| Abstract [eng] |
In this Master's work, based on the scientific work of foreign authors, consumer behavior is analyzed and types of users in virtual environment are identified. Consumer behavior determining factors that influence purchase decision-making process are disclosed. Summarizing the analysis of scientific literature sources, the theoretical model of external factors affecting consumer purchase decision-making and purchase process in virtual environment is developed. In order to test the theoretical model of external factors affecting consumer purchase decision-making and purchasing process in virtual environment an empirical analysis is made. Based on the results of the empirical analysis, internet consumer behavior characteristics in virtual environment is identified and evaluated, the key external factors and types of consumers, affecting purchase decision-making process in virtual environment are defined. |
