IDENTIFICATION OF PURCHASING CONSUMER PREFERENCES IN RELATION TO DIGITAL DEVICES
IDENTIFICATION OF PURCHASING CONSUMER
PREFERENCES IN RELATION TO DIGITAL DEVICES
Author(s): Mária Oleárová, Jakub Horváth, Karina ObšatníkováSubject(s): Social Sciences, Economy, Media studies, Communication studies, Sociology, Theory of Communication, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: e-commerce; mobile devices; online shopping;
Summary/Abstract: The article deals with the identification of consumer preferences related to the use of digital devices for online purchasing in order to as certain whether there are statistically significant differences between men and women. To reach our objective, we collected the data through a questionnaire survey. A representative sample included inhabitants of Slovakia’s territory. We used appropriate statistical methods for the analysis. The objective of the research is to extend the scientific knowledge in the field of mobile purchasing and its results suggest that while smartphones are becoming a common device for carrying out various online activities, Slovak consumers prefer the old notebook. The information obtained can be a useful resource for business entities to target different consumer segments more effectively, depending on their preferences.
Journal: Megatrendy a médiá
- Issue Year: 5/2018
- Issue No: 1
- Page Range: 500-510
- Page Count: 11
- Language: English
