| Abstract [eng] |
In the context of modern business, e-commerce is a particularly growing sector. The global outbreak of the COVID-19 pandemic and the associated physical restrictions have severely limited access to physical outlets. Many businesses have been forced to move into the e-commerce space in order not to lose customers. With the strong increase in competition in the online space and the emergence of many new online shops, it has become even more important for businesses to better understand their customers and the factors that determine their intention to buy. This master thesis aims to understand how perceived risk, propensity to trust and price sensitivity influence the intention to buy from unknown online stores. The thesis consists of three parts- theoretical literature analysis, empirical study and analysis of research findings. The first part reviews the research on the topic and its results. In the second part, based on the literature analysis carried out in the first part, a research model was developed, hypotheses and methodology were set out, and an empirical study was conducted. In the third part, the analysis of the data of this study was carried out. The study was carried out by means of a questionnaire survey with 237 respondents. Based on the results obtained from the survey, conclusions were drawn and recommendations were made for the business and for further research. |
