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The asymmetric dominance effect: Three-attribute phantom alternative at play
Žofák, Petr ; Matoušek, Jindřich (advisor) ; Klinger, Tomáš (referee)
In this thesis I investigate asymmetric dominance effect in hypothetical consumer choice. The main goal of this study is to determine if asymmetrically dominated unavailable alternative (phantom decoy) can cause preference shifts toward the target option which dominates it in scenario employing choice items defined on three numerical attributes. To date, previous research of consumer choice only studied asymmetric dominance effect induced by phantom decoy in scenarios utilizing two-attribute choice items. Secondary aim of this study is to determine if the same but available three-attribute decoy causes similar asymmetric dominance effect as the phantom decoy. I also examine differences in choice shares of choice items between two scenarios, both employing two choice items defined on two and three attributes, respectively, where the third distinguishing attribute serves to evoke perception of numerically expressed customer feedback on the choice items. For these purposes, I designed an experiment in a form of online questionnaire on free survey websites, which was filled by participants via the internet. I found significant asymmetric dominance effect caused by a presence of the phantom decoy. In case of the available decoy, no preference shifts were observed. Statistical analysis revealed no significant...
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The Consumer Choice in the E-Commerce Environment
Pražáková, Hana ; Cahlík, Tomáš (advisor) ; Jánský, Ivo (referee)
The bachelor thesis The Consumer Choice in the E-Commerce Environment analyzes factors influencing the loyalty of e-commerce customers. The first part of the thesis describes the current situation of the e-commerce market in the Czech Republic. The second part introduces concepts that are connected to the theory of the consumer choice and CRM in the e-commerce environment. The third empirical part uses the theoretical concepts to create an empirical model which examines how the behaviour loyalty is related to the customer's satisfaction, to the marketing tactics and to the characteristics of e-shops and customers. The satisfaction with the last purchase proved to be an important determinant of the customer's loyalty. The probability of customer's loyalty depends also on the age of the e-shop and on the individual preferences. Customers for whom the price of the product is very important when making a purchasing decision tend to be less loyal. On the other hand, customers that prefer to buy at trustworthy sellers are more probable to be loyal in the future. Contrary, the marketing tactics did not prove to have any influence on the behavioural loyalty. The last part analyzes the influence of the website quality on the customer's satisfaction.
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Comparison of the three utility functions and their application to various aspects of consumer behavior
Mišuráková, Mária ; Koubek, Ivo (advisor) ; Bobková, Božena (referee)
Many economists have tried to measure the utility of wealth and to predict human behavior based on this. In my thesis, I describe three such models - the expected utility theory, the prospect theory and the maximization of the probability of economic survival theory. Using an experiment, I try to figure out which model best represents the reality. For this purpose I developed an economic game to observe decisions of people in situations involving risk which I performed with a group of high-school students. The best representation of their behavior appears to be a convex utility function according to the expected utility theory. The implied risk-seeking is, in my opinion, caused by the fact that the experiment was conducted under laboratory conditions.
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