Publication details
A Reflection Essay on Possible Specifics of On-line Buying Decision Process in Comparison to Traditional Approach
| Authors | |
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| Year of publication | 2016 |
| Type | Article in Proceedings |
| Citation | |
| Keywords | nákupní rozhodovací proces, Foote-Cone-Belding, nákup na internetu, See-Think-Do-Care, pětistupňový nákupní rozhodovací proces |
| Description | The purpose of this paper is to compare traditional approach to buying decision process to analogous process taking place in internet environment. In the first chapter, Vaughn’s Foote-Cone-Belding model is introduced as a basic product typology. For the thinking/high-involvement dimension, the five-stage buying decision process model is applied and described. Second chapter deals with the internet environment and its current importance for marketing. Specifics of the decision buying process in on-line environmnet are introduced and the innovative view is described and explained using Chak´s model as well as Kaushik´s See-Think-Do-Care framework. Discussion deals with the comparison of these new approaches to the traditional one. Assumptions concern possible influence of marketing communication activities with new type of content on the buying decision process in the internet environment. |