Acta academica karviniensia 2018, 18(1):5-16 | DOI: 10.25142/aak.2018.001

Jsou online nákupy v České republice ovlivněny demografickými faktory?

Radka Bauerová

Silesian University in Opava, School of Business Administration, Univerzitní nám. 1934/3, 733 40 Karvina

Almost 80% of households in the Czech Republic have Internet access, which is three times higher than in 2005. This rapid development of the Internet has provided space for the development of e-tail, and online shopping has become a new form of sales. Interestingly, the development of online sales is even higher over the same period, and in 2016, 43.6% of the Czech population shop online. These facts declare the importance of examining factors that can influence the purchase of consumers online, for the sake of e-tail strategic decision making. This article explores the relationship between demographic factors and online purchase using the IBM SPSS software. Secondary data from the Czech Statistical Office, which since 2005 has been monitoring online purchase in the Czech Republic, has been used to investigate. The aim of this article is to find out if demographic factors affect the online purchase. The findings reveal a statistically significant impact of age, education and economic activity on online shopping. This significance was not proven in the gender factor. The findings have practical implications in the proposed optimal demographic segmentation of online customers based on data from 2016, helping to tailor marketing e-tail activities.

Klíčová slova: customer behaviour, demographic factors, demographic segmentation, E-marketing, online purchase, online shopping

JEL classification: M30, M31, M39

Vloženo: 28. září 2017; Revidováno: 6. únor 2018; Přijato: 14. březen 2018; Zveřejněno: 30. březen 2018  Zobrazit citaci