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 | eMarketer, 2010a. Most Web users rely on cross-channel shopping, URL http://www.emarketer. com/Article.aspx?R=1007622 [Accessed 15 November 2010] eMarketer, 2010b. Moms place trust in other consumers, URL http://www3.emarketer.com/ Article.aspx?R=1007509 [Accessed 15 November 2010] eMarketer, 2010bc. Brands Vie for credibility on social networks, eMarketer, URL http://www2.emarketer. com/ Article.aspx?R=1007608 [Accessed 15 November 2010] 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] Google, TNS OBOP, 2009. Efekt ROPO w segmencie Retail [ROPO Effect in Retail Segment] http://www.tnsglobal.pl/uploads/6449/PL_ROPO_Retail_Poland_public.pdf (in Polish) [Accessed 15 November 2010] 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 Schiffman, L., Kanuk, L., 2004. Consumer behavior, Upper Saddle River: Prentice Hall, 2004, 500 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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