Uplatnění nudgingu ve webovém prostředí crowdfundingových platforem

Abstract

The aim of the bachelor thesis is to describe and analyze the application of the concept of nudging in the web environment of crowdfunding platforms. In the theoretical part of the thesis, the concept of nudging is explained, including its significance in behavioral economics. This is followed by a description of the principle of crowdfunding as an alternative source of fundraising. Based on data obtained from a questionnaire survey using the CAWI method, the practical part examined the dependence between groups of variables related to the amount of the one-time contribution, website elements and socio-demographic factors of the contributors. The element of nudging in the analysis primarily appears in the form of a default option. For the purpose of finding dependence, correlation analysis and chi-square test were applied. The analysis is supplemented by an overview of consumer tendencies regarding preferences and knowledge of the discussed concepts. The results of the bachelor thesis indicate a statistically significant level of correlation between the amount of the contribution and socio-demographic factors. The relationship between the contribution amount and monthly income showed the highest degree of correlation. At the same time, a prevailing degree of ignorance regarding the concepts of nudging and crowdfunding, including specific platforms, was demonstrated.