ANALYSIS OF PREFERENCES OF E-SHOPS CUSTOMERS - Polish Journal of Management Studies

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ANALYSIS OF PREFERENCES OF E-SHOPS CUSTOMERS

Abstracts > Vol 3

ANALYSIS OF PREFERENCES OF E-SHOPS CUSTOMERS

Štefko R., Dorčák P., Pollák F. *

Abstract:

The article deals with basic online trade-relating questions. The chosen theoretical basis connects to the research task itself, which was to gain elementary knowledge about preferences of customers shopping on the internet. For the purpose ofthis article,  the authors focused on the research part, which discusses attitudes ofcustomers' towards prices of goods and services offered through this modern medium. Thanks to data collection techniques, such as CAWI and thanks to the results ofidentical research  carried out in 2010 we were able to gather information on the development in 2010 and 2011, which were than compared on the year-on-year basis. Adevelopment of e-commerce reveals a great potential of online business.

Key words: On-line marketing, E-business, E-shop


Introduction

Currently there is a difference in understanding of the term e-business among experts in the United States and Europe. In the United States the term “e-business” is used, while the term “e-commerce” is used in a narrower sense.  In Europe, the term “e-commerce” is used prevailingly. The term does not take into account narrower and broader specifics as in does in the United States [2] The term e-business was coined by IBM in 1996 as a part of its marketing campaign.  IBM started to provide services to other businesses, who needed to interconnect their business systems with the web [10] Therefore, there are many definitions of e-business at present but each of them understands e-business as a form of activity of economic  subjects, which make use of electronic information systems to fulfil their business plans or business activities. In simple terms it can be argued that e-business is an online form of existing business activities [9] The term e-commerce is often regarded  identical with the term e-business. In fact, the term e-commerce is a narrower term than e-business considering their meanings. E-commerce is part of e-business and it involves realization of company's purchasing-selling transactions via the so called  e-shops, while e-business constitutes much larger scale of business activities [5]


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Summary

In 2010 and 2011 the Price indicator has shown a positive development. Customers perceived prices of goods and services sold online positively, when more than ¾ respondents have thought of it to be  lower than in standard shops.Low price of goods in e-shops attract mostly people, who currently react to a price change very sensitively. Low quality services are still rather a frequent phenomenon for this type of business. Damaged  or incomplete goods, lengthy completion of forms, or delayed goods delivery are still very common. Nevertheless, an increasing penetration of citizens of the Slovak Republic on the internet results in higher interest of customers in online shopping. Low  prices and comfortable shopping seem to be the key elements of online business. Marketing workers should therefore include the internet into their marketing mix. The MIX of tools product, price, place, promotion, presence on Internet should be the minimum  basis for marketing concepts of individual e-shops.
Acknowledgment


References

[1].   B2C. 2011. (online: www.cs.wikipedia.org/wiki/B2C)
[2].   Delina R., Vajda V., Teória a prax elektronického obchodovania, 1. vyd. Technická univerzita, Košice, 2006.
[3].   Delina R., Vajda V., Asistent elektronického obchodu – manažérska príručka, 1. vyd. Slovenská obchodná a priemyselná komora, Prešov, 2005.
[4].   Doležal J., Elektronické obchodovanie : bakalárska praca, Prešovská univerzita v Prešove, Prešov, 2010.
[5].   Dorčák P., Pollák F., Marketing & e-business, EZO.sk, s.r.o., Prešov, 2010.
[6].   Chaffey D., E-business and E-commerce management, Prentice Hall. England, 2007.
[7].   Kotler P., Keller K., Marketing management, 12. vyd. Grada Publishing, Praha, 2007.
[8].   Kuľková T., 2010, (online: www.instore.sk/news/internetovy-predaj-nabera-na-obratkach)
[9].   Madleňák R., Elektronický obchod, 1. vyd. Žilinská univerzita, Žilina, 2004.
[10].   Napier H.A., Rivers O., Wagner S., Creating a winning e-business, Cengage  Learning, UK, 2006.
[11].   Štefko R., Marketingová stratégia, In: Marketing vybraných odvetví; EU, Podnikohospodárska fakulta Košice, Bratislava, 1992.
[12].   Takácsová A., Počet aktívnych úžívateľov internetu sa zvýšil, 2010, (online: www.webnoviny.sk/pocitace-a-internet/pocet-aktivnych-uzivatelov-internet/140566-clanok.html)
[13].   Vašuta T., 2010, Od januára u nás vzniklu stovky e-shopov, 2011, (online: www.hnonline.sk/podniky/c1-45475760-od-januara-u-nas-vznikli-stovky-e-shopov)

ANALIZA PREFERENCJI KLIENTÓW SKLEPÓW INTERNETOVYCH


Streszczenie:

W artykule omówiono podstawowe zagadnienia związane z handlem online. Wybrane podstawy teoretyczne łączą się z zadaniami badawczymi, co umożliwiło zdobycie elementarnej wiedzy na temat preferencji klientów  kupujących w internecie. Przyczyną sporządzania niniejszego artykułu, autorzy koncentrują się na części badawczej, która omawia postawy konsumentów online względem ceny towarów i usług  oferowanych za pośrednictwem tego nowoczesnego medium. Dzięki technikom gromadzenia danych, takich jak CAWI oraz dzięki identycznym wynikom badań przeprowadzonych w 2010 roku udało nam się zebrać informacje na  temat rozwoju w 2010 i 2011, które następnie zostały porównane rok po roku. Korzystny rozwój handlu elektronicznego ukazuje ogromny potencjał działalności biznesowych on-line.





 
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