The impact of the ROPO effect in the clothing industry.

• Authors: Mróz-Gorgoń Barbara , Szymański Grzegorz
• Languages of publication: EN

Abstracts

EN

The number of Internet users in Poland is permanently increasing, the vast majority of Y generation use the Internet at least once a week, while the youngest generation (born after 2000) consider the Internet to be a part of their normal life. Shopping online should be something natural and ordinary for Internet users and the main barriers of the development of e-commerce such as security of transactions, time and cost of delivery are regarded as a standard and truism. The ROPO effect is a major problem for the rapid development of the e-commerce sector. However, the analyzed clothing industry, due to the individual characteristics of products, is a different e-commerce area than others. The obtained results indicate that about 33% of women and men use the Internet as a place to get information about clothing products. Research Online, Purchase Offline, that is, search for information, reviews, or online prices, while buying in the traditional way. The purpose of the publication is to identify the size of the ROPO effect the clothing industry. In order to meet this goal, we analyzed the results of more than 4.000 respondents who have recently purchased clothing products.

Keywords

EN

ROPO; e-commerce; clothing industry

• Publisher: Uniwersytet Ekonomiczny w Poznaniu
• Journal: Economics and Business Review
• Year: 2018
• Volume: 4(18)
• Issue: 3
• Pages: 24-35

Dates

published

2018-07-30

Contributors

author

Mróz-Gorgoń Barbara

• Wrocław University of Economics, Department of Marketing, Wrocław, Poland

author

Szymański Grzegorz

• Lodz University of Technology, Department of Management and Engineering Production, Łódź, Poland

References

• Borusiak, B. (2011). Innowacyjne formaty handlu detalicznego, Zeszyty Naukowe, Uniwersytet Ekonomiczny w Poznaniu, no 184.
• Bruce. M., Daly L., & Towers N. (2004). Lean or agile: A solution for supply chain management in the textiles and clothing industry?, International Journal of Operations & Production Management, 24 (2).
• Christopher. M., Peck H., & Towill D., (2006), A taxonomy for selecting global supply chain strategies, The International Journal of Logistics Management, 17 (2).
• Christopher. M., Lowson R., & Peck H., (2004), Creating agile supply chains in the fashion industry, International Journal of Retail & Distribution Management, 32 (8).
• De Wulf. K., Odekerken-Schröder G., & Iacobucci D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, October 2001, 65(4).
• GREEN PAPER (2011). Promoting a European framework for Corporate Social Responsibility, Brussels, 18 July 2001. Retrieved from europa.eu/rapid/press-release_DOC-01-9_en.pdf.
• Heinemann. G., Gaiser C. (2014). Social Local Mobile, The Future of location-based Services, Springer, London.
• Jang. Y-T, Chang, S.E. & Chen, P-A. (2015). Exploring social networking sites for facilitating, Multimedia Tools and Applications, 74(1), 159-178.
• Lakhani, K. R., Panetta, J. A. (2007). Innovations: Technology, Governance, Globalization, 2(3).
• Lassar, W., Mittal, B., & Sharma, A., (1995) Measuring customer‐based brand equity, Journal of Consumer Marketing,12(4).
• Maciejewski, G. (2017). Formaty handlu detalicznego w Polsce w ocenie konsumentów, Studia Ekonomiczne, no. 316.
• Michalczyk, L. (2012). Perspektywy rozwoju e-commerce w Polsce, Handel Wewnętrzny, 6 (341), 21-29.
• O'Cass, A., Choy, E. (2008). Studying Chinese generation Y consumers' involvement in fashion clothing and perceived brand status, Journal of Product & Brand Management, 17 (5), 341-352.
• Pappas, I.O., Kourouthanassis, P.E., Giannakos, M.N., & Chrissikopoulos, V. (2017). Sense and sensibility in personalized e-commerce: How emotions rebalance the purchase intentions of persuaded customers, Psychology & Marketing, 34(10).
• Patora-Wysocka, Z. (2014). Change Dynamics in the Process of Internationalisation of Clothing and Textile Enterprises, Fibres & Textiles in Eastern Europe, 5(107).
• Qiu, J., Lin, A., & Li, Y. (2015). Predicting customer purchase behawior in the e-commerce context, Electronic Commerce Research, 15(4).
• Raport Banku Pekao, Polski rynek odzieżowo-obuwniczy będzie systematycznie rósł do 2020 r. Retrieved from https://www.money.pl/gospodarka/wiadomosci/artykul/lpp-hm-rynek-odziezowy,203,0,2304203.html.
• Rudnicka, A. (2016). Innowacyjna i odpowiedzialna branża odzieżowa, Journal of Reverse Logistic, 4 (21), 21-29.
• Stefańska, M. (2011). Tożsamość a wizerunek w handlu detalicznym - implikacje dla skuteczności realizowanej strategii pozycjonowania, Zeszyty Naukowe Uniwersytetu Ekonomicznego w Poznaniu, no. 177.
• Telepolis, (2016), GUS: dane dotyczące rynku telekomunikacyjnego w 2016 roku, Retrieved from http://www.telepolis.pl/wiadomosci/gus-dane-dotyczace-rynku-telekomunikacyjnego -w-2016-roku,2,3,38085.html?cp=1.
• UKE, (2015), Rynek usług telekomunikacyjnych w Polsce w 2015 roku, Raport z badania klientów indywidualnych. Retrieved from https://www.uke.gov.pl/files/?id_plik=21543
• Waal Ton de. (2015). Statistical matching: Experimental results and future research questions, Statistics Netherlands, no 19.
• Wanat, T. (2016). Wpływ ceny i asortymentu na częstotliwość wizyt w sklepach typu fast fashion, Handel we współczesnej gospodarce. Nowe wyzwania, Uniwersytet Ekonomiczny w Poznaniu, Wydawnictwo UNI-DRUK, Poznań.
• Wdowiak, Ł. (2016). Branża modowa w Polsce 2016 – Raport, Stratega, badania rynku, Warszawa. Retrieved from https://strategaresearch.pl/branza-modowa-w-polsce-2016.
• Zawadzki, T. (2016). Innowacje marketingowe w tradycyjnych przedsiębiorstwach handlowych na przykładzie stacji paliw, Handel we współczesnej gospodarce. Nowe wyzwania, Uniwersytet Ekonomiczny w Poznaniu, Wydawnictwo UNI-DRUK, Poznań, 2016.
• Zapata, S.D., Isengildina-Massa, O., & Carpio, C.E. i in. (2016). Does E-Commerce Help Farmers’ Markets? Measuring the Impact of MarketMaker, Journal of Food Distribution Research, 47(2).

Identifiers

DOI

10.18559/ebr.2018.3.3