03688ntm a22005177i 4500 000723778 CZ-PrVSE 20250614131007.0 m d cr n|||||||||| 250614s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Ahn, Jungmin ISIS:174388 dis Mezikulturní analýza spotřebitelského chování generace Z v souvislosti s módními výstřelky : srovnávací studie korejské a české mládeže eng Cross-cultural analysis of gen Z customer behavior on fads : a comprative study of Korean and Czech youth Jungmin Ahn 2025 ?? stran : digital, PDF soubor Vedoucí práce: Zuzana Chytková Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 The purpose of the thesis is to conduct a cultural analysis of Gen Z consumer behavior on fads in South Korea and the Czech Republic, two countries with different cultural backgrounds. The study applied a qualitative research technique, conducting 17 in-depth interviews (9 Korean respondents and 8 Czech respondents) with thematic analysis for data processing. From the results, some main findings (differences and similarities) were revealed. It was clearly shown that fads are significantly influencing Generation Z across cultures, but Koreans are more attached to them, often viewing trends as a form of social connection and validation, while Czechs view them as a fleeting phenomenon, prioritizing practicality and personal values. Their motivation and attitude towards fads were different from each other. Additionally, social media has a crucial impact on Generation Z, especially in terms of trend diffusion. Regarding decision drivers, price, quality, and practicality were the most important considerations for them to adopt trends; however, Koreans were more willing to follow due to social cues. Overall, all these findings demonstrate that Gen Z is highly associated with fads, yet has different perceptions, attitudes, and responses towards them depending on their social norms, which indicates that cultural backgrounds significantly shape consumer behavior within fad adoption. Based on the findings, the paper suggests that marketers should take different approaches, aligning with local cultures and utilizing social media to engage Gen Z consumers with fad-based products. Způsob přístupu: Internet bachelor of business administration [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Korea Generation Z Czech Republic Trends Fads Chytková, Zuzana ISIS:26578 ths Kovářová, Jana ISIS:172938 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/90784/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/90784 Hlavní práce https://insis.vse.cz/zp/90784/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/90784/posudek/oponent/87852 Oponentura https://insis.vse.cz/zp/90784/podrobnosti dc:identifier NEPOSILAT VSKP vse90784 250611 90784