BAUEROVÁ, Radka a Veronika BRACINÍKOVÁ. Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers? Sustainability (Switzerland). roč. 13, č. 5, s. 1-18. ISSN 2071-1050. doi:10.3390/su13052453. 2021.
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Základní údaje
Originální název Customer’s Choice of Purchasing Channel: Do Channel Characteristic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers?
Autoři BAUEROVÁ, Radka (203 Česká republika, garant, domácí) a Veronika BRACINÍKOVÁ (703 Slovensko, domácí).
Vydání Sustainability (Switzerland), 2021, 2071-1050.
Další údaje
Originální jazyk angličtina
Typ výsledku Článek v odborném periodiku
Obor 50202 Applied Economics, Econometrics
Stát vydavatele Švýcarsko
Utajení není předmětem státního či obchodního tajemství
WWW Webová stránka, ze které je dostupný plný text článku
Kód RIV RIV/47813059:19520/21:A0000197
Organizační jednotka Obchodně podnikatelská fakulta v Karviné
Doi http://dx.doi.org/10.3390/su13052453
UT WoS 000628585000001
Klíčová slova anglicky purchase channel; online shopping; consumer behavior; customers’ choice; omnichannel; sustainability; brand; loyalty
Štítky impakt
Změnil Změnila: Miroslava Snopková, učo 43819. Změněno: 12. 4. 2022 14:18.
Anotace
This paper is focused on investigating the importance of factors that affect customers in both environments. Data were obtained from 1021 respondents using an online panel from the IPSOS research company in Czechia in 2019. Two content analyses were used to obtain results. Attention was also focused on the perception of brand/loyalty in shifting retailers to the online environment or offline environment. The aim of the paper is to find out what factors and how they influence customers when deciding of purchasing channel. The results show the choice of channel is influenced by factors given by channel benefits, the product, brand perception, loyalty, and customer characteristics. Within hybrid retailers, the most preferred purchasing channel is still the offline channel. However, the results also show a significant impact of brand perception and loyalty in the transition of hybrid retailers to a purely online or offline environment, which significantly opens up opportunities for retailing management within sustainable brand management.
VytisknoutZobrazeno: 19. 4. 2024 16:50