Identifikace postojů spotřebitelů k e-commerce trendům

Abstract

This thesis focuses on five key trends in the field of e-commerce: m-commerce, personalization, s-commerce, q-commerce, and augmented and virtual reality technologies, which together shape a new form of the online shopping process. Based on the combination of theoretical knowledge and the results of a questionnaire survey, it evaluates Czech consumers’ attitudes toward these trends. The research showed that some trends have already become a common part of shopping behavior, while others are still in the early stages of adoption. The thesis provides specific insights into which elements customers perceive as attractive and what could support the broader use of new technologies in practice.