Analýza spotřebitelského chování na trhu online prodeje potravin

Abstract

This thesis presents an analysis of consumer behavior in the field of online grocery business on the Czech market. It utilizes theoretical models of consumer behavior in online environments, such as the Theory of Planned Behavior and the Diffusion of Innovations Theory, to explore the motivations of consumers when using e-grocery services. The practical part includes a quantitative survey among consumers, examining their shopping habits and satisfaction with these services, with an emphasis on factors such as perceived convenience, service quality, and trust in technology. The thesis reveals how these factors influence purchasing intentions and concludes with recommendations for e-grocery providers on how to better understand and respond to consumer behavior to improve services and accelerate the diffusion of their solutions.