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Wpływ wybranych elementów e-commerce na rekomendację e-sklepu
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Abstrakty
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.
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
Czasopismo
Rocznik
Tom
Strony
107--120
Opis fizyczny
Bibliogr. 51 poz., rys., tab.
Twórcy
autor
- University of Prešov in Prešov, Faculty of Management
autor
- University of Prešov in Prešov, Faculty of Management
autor
- Department of Management Studies, Udayana University, Kampus Sudirman, Denpasar, Indonesia
autor
- University of Prešov in Prešov, Faculty of Management
autor
- University of Prešov in Prešov, Faculty of Management
autor
- University of Prešov in Prešov, Faculty of Management
Bibliografia
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- 9. Bucko J., Kakalejčík L., Ferencová M., 2017, The internet and its use in pre-purchase stage in Europe and Asia - Management of marketing efforts, “Polish Journal of Management Studies”, 15(2).
- 10. Budiman A., Frankovský M., Birknerová Z., 2018, Identification of attributes of neuro-linguistic programming (NLP) structure with the focus on communication and techniques of its implementation in managerial work, “Polish Journal of Management Studies”, 17(2).
- 11. Chaffey D., 2009, E-business and E-commerce management. Strategy, implementation and practice, New Jersey: Prentice Hall.
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- 13. Czuba M., 2016, Youth as a recipient of marketing innovations in activities of companies providing municipal services, “Contemporary Innovations and Management Challenges”, 4(1).
- 14. Čorba J., Nastišin L., 2016, Online reputation of companies that have implemented the EMAS III scheme, [In:] Production Management and Engineering Sciences - Scientific Publication of the International Conference on Engineering Science and Production Management, ESPM.
- 15. Elhamali A.F., Palaniappan S., 2017, Trust and usability in online business: Intelligent websites and satisfaction, “Journal of Engineering and Applied Sciences”, 12(9).
- 16. Fecke W., Danne M., Musshoff O., 2018, E-commerce in agriculture - The case of crop protection product purchases in a discrete choice experiment, “Computers and Electronics in Agriculture”, 151.
- 17. Frankovský M., Birknerová Z., Benková E., Suhányi L., 2018, Neuro-Linguistic Programming and Managerial Communication Part of the book: Digital Communication Management, Intech Open Limited, London.
- 18. Gotsi M., Wilson A., 2001, Corporate reputation management: living the brand, “Management Decision”, 39(2).
- 19. Gretzel U., Yoo K., 2008, Use and impact of online travel reviews, [In:] P. O’Connor, W. Hopken and U. Gretzel (Eds.), Information and Communication Technologies in Tourism, Wien: Springer-Verlag Wien.
- 20. Hidayanto A.N., Ovirza M., Anggia P., Budi N.F.A., Phusavat K., 2017, The Roles of Electronic Word of Mouth and Information Searching in the Promotion of a New E-Commerce Strategy: A Case of Online Group Buying in Indonesia, “Journal of Theoretical and Applied Electronic Commerce Research, 12(3).
- 21. Hussain S., Wang G.J., Jafar R.M.S., Ilyas Z., Mustafa G., Yang J.Z., 2018, Consumers’ online information adoption behavior: Motives and antecedents of electronic word of mouth communications, “Computers in Human Behavior”, 80.
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- 23. Kazmi S.H.A., Hai L.C., Abid M.M., 2016, Online Purchase Intentions in E-Commerce, “Online Purchase Intentions in E-Commerce”.
- 24. Kent K., 2013, Infographic of Industry Facts Shows Why Online Reviews Are a Big Deal, Available at: https://www.reviewtrackers.com/stats-reveal-online-reviews-big-deal/, Access on: 22.06.2018.
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- 27. Lackermair G., Kailer D., Kanmaz K., 2013, Importance of Online Product Reviews from a Consumer’s Perspective, “Advances in Economics and Business”, 1.
