Digitální prostředí a jeho vliv na kupní rozhodování specifické skupiny zákazníků
Digital environment and its effect on purchasing decisions of specific group of customers
Author(s): Aleš Hes, Daniela Šálková, Marta RegnerováSubject(s): Media studies, Communication studies, Health and medicine and law, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Vysoká škola evropských a regionálních studií, z. ú.
Keywords: digitalization; purchasing decisions; customer; consumer; gluten-free diet;
Summary/Abstract: Society digitization is influenced by new information and communication technologies. It is one of the key components of changes in the society. The essential changes in the society it brings can be called revolutionary, as stated by P. Kyselka (2015). Digital technologies, including the Internet, become everyday part of people´s lives in any role, and thus even for a consumer-customer who buys and consumes products to meet their specific needs and to regenerate physical and mental strength. What are the possibilities in the digital environment for customer-consumers with certain medical restrictions to maintain the quality of their lives? Is the use of the Internet in the purchasing decision process for consumers with specific needs determined by certain medical restrictions (gluten-free diet) a benefit? These questions are examined and analyzed in the contribution, including suggestions for improving the current state in the digital environment.
Journal: Auspicia
- Issue Year: 2018
- Issue No: 2
- Page Range: 34-43
- Page Count: 10
- Language: Czech
