| Abstract [eng] |
SUMMARY 67 pages, 21 tables, 9 pictures, 81 references. The main purpose of this master thesis is to – to determine the influence of risk propensity, impulsivity, trust and past experience on the intention to buy from an unknown online store. The work consists of three main parts: literature analysis, methodology and empirical research analysis, conclusions and proposals. In the literature analysis, the concept of intention to buy in an electronic store, intention to buy from a known and unknown store, theoretical models of purchase intention and factors determining the intention to buy from an unknown electronic store are examined. The research model is developed after conducting a theoretical analysis of purchase intention and postulating hypotheses. A questionnaire consisting of a set of closed questions was used for quantitative research. IBM SPSS Statistics 28 program was used for data processing. Descriptive statistics were used to analyze the data, numerical expressions of selected indicators were calculated: averages and percentage distribution. Correlation and linear regression analysis were used to confirm the hypotheses. The conducted study revealed that the ease of use of an e-store positively affects the perceived usefulness. Perceived usefulness positively affects trust in an e-store, because by perceiving the usefulness of shopping in an e-store, the consumer gains trust that can become permanent, and trust and perceived usefulness are increased by a factor such as a return policy. During the study, it was found that ease of use positively affects trust in an electronic store, when it is convenient to search for information, find and buy goods, the shopping itself is easy and convenient, and the user trusts the electronic store. Summarizing the research data, it can be said that respondents' impulsivity, trust and positive experience are factors that influence the intention to buy from an unknown online store. Risk propensity does not have a greater influence on the intention to buy from an unknown online store. E-store developers are offered to ensure the good and fast operation of the website and the safety and privacy of users, to provide all the necessary information about the goods, to use attractive images of the goods and detailed and clear descriptions of them, to ensure a refund policy. |
