The relationship between website design and positive eWOM intention: Testing mediator and moderator effect

Electronic word of mouth (eWOM) has paid attention to the phenomenon of marketing strategy because of the power of online comments to behavioural consequences. The key challenge for scholars and practitioners is to explore why consumers would like to give positive reviews of products and service. However, little empirical research has been conducted on the effect of website design on eWOM intention. The objective of this paper is to investigate the impact of website design (aesthetic and usability) on eWOM intention, which is based on the adoption of the stimulus - organism - response model. To test the hypotheses, the study uses the Partial Least Squares (PLS) to test a total of 290 respondents collected from Taiwanese customers via an online survey. The outcomes show the impact of the website's design on the attitude toward it, which would lead to positive eWOM. The study also provides empirical evidence on the moderating role of online purchasing experience and the mediating effect of attitude toward a website on eWOM intention. Finally, the discussions also show implications and managerial insight for both scholars and marketers.Internal Grant Agency of Faculty of Management and Economics, Tomas Bata University in Zlin, grant TBU [IGA/FaME/2018/015

Online buying behaviour in the Czech Republic

The paper deals with the Internet and its impact on online shopping behaviour of customers in the Czech Republic. A large part of Czech population has already shopped online. Customers view it as a quick and convenient shopping where they can save money. But what are the other factors that influence their shopping behaviour? This paper tries to find the answer to this question. Each customer is an individual therefore models of customer behaviour often cannot be generalized, particularly not on the Internet which offers many shopping options and procedures how to select, try and buy a given product. The online business activities of companies are still expanding. Internet marketing together with mobile marketing is gaining momentum, because the amount of customers who are online has been increasing rapidly. The number of smart mobile phone users that are still online has been growing as well

Efficiency measurement of national innovation systems of the european union countries: DEA model application

This paper focuses on measuring technical efficiency of National Innovation System across a sample of the European Union (EU) countries using data envelopment analysis. We used an output-oriented constant returns to scale model to calculate the efficiency of the units represented by the European Union countries. This nonparametric method measures efficiency of input utilisation as compared to the achieved outputs during the consumption process. Following previous studies on this topic, we have used the number of researchers and the expenditures on research and development (R&D) as inputs and published scientific journal articles and applied patents as outputs of the model. Stemming from the available data, we have covered the period of 2005– 2016. This period covers the economic period before the financial crisis and economic recession in which it was necessary to use resources effectively for the maximisation of final production. The study also presents data representing the era of growth trend in European economy. The only efficient countries in our study as of 2016 were found to be Cyprus, Luxembourg, Malta, and Romania. The number of efficient units decreased from six countries measured in 2005 from among the eight calculated in the years of the economic crisis to four efficient decision-making units (DMUs) in 2015. Germany, the best performer in the European Union with respect to patent rankings, was classified as an inefficient unit with a 0.50 efficiency scale. The results indicate differences between the innovation performance investigated by various indices available in public databases and the DEA technical efficiency. The best performers can be considered as inefficient in the utilisation of resources entering the National Innovation System (NIS) for which technical efficiency is examined in the present study. © Foundation of International Studies, 2019

Beyond cost saving. Other factor consideration in online purchases of used electronic goods: a conjoint analysis approach

The market for second-hand and refurbished goods continues to record strong growth in most economies around the world. One obvious motivating factor in consumer choice of second-hand goods is price affordability. However, as the used market evolves, especially with the adoption of online e-commerce platforms, consumers' inclination for used goods have also become complex. This paper investigates other appealing factors beyond price affordability (cost saving) in consumer choice of usable electronic goods. To do this, a consumer preference model was designed to reveal the key factors that drive consumer choices in the used electronic goods market. A case study using an emerging economy (Czech Republic) where used goods outlets are rampant coupled with the propensity for used electronic gadgets. The study adopted a simple random technique geared towards all the regions in the Czech Republic. The aggregate conjoint analysis method was used to model consumer preferences to determine the importance they attach to attributes most considered by consumers in the online used goods transactions. The result indicates that in respect of online purchases of used electronic appliances, a product's 'number of years in use' is the next most important motivating factor after cost saving (price affordability). The study would help give a general insight into consumer preferences in the used electronic goods market.Internal Grant Agency of FaME TBU [IGA/FaME/2017/006

