| Abstract [eng] |
69 pages, 11 charts, 6 pictures, 115 references. The main purpose of this master thesis is to determine the influence of purchase urgency and importance as moderating variables on willingness to disclose personal information when shopping online. The work consists of these main parts: two parts of the analysis of literature, the research methodology, the research and its results, conclusion and recommendations. Literature analysis reviews the theories explaining what is personal data and its importance, presents the main aspects of the impact of the Internet on the attitude on personal data and its privacy as well as indicates main theories and variables that explain buyers’ willingness to disclose personal data. After the literature analysis the author prepared a methodology for the research and implemented it via online questionnaire. Analysis was based on 285 respondents’ responses. The main purpose of the questionnaire was to find out how the purchase urgency and importance as moderating variables influence the willingness to disclose personal information. The results of the research were statistically processed with the SPSS programme batch. Cronbach’s Alpha coefficient was used to determine the alignment of the Likert scales’; in all cases, it was higher than 0.7. In order to establish effect between variables multiple regressions and moderation tests were used. The performed research revealed that the influence of purchase urgency and importance as moderating variables is negative. Despite that, was found that urgency has positive direct effect. Additionally, neither the sensitivity of the personal information nor the material value of the purchase has any effect. However, was found out that trust is one of the main variables that is important in willingness to disclose personal information. The conclusions and recommendations summarize the main concepts of literature analysis as well as the results of the performed research. The author believes that the results of the study could give useful insights and guidelines to the e-commerce companies that would like to set their marketing strategies in a more effective way. |
