RESEARCH ONLINE - PURCHASE OFFLINE - A PHENOMENON AMONG THE YOUNG GENERATION IN THE E-COMMERCE SECTOR

Grzegorz Szymanski and Robert Stanislawski

Economy & Business Journal, 2018, vol. 12, issue 1, 185-192

Abstract: A large number of companies are already operating in the e-commerce area. Online shoppers have a very good opinion about making purchases online. Online shopping is considered as uncomplicated and convenient, but also cheaper and taking less time than buying in traditional stores. We can also observe a positive trend concerning the biggest barrier of e-shopping in the opinion of respondents - perception of online shopping as safe. The online revolution has created the opportunity to sell in the online system. Consumers quickly acquire new skills in using the information contained in the Web, which is an important element of ROPO effect (Research Online, Purchase Offline). The main research objective is to identify the existence of the ROPO effect among the young generation (18-24 years of age). The survey was conducted on a group of 13736 Polish Internet users, of which 2,906 were young people (18-24 years). The obtained results confirm not only the existence of the ROPO effect among young people (18-24 years old), but also its subjective high impact on customers' purchase decisions. Respondents rated the availability of products and the price of products in the e-commerce sector as much more positive than in traditional shops. Unexpected results were obtained from the results of a question concerning customer preferences in the area of the form of purchases in the near future. A larger number of young customers indicated a traditional shop (29.78%) than online platforms (7.76%). And the lack of premises significantly affecting the existing behaviors and habits allows us to conclude that this phenomenon will not be going through rapid changes in the e-commerce sector in the nearest future.

Keywords: ropo effect; research online - purchase offline; young generation; e-commerce; behavior of young people (search for similar items in EconPapers)
JEL-codes: A (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:isp:journl:v:12:y:2018:i:1:p:185-192

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