Customer Buying Behaviour in International E-commerce through Empirical E-shop Data

@proceedings{64541,
   author = {Kvíčala, Daniel and Starzyczná, Halina},
   booktitle = {LEADERSHIP, INNOVATION, MANAGEMENT AND ECONOMICS: INTEGRATED POLITICS OF RESEARCH - LIMEN},
   doi = {http://dx.doi.org/10.31410/limen.s.p.2021.121},
   keywords = {CRM; Customer buying behaviour; Shopping behaviour; E-loyalty; E-shop},
   language = {cze},
   title = {Customer Buying Behaviour in International E-commerce through Empirical E-shop Data},
   year = {2021}
}

TY  - CONF
ID  - 64541
AU  - Kvíčala, Daniel - Starzyczná, Halina
PY  - 2021
TI  - Customer Buying Behaviour in International E-commerce through Empirical E-shop Data
KW  - CRM
KW  - Customer buying behaviour
KW  - Shopping behaviour
KW  - E-loyalty
KW  - E-shop
N2  - The article deals with customer e-loyalty. The main objective of the research was to investigate customer buying behaviour, hence customer e-loyalty in e-commerce, and the implications of this for e-shops. Specifical­ly, it concerns how customers behave at e-shops, how often they buy from the e-shops and what kind of revenue they bring to the e-shops. First, the theoretical background of the research is presented, based on some studies. The theoretical discussion proceeds from the broader context of loyalty. The core of the theory is e-loyalty. Secondary research and its results are then characterized. The subject of the research is the analysis of empirical e-shop data related to the manifestations of behavioural e-loyalty. Indicators in­forming about the proportion of loyal customers on the main variables of interest, concerning the total number of all customers, the number of visits to the e-shop, the number of transactions and the sales volume, were eval­uated. Also, the subject of the research is a company operating e-shops in selected countries and its customers. The research covers a total of 13,418 customers. The results obtained contradict the claims of some authors that e-loyalty is one of the key factors for the success of e-shops and that e-loyal customers generate a substantial part of the volume of purchases and sales.
ER  - 

KVÍČALA, Daniel a Halina STARZYCZNÁ. Customer Buying Behaviour in International E-commerce through Empirical E-shop Data. In \textit{LEADERSHIP, INNOVATION, MANAGEMENT AND ECONOMICS: INTEGRATED POLITICS OF RESEARCH - LIMEN}. 2021. Dostupné z: https://dx.doi.org/10.31410/limen.s.p.2021.121.