Purpose The purpose of this paper is to identify the differences in the perceived media richness of three marketing channels by different consumer generations as well as to indicate the importance of the perceived media richness of each of channel for the intention of online use at pre-purchase stage. Design/methodology/approach The study is based on a sample of 1,103 consumers in Poland, which research sample included three generations: Baby Boomers, X generation and Y generation. Computer-assisted personal interview method was used with a standardised questionnaire; the research sample was determined using a quota-random method, with the quotas referring to age and gender and the nature of the place of residence (provincial town, town/city other than a provincial one, or a village) – the structure of the sample was maintained at the regional level. Findings Analysed channels (online, offline, phone) have different perceived media richness. Consumers from different generations can perceive media richness of the same marketing channels in various ways. Perceived media richness of the analysed marketing channels has an impact on the intention to use the channel online. Research limitations/implications First, the fact of blurring differences between consumers generation, particularly X and Y generation. As well the fact that each generation has identified an internal diversity. Second limitation refers to the type of marketing channels included in research. Finally, limitation also applies to spatial extent of the study. The above limitations can also be some directions of future research – taking into account some other marketing channels and verifying the conclusions on other consumer groups. Practical implications General recommendation refers to the need for treating customers in each marketing channel in the same way – immediate response is one of the aspects of this recommended unified customer service in multichannel environment. Online channel communications with customers should be supported by giving consumers more personalised communication via phone, chat and social media. For older consumers, it is recommended to gradually redirect them to an online channel. Information search is a good start for online customer journey, because this channel at the pre-purchase stage is the most useful and least risky for the consumer unfamiliar with online environment. Social implications Better understanding of the needs of different customers generations and their perception of different marketing channel at the pre-purchase stage. Originality/value Identification of intergenerational differences in the perception of media richness of online, phone and offline channels.
Remote work has been of interest to managers since the implementation of new information and communication technologies (ICTs). During the initial period, it was treated as an employee’s privilege or even a luxury and as such it was not a popular practice. The COVID-19 pandemic and the intervening period have changed attitudes toward remote work, as it became a necessity for many organisations. However, in connection with its use, many new, previously unknown problems have arisen, such as: the organisation of remote work, the supervision and monitoring of work performance, and employee support. The present research was conducted using a standardised questionnaire computer-assisted telephone interview (CATI) method in May–June 2021 on a population of 248 enterprises, divided into micro, small, medium-sized and large entities. The research data were collected during the COVID-19 pandemic which, on the one hand, provided an exceptional opportunity to fill in the theoretical gaps that were existing in this field; however, on the other hand, it could be burdened with certain flaws due to the context of the pandemic. An enterprise’s attitude to remote work has a positive influence on the efficiency of the remote work, the control of the remote work and the remote work support, with the strongest impact exerted on the last of the factors mentioned. A better attitude to remote work influences, to the largest degree, an enterprise’s support for performing work from remote locations outside of corporate offices. Among the enterprises that were surveyed, the following were most frequently indicated as elements of such support: additional office equipment provided to an employee, remote work training, and the installation of additional computer programs. Financial support was declared by about 11% of the enterprises and it usually took the form of a remote work allowance or funds to cover the costs of purchasing equipment or paying for the Internet.
The paper aims to identify and explain the factors influencing the decision-making process on the behavioural intention to use home photovoltaic systems by Polish households and potential buyers. The survey was conducted in 2021 on a sample of 521 participants. The research used a random sample of households without PV systems located in the rural areas in Poland, where the adoption of innovative technologies related to obtaining energy from renewable sources is especially important. Structural equation modelling (SEM) was applied to measure structural relationships. The main finding indicates that consumer innovativeness has the strongest impact on the intention to purchase a photovoltaic installation. The perceived value also affects the intention to purchase a photovoltaic installation. The perceived value is affected by perceived economic benefits and indirectly by the subjective knowledge of PV. Surprisingly, environmental concerns negatively affect the intention to use PV installations.
Purpose -The aim of the publication is to present the signiicance of gender in the creation of consumer behaviour on the market of services, with special consideration of decision-making process. Design/Methodology/Approach -The empirical part was developed on the basis of survey research titled "Distribution modelling in network economy". The research was quantitative, implemented through the computer-assisted personal interviewing (CAPI) technique on a group of 1,103 respondents. Quota and random sampling was applied. The research study was conducted in 2015. Findings -In the empirical part, differences in behaviour between women and men as consumers on the market of services were identiied. The study identiied distribution channels of services chosen at consecutive stages of a purchase process; respondents' priorities in choosing those channels; and differences between women and men (of various age groups and income groups) in this respect. Practical implications -Changes undergoing on the market of services, globalisation, ICT development, and in particular the development of network economy evoked a necessity of searching for new strategies of sales services. Contemporary marketing strategies should take into account social and demographic changes and the inluence of those changes on consumer purchase behaviour. Therefore, the knowledge about differences in the behaviour between women and men and their market choices should be relected in marketing strategies of enterprises. Original value -The research concerns multichanneling on the market of services with respect to differences in female and male market behaviour.
Różnice międzypokoleniowe w zachowaniu konsumentów w kanale sprzedaży usług
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.