Identifikace faktorů ovlivňujících chování uživatelů na marketplaces

Abstract

The aim of this thesis was to identify the key factors influencing consumers when shopping on marketplaces and to provide recommendations for existing and new market entrants. The thesis examined the differences in the importance of these factors between Generations X, Y and Z. The results of the research were compared to a study conducted by Nielsen for the Association for Electronic Communications (APEK) and a cluster analysis was conducted. The analysis confirmed that factors such as product availability, speed of delivery, marketplace reputation, and quality of product displays influence purchase decisions on marketplaces. Four types of shoppers were identified: "Comfort shoppers," "Convenience shoppers," "Expert and Reliable Shoppers," and "Informed Shoppers." Recommendations for marketplaces include providing clear information, ease of ordering, reputation building, and quality visual presentation of products. These findings can serve as inspiration for platforms and e-tailers deciding which platforms to advertise on. The paper thus offers practical recommendations for improving marketplaces' services and adapting them to the needs of different generations.