Title: Vliv počasí na nákupní chování na internetu na příkladu České republiky
Other Titles: The influence the weather on consumer behavior on the internet: case study from Czech republic
Authors: Prantl, David
Eger, Ludvík
Citation: Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2015, č. 3, s. 36-43.
Issue Date: 2015
Publisher: Západočeská univerzita v Plzni
Document type: article
článek
URI: http://www.fek.zcu.cz/tvp/doc/2015-3.pdf
http://hdl.handle.net/11025/17347
ISSN: 1805-0603
Keywords: počasí;chování spotřebitelů;zobrazení stránek;internet;meteorologie;analýza dat;marketing
Keywords in different language: weather;consumer behavior;page views;internet;meteorology;data analysis;marketing
Abstract in different language: Weather has influences on consumer purchase behavior. Various conditions and temperature ranges impact what customers buy, when they buy, how much they buy, and why they buy.This study examines the relationship between weather and consumer behavior on the Internet. In this paper, we provide empirical evidence to explain how the weather affects consumer behavior in e - commerce (B2C). The study proved that temperatures (especially in summer) influence consumer behavior on the Internet. More and more retailing is undertaken online and consumer activities tend to be influenced by the phase of the seasonal climate. Short term weather events (e.g. tropical temperature in the summer) have a direct effect on the traffic demand and castomer behavior. Longer term effec ts, reected through seasonal changes in temperature and daylight duration, have a slower inuence on the Internet traffic and customer behavior. The research study clarifies the extent to which weather can be used legitimately to explain unanticipated chang es in customer behavior on the internet during the year.
Rights: © Západočeská univerzita v Plzni
Appears in Collections:Číslo 3 (2015)
Články / Articles (KMO)
Číslo 3 (2015)

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