Dostawa produktu w handlu elektronicznym - kreowanie postrzeganej wartości oferty dla klienta

• Autorzy: Grzegorz Karasiewicz , Wojciech Jędral

Warianty tytułu

E-commerce Product Delivery - Creating Perceived Customer Value

• Języki publikacji: PL

Abstrakty

Artykuł przedstawia wyniki badań ilościowych na próbie studenckiej (n = 163), pozwalające określić znaczenie warunków dostaw w decyzjach zakupowych konsumenta w handlu elektronicznym. Dostawa w wymiarze funkcjonalnym jest definiowana przez trzy atrybuty: czas dostawy, cenę dostawy i sposób dostawy (miejsce dostawy). Celem artykułu jest określenie hierarchii (ważności) poszczególnych atrybutów dostawy towaru w handlu elektronicznym w kształtowaniu postrzeganej wartości oferty dla klienta. Na tej podstawie można zdefiniować kluczowe pytanie badawcze - jak poszczególne atrybuty dostawy towaru w handlu elektronicznym wpływają na postrzeganą wartość oferty dla klienta. Do analizy zebranego materiału empirycznego wykorzystano analizę połączoną, która umożliwia określenie znaczenia atrybutów dostawy dla kształtowania postrzeganej wartości dla klienta, ale również wyznaczenie optymalnych poziomów poszczególnych atrybutów. Na podstawie analizy wyników badań można sformułować następujące wnioski: 1) hierarchia atrybutów dostaw w kształtowaniu postrzeganej wartości przedstawia się następująco: cena dostawy, sposób dostawy i czas dostawy; 2) optymalne warunki dostawy, czyli tworzące najwyższą postrzeganą wartość dla klientów, to: dostawa tego samego dnia, do automatu paczkowego i poza darmo (0 zł). (abstrakt oryginalny)

EN

The article presents the results of quantitative studies on a student sample {n = 163) that allow to determine the importance of delivery terms in consumer purchasing decisions in e-commerce. The delivery was defined by three attributes: delivery time, delivery price and delivery method (delivery place). The objective of the article is to determine the hierarchy (importance) of individual attributes of goods delivery in e-commerce in shaping the perceived value of the offer for the customer. On this basis, a key research question can be defined: How individual attributes of goods delivery in e-commerce affect the perceived value of the customer's offer? For the analysis of the collected empirical material, a conjoint analysis was used, which makes it possible to determine the importance of individual delivery attributes for shaping the perceived customer value, but also to determine the optimal levels of individual attributes. Based on the analysis of the research results, the following conclusions can be drawn: 1) the importance of delivery attributes in shaping the perceived value is as follows: delivery price, delivery method and delivery time; 2) optimal delivery conditions, i.e., creating the highest perceived customer value, are: delivery on the same day, to the parcel machine and for free (PLN 0). (original abstract)

Słowa kluczowe

PL

Wartość dla klienta; Handel elektroniczny; Decyzje konsumenckie

EN

Value to customer; e-commerce; Consumer decision

• Czasopismo: Marketing i Rynek
• Rocznik: 2023
• Numer: nr 12
• Strony: 15--25

Twórcy

autor

Grzegorz Karasiewicz

• Uniwersytet Warszawski

autor

Wojciech Jędral

• Szkoła Główna Handlowa w Warszawie

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Identyfikatory

DOI

10.33226/1231-7853.2023.12.2