elektronický obchod

Volumes of business transactions realized via Internet businesses are still been growing. In comparison with the traditional way of trading the Internet business companies have a greater growth potential, as long as they are able to recognize and expand their marketing activities on such dimension that e-commerce enables. The key issue is to obtain and take full advantage of knowledge on how the customer perceives offered value within the conditions of e-commerce and how this perceived value can be increased and co-created. For this purpose, an extensive survey was conducted in the form of an electronic survey. The main objective was to determine how the value perceived by customers of the Internet businesses is formed. The first task was to determine the perceived importance of each attribute (parts) of value; the second was to generalize these findings and the third objective was to suggest new potential approaches to the marketing segmentation in terms of Internet businesses. Except for methods of statistical description, factor analysis to extract factors was used and also cluster analysis, including classification trees, was used to search for significant segmentation criteria. Result of this work is creation of a model that describes the importance of each attribute of value perceived by customers; attributes are divided on the perceived similarities and differences. Furthermore, the findings were generalized and also the strongest segmentation criteria were determined. Obtained results and conclusions derived should serve as a solid basis for further research in the field of marketing in Internet business, as this thesis investigates the perceived value in its entire complexity. Due to implications and recommendations which were formulated, this thesis should be beneficial also for the corporate practice, where the increase of perceived value is an important tool for improving the attractiveness of proposals and thus, for competitiveness increase.; Objemy obchodních transakcí uskutečňovaných prostřednictvím podniků internetového obchodu neustále rostou. Ve srovnání s tradičním způsobem obchodování mají podniky internetového obchodu větší potenciál růstu, pokud ovšem poznají a rozšíří své marketingové činnosti o dimenzi, kterou elektronické obchodování nabízí. Stěžejní záležitostí je získat a využít poznatky o tom, jak zákazník vnímá nabízenou hodnotu v podmínkách internetového obchodování, jak se dá tato vnímaná hodnota spoluvytvářet a zvyšovat. Za tímto účelem byl proveden rozsáhlý průzkum formou elektronického dotazníkového šetření. Hlavním cílem bylo zjistit, jak je tvořena hodnota vnímaná zákazníky podniků internetového obchodu.

Tvorba hodnoty pro zákazníky podniků internetového obchodu