The thesis deals with the consumer behavior of seniors in the online space with a focus on factors influencing grocery shopping. The aim of the thesis is to evaluate how selected factors affect the intention of Czech seniors to purchase groceries online. The quantitative research utilizes a conjoint experiment, and data collection is conducted through a questionnaire. The results show that health status, price levels, store distance, delivery time, and opportunities for social interaction are ke... zobrazit celý abstraktThe thesis deals with the consumer behavior of seniors in the online space with a focus on factors influencing grocery shopping. The aim of the thesis is to evaluate how selected factors affect the intention of Czech seniors to purchase groceries online. The quantitative research utilizes a conjoint experiment, and data collection is conducted through a questionnaire. The results show that health status, price levels, store distance, delivery time, and opportunities for social interaction are key factors influencing seniors' online shopping behavior. The thesis further analyzes the impact of factors based on the Technology Acceptance Model and the Theory of Planned Behavior, such as perceived usefulness, ease of use, subjective norms, perceived behavioral control, and attitudes towards online shopping. The research reveals that all mentioned factors, except for perceived behavioral control, influence seniors' intention to buy groceries online. The findings of this study provide valuable insights for marketers and managers focusing on the growing segment of older consumers. |