| Abstract [eng] |
Thesis examines the impact of online store quality on consumers purchase intentions. With the rapid growth of e-commerce, it becomes increasingly important to understand which aspects of online store quality influence consumer decision-making and how this effect is shaped by mediating and moderating factors. The theoretical part of the thesis analyzes the development of the online store quality concept and distinguishes its main dimensions: technical quality, information quality, and service quality. Factors influencing purchase intention are discussed, with particular attention given to perceived value, trust, and satisfaction. Based on the literature review, an integrated research model was developed, incorporating direct, mediating, and moderating relationships. The empirical research was conducted using a mixed-method approach. The quantitative study involved 400 respondents. Data analysis was performed using IBM SPSS and PROCESS v5, applying correlation, regression, moderation, and mediation analyses. The results revealed that online store quality has a statistically significant but relatively small direct effect on purchase intention. However, perceived value, trust, and satisfaction significantly mediate this relationship. Consumer experience and sustainability orientation were found to moderate the relationship between quality and purchase intention. The qualitative study was conducted using a hybrid thematic analysis combining inductive and deductive coding. Four semi-structured interviews were carried out. The findings showed that consumers associate online store quality primarily with comprehensive information, clear navigation, visual aesthetics, transparency, and reliability. Emotional factors such as satisfaction and trust were identified as particularly important in shaping purchase intentions. Results show that consumers purchase decisions in online stores are influenced not only by rational quality attributes but also by emotional evaluations. The findings contribute to the development of research on e-commerce quality and consumer behavior and provide practical insights for improving the competitiveness of online stores. |
