Název:	Decision tree modelling of e-consumers’ preferences for internet marketing communication tools during browsing
Autoři:	Sabaitytė, Jolanta Davidavičienė, Vida Straková, Jarmila Raudeliūnienė, Jurgita
Citace zdrojového dokumentu:	E+M. Ekonomie a Management = Economics and Management. 2019, roč. 22, č. 1, s. 206-221.
Datum vydání:	2019
Nakladatel:	Technická univerzita v Liberci
Typ dokumentu:	článek article
URI:	http://hdl.handle.net/11025/33847
ISSN:	2336-5604 (Online) 1212-3609 (Print)
Klíčová slova:	internetový marketing;komunikace;chování zákazníků;komunikační nástroj internetového marketingu;e-commerce
Klíčová slova v dalším jazyce:	internet marketing;communication;customer behaviour;internet marketing communication tool;e-commerce
Abstrakt v dalším jazyce:	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.
Práva:	CC BY-NC 4.0
Vyskytuje se v kolekcích:	Číslo 1 (2019) Číslo 1 (2019)

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