| Abstract [eng] |
In the Master Thesis, different Internet advertising tools and techniques, e-shoppers profile and their behavior on the Internet are analyzed. Furthermore, the theoretical models of website quality and consumers intentions to shop are identified. The empirical research was carried out in order to clarify consumer behavior on the Internet and their attitude to Internet advertising tools. Second research was carried out in order to identify which Internet advertising tools and content parts of website makes intentions for consumers to make a purchase decision on e-shop. Scientific literature and empirical research enabled to form women clothing e-shop advertising model. This model is designed to better e-shop advertising on the Internet, new customers attraction and current customers loyalty increase. The Final Master Thesis consists of the following parts: introduction, 3 parts, conclusions and references The Final Master Thesis consists of 77 pages of text without supplements, 19 illustrations, 5 tables and 87 literature sources. |
