| Abstract [eng] |
The Master’s Thesis analyses the peculiarities of e-commerce consumer behaviour in Lithuania. The theoretical part analyses the theoretical aspects of e-commerce, discuses the links between electronic business and commerce, the peculiarities of e-commerce marketing, customers, goods, and advertising. The notion and conception of consumer behaviour is discussed as well as the relation to other sciences. The models of consumer behaviour and the external and internal factors that influence consumer behaviour are presented. Moreover, the peculiarities of theory and research of attitudes that determine consumer behaviour and Big Five Personality Dimensions are discussed. The practical part interprets the results of the research of e-commerce consumer behaviour peculiarities in Lithuania. By applying factor analysis, the attitudes of consumers were classified, the types were attributed according to the attitudes that determine consumer behaviour, the model of four orientations (4O) was created, which describes the interrelation between the types of consumers. 5 types if consumer behaviour were distinguished: extraversion, awareness, sincerity, neurotic, and openness to novelties. |
