| Abstract [eng] |
78 pages, 27 figures, 11 tables, 120 references. The main purpose of this master thesis is to analyse the link between attitude towards e- pharmacy brand and the intention to repurchase cosmetics in that particular e-pharmacy. The work consists of three main parts: the analysis of literature, the research and its results, conclusion, and recommendations. Literature analysis allowed to identify few mostly mentioned and discussed factors related with purchasing online - Past Experience, Brand Trust, Convenience, Time Risk and Attitude towards the brand. Also, literature analysis showed that the most popular research models for customers‘ intention to purchase are Theory of Reasoned Action (TRA) by Ajzen and Fishbein (1975), Theory of planned behaviour (TPB) by Ajzen (1991) and Technology Acceptance Model (TAM) by Davis (1989). After the literature analysis the author has formed a research model and has developed hypotheses. The author has carried out the research about factors forming Attitude towards e-pharmacy brand and how Attitude towards e-pharmacy brand affect the Intention to repurchase cosmetics in e-pharmacy. Research data was collected by online survey with a standardised questionnaire. The survey involved 392 respondents, but only 387 were suitable for the research analysis. The results of the research were processed with statistical analysis program SPSS and hypotheses were assessed by using regression and correlation analysis. Cronbach’s Alpha coefficient was used to determine the credibility of Likert scales and the result showed that in all cases it was higher than 0,6, which indicated that used scales were eligible. The performed research disclosed that there is a correlation between Incomes and Convenience and that Time Risk moderates relationship between them. It was also found that Experience has really similar impact on Brand Trust and on Convenience. Furthermore, Brand Trust has higher impact on Attitude towards e-pharmacy brand than Convenience. Lastly, that Attitude towards e-pharmacy brand has positive impact on Repurchase intention. The conclusions and recommendations summarise the main concepts of literature analysis and the results of the accomplished research. The author believes that research results could be useful for online pharmacies’ marketing specialists and for companies and their professionals, who work with cosmetics and online sales. Results of the study can be used for creating and improving yearly marketing plan or for updating marketing strategy. The research also helps to clarify what are the most important factors while making cosmetic purchase in online pharmacy, what isn’t important or have very little impact to the objectives pursued. |
