The Analysis of the Impact of Selected Marketing Communication Factors on the Online Consumer Behavior
The Analysis of the Impact of Selected Marketing Communication Factors on the Online Consumer Behavior

Summary/Abstract: The aim of the article is to analyze consumers’ shopping behaviour on the Internet regarding selected marketing activities and explore the context of selected factors influencing the purchasing behaviour of consumers on the Internet. The empirical part of the article includes quantitative research, a basis of which is a questionnaire and assumptions made on the basis of the previous theoretical analysis. Based on these results we offer suggestions and recommendations for effective online marketing communications with regard to selling goods and services on the Internet. The conclusion points to the need to include Internet marketing activities to usual marketing activities in order to reach wide range of customers.

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