Дослідження особливостей використання смартфонів у процесі здійснення покупок

Автори:
Р. Бачик1, Л. Какалейчик2, Б. Гавурова2
1. Пряшівський університет в Пряшеві (м. Пряшів, Словацька Республіка)
2. Технічний університет в Кошицях (м. Кошице, Словацька Республіка)
Розділ:
Сторінки:
99 - 111
Мова оригіналу:
Англійська
DOI:
10.21272/mmi.2017.4-09


Анотація

У статті досліджено особливості використання смартфонів споживачами в процесі здійснення покупок. Під час дослідження проаналізовано дані сервісу «Consumer Barometer» за допомогою факторного аналізу і кластера k-means. З точки зору здійснення покупок до уваги бралися дві групи активних і дві групи консервативних користувачів смартфонів.


Ключові слова
електронний ринок, мобільні пристрої, смартфон, прийняття смартфонів, мобільний маркетинг


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