- 28. Liao S.H., Chen Y.J., Lin Y.T., 2011, Mining customer knowledge to implement online shopping and home delivery for hypermarkets, “Expert Systems with Applications”, 38.
- 29. Lin H.F., 2007, The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context, “Total Quality Management & Business Excellence”, 18(3-4).
- 30. Markopoulos P.M., Aron R., Ungar L.H., 2016, Product Information Websites: Are They Good for Consumers? “Journal of Management Information Systems”, 33(3).
- 31. Masinova V., Svandova Z., 2014, Factors Defining Satisfaction and Loyalty of the Online Shopping Customers Within e-Commerce and Cyber Entrepreneurship, [In:] Proceedings of the 9th European Conference on Innovation and Entrepreneurship (ECIE 2014).
- 32. Mero J., 2018, The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector, “Electronic Markets”, 28(2).
- 33. Mou J., Jason D.S., 2017, Trust and risk in consumer acceptance of e-service, “Electronic Commerce Research”, 17(2).
- 34. Mu-Chen C., Chia-Lin H., Chih-Ming H., Ying-Yi L., 2014, Ensuring the quality of e-shopping specialty foods through efficient logistics service, “Trends in Food Science & Technology”, 35.
- 35. Necula S.C., Păvăloaia V.D., Strîmbei C., Dospinescu O., 2018, Enhancement of E-Commerce Websites with Semantic Web Technologies, “Sustainability”, 10(6).
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- 37. Rahman M.A., Islam M.A., Esha B.H., Sultana N., Chakravorty S., 2018, Consumer buying behavior towards online shopping: An empirical study on Dhaka city Bangladesh, “Cogent Business & Management”, 5(1).
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- 39. Starchon P., Weberova D., Lizbetinova L., 2017, Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands, “Sustainable Economic Growth, Education Excellence, and Innovation Management through Vision 2020”, I-VII.
- 40. Statista, 2017, Effect of online reviews on local business customer opinion 2016, Available at: https://www.statista.com/statistics/315751/online-review-customer-opinion/, Access on: 22.06.2018.
- 41. Štefko R., Fedorko R., Bačík R., 2015, The Role of E-marketing Tools in Constructing the Image of a Higher Education Institution. “Procedia: Social and Behavioral Sciences”. Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM), Location: Madrid, Spain.
- 42. Štefko R., Steffek V., 2018, Key Issues in Slow Fashion: Current Challenges and Future Perspectives, “Sustainability”, 10(7).
- 43. Thakur R., 2018, Customer engagement and online reviews, “Journal of Retailing and Consumer Services”, 41.
- 44. Turban et al., 2008, Electronic Commerce: A Managerial Perspective, New Jersey: Prentice Hall.
- 45. Unni S., Nair V., Gunasekar S., 2015, E-retail and Online Customer Satisfaction: Differential Impact of Delivery Time in Indian Metros, [In:] IEEE International Conference on Computational Intelligence and Computing Research (ICCIC).
- 46. Vijay T.S., Prashar S., Sahay V., 2019, The Influence of Online Shopping Values and Web Atmospheric Cues on E-Loyalty: Mediating Role of E-Satisfaction, “Journal of Theoretical and Applied Electronic Commerce Research”, 14(1).
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- 48. Virglerova Z., Dobes K., Vojtovic S., 2016, The Perception of the State’s Influence on its Business Environment in the SMEs from Czech Republic, “Administratie si management public (amp)”, 26.
- 49. Watson et al., 2009, Electronic Commerce: The strategic perspective, Florida: Orange Grove Text Plus.
- 50. Weltevreden Jesse W.J., 2008, B2C e-commerce logistics: the rise of collection-and-delivery points in the Netherlands, “International Journal of Retail & Distribution Management”, 36(8).
- 51. Yaman Z., 2018, The Effect of Word of Mouth Marketing on the Purchase Behavior Via Brand Image and Perceived Quality, “Montenegrin Journal of Economics”, 4(2).
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).
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-75203dd3-4679-4f16-bbc1-67f1a8c7f8f1