D 2017

Factors Influencing Decision Making Process Between E-tail and Retail Purchasing Format

BAUEROVÁ, Radka a Martin KLEPEK

Základní údaje

Originální název

Factors Influencing Decision Making Process Between E-tail and Retail Purchasing Format

Autoři

BAUEROVÁ, Radka (203 Česká republika, domácí) a Martin KLEPEK (203 Česká republika, domácí)

Vydání

Neuveden, Conference Proceedings from International Scientific Conference Marketing Identity 2017, od s. 37-49, 13 s. 2017

Nakladatel

Faculty of Mass Media Communication

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50204 Business and management

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

tištěná verze "print"

Kód RIV

RIV/47813059:19520/17:00011019

Organizační jednotka

Obchodně podnikatelská fakulta v Karviné

ISBN

978-80-8105-917-9

Klíčová slova anglicky

Consumer behaviour; E-tail; Hedonic motive; Online customer; Online shopping; Retail; Situational factors; Technology literacy; Utilitarian motive
Změněno: 7. 2. 2020 10:58, RNDr. Daniel Jakubík

Anotace

V originále

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.
Zobrazeno: 16. 11. 2024 09:23