Factors Influencing Decision Making Process Between E-tail and Retail Purchasing Format

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F17%3A00011019" target="_blank" >RIV/47813059:19520/17:00011019 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Factors Influencing Decision Making Process Between E-tail and Retail Purchasing Format
Original language description
Despite the fact that scientists focus their attention on e-tail, consumers still prefer benefits arising from the retail format. Nevertheless, the number of online customers is growing in all categories of goods. The category with the greatest growth potential today is the online sale of food. An important difference between e-tail and retail format that affects customers is the ability to touch, try and buy product physically. Consumer choice of shopping channel influence some other aspects. The aspects examined in this article include hedonic and utilitarian motives that affect both traditional retail and online shopping. Above that, situational factors and technology literacy are considered important when choosing a purchasing format. Primary data from the questionnaire survey of students will be investigated. The aim of this article is to investigate the influence of shopping motives (hedonic and utilitarian) and situational factors on the intention to choose the purchasi ng format. The findings have practical implications in determining factors influencing the choice of purchasing format, helping to tailor marketing e-tail activities.
Czech name
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Czech description
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Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings from International Scientific Conference Marketing Identity 2017
ISBN
978-80-8105-917-9
ISSN
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e-ISSN
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Number of pages
13
Pages from-to
37-49
Publisher name
Faculty of Mass Media Communication
Place of publication
Neuveden
Event location
Smolenice
Event date
Nov 7, 2017
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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