03448ntm a22005537i 4500 000703826 CZ-PrVSE 20240203150629.0 m d cr n|||||||||| 240203s2023 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Phan, Duyen Nu Hanh ISIS:151398 dis Consumers’ preferences to web cookie banners regarding data privacy in the Czech Republic eng Consumers’ preferences to web cookie banners regarding data privacy in the Czech Republic / Duyen Nu Hanh Phan 2023 ?? stran : digital, PDF soubor Vedoucí práce: Michal Hron Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 This thesis studies customer perception and behavior in response to cookie banners on websites, which gives insight into users’ attitudes and reactions toward data privacy on online tracking businesses. The paper consists of theoretical and practical parts. The first half is for literature reviews, aiming to provide a better context for data and internet cookies in general. In this section, a mixed methodology of a qualitative content analysis and quantitative surveys applied to the thesis is also elaborated. While the qualitative content analysis exposes the details of cookie banners’ designs, based on which an experimental comparison is developed, two quantitative surveys are constructed and administered accordingly. Thanks to the participation of 62 individuals and the implementation of various statistical tests, the empirical analyses of the surveys show that users might not be particularly sensitive to the exposure of cookie banners’ visual elements. Instead, their decision to consent is more influenced by what they know or do not know about cookies and in certain cases, what they feel about the website itself. Such discoveries might help businesses better understand consumers’ references and adjust accordingly in order to enhance user engagement as well as user consent. Způsob přístupu: Internet bachelor of business administration [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Consent GDPR Data privacy Internet cookies Cookie banners Online businesses Digital marketing Consumer behavior Hron, Michal ISIS:174663 ths Mareš, Jan, 1986- vse20201071297 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/86020/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/86020 Hlavní práce https://insis.vse.cz/zp/86020/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/86020/posudek/oponent/80787 Oponentura https://insis.vse.cz/zp/86020/podrobnosti dc:identifier NEPOSILAT VSKP vse86020 240130 86020