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Bartosik-Purgat Małgorzata (Poznań University of Economics, Poland)
Social Networking Sites as a Channel for Delivering Information About Durable Products and its Impact on Purchasing Decisions
Serwisy społecznościowe jako kanał przekazywania informacji o produktach trwałych i ich wpływ na decyzje zakupowe
Acta Scientiarum Polonorum. Oeconomia, 2018, R. 17, nr 1, s. 5-11, tab., bibliogr. 31 poz.
Media społecznościowe, Decyzje konsumenckie, Dostęp do informacji
Social media, Consumer decision, Access to information
streszcz., summ.
Głównym celem artykułu jest identyfikacja zależności między rodzajem produktów (produkty trwałe) a charakterem informacji w serwisach społecznościowych, wpływających na podejmowanie decyzji zakupowych. Dokonano próby odpowiedzi na pytanie badawcze: w jakim stopniu rodzaje produktów wpływają na wykorzystanie różnych informacji w serwisach społecznościowych w podejmowaniu decyzji zakupowych. Studia literaturowe zostały uzupełnione badaniami empirycznymi w trzech krajach - Chinach, Polsce oraz Stanach Zjednoczonych. Wyniki potwierdzają ważność serwisów społecznościowych oraz pozyskiwanych w nich informacji w podejmowaniu decyzji zakupowych. W odniesieniu do kategorii produktów najsilniejsze związki uzyskano w przypadku produktów modowych, produktów AGD i kosmetyków. W przypadku typu informacji uzyskanych za pośrednictwem serwisów społecznościowych, wpływających na podejmowanie decyzji zakupowych największe znaczenie mają reklamy umieszczane w serwisach społecznościowych oraz informacje o nowych produktach. (abstrakt oryginalny)

The main objective of the paper is to identify the interdependencies between a type of a product (durable products) and the nature of information on social networking sites (SNSs) that affects the making of purchase decisions. An attempt has been made to answer the research question: to what extent types of products are of influence when using relevant information on SNSs and when making purchase decisions (pre-purchasing stage). The literary studies are complemented with empirical research done in three countries: China, Poland and the United States. The results confirm the importance of SNSs and the information obtained from them in making purchase decisions. In relation to the categories of products the strongest correlations were observed in fashion, household goods and cosmetics. In the case of the type of information gained through SNSs that influence making purchase decisions advertisements placed on SNSs and information about new products are the most significant. (original abstract)
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
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