{"title":"移动营销中与客户行为和购买过程相关的性别生成特征","authors":"R. Štefko, R. Bačík, Richard Fedorko, M. Oleárová","doi":"10.24136/oc.2022.006","DOIUrl":null,"url":null,"abstract":"Research background: Today, it is an m-commerce platform that provides brands with the opportunity to foster their sustainable image and communicate with environmentally and socially conscious consumers. Proper communication that respects the customer's interests, conducted through mobile marketing tools, can be a key to creating a competitive advantage. Therefore, it is essential, at the level of scientific research, to broaden the knowledge base in the field of consumer behavior.\nPurpose of the article: The research was aimed at assessing ten purchasing behavior constructs in terms of gender and generation characteristics, as well as inferring impact on and assessing the difference between generations (Generation X and Y) and gender in terms of purchasing behavior.\nMethods: The sample consisted of 765 Slovak respondents. The Wilcoxon Test was used for differences testing. Partial Least Squares ? Path Modeling (PLS-PM) was used to determine the general impact and the permutations-based method was used to assess the difference in impact between gender and generation characteristics.\nFindings & value added: The difference in purchasing behavior patterns between the categories of gender and generation was significant in most cases, with the most significant difference being seen in the Visual Appeal of an e-shop. The most striking general influences were recorded between Hedonic Browsing and Urge to Buy, also the impact of Portability on Hedonic Browsing and Utilitarian Browsing. These findings indicate the potential of retailers to communicate effectively with their customers not only about products, but also about sustainable practices and values while engaging consumers in purchasing processes. Proper optimization of marketing processes, in terms of impulsive and thought-through purchases too, positively influences the user experience and the satisfaction with the purchase process. These facts may positively influence the sale and, in a broader perspective, increase the competitiveness and overall value of the e-commerce entity. It is also worth emphasizing the long-term value for the customer, as the application of the model leads to better satisfaction of customer needs, thus to a stable growth not only of the organizations, but ultimately of the economy as a whole.","PeriodicalId":46112,"journal":{"name":"Oeconomia Copernicana","volume":" ","pages":""},"PeriodicalIF":7.6000,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"9","resultStr":"{\"title\":\"Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing\",\"authors\":\"R. Štefko, R. Bačík, Richard Fedorko, M. 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引用次数: 9
摘要
研究背景:如今,它是一个移动商务平台,为品牌提供了塑造可持续形象的机会,并与有环保意识和社会意识的消费者进行沟通。通过移动营销工具进行的尊重客户利益的适当沟通可能是创造竞争优势的关键。因此,在科学研究的层面上,拓宽消费者行为领域的知识库是至关重要的。文章目的:本研究旨在从性别和世代特征的角度评估十种购买行为结构,并推断和评估世代(X和Y世代)和性别在购买行为方面的差异。方法:样本由765名斯洛伐克受访者组成。Wilcoxon检验用于差异检验。偏最小二乘法?路径建模(PLS-PM)用于确定总体影响,基于排列的方法用于评估性别和世代特征之间的影响差异。调查结果和附加值:在大多数情况下,性别和世代类别之间的购买行为模式差异显著,最显著的差异出现在电子商店的视觉吸引力上。最引人注目的一般影响记录在Hedonic浏览和Urge to Buy之间,以及便携性对Hedonic浏览器和功利主义浏览的影响。这些发现表明,零售商有潜力在让消费者参与购买过程的同时,不仅就产品,而且就可持续做法和价值观与客户进行有效沟通。在冲动和深思熟虑的购买方面,营销流程的适当优化也会对用户体验和购买流程的满意度产生积极影响。这些事实可能会对销售产生积极影响,并从更广泛的角度提高电子商务实体的竞争力和整体价值。同样值得强调的是,对客户的长期价值,因为该模型的应用可以更好地满足客户的需求,从而不仅使组织稳定增长,而且最终使整个经济稳定增长。
Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing
Research background: Today, it is an m-commerce platform that provides brands with the opportunity to foster their sustainable image and communicate with environmentally and socially conscious consumers. Proper communication that respects the customer's interests, conducted through mobile marketing tools, can be a key to creating a competitive advantage. Therefore, it is essential, at the level of scientific research, to broaden the knowledge base in the field of consumer behavior.
Purpose of the article: The research was aimed at assessing ten purchasing behavior constructs in terms of gender and generation characteristics, as well as inferring impact on and assessing the difference between generations (Generation X and Y) and gender in terms of purchasing behavior.
Methods: The sample consisted of 765 Slovak respondents. The Wilcoxon Test was used for differences testing. Partial Least Squares ? Path Modeling (PLS-PM) was used to determine the general impact and the permutations-based method was used to assess the difference in impact between gender and generation characteristics.
Findings & value added: The difference in purchasing behavior patterns between the categories of gender and generation was significant in most cases, with the most significant difference being seen in the Visual Appeal of an e-shop. The most striking general influences were recorded between Hedonic Browsing and Urge to Buy, also the impact of Portability on Hedonic Browsing and Utilitarian Browsing. These findings indicate the potential of retailers to communicate effectively with their customers not only about products, but also about sustainable practices and values while engaging consumers in purchasing processes. Proper optimization of marketing processes, in terms of impulsive and thought-through purchases too, positively influences the user experience and the satisfaction with the purchase process. These facts may positively influence the sale and, in a broader perspective, increase the competitiveness and overall value of the e-commerce entity. It is also worth emphasizing the long-term value for the customer, as the application of the model leads to better satisfaction of customer needs, thus to a stable growth not only of the organizations, but ultimately of the economy as a whole.
期刊介绍:
The Oeconomia Copernicana is an academic quarterly journal aimed at academicians, economic policymakers, and students studying finance, accounting, management, and economics. It publishes academic articles on contemporary issues in economics, finance, banking, accounting, and management from various research perspectives. The journal's mission is to publish advanced theoretical and empirical research that contributes to the development of these disciplines and has practical relevance. The journal encourages the use of various research methods, including falsification of conventional understanding, theory building through inductive or qualitative research, first empirical testing of theories, meta-analysis with theoretical implications, constructive replication, and a combination of qualitative, quantitative, field, laboratory, and meta-analytic approaches. While the journal prioritizes comprehensive manuscripts that include methodological-based theoretical and empirical research with implications for policymaking, it also welcomes submissions focused solely on theory or methodology.