Zpracování analýzy chování dětí v online prostředí

Abstract

The aim of this bachelor thesis is the analysis of children’s behaviour in the online environment. In the theoretical part of the bachelor thesis are defined the basic concepts related to the issue of children’s behaviour in the online environment. First, the legal regulation of consumer protection at the national and European level is delimited. The terms child, consumer and entrepreneur are defined from legal point of view. Next, important concepts related to purchasing behaviour are specified. Consumer behaviour, the basic of marketing, advertising regulation and forms of advertising are defined. In the next chapter, the online environment and related concepts are specified.

In the practical part of the bachelor thesis is conducted quantitative research in the form of a questionnaire survey, which focuses on children’s behaviour in the online environment. The collected data was then analysed, the results were interpreted and the research questions and objectives were answered. This thesis also includes a comparison of the EU Kids Online 2020 survey with some of the results of conducted questionnaire.