Customer Buying Behaviour in International E-commerce through Empirical E-shop Data

Kvíčala, Daniel; Starzyczná, Halina

doi:10.31410/limen.s.p.2021.121

Cited by 6 publications

(2 citation statements)

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“…Literature: Research studies on loyalty in e-commerce conducted by Kvíčala and Starzyczná (2020), Starzyczná (2021), andZapletalová et al (2023) have demonstrated that the average proportion of repeat customers in the total customer base is less than 10%. Studies focused on verifying the validity of the Pareto principle in e-commerce by Kvíčala and Starzyczná (2020), Klepek & Kvíčala (2020), and Klepek & Kvíčala (2022) have refuted the applicability of the 20/80 ratio within the context of the examined online stores.…”

Section: What Is the Average Percentual Proportion Of Repeat Customer...mentioning

confidence: 99%

“…Literature: The results of empirical research by Romaniuk (2011), Kvíčala and Starzyczná (2020), Starzyczná (2021), andZapletalová et al (2023) converge on the observation that the majority of revenue for companies or e-commerce platforms is generated by customers who made a single purchase.…”

Section: Do Repeat Customers or One-time Purchasers Constitute The Ma...mentioning

confidence: 99%

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AI in public relations: Challenges and opportunities

Galera Matúšová,

Načiniaková

2023

Media &Amp; Marketing Identity

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While the adoption of AI in marketing and advertisement is being discussed in different ways, the area of PR is still uncovered, or rather the question of using AI is not as obvious. It seems to be narrowed particularly to the media monitoring and summarization of data and to the question of topic creation and to what extent text-based AI systems are capable of writing a press release or official statement. However, it should be pointed out that even to write a press release, or any output for that matter, AI needs to be provided with the right prompts, and here the position of the PR person is indispensable. Only specialist in PR can provide the AI system with all the necessary data, figures and sensitivity levels to be present in the final output. So it may be clear that AI is an exceptional asset in marketing and communications, there may be areas that are still under the question of what AI can or cannot provide.

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Section: What Is the Average Percentual Proportion Of Repeat Customer...mentioning

confidence: 99%

Section: Do Repeat Customers or One-time Purchasers Constitute The Ma...mentioning

confidence: 99%

AI in public relations: Challenges and opportunities

Galera Matúšová,

Načiniaková

2023

Media &Amp; Marketing Identity

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The impact of online purchase behaviour on customer lifetime value

Kvíčala,

Králová,

Suchánek

2024

J Market Anal

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This paper investigates customer lifetime value (CLV) in e-shops, particularly those operated by small on-platform evolving financially independent online resellers (SOEFIOR) e-shops. The aim is to identify factors predicting CLV and assess their associations with CLV. Given the nested structure of the data, where transactions by customers are clustered within e-shops, a multilevel model is employed as the analytical framework. While classical linear regression assumes independence of observations within a sample, our dataset operates across three hierarchical levels: transaction level (I), customer level (II), and e-shop level (III). This hierarchical structure challenges the validity of inferences drawn from linear regression models, as transactions by one customer are not independent, and customers within a single e-shop may exhibit interdependencies. Therefore, a multilevel model is utilised to appropriately address the dependence among transactions within this nested data structure. The analysis reveals that the “number of transactions” exhibits the strongest positive association with CLV, followed by “days to transaction” and “session duration”. Furthermore, we discovered that “direct access” exhibits a positive association with CLV compared to access through Google campaigns, whereas access through Facebook campaigns demonstrates a negative association with CLV when compared to Google campaigns. Additionally, using the e-shop on mobile and landing on the product details page both show negative associations with CLV compared to desktop usage and landing on the e-shop’s home page, respectively. Our research identifies several variables that are associated with CLV in e-shops. This enables e-shop managers to effectively target and engage customers through marketing activities, thereby maximising revenues, financial performance, and customer CLV.

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Opinion balance of news in the time of mistrust in media and democratic institutions

Greguš,

Škvareninová

2023

Media &Amp; Marketing Identity

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The paper deals with the opinion balance of news in television broadcasting. In the context of ever-increasing mistrust in traditional media and democratic systems and the polarization of society, we try to point out the current state of media production in this specific area, considering its possible consequences for the perception of the media by the recipients. They are increasingly turning to alternative or even disinformation media to obtain information other than mainstream. In our research part, we are looking for a current state of the balance of opinions, which should be part of well-functioning and objective reporting and should inspire people’s trust in television broadcasting. The article offers the results of research carried out on a sample of 374 television contents broadcast by the public broadcaster RTVS and the authorized broadcaster TV Markíza in the period from February 12th, 2023, to March 25th, 2023. From the data, it is possible to conclude that there are deficiencies in television news from the point of view of maintaining impartiality in broadcasting

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Customer Buying Behaviour in International E-commerce through Empirical E-shop Data

Cited by 6 publications

References 0 publications

AI in public relations: Challenges and opportunities

AI in public relations: Challenges and opportunities

The impact of online purchase behaviour on customer lifetime value

Opinion balance of news in the time of mistrust in media and democratic institutions

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