ANALYSIS OF GLOBAL CONSUMER PREFERENCES IN THE E-COMMERCE PROCESS
ANALYSIS OF GLOBAL CONSUMER PREFERENCES IN THE E-COMMERCE PROCESS
Author(s): Mária Oleárová, Jakub HorváthSubject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: consumer preferences; e-commerce; mobile marketing; smartphone;
Summary/Abstract: The era of mobile devices also reflects the changing purchasing habits of an increasingly demanding consumer. Mobile devices and integrated technologies serve not only as a means to purchase products, but they also play an irreplaceable role at all stages of the purchasing process. Many researches also highlight the strength of their potential, reflecting the changing dynamics of e-commerce. The aim of this article is to evaluate the current state of consumer preferences when purchasing online through mobile devices.
Journal: Megatrendy a médiá
- Issue Year: 6/2019
- Issue No: 1
- Page Range: 569-578
- Page Count: 10
- Language: English