Wpływ reklamy internetowej na decyzje zakupowe w Polsce i Wielkiej Brytanii. Analiza komparatywna
Influence of online advertising on purchase decisions in Poland and Great Britain. Comparative analysis

Summary/Abstract: The purpose of this article is to identify differences and similarities in the impact of advertising on e-consumer purchasing decisions. The following research hypothesis was formulated: the flow of information in the Internet network influences on becoming similar behavior of buyers and buyers attitudes towards advertising. The methodology of research based on the analysis of literature sources was used to define basic concepts and primary research was carried out using the questionnaire technique on a sample of 488 respondents in Poland and 175 in the United Kingdom. a comparative analysis was made. The research shows that respondents in both Poland and the UK use the Internet at least a few times a week to track social networks (1) check e-mail (2) and search for various types of information (3). 49% of Poles and as many as 62% of Britons believe that advertisements on the Internet can be interesting. In advertising click only 11.4% of Poles 33.5% of Britons. Under the influence of advertising, we usually buy clothes and footwear.

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