Identifikace faktorů nákupního chování při nákupu jazykových vzdělávacích služeb

Abstract

On-line shopping is becoming very common these days. It brings along many advantages for the customers such as saving of time and money as well as the possibility to compare the offers in the comfort of their homes. The online shopping might seem a bit more risky when purchasing services in comparison with product purchase. The customer may order the service online, but usually he (she) is welcomed to come on particular place. It is very important for services providers to analyse customer behaviour in the pre-shopping stage and to find out the motives that lead customers to order the services through their website. The term Service is very broad, therefore, this work is focused only on one, and that is the language education. The aim of this dissertation is to use statistical methods to identify the factors influencing consumer behavior in the selection of language courses especially on the Internet. This importance is assessed using the relevant statistical apparatus. For significant factors the regressive models were created, to explain the mutual relations more specifically. The data analysis was based on the real purchases of language courses and the actual behaviour of customers on language school´s website measured by using the MYX services, which monitors the place of click of every website´s visitor and data from the survey mapping the decision-making process when buying a language course. For each part of the decision-making process were compiled tables, which summarizes the findings of addiction. In the analysis has also been demonstrated and by regression models quantified, the effect of education, time spent on the Internet and how to search for information on the form of buying a language course. It has also been shown to influence of gender, age, level of education and previous experience with language course in the particular language school on the way of language course purchase. The influence of above- mentioned customer´s characteristics on their behaviour on the website were proved alongside with the use of various elements on the website´s homepage for (un)completion of the online order of language course. These relations are quantified by the means of the multiple linear regression model. Within the discussion about the obtained results some elements on the homepage were appointed as negative influencers in regards to online language school purchase.