Porovnání webů pro prodej nových a použitých mobilních zařízení

Abstract

This bachelor's thesis focuses on comparing the websites of four Czech e-shops selling mobile devices: Alza.cz and Apple.com/cz representing the new device segment, and Skvelej-mobil.cz and Jabkolevne.cz representing the used device segment. The aim is to identify which trust signals are present on these websites, how they are visually presented, what impact they have on the decision-making of potential customers, and whether their effectiveness differs between the two market segments. The thesis consists of a theoretical part, a characterization of the mobile market, research methodology, analysis of results, proposals and recommendations, and a conclusion. The theoretical part defines the concept of trust in the online environment, the typology of trust signals, and the role of websites as a distribution channel, drawing on established trust models (Gefen, Pavlou, Bart). The analytical part describes the structure of the Czech mobile device market, the profile of the online shopper, and the competitive environment of the four selected e-shops. The research was conducted through qualitative user testing with ten respondents aged 18–29, combining structured observation, the think-aloud protocol, and semi-structured interviewing. Task completion times and subjective evaluations of trustworthiness, clarity, review quality, and overall purchase probability were measured. The results show that for new devices, implicit brand signals and the volume of customer reviews dominate, whereas for used devices, procedural signals are decisive, especially real photographs of the specific item being sold, transparent condition descriptions, and authentic reviews. Furthermore, the thesis empirically captures the impact of the 2026 media controversy on the perception of the Jabkolevne.cz platform, demonstrating that negative publicity fundamentally alters the interpretation of the same website elements. The practical output is a set of specific recommendations for each of the analyzed platforms, aimed at increasing the visibility of key trust signals and improving their effectiveness.