| Abstract [eng] |
The aim of this Master thesis is to determine the impact of TAM model factors on consumer intention to repurchase sharing economy services under different types of gamification elements: feedback and virtual map. The main tasks are to analyze the sharing economy, the factors of consumer loyalty in it, to study the influence of TAM factors on the intention to repurchase sharing economy services, as well as to study the benefits of different gamification elements for consumers and businesses and their usege in the sharing economy. To achieve the goal, respondents' demographic statistical analysis, Exploratory Factor Analysis, the reliability analysis of research variables (using the Cronbach's Alpha coefficient), independent samples t test, linear and multiple linear regression analysis, correlation, factor variance analysis were performed. All TAM factors were found to be equally strong in both situations: feedback and virtual map. Also, in both situations with gamification elements, TAM factors have a positive impact on satisfaction except the enjoyment of use, which does not have a significant impact on satisfaction, while integrating a virtual map. The connection between ease of use & usefulness of use and satisfaction are equally strong in both situations with different gamification elements. The connection between enjoyment and satisfaction is stronger when feedback is integrated. Satisfaction has a positive impact on the intention to repurchase in both situations with different gamification elements. The connection between satisfaction and the intention to buy again is stronger when a virtual map is integrated. |
