Pramogos, interaktyvumo, suvokiamos vertės įtaka vartotojų ketinimui pirkti internete /

48 pages, 22 pictures, 69 references. The main purpose of this work– to investigate entertainment, interactivity and perceived value on consumers' online purchase intention. The work consists of three main parts: literature analysis, research and its results, conclusions and recommendations. The literature analysis reviews the concept of interactivity, analyses the essence of entertainment elements and their examples, and explains the perceived value. In the second part of the work, a study was conducted on the influence of entertainment, interactivity and perceived value on consumers' intention to buy online. During the quantitative research, it was found that the entertainment factors promotions, lucky wheels positively and significantly influence the intention of consumers to buy online. It has also been identified that the discounted prices of goods have a significant influence on the intention of consumers to buy online. Price level, product availability and reputation are the factors of perceived value that are very important and influence consumers' intention to buy online. The conclusions and recommendations summarize the main concepts of literature analysis as well as the results of the performed research. The author believes that the results of the study could give useful guidelines to businesses with online stores looking for ways to encourage consumers to shop online more often.

Grantor dc:publisher

Institutional Repository of Vilnius University

Year dc:date

2024

Author dc:creator

• Šleinytė, Gabrielė,

Statement dc:rights

• info:eu-repo/semantics/openAccess

Language dc:language

lit

Repository record dc:identifier

https://repository.vu.lt/VU:ELABAETD210637502&prefLang=en_US

OAI identifier oai:identifier

oai:vu.lt:elaba:210637502