Analýza nákupního chování nákupu na internetu

Abstract

Online buying has recently become a popular activity and its importance is still increasing. Some consumers use internet comparison sites (shopbots). Internet shopbots enable to make comparison of prices and other attributes of a product between particular retailers. The aim of this study is to investigate how consumers buy at internet shopbots. Data were collected from 32 subjects using direct observation. The results of this study show that the process of consumer buying behavior at internet shopbots depends on the type of a product. While price is important for consumers when commodity product is being purchased, the key factor in quasi-commodity product is trust.