| Abstract [eng] |
The main purpose of this master thesis is to examine the influence of consumer lifestyle and selfregulation focus on his/her intention to buy tourism services independently or communicating with travel agency specialist. This work consists of these main parts: the analysis of scientific literature, the research methodology, the results of the research. The study concludes with conclusions, recommendations and references. The detailed scientific literature analysis was performed to achieve the main goal of this work and to fulfill all tasks. Based on the topic of the thesis, intention to buy was examined in the context of psychographic characteristics, consumer lifestyles, selfregulation direction and their influence on the intention to buy tourism services. Also were analyzed impacts of perceived financial and security risks and propensity to trust on intention to buy independently or communicating with travel agency specialist. The research methology was prepared based on the literature analysis and results of previous studies. The author constructed research model and formulated 11 hypotheses. After that, was created questionnaire, using selected reliable constructs. Questionnaire contained 54 questions and was calculated required quality of respondents. Collected empricial data were statistically processed using the IBM SPSS Statistics 26 software program. The survey was answered by 628 respondents, but only 404 of them answered correctly. The verification of hypotheses was done using the reliability of scales analysis (Cronbach’s Alpha), regression analysis, moderation analysis using the IBM SPSS Statistics PROCESS 3.5, paired samples t-test. The results of the research show that time - oriented lifestyle and promotion selfregulation focus positively impacts intention of consumer to buy tourism services independently and negatively impacts intention to buy services communicating with travel agency specialist. Findings present the perceived financial and perceived security risk have no negative moderating effect on intention to buy independently, as well as propensity to trust people have no positive moderating effect on intention to buy communicating with travel agency specialist. The conclusions summarized the main concept of literature analysis as well as the results of the performed research. General recommendations were suggested for travel agencies and marketing specialists as well as for future researches. |
