FACTORS INFLUENCING DECISIONS MAKING PROCESS BETWEEN E-TAIL AND RETAIL PURCHASING FORMAT
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
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 purchasing format. The findings have practical implications in determining factors influencing the choice of purchasing format, helping to tailor marketing e-tail activities.
Authors and Affiliations
Martin Klepek, Radka Bauerová
Keywords
Related Articles
- EP ID EP316553
- DOI -
- Views 108
- Downloads 0
NEW TRENDS IN MARKETING AND COMMUNICATION IN THE ITALIAN BANKING SECTOR
This article deals with the topics of new trends in marketing and communication in the Italian banking sector, features and specificities of digital consumer in Italy and expectations for the future. Marketing communicat...
USER PREFERENCES IN THE FIELD OF ONLINE AD-BLOCKING
The objective of the article is to describe the current state of the user preference issue when using ad-blocking tools in the online Internet environment. The article focuses on current global trends in the routing asse...
MARKETING TRENDS IN SOCIAL NETWORKING SITES USAGE IN SPORT
This contribution is focused on the current problematic of social networking sites usage in sport marketing. It mostly elaborates on new trends and tools within the chosen networking sites that Czech sport subjects work...
BOOKS AS A PART OF CONSUMER CULTURE
Reading is an important cultural, social and intellectual activity: it is a self-regulated behaviour carried out by the reader who is also a part of a social system. Reading itself, as well as its performance, is both a...
GENERATION Y, INFLUENCE OF THE MEDIA ON ITS PURCHASE BEHAVIOUR
With the expanding media offer caused mainly by technical development, the structure of our experience with the media is also changing. The medial experience often prevail over the own experience. The media can show stan...