THE PROBLEM OF USING MOBILE DEVICES FOR PURCHASING PRODUCTS IN THE ONLINE ENVIRONMENT
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The fact that a modern consumer is closely connected with advanced technologies can not be called into question. Evidence is the ever-changing purchasing behaviour of an increasingly demanding consumer and the world offers them multi-channel shopping. However, expanded opportunities are also the basis for a challenging competitive environment, which is now more intense than ever before. Understanding how consumers buy and trade in the digital world is a prediction of a successful business strategy. The present article therefore maps the current situation regarding mobile trading. Based on the statistical data and research studies it interprets and also describes the ever-growing development of this sector. In view of the different demographic characteristics of respondents, businesses capture their shopping habits, monitor the shopping activities by means of mobile devices, and in the end also identify barriers related to mobile purchasing.
Authors and Affiliations
Mária Oleárová, Jakub Horváth
Keywords
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