Perspectives of Innovations, Economics and Business

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Volume 9
Issue 3
Online publication date 2011-11-01
Title The role of informal sources of information in the Polish consumer market
Author Jacek Wójcik, Tymoteusz Doligalski
Abstract The paper presents results of the research conducted in 2009 with the participation of 466 Internet users via an online survey. The research showed that consumers before the purchase utilize formal sources of information about the product more often than informal ones. Nevertheless, the more they refer to the formal sources, the more they refer to the informal ones. It was also proved that in the tested group the place of residence, the time spent using the Internet and the value of a product had an influence on the prevalence of formal sources.
Citation
References
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Gazeta.pl, Next, 2008. Internet pomaga kupować [Internet Helps Buying]. URL http://bi.gazeta.pl/im/6/5728/m5728446.pdf (in Polish) [Accessed 15 November 2010]

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Huang, P., Lurie, N., Mitra, S., 2009. “Searching for Experience on the Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods,” Journal of Marketing, Vol.73(2), pp.55-69

Kuruzovich, J., Viswanathan, S., Agarwal, R., Gosain, S., Weitzman, S., 2008. “Marketspace or marketplace? Online information search and channel outcomes in auto retailing,” Information Systems Research, Vol.19(2), pp.182-201

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Young-Hyuck, J., Hyung-Jin Park, M., 2008. “Information search and purchase channel choice across in-home shopping retail formats,” Academy of Marketing Studies Journal, Vol.12(2), pp.49-61
Keywords Informal sources of information, ROPO, consumer behaviour, purchase behavior, B2C
DOI http://dx.doi.org/10.15208/pieb.2011.39
Pages 43-47
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