Jolanta Sabaitytė, Vida Davidavičienė, Jarmila Straková, Jurgita Raudeliūnienė
The rapid development of information communication technologies (ICT) has expanded the possibilities for marketing communication. In order to increase business competitiveness and carry out effective marketing activities, it has therefore become important to acquire knowledge about e-consumers and to identify significant elements that shape their virtual behaviour and influence their decision to buy. An analysis of scientific literature revealed that there is a gap in knowledge with regards to the e-consumer behaviour of different generations, as customer segments, and their preferences in the purchase phase. The purchase phase is characterised by different internet marketing communication elements, which influence the performance of browsing and searching tasks. The goal of the research presented in this article was to determine the most significant internet marketing communication elements during the purchase phase of the e-consumer journey by performing a browsing task and using the mathematical decision tree approach.
Jan Hruška, Martina Pásková
The National Tourism Organizations (NTOs) are key actors of destination management at national level. The complexity and professionalism of their involvement in tourism management has been growing in recent years, both in the field of the destination marketing and in terms of tourism promotion forms, support for statistics and tourism research. An important impetus and new opportunities for the development of NTO’s activities represent new technologies, especially HDR photo and video, panoramic photos, virtual reality and mobile technologies, including extended reality. These technologies change the NTO marketing (Lange-Faria & Elliot, 2012). New technologies are also part of the social media, the most dynamic element of the current NTO marketing and, more generally, the destination marketing at all geographical levels (Kiráľová & Pavlíčeka, 2015).
Jozef Bucko, Lukáš Kakalejčík
Website usability and user experience are key measures of website quality (Sivaji & Tzuaan, 2012) and a key component of the websites that are commercially successful (Lowry et al., 2006). For today’s users, there are so many options in the environment of the Internet that each misstep in meeting user’s expectations might result in loss of the potential customer (Kakalejčík, 2016). Krug (2014) consider the usable website to be a place where a person of average (or even below average) ability and experience can figure out how to use the website in order to accomplish something without it being more difficult than is the value obtained by using it. The usable website has several attributes. It is useful, learnable, memorable, effective, efficient, desirable and delightful. Moreover, Aziz, Kamaludin, and Sulaiman (2013) add satisfaction and accessibility as additional features. Casaló, Flavián, and Guinalíu (2008) claim that perceived usability is an indirect factor that affects customer loyalty and positive word-of-mouth through satisfaction.
Blanka Klímová, Petra Poulová, Ivana Šimonová, Pavel Pražák, Anna Cierniak-Emerych
The problem of the developed countries is the aging of the population. Developing countries, for the time being, do not experience it so urgently yet due to the lower average age of the population, but their standard of living is also beginning to improve. In 2000, the percentage of older individuals aged 65+ years reached 12.4%. In 2030, this number should rise to 19% and in 2050 to 22% (Transgenerational, 2009). In Europe this population group aged 65+ represent 18% of the 503 million Europeans, which should almost double by 2060 (Patterson, 2006). This trend of aging population causes additional problems such as increased costs on the treatment and care of those elderly people (Maresova et al., 2015a; 2015b). Therefore, there is ongoing effort to extend the active life of this group of people in order to allow them to stay economically and socially independent. And current technological devices and services can assist them in this process.
Jalil Heidary Dahooei, Edmundas Kazimieras Zavadskas, Amir Salar Vanaki, Hamid Reza Firoozfar, Mehdi Keshavarz-Ghorabaee
Nowadays, organizations may deal with a variety of issues challenging the decision making such as overflow of data, lack of information, lack of knowledge and insufficiency of reports (Lin, Tsai, Shiang, Kuo, & Tsai, 2009). Over the years, management information systems including DSS, ES, EIS, and so on have been widely supported companies with their decisions; however, a key missing capability to manage decisions for emergencies, monitoring competition, collect data from different points of views, and carrying out constant analyses of numerous data and consider different variants of organization performance, is the major cause of failure to adequately meet the needs of enterprise decision-makers (Olszak & Ziemba, 2007). Given the widespread changes and the dynamics of today’s environment, organizations need to use new information systems that can analyse the various causal relationships both within and outside the organization. Hence they move towards using business intelligence (Gangadharan & Swami, 2004; Duan & Da Xu, 2012).