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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

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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Počet stran výsledku

13

Strana od-do

37-49

Název nakladatele

Faculty of Mass Media Communication

Místo vydání

Neuveden

Místo konání akce

Smolenice

Datum konání akce

7. 11. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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