Decision Tree Modelling of e-Consumers’ Preferences for Internet Marketing Communication Tools during Browsing

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F19%3A00001532" target="_blank" >RIV/75081431:_____/19:00001532 - isvavai.cz</a>

Result on the web

<a href="https://dspace.tul.cz/bitstream/handle/15240/151431/EM_1_2019_14.pdf?sequence=1&isAllowed=y" target="_blank" >https://dspace.tul.cz/bitstream/handle/15240/151431/EM_1_2019_14.pdf?sequence=1&isAllowed=y</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15240/tul/001/2019-1-014" target="_blank" >10.15240/tul/001/2019-1-014</a>

Result language

angličtina

Original language name

Decision Tree Modelling of e-Consumers’ Preferences for Internet Marketing Communication Tools during Browsing

Original language description

The successful development of internet marketing is based on scientifically proven decisions designed for the comprehensive analysis and evaluation of internet marketing communication tool selection. Different layers of internet marketing phenomena, such as communication tool profiles and characteristics of customers and strategies for different stages of purchase models, are widely analysed. However, it has been noted that modern management theories lack scientific research on the comprehensive analysis and evaluation of internet marketing communication tools, including the relevant characteristics of electronic consumers profiles based on their generational aspects and their life cycle stages. It is therefore necessary to analyse the stages of an electronic consumer's journey and define the most relevant communication tools and application uses during every stage by aiming to improve customer satisfaction and marketing performance. The goal of this research is to determine the most significant internet marketing communication elements in the purchase phase of the electronic consumer journey cycle using the mathematical decision tree approach for different types of customers, using the generation theory as a segmentation tool. The literature analysis on electronic consumer's behaviour, generation theory application possibilities in marketing and internet marketing communication tools was carried out. The research methodology includes eye-tracking and descriptive and comparative statistical analysis methods (decision tree models), which create the preconditions for the evaluation of electronic consumers' explicit and tacit reactions to the use of internet marketing communication tools during the purchase phase of an electronic consumer's journey. It was established that comparable statistically significant different preferences for internet marketing communication tools, at the purchase phase during a browsing task, exist for baby boomers, X, Y and Z generations.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

E+M Ekonomie a Management

ISSN

1212-3609

e-ISSN

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Volume of the periodical

22

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

16

Pages from-to

206-221

UT code for WoS article

000461177700014

EID of the result in the Scopus database

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