Factors determining Italian online shoppers’ preference of cash on delivery : empirical analysis

• Autorzy: Pencarelli T. , Škerháková V. , Ali Taha V. , Valentiny T.

Identyfikatory

DOI

10.17512/pjms.2018.18.2.20

Warianty tytułu

PL

Czynniki określające preferencje włoskich kupujących online w przypadku CoD : analiza empiryczna

• Języki publikacji: EN

Abstrakty

EN

In recent years, there is a significant expansion of online-shopping which creates the need for a thorough marketing analysis of online customer behavior. The study examines the factors influencing Italian online shoppers’ preferences of a particular payment method, precisely, it investigates the use of cash-on-delivery as a preferred payment method among Italian online shoppers. We consider both the impact of online shopping trends of the population and the impact of the determinants affecting e-shop preferences on cash-on-delivery preference while shopping online. Research based on primary data obtained through a self-administered questionnaire among Italian online shoppers revealed that improving e-shop’s reputation and online support leads to a decrease in the probability of using cash-on-delivery as a payment method.

PL

W ostatnich latach obserwuje się znaczną ekspansję zakupów online, co wymaga dokładnej analizy marketingowej zachowań klientów online. W badaniu przeanalizowano czynniki wpływające na preferencje włoskich klientów internetowych dotyczące konkretnej metody płatności, a dokładnie analizowano wykorzystanie płatności gotówkowych jako preferowanej metody płatności wśród włoskich kupujących online. Uwzględniono zarówno wpływ trendów zakupowych online, jak i wpływ czynników określających preferencje sklepów internetowych na preferencje dotyczące gotówki przy dostawie podczas zakupów online. Badania oparte na danych pierwotnych uzyskanych za pomocą samodzielnie przeprowadzonego kwestionariusza wśród włoskich kupujących online wykazały, że poprawa reputacji e-sklepu i obsługi online prowadzi do zmniejszenia prawdopodobieństwa użycia metody płatności za pobraniem jako metody płatności.

Słowa kluczowe

EN

e-shop; online shoppers; preferences; payment method; cash-on-delivery

PL

e-sklep; klienci online; preferencje; sposób płatności; gotówka przy odbiorze

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2018
• Tom: Vol. 18, No. 2
• Strony: 245--258
• Opis fizyczny: Bibliogr. 32 poz., rys., tab.

Twórcy

autor

Pencarelli T.

• University of Urbino Carlo Bo, Department of Economics, Society, Politics

autor

Škerháková V.

• University of Presov in Presov, Faculty of Management

autor

Ali Taha V.

• University of Presov in Presov, Faculty of Management

autor

Valentiny T.

• University of Presov in Presov, Faculty of Management

Bibliografia

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2018).