| Abstract [eng] |
Business growth is important for the long-term success of a business, as it can generate more revenue and brand awareness. Businesses that have started to operate in the online space may start to feel the need to expand and open physical stores in the future, which is why it is crucial to find out what influences the business to expand from an online store to a physical store. To answer the problem of the thesis, which consumer and brand factors influence the intention to buy in the physical store extension of an online shop? The aim of this thesis was to identify which consumer and brand factors influence the intention to buy in an online store extension - a physical store. The thesis has 7 objectives: 1. To analyse the concept of brand extension from online store to physical store. 2. To analyse the consumer factors that influence brand extension from online store to physical store. 3. Analyse the brand factors that influence brand extension from online store to physical store. 4. Develop a conceptual model of the relationship between consumer factors and online to physical store factors. 5. To develop an empirical research methodology to investigate the relationship between consumer factors and online store to physical store expansion. 6. Based on the developed research methodology and conceptual model, to collect and analyse the obtained data related to the relationship between consumer factors and the expansion of the online store into physical stores. 7. Based on the analysis and the results of the study, draw conclusions and make proposals on the relationship between consumer factors and the expansion of the online store to physical stores. The thesis consists of 3 parts, the first part is the theoretical analysis of the factors influencing the purchase intention in a physical store, the second part is the research methodology of the factors influencing the purchase intention in a physical store, the third part is the analysis of the results of the research on the factors influencing the purchase intention in a physical store. The paper ends with conclusions and recommendations. Based on the literature analysis, the methodology section sets out 9 hypotheses which it seeks to validate through an experimental survey. After analysing the data obtained, 2 hypotheses were accepted and it was found out that consumer innovativeness influences the consumer's intention to shop in a physical store by the consumer's involvement in the purchasing process. The conclusions and recommendations summarise the literature review and the results of the study. The results of the study could be of relevance to companies that have online stores and are considering expanding into physical stores. |
