Wyniki wyszukiwania - Biblioteka Nauki

1

Exploring Consumers’ Propensity for Online Shopping in a Developing Country: A Demographic Perspective

100%

Kwarteng M. A. , Pilík M.

International Journal of Entrepreneurial Knowledge

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2016

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tom 4

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nr 1

90-103

EN

The advent of the Internet continues to open new frontiers in digital marketing. One visible impact of the Internet in marketing has been the growing increase in online transactions which profits marketers and seemingly satisfies customers. However, in developing countries, the potential of online shopping has not been fully explored, and in some cases, are just non-existent. Lack of online infrastructure has often been attributed to the slower growth in online transactions in Africa, however, the customers’ preparedness and inclination to use the service is ignored. .Against this backdrop, this study seeks to analyze consumers’ propensity to engage in online transactions with a focus on demographic attributes such as age, gender and education. Using customers in Ghana as a case study, key reasons as well as the demographics that fancy online transactions are revealed. The results indicate that delivery problems, poor internet connection, privacy and security issues are some of the reasons preventing customers to shop online

2

Role of Virtual Platform Operators in Transforming Consumer Goods Market

100%

Paprocki W.

Journal of Management and Financial Sciences

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2017

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tom 27(1)

25-37

EN

Consumer goods market has evolved in recent four decades together with the dissemination of digital technologies and development of e-commerce. Practices based on human intelligence that solidified over ages are nowadays being supplemented in omni-channels with automated operations supported with artificial intelligence. The emergence of actors, who by applying disruptive innovations try to assume the role of operators of virtual platforms with dominant position in the global market is of primary importance. The paper discusses various business models in analogue and digital economies and the impact of their dissemination on market changes. It describes the entering of the market and fostering the position of e-commerce leaders, with Amazon.com playing an increasingly prominent role. The Author highlights potential effects of a dominant market position of such an operator.

3

Building consumer engagement and loyalty while traversing the customer journey in the online space

63%

Bajak M. , Spendel Ł.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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tom z. 160

39--52

EN

Purpose: The overriding goal of the considerations is to recognize the phenomena occurring when the buyer traverses the customer journey in the online space and their importance in building his commitment and loyalty. Design/methodology/approach: Dynamic technological progress significantly influences the course of consumer's decision-making processes. Brands are looking for more and more touchpoints on the customer's journey in order to be able to smoothly surround the recipient with messages. As part of the considerations, it was examined how the forms and tools of marketing communication can support marketing activities at individual stages of the customer journey. Findings: The presented publication classifies online marketing communication tools and indicates their links with the various stages of purchasing, the 5A model and building an active consumer attitude towards the brand. Research limitations/implications: The article contains a preliminary study. In the future it is planned to conduct additional quantitative and qualitative research. The study will help to perform a comprehensive analysis of the application being discussed. Practical implications: The right choice of forms and tools of marketing communication not only determines the purchase, but also builds the commitment and loyalty of the buyer, who may ultimately become a brand advocate. Therefore, it is particularly important to have a holistic approach to the dialogue with the consumer and to understand the mechanisms influencing his decisions. Originality/value: Although the topic of e-commerce appears in academic publications, only a few of them relate these devices to the customer journey. This paper comprehensively deals with this topic and focuses on the relationship between online customer journey, the 5A model and the promotion mix tools.

4

Determinants of E-Commerce Turnover in Europe: Consumer Protection Matters

63%

Bińczak T. , Kaczmarek F. , Rybacki J.

Gospodarka Narodowa. The Polish Journal of Economics

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2018

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tom 295

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nr 3

125-141

PL

Przez ostatnią dekadę tempo wzrostu gospodarki cyfrowej istotnie przekraczało postęp w tradycyjnych sektorach. Literatura ekonomiczna podkreśla pozytywny wpływ e-commerce na produktywność pracy, siłę nabywczą konsumentów i PKB. Zbiór badań opisujących politykę gospodarczą wspierającą handel internetowy jednak jest skromny. Konsekwencje zaniedbań widoczne są w Unii Europejskiej – kraje członkowskie zanotowały porażkę we wdrażaniu agendy cyfrowej z uwagi na małe obroty międzynarodowe w handlu internetowym oraz niskie uczestnictwo małych i średnich przedsiębiorstw (MSP) w rynku cyfrowym. Celem badania jest ilościowa analiza czynników wspierających rozwój e-commerce na podstawie panelu gospodarek UE w latach 2010–2015. Autorzy wskazują istotną rolę inwestycji w infrastrukturę ICT oraz działań prowadzonych dla ochrony konsumenta. Taki wniosek implikuje zasadność dostosowania przepisów związanych z bezpieczeństwem zakupów przez słabsze gospodarki do liderów. Autorzy odrzucili hipotezę wskazującą, że niesprzyjające czynniki geograficzne i demograficzne mogą permanentne spowolnić rozwój handlu elektronicznego. Badanie wskazuje również na niewielki związek czynników strukturalnych np. poziomu PKB per capita, wskaźników skolaryzacji czy umiejętności informatycznych z łącznym udział e-commerce w handlu detalicznym. Autorzy zidentyfikowali również strategię digitalizacji zaaplikowane przez rządy Irlandii i Czech jako najbardziej skuteczne w UE m.in. z uwagi na sukces wdrożenia handlu internetowego w sektorze MSP.

