| Abstract [eng] |
Relevance of the topic and scientific problem. Technological changes and the abundance of offers in all trade channels lead to the emergence of new retail models and types of consumer behaviour. With the adoption of a multiple channel based approach, studies of the phenomenon of consumer behaviour in multiple trade channels are becoming relevant. Despite the researchers' focus on understanding the determinants of such behaviour, the limitations of existing research and the lack of a systematic approach to the identification and grouping of factors are noticeable. For this reason, the question of knowing the factors that determine consumer behaviour in multiple trade channels becomes relevant. Given the results and limitations of the research conducted, the following problematic issues are formulated in the master’s thesis: what factors determine consumer behaviour in multiple trade channels and what is their impact on different types of behaviour? Factors determining consumer behaviour in the case of multiple trade channels are selected as the object of the master's project. The purpose of the project is to theoretically and empirically justify the factors that determine consumer behaviour in multiple trade channels. Project objectives: 1. To argue the importance of knowing consumer behaviour in multiple trade channels and the problems of existing research. 2. To reveal the essence of the concept of consumer behaviour in multiple trade channels, defining the concept and types. 3. To identify the determinants of consumer behaviour in multiple trade channels, revealing their grouping possibilities. 4. To prepare a conceptual model of the factors determining consumer behaviour in multiple trade channels and empirically justify it in the case of purchasing clothing and electronic goods. 5. To define the application possibilities of theoretical and empirical results based model and directions for further research. Results of the project. Based on the results of theoretical studies and research conducted by various scientists, a conceptual model of factors determining consumer behaviour in multiple channel retailing has been developed. To empirically justify it, the cases of purchasing clothing and electronic goods have been selected. An empirical study has been conducted based on the responses of 408 respondents, and its results reveal that product diagnosticity and perceived risk of online shopping have a positive effect on showrooming behaviour. In addition, significant correlations have been identified between the various factors attributable to consumer, channel, and product groups, as well as showrooming and webrooming behaviours. |
