Consumer Behaviour Research in Digital Environment
- Project Identification
- Project Period
- 1/2018 - 12/2018
- Investor / Pogramme / Project type
- Grant Agency of Masaryk University
- Category A
- MU Faculty or unit
Faculty of Economics and Administration
- Ing. Anida Krajina, Ph.D.
- doc. Ing. Alena Klapalová, Ph.D.
- Ing. Elvin Mansimov
- Ing. Dušan Mladenović, Ph.D.
- Ing. Lucia Štefaňáková
The understanding of the consumer behaviour in digital environment has gained extraordinary attention from both academicians and practitioners due to the still growing share of making purchases online. According to Ecommerce Europe Report 2017 the growth rate of e-commerce turnover is 14% from 2016 to 2017, while worldwide it is 23,2%. Despite the relative long evolution of selling and shopping online during last more than 20 years and intensive research of this evolving phenomenon and due to the innovative character of digital technologies and their involvement in business-to-consumer activities, current knowledge shows significant gaps in knowledge of numerous and manifold linkages between online consumer behaviour and management of online environment for selling and buying activities. The proposed research project aims to explore several underexplored areas of consumer behaviour in the digital environment, specifically the roles and possibilities of neuroscience techniques and conscious work with Word-of-Mouth in understanding and managing consumer behaviour in different digital marketing settings. The research will have exploratory character with some mix of descriptive features. Qualitative research will combine eye-tracking technique and potentially also other neuroscience methods with in-depth interviews and surveys. The ultimate goal is to uncover the behavioural patterns in different research settings to contribute to the theory of online consumer behaviour, especially in the context of the neuroscience application for the response hierarchy models for the online environment including e-WOM as the responsive reaction. The project follows up and broadens two dissertation theses being in progress as well as research project funded by the Grant Agency of Masaryk University and realized in the year 2016: MUNI/A/1021/2015 “Behaviorálně ekonomické experimenty v marketingu a managementu”. One of the dissertation is devoted to the neuroscience application in online consumer attention, awareness and behavior; while the other one is dedicated to the deeper understanding of the electronic word-of-mouth (e-WOM) and its influence on consumer behaviour. Preliminary analysis of existing literature show that the application of neuroscience in e-WOM research is very scarce and there is a need to apply sophisticated methods in consumer research.
Total number of publications: 8
Interpretation of online consumer behaviour from the consumer neuroscience perspective - cross generational study
Year: 2019, edition: Vyd. 1st edition, number of pages: 192 s.
Motives for writing online reviews in post-vacation phase
International Journal of Culture, Tourism and Hospitality Research, year: 2019, volume: 13, edition: 2, DOI
Celebrities’ personal brand authenticity in social media: an application in the context of football top-players. The Robert Lewandowski case
Proceedings of the 5th European Conference on Social Media ECSM 2018, year: 2018
Colliding the eye tracking and qualitative methods in assessing online consumer behaviour
17th European Conference on Research Methodology for Business and Management Studies ECRM 2018, year: 2018
Generation Y and Generation Z visual attention in the online environment: evidence from eye tracking and laddering
Year: 2018, type: Appeared in Conference without Proceedings
Investigating Benefits of Combining Content Marketing and Viral Marketing - Practical Case Study (Book Summary Vides)
26th EBES conference - Prague proceedings, year: 2018
Social Media and Knowledge Sharing – What Do We Know So Far?
PROCEEDINGS OF THE 5TH EUROPEAN CONFERENCE ON SOCIAL MEDIA (ECSM 2018), year: 2018
What makes my wine e-shop stand out: Evidence from the online user experience research
The Proceedings of the 13th European Conference on Innovation and Entrepreneurship ECIE 2018, year: 2018