Spotřební chování generace Z při online nákupech módy

This master’s thesis deals with the consumer behavior of Generation Z in the context of online fashion shopping and examines how various factors, motivations, and trends influence their decision-making when purchasing clothing. The aim of this thesis was to explore the purchasing behavior of Generation Z within online fashion shopping. The practical part of the thesis was conducted using a questionnaire survey, and the results show that despite the persisting importance of brick-and-mortar stores, the online environment plays a major role. Furthermore, key findings include the crucial influence of user reviews on the final purchasing decision, the comparable impact of brand-generated and regular user content on social media on decision-making, and the balanced ethical and economic motivations behind purchasing fashion in online second-hand stores. Based on these findings, specific recommendations are proposed to help retailers engage the Generation Z segment more effectively.