Identyfikacja determinantów wpływających na rozwój e-commerce w branży telekomunikacyjnej
Identification of Determinants Influencing the Development of E-commerce in the Telecommunications Industry

Summary/Abstract: The saturation of the telecommunications industry can significantly affect the dynamics of development in the near future, but today’s market is a very competitive area. Companies trying to attract new customers and retain active customers are offering more and more promotional offers and implementing innovative solutions that will improve service quality. One of the solutions is to prepare and market a professional e-commerce offer, following the expectations of customers. The purpose of the study was to identify elements influencing the development of the Internet commerce sector in the telecommunications industry. The survey, conducted in collaboration with the Faculty of Organization and Management of the Technical University of Lodz with Opiniac company, is a group of 24 800 Polish Internet users at the turn of May and June 2016 (4201 recently purchased products from the telecommunication industry on the Internet). The results show that the main determinants motivating potential customers to shop online in the telecommunications industry are: no need to leave the house during the purchase process and lower prices. Analysis of the results showed lack or existence of weak correlations between the analyzed determinants and the demographic and social characteristics of the respondents. By contrast, among those who have not purchased telecom products recently, only 12% of respondents will choose the e-commerce in the future.

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