Vliv užitečnosti pořízeného produktu na následnou ochotu spotřebitele utrácet peníze

This bachelor thesis aims to evaluate how unused utility (used/unused), product acquisition (gifted/purchased), and consumer income influence consumers' subsequent willingness to spend money. The research was conducted using a 2 x 2 experimental design based on a modified replication of Study 2a from the original research by Koley and Reich (2023). Data were collected using an online questionnaire created in Qualtrics. Validated instruments were used to operationalize each construct. Three linear regression models and MANCOVA were used to analyze the data. The influence of unused utility on consumers' subsequent willingness to spend money was confirmed. Moreover, results show the moderating effect of the amount and source of consumer income in the relationship between the unused utility and the consumer's subsequent willingness to spend money.