PL EN


2011 | 9 | 3 | 43-47
Article title

The role of informal sources of information in the Polish consumer market

Content
Title variants
Languages of publication
EN
Abstracts
The paper presents results of the research conducted in 2009 with the participation of 466 Internet users via an online survey. The research showed that consumers before the purchase utilize formal sources of information about the product more often than informal ones. Nevertheless, the more they refer to the formal sources, the more they refer to the informal ones. It was also proved that in the tested group the place of residence, the time spent using the Internet and the value of a product had an influence on the prevalence of formal sources.
Year
Volume
9
Issue
3
Pages
43-47
Physical description
Contributors
author
  • Department of Marketing Collegium of Business Administration, Warsaw School of Economics, Poland
  • Redakce PIEB, Prague Development Center s.r.o., Bořivojova 1081 / 40, 130 00, Prague 3 - Žižkov, Czech Republic
References
  • eMarketer, 2010a. Most Web users rely on cross-channel shopping, URL http://www.emarketer. com/Article.aspx?R=1007622 [Accessed 15 November 2010]
  • eMarketer, 2010b. Moms place trust in other consumers, URL http://www3.emarketer.com/ Article.aspx?R=1007509 [Accessed 15 November 2010]
  • eMarketer, 2010bc. Brands Vie for credibility on social networks, eMarketer, URL http://www2.emarketer. com/ Article.aspx?R=1007608 [Accessed 15 November 2010]
  • Gazeta.pl, Next, 2008. Internet pomaga kupować [Internet Helps Buying]. URL http://bi.gazeta.pl/im/6/5728/m5728446.pdf (in Polish) [Accessed 15 November 2010]
  • Google, TNS OBOP, 2009. Efekt ROPO w segmencie Retail [ROPO Effect in Retail Segment] http://www.tnsglobal.pl/uploads/6449/PL_ROPO_Retail_Poland_public.pdf (in Polish) [Accessed 15 November 2010]
  • Huang, P., Lurie, N., Mitra, S., 2009. “Searching for Experience on the Web: An Empirical Examination of Consumer Behavior for Search and Experience Goods,” Journal of Marketing, Vol.73(2), pp.55-69
  • Kuruzovich, J., Viswanathan, S., Agarwal, R., Gosain, S., Weitzman, S., 2008. “Marketspace or marketplace? Online information search and channel outcomes in auto retailing,” Information Systems Research, Vol.19(2), pp.182-201
  • Schiffman, L., Kanuk, L., 2004. Consumer behavior, Upper Saddle River: Prentice Hall, 2004, 500
  • Young-Hyuck, J., Hyung-Jin Park, M., 2008. “Information search and purchase channel choice across in-home shopping retail formats,” Academy of Marketing Studies Journal, Vol.12(2), pp.49-61
Document Type
Publication order reference
YADDA identifier
bwmeta1.element.cejsh-0bf4ed3e-dfdf-4642-9cb9-fc095502c1a8
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