping orientation have a positive effect on trust in an unfamiliar e-shop. Perceived risk, utilitarian shopping orientation do not have any influence on trust in an unknown e-shop. |
