Title:	Decision tree modelling of e-consumers’ preferences for internet marketing communication tools during browsing
Authors:	Sabaitytė, Jolanta Davidavičienė, Vida Straková, Jarmila Raudeliūnienė, Jurgita
Citation:	E+M. Ekonomie a Management = Economics and Management. 2019, roč. 22, č. 1, s. 206-221.
Issue Date:	2019
Publisher:	Technická univerzita v Liberci
Document type:	článek article
URI:	http://hdl.handle.net/11025/33847
ISSN:	2336-5604 (Online) 1212-3609 (Print)
Keywords:	internetový marketing;komunikace;chování zákazníků;komunikační nástroj internetového marketingu;e-commerce
Keywords in different language:	internet marketing;communication;customer behaviour;internet marketing communication tool;e-commerce
Abstract in different language:	The rapid development of information communication technologies (ICT) has expanded the possibilities for marketing communication. In order to increase business competitiveness and carry out effective marketing activities, it has therefore become important to acquire knowledge about e-consumers and to identify significant elements that shape their virtual behaviour and influence their decision to buy. An analysis of scientific literature revealed that there is a gap in knowledge with regards to the e-consumer behaviour of different generations, as customer segments, and their preferences in the purchase phase. The purchase phase is characterised by different internet marketing communication elements, which influence the performance of browsing and searching tasks. The goal of the research presented in this article was to determine the most significant internet marketing communication elements during the purchase phase of the e-consumer journey by performing a browsing task and using the mathematical decision tree approach.
Rights:	CC BY-NC 4.0
Appears in Collections:	Číslo 1 (2019) Číslo 1 (2019)

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.