Consumer behaviour analysis is a key aspect for the success of e-business. The main objective of the study is to analyse the impact of selected user experience factors on e-commerce web site visiting (technology). The objective of the study is to create a model that will explain the impact of each major factor on the user experience and the re-visit of the e-shop. To explain the use of e-commerce technology, in the second part we have modified the original technology acceptance model (TAM) with other constructs. Specifically, there are modern technologies such as social networks or mobile apps that affect the use of e-shops. The TAM model is one of the most used models of what the system uses to identify the perceived usefulness and perceived simplicity of use from the user’ side. For the main advantage of our study, we consider that we have highlighted the importance of the factor of modern technology and therefore of social networks, mobile applications and contextual advertising. This factor, along with the other two factors, has been incorporated into our model and has shown that modern technologies have a direct impact and are therefore directly related to the frequency using the e-commerce websites.

A brand is no longer what we tell the customer, it is what customers tell each other. The importance of using a social media mix for marketing purposes has never been greater than it is today. Ignoring these tools can have unfavourable effects on any company, whether in the form of lack of competitiveness or in the case of unnecessarily high costs for promotion with weak effect and targeting. We aim to examine the relationship between a customer's brand experience and loyalty to the brand, its image and willingness to recommend the brand to others. The paper examines the sample of 476 respondents questioned through the CAWI method -computer assisted web interviewing. A random sampling method was used. All of them are active users of social media tools. Data collection took place during the first half of 2016. We came to interesting findings concerning the existence of presented relationships. It appeared that a customer's brand experience is a crucial factor for the success of a company in the environment of social media. All the relationships presented in this study proved to be significant with a strong γ coefficient in all cases of branding experience relation to loyalty, image and willingness to recommend the brand. The findings are subsequently transformed into a set of recommendations that help in setting the right marketing activities of companies in the online environment. There are also implications for the development of strong social media presence.

The paper deals with investigating thorough analysis that reveals the impact of digitalisation as the development of new communication platforms are changing consumer's purchasing behaviour in the online environment. The main aim of our research is to identify the dynamics of consumer preferences in relation to the communication platforms of digital equipment for purchase in the online environment. To fulfil the aim of the research we are in the period of February -June 2016 conducted a questionnaire survey located across the whole territory of Slovakia. The sample is representative of the Slovak population by gender, age, highest education level of economic activity. For data analysis we used appropriate methods. This article provides information about consumer preferences related to the use of digital devices when people do their shopping online via the Internet. Depending on the results of the analysis, it can be stated that the most preferred device is the notebook for both groups of respondents surveyed, statistically significant gender differences were not detected. The paper includes practical implications particularly for business entities, because knowledge of the options that digital technology conceals leads to the right set of strategies and will follow the effective achievement of business aims. The paper gives attention to do the role brands and marketers, if he wants to succeed in today's extremely competitive battle for customers to identify deeply rooted motives as well as and preferences of consumers.

This study is aimed at determining the effect of expected effort and social influence factors on expected performance when using internet banking. The study adapts the constructs and definitions from the UTAUT model in the context of the adaptation of online banking technology. With regard to the nature of the variables analyzed, the following statistical tests and methods were used: calculation of average values using descriptive statistics; multiple linear regression analysis – to interpret associations between quantitative variables. Banks, as well as users of these banking services in the online environment, are the subject of research. The survey sample consists of 454 men and women and reflects the profile of online consumers across different countries of the European Union. The results of this study show the impact of the social influence construct on the respondents’ behavior when using electronic banking. The expected effort factor in the study significantly affects the expected performance factor, which can be characterized by original research, which showed that the effect of perceived ease of use on behavioral intent and use is incompatible with the degree of system complexity.

Research background: In the developed countries, the services sector, which also includes the accommodation services, is a significant source of the gross national product. Tourism can be perceived as an important determinant of countries' economies, so attention paid to the needs of clients is at least necessary and beneficial. Purpose of the article: The aim of the study is to assess the quality of services provided and the perception of the hotel from the point of view of the accommodated clients. This objective was fulfilled by determining the effect of selected indicators of perception of the quality of provided services (location, personnel evaluation, cleanliness, equipment, comfort, price/quality ratio of provided services, free Wi-Fi connection) on the indicator determining the perception of the hotel (polarity of sentiment). Methods: In the analysis of the above, 22,000 text-reviews of 117 five-star hotels of the Visegrad Group countries were evaluated. The hotel reviews were obtained from Tripadvisor.com and indicator rankings from Booking.com. The analysis made use of the regression analysis methods ? influence (regulatory models ? Ridge, Lasso, Elastic net, and multiple linear regression ? OLS). Findings & Value added: It has been found out that hotel equipment and cleanliness have the greatest effect on the polarity of sentiment. As could be expected, the trend has an upward tendency ? that is, as quality increases, so does the sentiment polarity ? the perception of hotel facilities. Overall, the analysed sentiment variables can be considered positive, as was confirmed by the positive coefficients of the coherence analysis (Spearman-?; Pearson-r), as well as the upward trend in the predictions under the regression analysis. Hotels should be strategically customer-oriented and, as the analyses show, pay the greatest attention to equipment and cleanliness. The services of accommodation facilities are dominant in terms of satisfaction with the destination in general, so in the long run, they should be given due attention. These findings are particularly beneficial for hotel services provided in the Visegrad Group countries, as no research studies have yet been carried out on customer evaluation of the quality of accommodation facilities using the presented methods.

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The goal of this article is to describe specific aspects regarding the use of e-marketing tools as a factor influencing the perception of the image of a higher education institution among its target groups. The article draws on primary data acquired through surveying respondents with the use of a questionnaire. More specifically, the analysis is based on 400 responses given by students at the Faculty of management -University of Prešov in Prešov. The crux of the article consists in examining the opinions of the respondents, concentrating on selected website elements such as design, clarity, content quality, inclusion of social elements and on selected e-marketing tools such as a Blog, Microsite, Q&A / FAQ portal, E-mail newsletter, Wiki, Online publications / eBooks, Live chat, and Mobile application. The research results have shown that there is a significant correlation between the perception of the overall image of the faculty and the evaluation of individual elements of the faculty website. The hypothesis that there is a significant correlation between the students' attitude towards the necessity to use new e-marketing tools and the expressed evaluation of the faculty's image has not been confirmed.

Business environment is an essential indicator of a country's competitiveness in general, and in the tourism field in particular. The aim of this paper is to examine whether indicators of the Business Environment pillar of the Travel and Tourism Competitiveness Index (TTCI) share common factors. We use TTCI data of seven indicators obtained from World Economic Forum's Executive Opinion Survey for 119 countries during 2017 and 2019. Factor analysis shows two common factors, namely General legislative conditions (protection of property rights, regulations on foreign direct investment, indicators of legal and judicial systems, and market dominance) and Taxation (specifically, its extent and effect on incentives to work and invest). Data of TTCI show that overall Switzerland, Singapore, Hong Kong, and Finland have the best business environment. Contrastingly, doing business is most difficult in Venezuela, Bolivia, and Mauritania. The specific findings are very similar for both analysed years. The results of this study could be useful in any attempts to manage the business environment in travel and tourism.