03680ntm a22005297i 4500 000703436 CZ-PrVSE 20240120103038.0 m d cr n|||||||||| 240120s2023 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Veseľková, Nikoleta ISIS:164690 dis Digitalizácia a luxus : Úloha digitálnych zážitkov a online obsahu pri nákupnom zámere luxusného tovaru eng Digitalization and Luxury : The Role of Digital Experience and Online Content on Purchasing Intention of Luxury Goods Nikoleta Veseľková 2023 ?? stran : digital, PDF soubor Vedoucí práce: Petr Král Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 The primary objective of this diploma thesis is to identify key factors that affect purchase intention for personal luxury, with emphasis on the role of the digital experience and online content. The work is divided into three main chapters. The first chapter is devoted to the specificities of the luxury industry, the luxury market overview and its current challenges and trends. The following chapter captures the relationship between digitalization and luxury by focusing on luxury marketing in the digital world, characterizing the luxury clients, their luxury purchases and examining pre-purchase phase of their digital journey. The third chapter, primary research, describes in detail the whole process and steps applied in the elaboration of the questionnaire. Besides, it analyzes and summarizes the gathered quantitative data. The research identifies the intrinsic motivation, the Perfectionism effect, as motivation driving the purchase intention for personal luxury with different factors affecting online and offline shopping. Lastly, it summarizes the role of digital experience and online content in the pre-purchase phase on websites, applications, social networks, metaverse or generated through bloggers and influencers as convincing, promoting, impacting buying decisions, entertaining, educating and inspirational for personal luxury customers. These findings can be further utilized in the marketing strategies of luxury fashion brands. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas personal luxury digital marketing digitalization purchase intention luxury fashion Král, Petr, 1979- pna2010582238 ths Escobar Rios, Andrea ISIS:116787 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/81631/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/81631 Hlavní práce https://insis.vse.cz/zp/81631/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/81631/posudek/oponent/80982 Oponentura https://insis.vse.cz/zp/81631/priloha/27737 Přiloha k práci https://insis.vse.cz/zp/81631/podrobnosti dc:identifier NEPOSILAT VSKP vse81631 240117 81631