Impulsivní nákupní chování a ponákupní nespokojenost spotřebitele

The aim of the present study dealing with impulsive buying behaviour and consumer post-purchase dissatisfaction was to verify in the Czech online shopping environment the relationship between impulsive buying behaviour, post-purchase dissatisfaction, impulse buying and intention to return a product, which is assumed in the study of Chen, Chen and Lin (2020) and to extend it with another factor of consumer self-confidence according to the study of Keng and Liao (2013). A quantitative design was chosen for the research - data was collected through a questionnaire that was partially adopted from the above mentioned studies (the questionnaire was modified for the purpose of the thesis). The collected data was analysed through post-hoc statistical methods and also through selected statistical tests (Cronbach's alpha, McDonald's omega, Kendall's tau, regression analysis). A significant co-relation was found between impulse buying and post-purchase dissatisfaction and the tendency to engage in impulsive buying behaviour and impulse buying.