The aim of this thesis is to conduct a detailed analysis of the marketing use of scarcity principles in e-commerce and to analyse their influence on the buying decisions of young generation aged 18 to 34. The scarcity principles, based on psychological aspects, aim to speed up the decision-making process and convince the customer of the urgency of action. This thesis answers the research questions, using quantitative and qualitative research, on the influence of scarcity principles on purchasing... show full abstractThe aim of this thesis is to conduct a detailed analysis of the marketing use of scarcity principles in e-commerce and to analyse their influence on the buying decisions of young generation aged 18 to 34. The scarcity principles, based on psychological aspects, aim to speed up the decision-making process and convince the customer of the urgency of action. This thesis answers the research questions, using quantitative and qualitative research, on the influence of scarcity principles on purchasing decisions, the perception of these principles by young generation and the possibilities of optimizing marketing communication using these principles. The research has demonstrated the effectiveness of these marketing tactics when certain conditions are met. The findings of this thesis can serve as a basis for marketing specialists and marketers in optimizing marketing communication towards the young generation. |