The Significance and Evaluation of Selected Online Communication Tools - a Comparative Analysis of Young Consumers from Poland, Croatia and China

• Autorzy: Magdalena Kowalska , Martyna Kostrzewska , Kristina Petljak

Warianty tytułu

Znaczenie i ocena wybranych narzędzi komunikacji online - analiza porównawcza młodych konsumentów Polski, Chorwacji i Chin

• Języki publikacji: EN

Abstrakty

EN

Purpose: The main goal of the article is to verify the significance of and evaluate selected online communication tools among young people in three culturally and technologically different countries - Poland, Croatia and China.

Design/methodology/approach: The research was conducted using a paper survey questionnaire and CATI methods, on the research sample N=2199, in three countries: Poland (N=502), Croatia (N=955) and China (N=742). The study analyzed selected online tools classified into five groups regarding: 1.the value and convenience for the customer, 2. security and trust, 3. consumer service, 4. belonging and engagement, 5. added value. The tools qualified for each of the groups have been tested in terms of weight and assessment of their importance for a group of young people.

Findings: The obtained results indicate which of the online communication methods are, in the opinion of young people, the most important and thus the most expected by this segment of customers.

Research limitations/implications: The limitation of the research is that it was conducted among representatives of the narrowed territory of the studied countries, hence the results obtained may be characteristic of these parts of Poland, Croatia and China. The findings are a valuable source of knowledge for practical implications for companies operating in the segment of young consumers allowing to select the best online communication tools with these clients in Poland, Croatia and China.

Originality/value: Digital marketing brings many new possibilities of communication with clients for enterprises; however, for success, it is important to correctly match the online tools to the target group. The conducted research allowed prioritizing the importance of individual online communication tools in the process of creating relationships with young consumers in each of the analyzed countries. The classification of tools for building relationships at the behavioral and affective levels was original in the study. Moreover, the comparison of research results obtained from culturally and technologically diverse countries is of great value for the studied area. (original abstract)

Cel: weryfikacja znaczenia i ocena wybranych narzędzi komunikacji online wśród młodych ludzi z trzech odmiennych kulturowo i technologicznie krajów - Polski, Chorwacji i Chin.

Metodologia: badania przeprowadzono za pomocą papierowego kwestionariusza ankietowego oraz metod CATI, na próbie badawczej N = 2199, w trzech krajach: Polsce (N = 502), Chorwacji (N = 955) i Chinach (N = 742). W badaniu przeanalizowano wybrane narzędzia internetowe podzielone na pięć grup pod względem: 1) wartości i wygody dla klienta, 2) bezpieczeństwa i zaufania, 3) obsługi konsumenta, 4) przynależności i zaangażowania, 5) wartości dodanej. Narzędzia zakwalifikowane do każdej z grup zostały przetestowane pod względem wagi i oceny ich znaczenia dla grupy młodych ludzi.

Wyniki: otrzymane wyniki wskazują, która z metod komunikacji online jest zdaniem młodych osób najważniejsza, a przez to najbardziej oczekiwana przez ten segment klientów.

Ograniczenia/implikacje badawcze: ograniczenie badań wynika z przeprowadzenia go wśród przedstawicieli zawężonego terytorium badanych krajów, stąd uzyskane wyniki mogą być charakterystyczne dla tych części Polski, Chorwacji i Chin. Wyniki stanowią cenne źródło wiedzy o praktycznych implikacjach dla firm działających w segmencie młodych konsumentów, pozwalające na wybór najlepszych narzędzi komunikacji online z tymi klientami w Polsce, Chorwacji i Chinach.

Oryginalność/wartość: marketing cyfrowy niesie ze sobą wiele nowych możliwości komunikacji z klientami dla przedsiębiorstw, by jednak osiągnąć sukces ważne jest prawidłowe dopasowanie narzędzi online do grupy docelowej. Przeprowadzone badania pozwoliły na uszeregowanie wagi poszczególnych narzędzi komunikacji online w procesie tworzenia relacji z młodymi konsumentami w każdym z analizowanych krajów. Oryginalna była klasyfikacja narzędzi do budowania relacji na poziomie behawioralnym i afektywnym. Duże znaczenie dla badanego obszaru ma również porównanie wyników badań uzyskanych z krajów zróżnicowanych kulturowo i technologicznie. (abstrakt oryginalny)

Słowa kluczowe

EN

Consumer; Young people; e-marketing; Online shopping; Consumer preferences

PL

Konsument; Ludzie młodzi; Marketing internetowy; Zakupy online; Preferencje konsumenta

• Czasopismo: Problemy Zarządzania
• Rocznik: 2021
• Tom: 19
• Numer: nr 1 (91) Digital Transformation - Marketing, Trade, Consumption
• Strony: 91--107

Twórcy

autor

Magdalena Kowalska

• University of Szczecin, Poland

autor

Martyna Kostrzewska

• Uniwersytet Szczeciński

autor

Kristina Petljak

• University of Zagreb, Croatia

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Identyfikatory

DOI

10.7172/1644-9584.91.7