The New Consumer: Mobile, Always Connected and Social - the User Journey Perspective

• Autorzy: Łukasz Łysik

Warianty tytułu

Nowy konsument: mobilny, zaangażowany społecznościowo i zawsze online - perspektywa decyzji zakupowych

• Języki publikacji: EN

Abstrakty

EN

In this article the author provides an analysis of contemporary consumers with a strong emphasis on the rapidly changing business landscape and mobile technologies. The main purpose is to present how modern technology has shaped the consumers, the decisionmaking process and finally their behaviour along the purchase journey. The ICT revolution has once and for all reshaped the business landscape and one of its most visible changes was the rise of the Information Economy and the Mobile Society. The use of mobile technology in today's economy has caused many changes and a transformation in contemporary business models. The ubiquitous mobile technology has reshaped irrevocably the relationship between entities on the market and created a new type of consumer - the mobile consumer. The purpose of the article is to present this new type of consumers from the perspective of their journey to obtain more information which they needs to include in their purchase decisions.(original abstract)

W artykule autor dokonuje analizy współczesnego konsumenta w perspektywie szybko i gwałtownie dokonujących się zmian w ekosystemie biznesowym. Głównym celem podjętych rozważań jest zaprezentowanie, jak gwałtowny rozwój technologii ICT, szczególnie w obszarze technologii mobilnych i społecznych, wpływa na konsumenta, podejmowane przez niego decyzje oraz zachowania zakupowe.(abstrakt oryginalny)

Słowa kluczowe

EN

Mobile technologies; Social media; Consumer behaviour; Consumer; Consumer decision

PL

Technologie mobilne; Media społecznościowe; Zachowania konsumenta; Konsument; Decyzje konsumenckie

• Czasopismo: Informatyka Ekonomiczna / Uniwersytet Ekonomiczny we Wrocławiu
• Rocznik: 2018
• Numer: nr 4 (50)
• Strony: 83--93

Twórcy

autor

Łukasz Łysik

• Uniwersytet Ekonomiczny we Wrocławiu

Bibliografia

• Barnes J., Carroll A., Scornavacca E., 2005, Consumer Perceptions and Attitudes Towards Mobile Marketing, [in:] Barnes S. (ed.), Unwired Business: Cases in Mobile Business, IRM Press, Hershey.
• BrightEdge 2018 Mid-Year Mobile Research Roundup, https://www.brightedge.com/resourcesresearch-reports/brightedge-2018-mid-year-mobile-research-roundup, accessed: December 2018.
• Court D., Elzinga D., Mulder S., Vetvik O.J., 2009, The Consumer Decision Journey, http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey.
• Customer Journey Mapping: The Path to Loyalty, https://www.thinkwithgoogle.com/marketing-resources/experience-design/customer-journey-mapping/.
• Dahlström P., Edelman D., 2018, The Coming Era Of 'On-Demand' Marketing, McKinsey Quarterly, mckinsey.com, accessed: June.
• Ericsson Mobility Report - on the Pulse of the Networked Society, 2013.
• Karaian J., 2018, The Mobile Internet is the Internet, https://qz.com/1116469/we-now-spend-70-of-time-online-on-our-phones/, accessed: December.
• Łysik Ł., R. Kutera, Machura P., 2014a, Behavioural and Technical Factors of Influence on the Purchase Behavior of the Mobile Consumer, Proceedings of the 18th International Academic MindTrek Conference: Media Business, Management, Content & Services, Tampere, Finland 2014.
• Łysik Ł., Kutera, R., Machura P., 2014b, Zero Moment of Truth: a new Marketing Challenge in Mobile Consumer Communities, Proceedings of the European Conference on Social Media (ECSM 2014), The Journal of Information, Communication and Ethics in Society (JICES), Emerald, Brighton (UK).
• Mort G.S., Drennan J., 2005, Marketing m-services: Establishing a usage benefit typology related to mobile user characteristics, Database Marketing & Consumer Strategy Management.
• McLeod B., 2018, 75+ Mobile Marketing Statistics for 2019 and beyond, https://www.bluecorona.com/blog/mobile-marketing-statistics, accessed: December.
• Rheingold H., 2000, The Virtual Community: Homesteading on the Electronic Frontier, Addison-Wesley Publishing Company, Reading.
• Rowles D., 2017, Mobile Marketing - How Mobile Technology is Revolutionizing Marketing, Communications and Advertising. 2nd Edition, Kogan Page.
• Solis B., 2013, What's the Future of Business: Changing the Way Businesses Create Experiences, John Wiley & Sons, New Jersey.
• Tapscott D., Williams A., 2008, Wikinomia. O globalnej współpracy, która zmienia wszystko, WAiP, Warszawa.
• Toffler A., 1997, Trzecia fala, PIW, Warszawa.
• Think with Google, 2018, https://www.thinkwithgoogle.com/, accessed: December.
• The Curious Consumer: Researching Everything, No Matter How Small, 2018, https://www.thinkwithgoogle.com/consumer-insights/informeddecisionmaking/, accessed: December.

Identyfikatory

DOI

10.15611/ie.2018.4.06