03581ntm a22005177i 4500 000225495 CZ-PrVSE 20210619205335.0 m d cr n|||||||||| 210619s2021 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Khaburdzaniya, Luara ISIS:150998 dis Predictors of purchase intention among Georgian millennials eng Predictors of purchase intention among Georgian millennials / Luara Khaburdzaniya 2021 ?? stran : digital, PDF soubor Vedoucí práce: Jan Mareš Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2021 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2021 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. Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Purchasing intention Consumer behaviour Online shopping Millennials E-commerce Mareš, Jan, 1986- vse20201071297 ths Mísař, Jan vse20181008215 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/76181/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/76181 Hlavní práce https://insis.vse.cz/zp/76181/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/76181/posudek/oponent/70882 Oponentura https://insis.vse.cz/zp/76181/podrobnosti dc:identifier NEPOSILAT VSKP vse76181 210615 76181