Faktory ovlivňující chování uživatelů na srovnávačích zboží

Abstract

Master's thesis deals with analysis of factors affecting users behaviour on search engines. Primary objective was to find out which factors affects users to visit e-shop on Heureka.cz the most. Data was collected with script planted on Heureka. Factors was evaluated with discriminant analysis and binary logistic regression. Results of both analysis was compared between each other and was determined which factor influence visitors the most. The most influencing factors was product price, Heureka Basket, number of users reviews, gift and delivery price.