EFEKT ROPO W PROCESIE ZAKUPOWYM MŁODYCH KONSUMENTÓW
ROPO EFFECT IN BUYING PROCESS OF YOUNG CONSUMERS
Author(s): Joanna Wyrwisz, Agnieszka PanekSubject(s): Economy, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: ROPO effect; buying process; young consumers;
Summary/Abstract: The aim of the article is to present a ROPO effect in consumer behavior. The effect concerns seeking products and services information in the Internet but finalizing the transaction in the traditional point of sale. The article presents a research approach based on both literature research and empirical examinations. The assessment of young consumers behavior will be presented together with the description of ROPO effect occurring in that particular group of consumers.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2015
- Issue No: 39/2
- Page Range: 471-482
- Page Count: 12
- Language: Polish