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Details

Category:

Articles

Type:

artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych

Published in:

Handel Wewnętrzny pages 353 - 362,
ISSN: 0438-5403

Language:

English

Publication year:

2017

Bibliographic description:

Unal G., Schivinski B., Brzozowska-Woś M.: Literature Review on Conceptualisation of Online Consumer Engagement// Handel Wewnętrzny. -., iss. 6 (371) (2017), s.353-362

Bibliography: test

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42. Konceptualizacja zaangażowania konsumenta on-line -przegląd literatury open in new tab
43. Streszczenie Celem opracowanego przeglądu literatury jest zrozumienie znaczenia pojęcia "zaangażowania on-line konsumenta" (OCE). Analizie poddano artykuły opubli- kowane m.in. w marketingowych czasopismach naukowych w latach 2006-2016. open in new tab
44. W badanych tekstach autorzy nie są zgodni co do definicji i konceptualizacji OCE. Na podstawie literatury dokonano podziału tych definicji na dwie grupy -beha- wioralne i psychologiczne. Prócz tego wyodrębniono trzy wymiary OCE -kogni- tywny, emocjonalny i behawioralny. Definicje OCE pogrupowano również według typu. Wyodrębniono zaangażowanie: wobec marki, wobec społeczności on-line związanej z marką oraz wobec wielu obiektów. Z punktu widzenia przyszłych ba- dań, szczególnie istotna jest skłonność do jednoczesnego angażowania się klientów w Internecie względem wielu obiektów. Przedstawiona analiza stanowi najnowszy przegląd koncepcji zaangażowania on-line konsumentów. handel_wew_6-2017.indd 360 2017-11-23 12:53:43

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