Wpływ kolejności prezentacji produktu i wielkości opakowania produktu na preferencje nabywców w handlu online. Moderująca rola wiary we własną intuicję zakupową

• Autorzy: Tomasz Wanat

Warianty tytułu

The Impact of Product Position and Packaging Shape on Consumers' Preferences in Online Purchases. Moderating the Role of Faith in Buying Intuition

• Języki publikacji: PL

Abstrakty

Zasady merchandisingu online różnią się od zasad merchandisingu tradycyjnego, co wynika po części ze sposobu i charakteru prezentowanych online produktów. Jedną z tych różnic charakteryzujących prezentację produktów online jest brak zachowania realizmu wielkości opakowania. Celem artykułu było określenie wpływu kolejności prezentowania oraz realizmu proporcji dotyczącej wielkości produktów prezentowanych online na preferencje nabywców. Badanie o charakterze eksperymentu laboratoryjnego na próbie 326 respondentów wykazało, że kolejność prezentacji produktów oraz realizm proporcji wielkości wywierają wpływ na preferencje, ale tylko w grupie osób o niskim poziomie wiary we własną intuicję zakupową. W grupie tej zaobserwowano wpływ efektu świeżości oraz faworyzowania produktów tańszych (bo oferowanych w mniejszych opakowaniach). (abstrakt oryginalny)

EN

The rules governing online merchandising differ from the rules of brick and mortar retail merchandising. These differences are partially related to the way products are presented in online stores. One of the main characteristics of online product presentation is the lack of realism in the products shape presentation. The goal of the article was to study the impact of product position in a set of products and the realism of products shape proportion on consumers' preferences in online retail environments. The results of a laboratory experiment on a sample of 326 subjects indicate that the position of a product and shape proportions have a significant influence on consumers' preferences but only in a group of consumers which are characterised by a low faith in buying intuition. In this group the recency effect and cheaper-and-smaller products effect have been observed. (original abstract)

Słowa kluczowe

PL

Merchandising; Marketing; Klient; Indeks Satysfakcji Klienta; Komunikowanie przedsiębiorstwo-klient; Relacje z klientami

EN

Merchandising; Marketing; Customer; Customer Satisfaction Index (CSI); Communication company-client; Relationships with customers

• Czasopismo: Studia Oeconomica Posnaniensia
• Rocznik: 2018
• Tom: 6
• Numer: nr 5 Uwarunkowania, formy i narzędzia komunikacji marketingowej
• Strony: 130--147

Twórcy

autor

Tomasz Wanat

• Uniwersytet Ekonomiczny w Poznaniu

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Identyfikatory

DOI

10.18559/SOEP.2018.5.10