Online shopping is becoming an increasingly important method of purchasing, offering the convenience of saving valuable time and energy while allowing for comfortable shopping from home. In my thesis, I investigated the factors and tangible outcomes of online shopping for baby products among young mothers. In the theoretical part, I provided a detailed description of the prevalence of internet usage, online shopping, and the purchase of baby products online. Furthermore, I discussed the motivating and inhibiting factors of online shopping, supported by studies and empirical evidence. I then focused on four types of tangible outcomes of online shopping. In the empirical part, I conducted and analyzed online interviews with six mothers. I found that the key factors of online shopping are price and quality, which mothers often perceive as being in the best balance when purchasing used second-hand items. Additionally, the speed of delivery is crucial, as otherwise, they prefer physical store pickup. The most significant inhibiting factor is product risk, which influences the decision to purchase more expensive items online. The consequences of online shopping were most evident in the frequent reliance on used items, the significant influence of peer groups, and the increase in knowledge about baby products.
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