| Abstract [eng] |
63 pages, 8 pictures, 183 references. The main purpose of this master thesis is to determine the effect of an odd price on the intention to buy hedonic goods in the online store. The work consists of three main parts: the analysis of the literature, the description of the research methodology and the part of the obtained research results, from which the main conclusions and recommendations follow. Literature research includes the analysis of the odd price effect on the intention to buy. Also the analysis of theoretical consumer behavior models in the context of intention to buy. In addition to this, it involves the analysis of the application of the odd price in the online store and the peculiarities taking into account the product categories, store types and demographic characteristics. An analysis of the literature has helped to reveal that the odd price has a greater impact on hedonic goods and its impact varies depending on whether the item is purchased in a physical or online store. Based on the results of literature analysis, the methodology of the research was presented. Two online surveys were used to implement the experiment, in which the respondents' intention to buy two items (a mobile phone case and headphones) in the online store was assessed. The motive for purchasing both items had to be hedonic. Different product prices were presented in the surveys: A - mobile phone case for 9,99 EUR, and headphones for 50,00 EUR; B - mobile phone case for 10,00 EUR, and headphones for 49,99 EUR. The aim was to find out whether the odd price influences consumers' intention to buy the product. The presented statements were evaluated on a 7-point Likert-type scale. The results of the research were statistically processed with the SPSS program batch. The Cronbach’s Alpha coefficient, which was greater than 0,6 in all cases, was used to assess the reliability of the scales, indicating that the scales used were consistent. Using statistical methods, the results of the study were obtained, which show the significance of the variables used in the study. The study showed that the odd price creates the effect of lower perceived price, but at the same time determines the perception of lower product quality. However, these variables are affected by consumer price sensitivity. Perceived value, meanwhile, acts as a mediator between perceived price or quality and intention to buy in an online store. It is also important to mention that a significant variable is also the inclination to buy impulsively. In the research model, it acts as a moderator of the relationship between perceived value and the intention to buy a product in an online store. The conclusions and recommendations summarize the main aspects of literature analysis as well as the results of the performed research. The results of the study can be useful for companies, which in certain situations can take advantage of the effects of an odd price. |
