Vliv behaviorální cenové diskriminace v e-commerce na blahobyt spotřebitele

This bachelor's thesis analyzes the impact of behavioral price discrimination in e-commerce on consumer welfare. The theoretical section connects the concepts of consumerism, e-commerce, and big data with price discrimination itself, including consumer perceptions of fairness and defense strategies against algorithmic tracking. The practical part presents quantitative research conducted through an online survey of 135 Czech consumers. Using the Mann-Whitney U test and Spearman correlation, three research questions were evaluated, focusing on the influence of age, exposure to price discrimination, and proactive privacy protection on the perception of fairness. The results show that Czech consumers clearly reject behavioral price discrimination, while the decisive factor of acceptability is the framing mechanism are discounts offered to selected groups are perceived as fairer than price increases for others, even though they are economically nearly identical. The impact on consumer welfare manifests primarily at the level of subjective perception through reduced trust and negative emotional reactions. The thesis provides the first empirical data on this phenomenon in the Czech environment.