Przesłanki decyzji zakupowych e-klientów
Reasons of e-customer purchasing decisions

Summary/Abstract: In recent years, e-commerce has become a very dynamically developing distribution channel. For many companies it has turned from a side or additional way of selling goods and services into the main source of access to customers. The main purpose of the text was to determine the degree of impact of the identified premises on the purchasing decisions of e-customers. The text is theoretical and empirical. Its structure includes an introduction, in which, first of all, five substantive parts were introduced - the essence of e-commerce, e-consumer behavior, research methodology, analysis of research results - premises influencing e-customer purchasing decisions lying on the product side, analysis research results - premises influencing e-customer purchasing decisions lying on the side of the online store and summaries. The tool used during data collection was a questionnaire. The CAPI method (using a paper questionnaire) and CAWI (using an on-line questionnaire available on the website www.survio.pl) were used. The survey was conducted in the first half of 2020 among 130 e-consumers. The obtained results were coded and then using the Statistica 13.1 program. they were analyzed. To verify hypothesis 1 and 2, the arithmetic mean, median, mode and standard deviation were used. The Mann-Whitney U test was used to verify hypothesis 3. According to the respondents, the most important factors on the product side influencing their purchasing decisions on the Internet were the quality of the product and its price. On the other hand, product recognition was of the least importance for the respondents. In turn, the most important factors lying on the side of the online store for the respondents were the quality of service and the opinion of others about the seller. According to the respondents, the chat directly with the store consultant had the least impact on making a purchase in an online store. Statistically significant differences were found only in a few groups of assessments.

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