Chování spotřebitelů v e-commerce na příkladu konkrétního sortimentu

In recent years, e-commerce has been gaining importance due to technological advancements, changes in consumer behaviour, and market globalization. This bachelor’s thesis focuses on examining the factors influencing consumer purchasing behaviour in the online environment, specifically in the context of clothing purchases. The aim of the thesis was to analyse key motivations, barriers, and consumer preferences in e-commerce through a literature review and quantitative research based on a questionnaire survey. The research revealed that, in addition to price and discounts, factors such as trust, ease of use, and visual presentation of products play a significant role. Furthermore, differences in purchasing behaviour among various demographic groups were identified. The findings highlight the key factors necessary for the further growth of e-commerce in the fashion sector, such as the need for companies to innovate the purchasing process, simplify the shopping experience, and personalize offers according to customer type.