Predictors of purchase intention among Georgian millennials

Název práce: Predictors of purchase intention among Georgian millennials
Autor(ka) práce: Khaburdzaniya, Luara
Typ práce: Diploma thesis
Vedoucí práce: Mareš, Jan
Oponenti práce: Mísař, Jan
Jazyk práce: English
Abstrakt:
Given Master’s thesis evaluates the predictors of purchase intention among Georgian millennials. The main goals of the thesis are to identify key influencing factors of intention to purchase online in Georgian millennials and assess which factors influence the leading ecommerce industries available on the Georgian market. To reach the primary goal of the given thesis, quantitative methods were conducted. The theoretical part of the thesis evaluates literature studies about consumer behaviour as a general approach, online shopping, main trends millennials follow while shopping online, and a general overview of the Georgian economy and Georgian e-commerce market. From evaluated studies, several hypotheses are stated about influencing factors of online purchase intention for Georgian millennials. To test the hypotheses, survey and SPSS regression analysis methods were used. Results from the given methods suggest that Georgia’s primary leading industry that is already well developed in Georgia is the market of electronics. As for a new emerging industry, the online rental marketplace has the most considerable potential. Regression analysis also stated a detailed relationship between dependent and independent variables. It was concluded that the most influential variables for purchasing intentions online among Georgian millennials were gender and major occupation/employment status. The findings of the given Master’s thesis can be used to improve the online marketplace in Georgia, develop a better customer experience on ecommerce, and be part of recommendations for emerging marketers.
Klíčová slova: Purchasing intention; Consumer behaviour; Online shopping; Millennials; E-commerce
Název práce: Predictors of purchase intention among Georgian millennials
Autor(ka) práce: Khaburdzaniya, Luara
Typ práce: Diplomová práce
Vedoucí práce: Mareš, Jan
Oponenti práce: Mísař, Jan
Jazyk práce: English
Abstrakt:
Given Master’s thesis evaluates the predictors of purchase intention among Georgian millennials. The main goals of the thesis are to identify key influencing factors of intention to purchase online in Georgian millennials and assess which factors influence the leading ecommerce industries available on the Georgian market. To reach the primary goal of the given thesis, quantitative methods were conducted. The theoretical part of the thesis evaluates literature studies about consumer behaviour as a general approach, online shopping, main trends millennials follow while shopping online, and a general overview of the Georgian economy and Georgian e-commerce market. From evaluated studies, several hypotheses are stated about influencing factors of online purchase intention for Georgian millennials. To test the hypotheses, survey and SPSS regression analysis methods were used. Results from the given methods suggest that Georgia’s primary leading industry that is already well developed in Georgia is the market of electronics. As for a new emerging industry, the online rental marketplace has the most considerable potential. Regression analysis also stated a detailed relationship between dependent and independent variables. It was concluded that the most influential variables for purchasing intentions online among Georgian millennials were gender and major occupation/employment status. The findings of the given Master’s thesis can be used to improve the online marketplace in Georgia, develop a better customer experience on ecommerce, and be part of recommendations for emerging marketers.
Klíčová slova: Purchasing intention; Consumer behaviour; Online shopping; Millennials; E-commerce

Informace o studiu

Studijní program / obor: Management
Typ studijního programu: Magisterský studijní program
Přidělovaná hodnost: Ing.
Instituce přidělující hodnost: Vysoká škola ekonomická v Praze
Fakulta: Fakulta podnikohospodářská
Katedra: Katedra podnikání

Informace o odevzdání a obhajobě

Datum zadání práce: 15. 10. 2020
Datum podání práce: 12. 5. 2021
Datum obhajoby: 14. 6. 2021
Identifikátor v systému InSIS: https://insis.vse.cz/zp/76181/podrobnosti

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