Wpływ aktywności marketingowej e-biznesu na ograniczenie racjonalności decyzji konsumentów
The Impact of Marketing Activities of E-business to Limit the Rationality of Consumers Decisions

Summary/Abstract: The rationality of decision processes is an important economic issue. Referring this problem to consumers’ decisions, it should be stated that their purchasing decisionsare rather proof of limited rationality, resulting from the complexity and diversity of factors that it create. Due to the growing importance of e-business and the specificity of thee-business-e-customer relationship, often narrowed to the Internet, the problem of rationality gains a new dimension. Factors that are typical for online transactions and at the sametime constitute its advantages, suggest that the Internet favors rationality, especially when purchasing decisions are connected with logic, deliberate action, justified economic benefitsor other users recommendations. In fact, e-marketing activity implemented through the positioning of websites, remarketing, content marketing and other elements, including notvery ethical practices some of the companies, may limit these rational premises. The article refers to the theory of rationality choice as well as e-business and e-marketing activity.

• Details
• Contents