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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název periodika

E+M Ekonomie a Management

ISSN

1212-3609

e-ISSN

—

Svazek periodika

22

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

16

Strana od-do

206-221

Kód UT WoS článku

000461177700014

EID výsledku v databázi Scopus

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