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Dziewanowska Katarzyna (Uniwersytet Warszawski)
Consumers' Perception of Online and Offline Dimensions of Shopping Experiences
Przedsiębiorczość i Zarządzanie, 2016, t. 17, z. 11, cz. 2, s. 225-239, tab., rys., bibliogr. 34 poz.
Entrepreneurship and Management
Tytuł własny numeru
Agile Commerce - stechnologizowane zarządzanie w erze informacji
Słowa kluczowe
Zakupy online, Zachowania konsumenta, Handel elektroniczny
Online shopping, Consumer behaviour, e-commerce
summ., This paper is based on research conducted as part of a project funded by Narodowe Centrum Nauki (National Science Centre): decision number DEC-2012/05/B/ HS4/04213.
The objective of this study is to compare the consumer's perception of dimensions of shopping experiences in the online and offline shopping context. The experience dimensions were identified on the basis of an extended literature review and empirically verified. The data was gathered by means of both online and pen-and-paper survey. The results show that although both online and offline shopping experiences were positively evaluated by the respondents, the perception of particular dimensions of the shopping experience varied. These preliminary findings show that although both online and offline retailers are able to create memorable experiences, consumers focus on different aspects of the shopping experience in internet and brick-and-mortar stores. (original abstract)
Pełny tekst
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