The use of new technologies has brought many changes into consumer behaviour, especially into purchasing process. The aim of the article is to uncover the attitudes of different generations towards usage of new technologies in purchasing process and determine if the diffusion of innovative purchasing process is significantly different among different generations. The article presents the results of authors´ research of usage of new technologies in purchasing process, as well as attitudes towards it, among different age groups - Generation X, Y, Z and seniors. Results of hybrid research carried out by semi-structured interviews with 551 respondents show, that there are significant generational differences in all three components of attitude towards online purchase, which can be - due to its characteristics- considered the most complex use of new technologies in purchasing process. Results prove that the diffusion of innovation in the purchasing process is significantly influenced by the age group. With age the number of Innovators significantly drops and the percentage of Laggards rises. The ratio of those adopting “early” and “late” significantly changes according to age group as well. Majority of younger respondents are accepting the new technologies into purchasing process early (Innovators, Early Adopters, Early Majority). Middle-aged consumers accept the innovations proportionally - copying the Roger´s curve. Among seniors, the majority is “late” (Late Majority and Laggards).
Netnography, an online qualitative research method that evolved from ethnography, previously typically used in anthropology, is experiencing its boom in contemporary marketing research worldwide. It helps to answer research questions about a variety of topics, and it is used in many different ways. Therefore, each netnographic study is unique, not only contentwise but also in terms of the approach to the use of the method. In the presented paper, the case study research method was applied to aim at the identification of the best practices in contemporary marketing research when using netnography. Based on the analysis of chosen articles published in peer-reviewed academic journals, the paper defines the features of the research problem suitable for the application of netnography, the typical process, and its variances, as well as basic criteria for use. As a result of observed significant differences in applying the method, the paper captures the variability of netnography use in the Model of NET Dimensions of Netnography. The model shows how each netnographic study has to deal with three dimensions of decisions that need to be taken: 'the Niche'the place 'where' and the group 'whom' it researches, 'the Engagement'the extent to which the researcher is engaged in the studied community, and 'the Time'the timeline -'when' and timespan 'how long'. The combination of all the possibilities of NET dimensions makes netnography so variable, flexible, and adaptable, and therefore a very suitable method for many research problems. Implications for Central European Audience:The paper presents the variety of use of netnography in contemporary marketing research. Although the method originated at the end of the 20th century and is starting to be very popular worldwide, especially with the growth of life online, there is still very little research done using this method in the CEE. Researching the various scholar engines at the time of the article submission, we found very few published studies originating from the CEE. And yet, as the presented paper shows, the method is very well-fitting for a large variety of research problems, and it is very handy, especially now when other qualitative methods are often more difficult to be carried out due to COVID-19 restrictions. The method has the potential to help to answer many of the real businesses' questions as well as to solve some academic puzzles. Therefore, we see a need to promote it within the academic and business community.
The aim of this paper is to examine the drivers for cross-border tourist exchanges between the two closest capitals in Europe -Bratislava (Slovakia) and Vienna (Austria). We focus on the field of cultural tourism in view of the cross-border visits to two major performing arts institutions -the Slovak National Theatre in Bratislava and the Staatsoper in Vienna. The basic question raised by the study is: What makes tourists travel for the performing arts? The paper presents partial results of a bigger research analyzing intercultural differences in perception of cultural products among different audiences.
A sudden change in the external environment, such as the COVID-19 pandemic meant for the senior customers in CEE, required coping mechanisms to adapt and a significant change in behavioural patterns. The paper presents what were the social and customer behaviour changes among elderly citizens caused by the pandemic and aims to identify regional differences in adapting to these changes. Results from CATI interviews of 5875 participants from Germany, the Czech Republic, and Slovakia, which had been conducted as a part of the international SHARE project bring a deeper understanding of regional differences. Behavioural segmentation done in each of the researched countries shows that the created clusters in each country are different and yet similar in certain aspects. Clusters of "adapters" seniors with partial behavioural change are found in all three countries, even though they vary in some aspects of behaviour, they have significant commonalities as well. A cluster of "vulnerable"seniors that had undergone a complete change of behavioural patterns to protect themselves -or a cluster of "resistant"seniors resisting the change are found only in two of researched countries. Differences in understanding the threat and feeling the need to react in certain ways are found not only between countries but also within cultures. By employing Hofstede´s cultural dimensions score to explain detected differences, the article brings more understanding of how Power Distance, Indulgence, and Individualism could form differences in the usage of coping mechanisms among the elderly. The results bring insight into important aspects of changes in behaviour, which should be understood and mirrored in the business strategies of companies whose actual or potential customers are represented by this population. Implications for Central European audience: The research on behavioural changes among senior consumers due to the Covid-19 pandemic had been done in three countries of CEE -Slovakia, the Czech Republic, and Germany and therefore, the implications are well suitable for the CEE region, yet the generalization to other countries must be done carefully as the results show that created behavioural segments in researched countries indicate cultural differences.
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