Warianty tytułu
Cooperation between Final Purchasers and Offerors vs Preferences Related to Cooperation Environment and to Benefits Achieved Thanks to This Cooperation
Języki publikacji
Abstrakty
Celem artykułu było określenie preferencji nabywców finalnych dotyczących środowiska współdziałania z oferentami i korzyści z tej współpracy oraz zidentyfikowanie zależności występujących pomiędzy obiema grupami preferencji. Wyniki poznawczo-krytycznej analizy światowej literatury przedmiotu wskazują, że dotychczas nie badano tych kwestii. W obszarze tym istnieje zatem luka poznawcza i luka badawcza. Dążąc do jej zredukowania, sformułowano trzy hipotezy badawcze. W celu ich sprawdzenia przeprowadzono badania pierwotne, którymi objęto 1196 pełnoletnich reprezentantów polskich nabywców finalnych. Zebrane dane poddano analizie ilościowej, której wyniki pozwoliły m. in. na stwierdzenie, że większość respondentów preferowała równoległe wykorzystywanie Internetu i środowiska pozainternetowego jako miejsca współdziałania z oferentami. Ponad połowa ankietowanych uznała, że połączenie materialnych i niematerialnych korzyści osiąganych dzięki współdziałaniu z oferentami skutecznie zachęca nabywców do jego podjęcia. Szczególnie ważne okazały się korzyści niematerialne takie, jak możliwość zdobycia nowej wiedzy, możliwość zdobycia nowych umiejętności, czy możliwość nawiązania relacji z nowymi osobami. Pomiędzy preferencjami dotyczącymi środowiska współdziałania a preferencjami dotyczącymi korzyści z takiej współpracy zidentyfikowano występowanie zależności statystycznie istotnych. Uzyskane wyniki i wyciągnięte na ich podstawie wnioski mają dużą wartość poznawczą i aplikacyjną, wzbogacając wiedzę na temat zachowań nabywców oraz ułatwiając oferentom ich skuteczne zachęcanie do współdziałania. (abstrakt autora)
The aim of this article is to define preferences of final purchasers related to the environment of cooperation with offerors and related to advantages achieved thanks to this cooperation as well as to identify dependences between both groups of preferences. The results of cognitive-critical analysis of the world literature show the lack of studies on these aspects. So, there exists the cognitive gap and research gap in this scope. Striving to reduce these gaps 3 research hypotheses were formulated. To check them the primary research was conducted among 1196 adult representatives of Polish final purchasers. The collected primary data was subjected to a quantitative analysis. Its results allowed to state inter alia that the majority of respondents preferred parallel use of the internet and non-internet environment as the places of cooperation with offerors. Over half of the respondents stated that a combination of material and immaterial benefits achieved thanks to cooperation with offerors effectively encourages to take it. The following immaterial benefits were particularly important: the op- portunity to gain new knowledge; the opportunity to gain new skills; the opportunity to establish relationships with new persons. The statistically significant dependences were revealed between preferences related to the environment of cooperation and preferences related to benefits achieved thanks to it. The obtained results and conclusions drawn on their basis have visible cognitive and application value. They enrich the knowledge on behaviour of final purchas- ers and make it easier for offerors to effectively encourage cooperation with purchasers. (original abstract)
Twórcy
autor
- Politechnika Łódzka
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Typ dokumentu
Bibliografia
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Identyfikator YADDA
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