Are Online Purchases Affected by Demographic factors in the Czech Republic?

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F18%3A00011144" target="_blank" >RIV/47813059:19520/18:00011144 - isvavai.cz</a>
Result on the web
<a href="http://aak.cms.opf.slu.cz/clanek/430" target="_blank" >http://aak.cms.opf.slu.cz/clanek/430</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Are Online Purchases Affected by Demographic factors in the Czech Republic?
Original language description
Almost 80% of households in the Czech Republic have Internet access, which is three times higher than in 2005. This rapid development of the Internet has provided space for the development of e-tail, and online shopping has become a new form of sales. Interestingly, the development of online sales is even higher over the same period, and in 2016, 43.6% of the Czech population shop online. These facts declare the importance of examining factors that can influence the purchase of consumers online, for the sake of e-tail strategic decision making. This article explores the relationship between demographic factors and online purchase. The aim of this article is to find out if demographic factors affect the online purchase. The findings reveal a statistically significant impact of age, education and economic activity on online shopping. This significance was not proven in the gender factor. The findings have practical implications in the proposed optimal demographic segmentation of online c ustomers based on data from 2016, helping to tailor marketing e-tail activities.
Czech name
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Czech description
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Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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