THE IMPACT OF SELECTED ELEMENTS OF E-COMMERCE TO E-SHOP RECOMMENDATION
Journal Title: Polish Journal of Management Studies - Year 2018, Vol 18, Issue 1
Abstract
The objective of the study is to evaluate the importance of linking the purchasing process variables (delivery, e-shop, communication) in terms of e-commerce and the willingness of customers to recommend the purchase in the given e-shop. Within the research, a total of 3796 e-commerce subjects were analysed in the Czech Republic and Slovakia. We primarily analysed the impact of variable ratings e.g. satisfaction with the delivery time, total delivery, delivery days, communication and clarity of the willingness to recommend e-shops. The certification of the e-shop's credibility was also taken into account. The research showed that variables (satisfaction with delivery time, communication evaluation and clarity assessment) have a significant impact on the willingness to recommend. For the analysis, we used a descriptive analysis. To infer the effect size certification to the other variables, η2 was used, where we found medium and high effect. Certification also emerged when analysing the homogeneity of the recommendation, where the differences between Kruskal-Wallis tests were found in the different categories of certification. The difference in all cases was also revealed by the Dunn test in pairwise comparison using the Benjamini-Hochberg method. Finally, the panel effect regression analysis was used. The greatest impact was found in the communication, followed by the delivery and the clarity of e-shops. E-shop management should focus on certification (trustworthiness), because customers take this into account. They also take the shipping time into account. Website awareness should be as obvious as communication. Seller communication impacts on most of the elements analysed.<br/><br/>
Authors and Affiliations
Richard Fedorko, Igor Fedorko, I Gede Riana, Martin Rigelský, Mária Oleárová, Karina Obšatníková
Keywords
Related Articles
- EP ID EP428247
- DOI 10.17512/pjms.2018.18.1.09
- Views 77
- Downloads 0
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