The impact of selected elements of e-commerce to e-shop recommendation

• Autorzy: Fedorko R. , Fedorko I. , Riana I G. , Rigelský M. , Oleárová M. , Obšatníková K.

Identyfikatory

DOI

10.17512/pjms.2018.18.1.09

Warianty tytułu

PL

Wpływ wybranych elementów e-commerce na rekomendację e-sklepu

• Języki publikacji: EN

Abstrakty

EN

The objective of the study is to evaluate the importance of linking the purchasing process variables (delivery, e-shop, communication) in terms of e-commerce and the willingness of customers to recommend the purchase in the given e-shop. Within the research, a total of 3796 e-commerce subjects were analysed in the Czech Republic and Slovakia. We primarily analysed the impact of variable ratings e.g. satisfaction with the delivery time, total delivery, delivery days, communication and clarity of the willingness to recommend e-shops. The certification of the e-shop’s credibility was also taken into account. The research showed that variables (satisfaction with delivery time, communication evaluation and clarity assessment) have a significant impact on the willingness to recommend. For the analysis, we used a descriptive analysis. To infer the effect size certification to the other variables, η2 was used, where we found medium and high effect. Certification also emerged when analysing the homogeneity of the recommendation, where the differences between Kruskal-Wallis tests were found in the different categories of certification. The difference in all cases was also revealed by the Dunn test in pairwise comparison using the Benjamini-Hochberg method. Finally, the panel effect regression analysis was used. The greatest impact was found in the communication, followed by the delivery and the clarity of e-shops. E-shop management should focus on certification (trustworthiness), because customers take this into account. They also take the shipping time into account. Website awareness should be as obvious as communication. Seller communication impacts on most of the elements analysed.

PL

Celem badania jest ocena znaczenia powiązania zmiennych procesowych zakupów (dostawa, e-sklep, komunikacja) pod kątem e-commerce oraz chęć klientów do rekomendowania zakupu w danym sklepie internetowym. W ramach badania przeanalizowano łącznie 3796 podmiotów handlu elektronicznego w Czechach i na Słowacji. Autorzy poddali analizie przede wszystkim wpływ ocen zmiennych, np. zadowolenie z czasu dostawy, całkowitej dostawy, dni dostaw, komunikacji i jasności chęci polecania e-sklepów. Uwzględniono również wiarygodność e-sklepu. Badania wykazały, że zmienne (zadowolenie z czasu dostawy, ocena komunikacji i ocena jasności) mają znaczący wpływ na chęć rekomendacji. Do analizy wykorzystano analizę opisową. W celu ustalenia wielkości efektu dla innych zmiennych, użyto η2, w którym znaleziono efekt średni i wysoki. Certyfikacja pojawiła się również podczas analizy jednorodności zaleceń, gdzie w różnych kategoriach certyfikacji stwierdzono różnice między testami Kruskala-Wallisa. Różnica we wszystkich przypadkach została również ujawniona w teście Dunna w parach porównania przy użyciu metody Benjaminiego-Hochberga. Ostatecznie zastosowano analizę regresji efektu panelu. Największy wpływ wywarła komunikacja, a następnie dostawa i przejrzystość e-sklepów. Zarządzanie sklepem elektronicznym powinno koncentrować się na certyfikacji (wiarygodności), ponieważ klienci biorą to pod uwagę. Biorą oni również pod uwagę czas wysyłki. Świadomość witryny powinna być równie oczywista jak komunikacja. Komunikat sprzedawcy wpływa na większość analizowanych elementów.

Słowa kluczowe

EN

e-commerce; recommendation; delivery; website

PL

e-commerce; rekomendacja; dostawa; strona internetowa

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2018
• Tom: Vol. 18, No. 1
• Strony: 107--120
• Opis fizyczny: Bibliogr. 51 poz., rys., tab.

Twórcy

autor

Fedorko R.

• University of Prešov in Prešov, Faculty of Management

autor

Fedorko I.

• University of Prešov in Prešov, Faculty of Management

autor

Riana I G.

• Department of Management Studies, Udayana University, Kampus Sudirman, Denpasar, Indonesia

autor

Rigelský M.

• University of Prešov in Prešov, Faculty of Management

autor

Oleárová M.

• University of Prešov in Prešov, Faculty of Management

autor

Obšatníková K.

• University of Prešov in Prešov, Faculty of Management

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Uwagi

1. Nazwisko współautora podane w pdf. z inicjałem imienia brzmi : I Riana G., a przy afiliacji brzmi : Riana I Gede.

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