Porównanie sposobów poszukiwania informacji i dokonywania zakupów przez konsumentów w wybranych krajach Europy

• Autorzy: Marcin Awdziej , Jolanta Tkaczyk

Warianty tytułu

The Comparison of Consumers' Product Information Search and Purchase Decisions in the Selected European Countries

• Języki publikacji: PL

Abstrakty

Celem artykułu jest porównanie zachowań zakupowych konsumentów z wybranych krajów Europy w kontekście zmiany kanałów zakupu. Postawiono następujące pytania badawcze: 1) Czy można znaleźć pewne wspólne wzorce zachowań, jeśli chodzi o poszukiwanie informacji i dokonywanie zakupów przez konsumentów w wybranych krajach europejskich? 2) Czy unikanie niepewności determinuje nasilenie się efektu ROPO oraz showroomingu? 3) Czy dostęp do Internetu determinuje nasilenie się efektu ROPO oraz showroomingu? Analiza danych zastanych pozwoliła na potwierdzenie zależności pomiędzy występowaniem efektu ROPO oraz penetracją Internetu, a także poziomem unikania niepewności w wybranych krajach europejskich. W przypadku efektu showroomingu udało się potwierdzić jedynie zależność związaną z unikaniem niepewności. (abstrakt oryginalny)

EN

The aim of the article is to compare the purchasing behavior of consumers in selected European countries in the context of changing channels. Following research questions were asked: 1) Is it possible to find some common patterns of searching and buying behavior in selected European countries? 2) Does the uncertainty avoidance determines the severity of the ROPO and showrooming effect? 3) Does access to the Internet determine the severity of the ROPO and showrooming effect? Data analysis allowed us to confirm the relationship between the occurrence of the effect ROPO and internet penetration, as well as the level of uncertainty avoidance in selected European countries. In the case of the showrooming effect we confirm the relationship with the avoidance of uncertainty. (original abstract)

Słowa kluczowe

PL

Zachowania konsumenta; Informacja w internecie; Wyszukiwanie informacji; Zakupy online; Analiza porównawcza

EN

Consumer behaviour; Information on the Internet; Information retrieval; Online shopping; Comparative analysis

• Czasopismo: Marketing i Rynek
• Rocznik: 2017
• Numer: nr 9 (CD)
• Strony: 7-13

Twórcy

autor

Marcin Awdziej

• Akademia Leona Koźmińskiego w Warszawie

autor

Jolanta Tkaczyk

• Akademia Leona Koźmińskiego w Warszawie

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