The analysis on the importance of the reputation management in relation to e-commerce subjects

• Autorzy: Fedorko R. , Bacik R. , Kerulova V.

Identyfikatory

DOI

10.17512/pjms.2017.15.1.05

Warianty tytułu

PL

Analiza znaczenia zarządzania reputacją w odniesieniu do podmiotów e-commerce

• Języki publikacji: EN

Abstrakty

EN

The article deals with specific aspects of the issue of e-commerce and reputation management. The main aim of the article is to identify factors determining the success of the e-commerce process with a focus on reputation management variables. Based on this, our aim was to identify the importance of selected factors of e-commerce and their impact on the reputation of e-commerce subjects under the model B2C business with a primary focus on the actual point of sale - e-shop. The studied variables included the selected features of the website such as clarity and intuitive design, contact details, methods of communication, easy and well-functioning search, responsive design for mobile devices, or well-written Terms and Conditions. Primary data collection was conducted on a random basis in early 2015 in the region of Eastern Slovakia. A total of 226 respondents were surveyed, after the quality control of data the analysis featured 201 respondents. From the analysis results it is clear that the features subjected to the correlation analysis influence respondents’ Internet shopping behavior only marginally. The aim of the article is to also evaluate the possibilities this issue brings for marketing managers as well as owners of e-commerce subjects.

PL

Artykuł dotyczy konkretnych aspektów e-commerce i zarządzania reputacją. Głównym celem artykułu jest zidentyfikowanie czynników decydujących o sukcesie handlu elektronicznego, ze szczególnym uwzględnieniem zmiennych zarządzania reputacją. Naszym celem było określenie znaczenia wybranych czynników handlu elektronicznego i ich wpływu na reputację przedmiotów handlu elektronicznego w ramach modelu biznesowego B2C, ze szczególnym uwzględnieniem rzeczywistego punktu sprzedaży - e-sklepu. Badane zmienne obejmowały wybrane cechy witryny, takie jak przejrzystość i intuicyjny wygląd, dane kontaktowe, sposoby komunikacji, łatwe i dobrze funkcjonujące wyszukiwanie, responsywny projekt dla urządzeń mobilnych lub dobrze napisane Warunki Umowy. Podstawowe zbieranie danych przeprowadzono w sposób losowy na początku 2015 roku, w regionie Słowacji Wschodniej. Łącznie przebadano 226 respondentów, po kontroli jakości danych wyróżniono 201 respondentów. Z wyników analizy jasno wynika, że cechy poddane analizie korelacyjnej jedynie nieznacznie wpływają na zachowania zakupowe konsumentów. Celem artykułu jest także ocena możliwości, jakie ta kwestia daje menedżerom marketingu, a także właścicielom podmiotów związanych z handlem elektronicznym.

Słowa kluczowe

EN

e-business; e-commerce; reputation; management; image; B2C

PL

e-biznes; e-commerce; reputacja; zarządzanie; wizerunek; B2C

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2017
• Tom: Vol. 15, No. 1
• Strony: 48--56
• Opis fizyczny: Bibliogr. 27 poz., tab.

Twórcy

autor

Fedorko R.

• University of Prešov in Prešov, Faculty of Management

autor

Bacik R.

• University of Prešov in Prešov, Faculty of Management

autor

Kerulova V.

• University of Prešov in Prešov, Faculty of Management

Bibliografia

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Uwagi

Opracowanie ze środków MNiSW w ramach umowy 812/P-DUN/2016 na działalność upowszechniającą naukę (zadania 2017).