This bachelor thesis focuses on the analysis and comparison of hybrid consumer practices, with the key aim of exploring adaptation to new technologies across different generations. The theoretical part of the thesis situates the problem under investigation in a broader social and professional context, presenting relevant literature research and the current state of the field with examples of previous research. In the practical part, the author describes and defends the research design in detail,... zobrazit celý abstraktThis bachelor thesis focuses on the analysis and comparison of hybrid consumer practices, with the key aim of exploring adaptation to new technologies across different generations. The theoretical part of the thesis situates the problem under investigation in a broader social and professional context, presenting relevant literature research and the current state of the field with examples of previous research. In the practical part, the author describes and defends the research design in detail, presents the obtained results, performs their analysis and interpretation, answers the research question and provides suggestions for further discussion. Through this approach, the thesis provides a comprehensive view of the dynamics of consumer trends and their adaptation across generations. Translated with DeepL.com (free version) |