Typologie zákazníků internetových obchodů s oblečením

Abstract

This thesis focuses on online shopping behaviour of leisure time clothes. The aim is to build the typology of online shoppers of the clothes . The results of the research should provide the insights into the mind of consumers and thus understand their behaviour patterns of shopping. In order to achieve the aim primary research was conducted using the method of electronic questioning. Typology of customers was compiled using factor and cluster analyses. Factor analysis was divided 34 variables into 17 factors. Created typology of online customers with clothing includes three segments: online/offline customers, fans of offline stores and experienced online shoppers.