EN

During the last decade the digital economy has expanded at a faster rate than traditional sectors. There is a strong consensus that e-commerce has a positive impact on labour productivity, GDP growth and consumer purchasing power. However, factors determining successful adoption of online commerce remain insufficiently studied. The consequences are clearly visible in the European Union whose countries failed to achieve the targets of the Digital Agenda 2015, with insufficient cross-border trade and inadequate participation of small to medium-sized enterprises (SMEs) in the digital market. The aim of this paper is to fill the research gap with an EU28 panel study describing the impact of policy factors on online sales from 2010 to 2015. The authors have found that internet network coverage and adequate protection of consumer rights are significant and equally important factors influencing online turnover. This implies the need to harmonise national policies between EU laggard countries and digital market leaders. Furthermore, our research rejects the hypothesis that geographical and demographic factors could create a permanent negative bias on online sales volume. The study also provides evidence that the impact of structural macroeconomic variables (i.e. country income measured by GDP per capita, education, and ICT skills) on final e-commerce turnover is limited. Finally, the authors have established that the national policies of Ireland and the Czech Republic are more effective than those of other EU countries, which is most likely due to increased support of SME engagement in online activities.

5

TRENDS IN LOGISTICS IN THE GERMAN E-COMMERCE AND THE PARTICULAR RELEVANCE OF MANAGING PRODUCT RETURNS

63%

Brusch M. , Stüber E.

LogForum

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2013

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tom 9

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nr 4

293-300

EN

Background: There are several trends in logistics Internet retailers have to face nowadays, e.g. addressing and reaching customers through different sales channels (multi- or cross-channel management), integration of new payment alternatives (combined online and/or mobile payment methods), ordering and delivery of products from an Internet retailer at the same day (same-day delivery), and allowing product returns (management of product returns). Here the question is, whether relevant factors influencing the buying behaviour of online shoppers as well as groups of these can be found. Methods: Our contribution is analysing this area in two ways. On the hand, an overview about these major trends and the German e-commerce market will be given. On the other hand, the particular relevance of managing product returns will be discussed and through findings from an empirical investigation of German online shoppers expanded. Results: Four relevant factors influencing the behavior of online shoppers could be identified. Applying these four factors four different groups of online shoppers can be differentiated.

PL

Wstęp: Aktualnie można wyróżnić kilka trendów w logistyce handle internetowego, tj. poszukiwanie i osiąganie klientów poprzez różne kanały sprzedaży (zarządzanie multi- oraz cross-kanałami), integracja nowych metod płatności (połączenie metod płatności on-line oraz mobilnych), zamówienie i dostawa w przeciągu tego samego dnia oraz możliwość dokonywania zwrotów (zarządzanie zwrotami towarów). Tutaj rodzi się pytanie czy można zdefiniować czynnik wpływającej na zachowanie się konsumenta dokonującego zakupu poprzez Internet. Metody: Badania przeprowadzono na dwa sposoby. Przedstawiono przegląd najważniejszych trendów występujących w niemieckim e-handlu. Następnie poddano szczegółowej dyskusji zagadnienie zarządzania zwrotami towarów na podstawie przeprowadzonych badań empirycznych. Wyniki: Zidentyfikowano cztery czynniki wpływające na zachowanie się konsumenta dokonującego zakupu poprzez Internet. Wpływ tych czynników na cztery różne grupy klientów internetowych jest zróżnicowany. Wnioski: Uzyskane wyniki wspomagają proces decyzyjny w e-handlu w obszarze określenia i oceny aktualnych trendów logistycznych.

6

An end-to-end Machine Learning system for mitigating checkout abandonment in E-Commerce

51%

Rifat M. R. I. , Amin M. N. , Munna M. H. , Imran A. A.

Annals of Computer Science and Information Systems

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2022

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tom Vol. 30

129--132

EN

Electronic Commerce (E-Commerce) has become one of the most significant consumer-facing tech industries in recent years. This industry has considerably enhanced people's lives by allowing them to shop online from the comfort of their own homes. Despite the fact that many people are accustomed to online shopping, e-commerce merchants are facing a significant problem, a high percentage of checkout abandonment. In this study, we have proposed an end-to-end Machine Learning (ML) system that will assist the merchant to minimize the rate of checkout abandonment with proper decision making and strategy. As a part of the system, we developed a robust machine learning model that predicts if someone will checkout the products added to the cart based on the customer's activity. Our system also provides the merchants with the opportunity to explore the underlying reasons for each single prediction output. This will indisputably help the online merchants in business growth and effective stock management.