Title The influence of personalization and privacy paradox on the intention to purchase in the sporting goods omnichannel retail /
Translation of Title Personalizacijos ir privatumo paradokso įtaka ketinimui pirkti sportinių prekių omnikanalinėje prekyboje.
Authors Dvilevičiūtė, Ugnė
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Pages 94
Keywords [eng] Personalization, Privacy, Paradox, Retail, Sporting Goods, Omnichannel
Abstract [eng] Supervisor – Doc. Dr. Elzė Rudienė The thesis was prepared in Vilnius, 2024 Scope of Master’s thesis - 93 pages Number of tables used in the FMT- 18 Number of figures used in the FMT - 4 Number of literature sources used - 107 Problem, objective and tasks of the FMT: The raised research question (problem) of this thesis: how does Personalization and Privacy paradox influence the intention to purchase Sporting goods in an Omnichannel retail environment? The aim of this thesis is to research the Influence of personalization and privacy paradox on the intention to purchase in the sporting goods omnichannel retail. The objectives of the study: To review the current and fundamental research of the personalization - privacy paradox and related concepts and the research done into the sporting goods retail sector. To perform analysis and study of personalization - privacy paradox has a statistical significance on the Intention to buy in the omnichannel sporting goods retail while shopping in omnichannel retail. To construct an effective methodology and raise hypotheses that would support the research aim and explore the problem of the research based on the existing references and sources. To perform research on two omnichannel retail purchase channels (E-commerce and Click and Collect), then analyze the results of both channels as an Omnichannel channel. Compare statistical significant correlations between the important concepts according to the raised hypotheses. To test the main raised hypotheses and explore the significant research data additionally if needed. To present the qualitative research results, summary of the research, theoretical and practical implications of the research. Research methods used in the FMT: Data for this quantitative study was collected using an online survey method based on a convenience sampling. Two surveys were used as a study focused on two channels of the omnichannel: click and collect and e-commerce. In total 170 answers were analyzed in the study (85 were collected for click and collect, 85 for e-commerce, 170 in total as Omnichannel). Correlation and multiple regression methods were used in the research. Conclusions of the FMT: The results showed that perceived control was the only that had a positive significance in both e-commerce and click and collect and consequently in Omnichannel). There was no significance between the intention to purchase spotting goods in omnichannel retail and the privacy-personalization paradox found. Additional channel specific correlations have been found in the research and additional multiple regression was done which concluded that the strongest factor to purchase in omnichannel was subjective norms.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2024