Analýza psychologických faktorů ovlivňujících impulzivní online nákupy

Abstract

The bachelor thesis focuses on the analysis of psychological factors influencing impulsive online purchases. The main aim of the thesis was to determine which psychological, emotional, marketing and social factors affect consumers during unplanned purchasing decisions in the online environment. The thesis was divided into a theoretical and a practical part. The theoretical part defined key concepts such as consumer behaviour, psychological factors, impulsive buying behaviour and the specifics of the online market. The practical part analysed the results of quantitative research conducted through an anonymous online questionnaire survey. The collected data were subsequently processed and evaluated using selected statistical methods. Based on the results, the research questions and hypotheses were evaluated, and the main findings, proposals and recommendations for online sellers and consumers were formulated at the end of the thesis.