| Abstract [eng] |
The main purpose of this master thesis is to determine the influence of price discount and e-store image perception for intention to buy in e-store. To achieve this goal these tasks were set: to determine the influence of the level of the price discount on the intention to buy in the e-store, evaluate perceived e-store image influence on the intention to buy in the e-store, to compose a research methodology, to collect and analyze research data and to present for business practical recommendations and conclusions. This master thesis has three main parts: the analysis of literature, the research methodology and research results. Conclusion and recommendations for business are given in the last chapter. Theoretical basis, which is based on the results and conclusions of scientific researches, was presented in the literature analysis: the concept of price discount and it’s influence on consumers intention to buy at different discount levels, e-store elements which creates e-store image perception. Also, the influence of different discount levels and e-store image perception for perceived transaction value and purchase intention. After the literature analysis the author organised factorial experiment design research and prepared three questionnaires for respondents to collect the research data. The analysis of the obtained data was performed using IBM SPSS software. In the following stages of the study, the research hypotheses were tested and the results were analyzed and compared with previous scientific researches. The performed research revealed that the perceived transaction value depends on the level of the price discount and perceived e-store image has a positive effect on the perceived transaction value and on intention to buy. The findings provided key insights from the study, which had provided practical recommendations for business. The author believes that the results of the study could give useful guidelines to the companies that are going to develop perceived e-store image and increase sales. |
