BAUEROVÁ, Radka and Martin KLEPEK. Factors Influencing Decision Making Process Between E-tail and Retail Purchasing Format. In Conference Proceedings from International Scientific Conference Marketing Identity 2017. Neuveden: Faculty of Mass Media Communication, 2017, p. 37-49. ISBN 978-80-8105-917-9.
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Basic information
Original name Factors Influencing Decision Making Process Between E-tail and Retail Purchasing Format
Authors BAUEROVÁ, Radka (203 Czech Republic, belonging to the institution) and Martin KLEPEK (203 Czech Republic, belonging to the institution).
Edition Neuveden, Conference Proceedings from International Scientific Conference Marketing Identity 2017, p. 37-49, 13 pp. 2017.
Publisher Faculty of Mass Media Communication
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Confidentiality degree is not subject to a state or trade secret
Publication form printed version "print"
RIV identification code RIV/47813059:19520/17:00011019
Organization unit School of Business Administration in Karvina
ISBN 978-80-8105-917-9
Keywords in English Consumer behaviour; E-tail; Hedonic motive; Online customer; Online shopping; Retail; Situational factors; Technology literacy; Utilitarian motive
Changed by Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:58.
Abstract
Despite the fact that scientists focus their attention on e-tail, consumers still prefer benefits arisingfrom the retail format. Nevertheless, the number of online customers is growing in all categories ofgoods. The category with the greatest growth potential today is the online sale of food. An importantdifference between e-tail and retail format that affects customers is the ability to touch, try and buyproduct physically. Consumer choice of shopping channel influence some other aspects. The aspectsexamined in this article include hedonic and utilitarian motives that affect both traditional retail andonline shopping. Above that, situational factors and technology literacy are considered importantwhen choosing a purchasing format. Primary data from the questionnaire survey of students will beinvestigated. The aim of this article is to investigate the influence of shopping motives (hedonic andutilitarian) and situational factors on the intention to choose the purchasing format. The findings havepractical implications in determining factors influencing the choice of purchasing format, helping totailor marketing e-tail activities.
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