Identification of Strategic Position of E-commerce Enterprises in Fashion Industry

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43310%2F21%3A43919648" target="_blank" >RIV/62156489:43310/21:43919648 - isvavai.cz</a>

Výsledek na webu

<a href="https://doi.org/10.36689/uhk/hed/2021-01-072" target="_blank" >https://doi.org/10.36689/uhk/hed/2021-01-072</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.36689/uhk/hed/2021-01-072" target="_blank" >10.36689/uhk/hed/2021-01-072</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Identification of Strategic Position of E-commerce Enterprises in Fashion Industry

Popis výsledku v původním jazyce

The importance of an effective strategy implementation is in e-commerce growing with a development of online shopping. Nevertheless, the practice shows the importance of strategy in e-commerce in the long-term is underestimated. The main purpose of the paper is therefore to identify the strategic position of selected e-commerce enterprises focused on the fashion goods and complementary goods, based on their strategic behavior. The strategic behavior is determined by using on the critical analysis of selected determinants of online shopping behavior. The main research methods to reach the main purpose of the paper are situational analysis and qualitative research using a critical analysis of determinants influencing customer behavior in online shopping. The methods of statistical induction are used to confirm research hypotheses. Finally, the strategic positions of selected e-commerce enterprises in fashion industry are determined. This study identified the strategic position of e-commerce enterprises in fashion industry is affected by determinants of online shopping behavior, however, these determinants are not reflected as equally important. It was also identified that e-commerce enterprises in fashion industry use a balanced strategy, nevertheless, it does not reflect the gradual progressive development of e-commerce industry.

Název v anglickém jazyce

Identification of Strategic Position of E-commerce Enterprises in Fashion Industry

Popis výsledku anglicky

The importance of an effective strategy implementation is in e-commerce growing with a development of online shopping. Nevertheless, the practice shows the importance of strategy in e-commerce in the long-term is underestimated. The main purpose of the paper is therefore to identify the strategic position of selected e-commerce enterprises focused on the fashion goods and complementary goods, based on their strategic behavior. The strategic behavior is determined by using on the critical analysis of selected determinants of online shopping behavior. The main research methods to reach the main purpose of the paper are situational analysis and qualitative research using a critical analysis of determinants influencing customer behavior in online shopping. The methods of statistical induction are used to confirm research hypotheses. Finally, the strategic positions of selected e-commerce enterprises in fashion industry are determined. This study identified the strategic position of e-commerce enterprises in fashion industry is affected by determinants of online shopping behavior, however, these determinants are not reflected as equally important. It was also identified that e-commerce enterprises in fashion industry use a balanced strategy, nevertheless, it does not reflect the gradual progressive development of e-commerce industry.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název statě ve sborníku

Hradec Economic Days 2021: proceedings of the international scientific conference. Volume 11, issue 1

ISBN

978-80-7435-822-7

ISSN

2464-6059

e-ISSN

2464-6067

Počet stran výsledku

9

Strana od-do

728-736

Název nakladatele

Univerzita Hradec Králové

Místo vydání

Hradec Králové

Místo konání akce

Hradec Králové

Datum konání akce

25. 3. 2021

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000670596900072