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Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2022) 1.7
Journal Citation IndicatorTM (2022) 0.42
Received: 2019-03-20  |  Accepted: 2019-07-05  |  Published: 2019-09-30

Title

Analysis of consumer preferences related to the use of digital devices in the e-commerce dimension


Abstract

The paper deals with investigating thorough analysis that reveals the impact of digitalisation as the development of new communication platforms are changing consumer's purchasing behaviour in the online environment. The main aim of our research is to identify the dynamics of consumer preferences in relation to the communication platforms of digital equipment for purchase in the online environment. To fulfil the aim of the research we are in the period of February - June 2016 conducted a questionnaire survey located across the whole territory of Slovakia. The sample is representative of the Slovak population by gender, age, highest education level of economic activity. For data analysis we used appropriate methods. This article provides information about consumer preferences related to the use of digital devices when people do their shopping online via the Internet. Depending on the results of the analysis, it can be stated that the most preferred device is the notebook for both groups of respondents surveyed, statistically significant gender differences were not detected. The paper includes practical implications particularly for business entities, because knowledge of the options that digital technology conceals leads to the right set of strategies and will follow the effective achievement of business aims. The paper gives attention to do the role brands and marketers, if he wants to succeed in today's extremely competitive battle for customers to identify deeply rooted motives as well as and preferences of consumers.


Keywords

online shopping, e-business, e-commerce, smartphone, tablet, Slovakia


JEL classifications

M10 , M15 , M19


URI

http://jssidoi.org/jesi/article/350


DOI


Pages

25-33


Funding

This article is one of the partial outputs under the scientific research grant VEGA 1/0789/17 "Research of e-commerce with relation to dominant marketing practices and important characteristics of consumer behavior while using mobile device platforms" and VEGA 1/0609/19 "Research on the development of electronic and mobile commerce in the aspect of the impact of modern technologies and mobile communication platforms on consumer behaviour and consumer preferences".

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Štefko, Róbert
University of Prešov, Prešov, Slovakia http://www.unipo.sk
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Bačík, Radovan
University of Prešov, Prešov, Slovakia http://www.unipo.sk
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Fedorko, Richard
University of Prešov, Prešov, Slovakia http://www.unipo.sk
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Oleárová, Mária
University of Prešov, Prešov, Slovakia http://www.unipo.sk
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Rigelský, Martin
University of Prešov, Prešov, Slovakia http://www.unipo.sk
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Journal title

Entrepreneurship and Sustainability Issues

Volume

7


Number

1


Issue date

September 2019


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

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References