An analysis of online consumer shopping behaviour

• Autorzy: Sulastini , Fedorko I. , Bačík R. , Fedorko R.

Identyfikatory

DOI

10.17512/pjms.2018.18.2.27

Warianty tytułu

PL

Analiza zachowania konsumenta zakupów online

• Języki publikacji: EN

Abstrakty

EN

The objective of the article is to sum up the theoretical basis of the issue, analyse shopping behaviour of consumers on the Internet in terms of applied marketing activities and research the contexts based on selected factors influencing the purchasing behaviour of consumers on the Internet. In the first part of the article, it focuses on the theoretical definition of marketing communication and its various instruments. Other parts of the article focus on the theoretical basis regarding the shopping behaviour of consumers and new online trends in this regard. The research part of this article consists of a quantitative research carried out using an electronic questionnaire and assumptions made based on the previous theoretical analysis. The questions focused on the subjective opinion of the respondents who shop through the Internet under the influence of different marketing factors. Based on these results, the last section of the article outlines proposals and recommendations within the framework of effective online marketing communications with regard to the sale of goods and services on the Internet. In conclusion, the study points out the need to include online activities in the marketing activities of companies and thus reach a wider range of users.

PL

Celem artykułu jest podsumowanie teoretycznych podstaw problemu, analiza zachowań zakupowych konsumentów w Internecie pod kątem stosowanych działań marketingowych oraz badanie kontekstów w oparciu o wybrane czynniki wpływające na zachowania zakupowe konsumentów w Internecie. W pierwszej części artykułu skupiono się na teoretycznej definicji komunikacji marketingowej i jej różnych instrumentów. Inne części artykułu koncentrują się na teoretycznych podstawach dotyczących zachowań zakupowych konsumentów i nowych trendów internetowych w tym zakresie. Część badawcza tego artykułu składa się z badań ilościowych przeprowadzonych za pomocą elektronicznego kwestionariusza i założeń dokonanych na podstawie wcześniejszej analizy teoretycznej. Pytania dotyczyły subiektywnej opinii respondentów, którzy dokonują zakupów w Internecie pod wpływem różnych czynników marketingowych. Na podstawie tych wyników w ostatniej części artykułu przedstawiono propozycje i zalecenia w ramach skutecznej komunikacji marketingowej online w odniesieniu do sprzedaży towarów i usług w Internecie. Podsumowując, badanie wskazuje na potrzebę uwzględnienia działań online w działaniach marketingowych firm, a tym samym dotarcia do szerszego grona użytkowników.

Słowa kluczowe

EN

Internet marketing; e-commerce; shopping behaviour; marketing communication

PL

marketing internetowy; e-commerce; zachowania zakupowe; komunikacja marketingowa

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2018
• Tom: Vol. 18, No. 2
• Strony: 338--349
• Opis fizyczny: Bibliogr. 37 poz., tab.

Twórcy

autor

Sulastini

• Fakultas Ekonomi, Universitas Islam Kalimantan Muhammad Arsyad Al Banjari Banjarmasin, Indonesia

autor

Fedorko I.

• University of Prešov in Prešov, Faculty of Management

autor

Bačík R.

• University of Prešov in Prešov, Faculty of Management

autor

Fedorko R.

• University of Prešov in Prešov, 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).