The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand community took part in the survey. The findings generated through the partial least square and structural equation modelling (PLS-SEM) showed that OBBC on the social media platform positively initiates consumer-brand engagement and user-brand relationship. While SMP indirectly stimulates consumer-brand promise and trust (CBPT), towards CBL via OBBC. For the purpose of brand management and the firm’s profitability, this paper offered a conceptual model that depicts a connection between SMP and CBL. The managerial implication of this research was to help practitioners and industry players to harness the usefulness of social media platform in their quest to increase market share in the medium to long-term goals. © 2019, © 2019 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.Tomas Bata University in Zlin [IGA/FaME/2019/008]; Tomas Bata University in Zlin [project NPU I] [MSMT-7778/2018 RVO -

Internet and its influence on consumer buying behaviour in the Czech Republic

The book deals with the Internet and its impact on online shopping behaviour of customers in the Czech Republic. A large part of Czech population has already shopped online. Customers view it as a quick and convenient shopping where they can save money. But what are the other factors that influence their shopping behaviour? This book tries to find the answer to this question. Each customer is an individual therefore models of customer behaviour often can not be generalized, particularly not on the Internet which offers many shopping options and procedures how to select, try and buy a given product. Nevertheless, this book provides a few basic models, including a model that emerged from the research findings.P(GPP403/11/P175

Factors influencing on-line buying behaviour in the Czech Republic: E-shop selection criteria

The paper deals with internet buying behaviour in the Czech Republic. Any research couldn't be done to know that the main factor for using the Internet for buying products and services on B2C markets are price and convenience for customers. This paper presents semi-results of project financed by Czech Science Foundation P403/11/P175: The factors influencing customer's on-line behaviour in e-commerce environment on B2C and B2B markets in the Czech Republic and it is focused especially e-shop selection criteria - technical, psychological, demographical and other. Almost 90 % of respondents use e-shops for buying products in Republic. 55 % of them use Internet for buying regularly and 35 % only irregularly. 10 % of respondents haven't use e-shops yet

Online purchasing behaviour and its influencing factors in the Czech Republic

The paper deals with marketing evolution in the Czech Republic and the time of "new marketing" which is very popular in these days. It contains the e-Commerce theory and is aimed primarily at its usage in business-to-consumer markets. Online purchasing is increasing not only in the Czech Republic also in Europe and all over the world. The customers who think rationally use online shopping because of money saving, speed delivery and chance of products comparison. The e-trust, e-loyalty was chosen for description. This paper is written as a part of project Czech Science Foundation P403/11/P175: The factors influencing customer's on-line behaviour in e-commerce environment on B2C and B2B markets in the Czech Republic and it is focused especially on e-loyalty, e-satisfaction and e-trust. In connection to loyalty the question of discount portals is mentioned

On-line shopping on B2C markets in the Czech Republic

The paper deals with the e-commerce theory and is aimed primarily at its usage in business-to-consumer markets. On-line purchasing management is increasing not only in the Czech Republic but also in Europe and all over the world. The customers who think rationally use on-line shopping because of money saving, speed delivery and the possibility of product comparison. This paper presents the results of a project financed by the Czech Science Foundation P403/11/P175: The factors influencing customers' on-line behaviour in e-commerce environment on B2C and B2B markets in the Czech Republic. 89 % of respondents use e-shops for buying products in the Czech Republic. 32 % of them use the Internet for regular purchases and 57 % of them irregularly. 11 % of respondents have not used e-shops yet.Czech Science FoundationGrant Agency of the Czech Republic [P403/11/P175

Internet and its influence on consumer behaviour: Application in the Czech Republic

The paper deals with Internet influence on consumer behaviour in general and then in the Czech Republic. The Czech Republic is counted among post communists countries where the Internet influence on consumer behaviour is most visible. The economy development was focused not only on traditional business but in the same time period the Internet and its services were developed as well. On the other hand the paper describes the Internet influence on traditional marketing mix and its 4Ps. This paper presents results of project financed by Czech Science Foundation P403/11/P175: The factors influencing customer's on-line behaviour in e-commerce environment on B2C and B2B markets in the Czech Republic