Title:

The ROPO effect in the purchasing process

Group publication title:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Title in english:

Udział efektu ROPO w procesie zakupu

Creator:

Zbońkowski, Michał

Subject and Keywords:

ROPO effect ; purchasing process ; offline shopping ; online shopping ; omnichannel ; efekt ROPO ; proces zakupu ; zakupy offline ; zakupy on-line

Description:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2020; vol. 64, nr 3, s. 118-128

Abstrakt:

Nowadays new information technologies have transformed and influenced consumer behaviour; searching for information on the Internet is one of the most prevailing strategies in modern commerce. Due to the development of the Internet, the traditional sales model which entails making purchases on the basis of the information gathered in brick and mortar (traditional) stores is no longer dominant in most industries. The goal of this article is to present the intensity of the ROPO effect in the purchasing behaviour of Polish consumers in various industries and in different values. The paper involves the characteristics of the ROPO concept, a review of the main changes in the modern purchasing process and the presentation of the research results. The study indicated that the majority of clients obtain information from the Internet before making purchases in a brick and mortar shop. The conclusion of the article indicates the strategic implications resulting from the undertaken analysis, as well as directions for further research

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2020

Resource Type:

artykuł

Resource Identifier:

doi:10.15611/pn.2020.3.10

Language:

eng

Relation:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2020; vol. 64, nr 3

Rights:

Pewne prawa zastrzeżone na rzecz Autorów i Wydawcy

Access Rights:

Dla wszystkich zgodnie z licencją

License:

CC BY-NC-ND 3.0 PL

Location:

Uniwersytet Ekonomiczny we Wrocławiu