Assessment of Master Thesis – Opponent
Study programme:International Business – Central European Business Realities Academic year:2020/2021
Master Thesis Topic:E-commerce consumer behavior in Russia Author’s name:Adelia Shakirova
Ac. Consultant’s Name:Ing. Jitka Volfová, Ph.D.
Opponent:Mgr. Ing. Kamila Matysová, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 1
2. Logical structure 1
3. Using of literature, citations 1
4. Adequacy of methods used 1
5. Depth of analysis 2
6. Self-reliance of author 1
7. Formal requirements: text, graphs, tables 2
8. Language and stylistics 1
Comments and Questions:
The presented diploma thesis deals with an up-to-date topic, which is about e-commerce, consumer behaviour, and is related to the Russian market. Author sets the overall goal – to examine the online purchasing behaviour of Russian consumers, formulating the suggestions for the further development to one of the biggest Russian e-retailer – Ozon. The goal is divided in two sub-goals as follows: 1. To analyse contemporary e-commerce market in Russia; 2 to decode the main factors that encourage (or discourage) the online purchase behaviour of Russian consumers. Both goals are achieved by the theoretical analysis of the term e-commerce and related topics and the research part. In the first chapter, there is outlined the theoretical framework for the topic “e-commerce” in general. I would recommend leaving out the general information and definitions. The author should rather focus on Russian market overview, and extend the chapter 1.3. All the definitions might have been presented in the context of Russian market. In the second chapter, I appreciate a lot the literature review and the analysis of the concept TRA and related concepts, which are later on used in the practical part. Practical part starts with detailed and precisely defined methodology. Nevertheless, the content of the pages 50 and 51 is repetitive. I appreciate two steps of the research, where the author used both qualitative and quantitative data. The chosen sample has an adequate size and the represented population is also defined. I would recommend to use
mathematical-statistical methods for the data evaluation at the master’s degree. The research part conveys interesting findings and recommendations are also discussed. I have few reproaches regarding the stylistics of the presented text. In the introductory part, the author should present apart from the outline and goal also her motivation, used methodology and theoretical background. All the quotations and definitions should be placed into the theoretical part. In some places, some typographic tools are used without any reason, e.g. italics in introductory paragraphs of the chapters. It seems to be redundant. There are some drawbacks regarding formal requirements, e.g. the titles of the figures on the pages 21, 22, 26 etc.
Questions: How should e-commerce company process negative feedbacks from consumers? Pinpoint significant steps. What is specific for Russin consumers regarding giving feedbacks on the Internet?
Conclusion: The Master Thesis is recommended for the defence.
Suggested Grade: 1
Date: 26/05/2021 Mgr. Ing. Kamila Matysová, Ph.D.
Opponent
