A hatásosság és hatékonyság fogalmainak értelmezése online vs. offline kampányok keretében

Az online marketing erősödése következtében a vállalatok a marketing költségvetésük egyre nagyobb arányát költik el erre a területre és ezzel párhuzamosan megnövekedett az igény az új eszközök hatásának mérésére is. A technikai adottságokból adódóan ugyanakkor az offline környezetben kialakított és alkalmazott mérési eljárások, illetve mutatók nem alkalmazhatóak egy az egyben az offline kampányok mérése során. A tanulmány célja, hogy az online és az offline kampányok esetében megvizsgálja és összehasonlítsa a hatékonyság és a hatásosság mérésének az elméleti megközelítésből, illetve a gyakorlati alkalmazásból eredő különbségeit. A kutatás rámutat azokra a lehetséges mérési eljárásokra, mutatórendszerre, amelyek lehetővé teszik a két csatornán elért teljesítmény integrált vizsgálatát.

Generating an Online Bottom Line

E-commerce is an approach to achieving business goals through information technology and is quickly changing the way hospitality business is planned, monitored, and conducted. No longer do buyers and sellers need to engage in interpersonal communications for transactions to occur. The future of transaction processing, which includes cyber cash and digital checking, are directly attributable to e-commerce which provides and efficient, reliable, secure, and effective platform for conducting hospitality business on the web.

Design of a dynamic e-commerce system with engineering applications

The primary purpose of this thesis was to design and develop a prototype e-commerce system where dynamic parameters are included in the decision-making process and execution of an online transaction. The system developed and implemented takes into account previous usage history, priority and associated engineering capabilities. The system was developed using three-tiered client server architecture. The interface was the Internet browser. The middle tiered web server was implemented using Active Server Pages, which form a link between the client system and other servers. A relational database management system formed the data component of the three-tiered architecture. It includes a capability for data warehousing which extracts needed information from the stored data of the customers as well as their orders. The system organizes and analyzes the data that is generated during a transaction to formulate a client's behavior model during and after a transaction. This is used for making decisions like pricing, order rescheduling during a client's forthcoming transaction. The system helps among other things to bring about predictability to a transaction execution process, which could be highly desirable in the current competitive scenario.

What Makes Online Grocers Work? A Case Study Analysis of Factors Contributing to Online Grocery Store Profitability

This research examined the factors contributing to the performance of online grocers prior to, and following, the 2000 dot.com collapse. The primary goals were to assess the relationship between a company’s business model(s) and its performance in the online grocery channel and to determine if there were other company and/or market related factors that could account for company performance. To assess the primary goals, a case based theory building process was utilized. A three-way cross-case analysis comprising Peapod, GroceryWorks, and Tesco examined the common profit components, the structural category (e.g., pure-play, partnership, and hybrid) profit components, and the idiosyncratic profit components related to each specific company. Based on the analysis, it was determined that online grocery store business models could be represented at three distinct, but hierarchically, related levels. The first level was termed the core model and represented the basic profit structure that all online grocers needed in order to conduct operations. The next model level was termed the structural model and represented the profit structure associated with the specific business model configuration (i.e., pure-play, partnership, hybrid). The last model level was termed the augmented model and represented the company’s business model when idiosyncratic profit components were included. In relation to the five company related factors, scalability, rate of expansion, and the automation level were potential candidates for helping to explain online grocer performance. In addition, all the market structure related factors were deemed possible candidates for helping to explain online grocer performance. The study concluded by positing an alternative hypothesis concerning the performance of online grocers. Prior to this study, the prevailing wisdom was that the business models were the primary cause of online grocer performance. However, based on the core model analysis, it was hypothesized that the customer relationship activities (i.e., advertising, promotions, and loyalty program tie-ins) were the real drivers of online grocer performance.

The activity of the feminist online publications: challenges for the transmission of the feminist culture in Spain

Traditionally, big media corporations have contributed to hiding the women’s movement itself, as well as its main claims and topics of discussion (Marx, Myra y Hess, 1995; Rhode, 1995; Mendes, 2011). This has led the feminist movement to develop its own media generally print publications, usually, with a very specialized character and reduced audience. This is similar to what has occurred with quality main stream media, asthese publications have had to adapt themselves to a new communicatiion context, because of the financial crisis and  technological evolution. Feminist media has found in the Internet an excellent opportunity to access citizens and communicate their messages. , In view of this scene of change and renovation,  this article offers the results of a qualitative analysis focused on the experiences of four feminist online media sites edited in Spain: Pikaramagazine.com, Proyecto-kahlo.com, Mujeresenred.net and Laindependent.cat. Besides exploring the characteristics and content of these sites, the article pays attention to the virality of their contents spread through Facebook and Twitter. The onclusion estimates their social impact, insofar as they symbolize the specialization, diversification and dialogue promoted by the Web.

Fatores que influenciam a intenção de compra online: aplicação de um modelo adaptado de aceitação da tecnologia para o comércio eletrônico

This research aims to understand the factors that influence intention to online purchase of consumers, and to identify between these factors those that influence the users and the nonusers of electronic commerce. Thus, it is an applied, exploratory and descriptive research, developed in a quantitative model. Data collection was done through a questionnaire administered to a sample of 194 graduate students from the Centre for Applied Social Sciences of UFRN and data analysis was performed using descriptive statistics, confirmatory factorial analysis and simple and multiple linear regression analysis. The results of descriptive statistics revealed that respondents in general and users of electronic commerce have positive perceptions of ease of use, usefulness and social influence about buying online, and intend to make purchases on Internet over the next six months. As for the non-users of electronic commerce, they do not trust the Internet to transact business, have negative perceptions of risk and social influence over purchasing online, and does not intend to make purchases on Internet over the next six months. Through confirmatory factorial analysis six factors were set up: behavioral intention, perceived ease of use, perceived usefulness, perceived risk, trust and social influence. Through multiple regression analysis, was observed that all these factors influence online purchase intentions of respondents in general, that only the social influence does not influence the intention to continue buying on the Internet from users of electronic commerce, and that only trust and social influence affect the intention to purchase online from non-users of electronic commerce. Through simple regression analysis, was found that trust influences perceptions of ease of use, usefulness and risk of respondents in general and users of electronic commerce, and that trust does not influence the perceptions of risk of non-users of electronic commerce. Finally, it was also found that the perceived ease of use influences perceived usefulness of the three groups. Given this scenario, it was concluded that it is extremely important that organizations that work with online sales know the factors that influence consumers purchasing intentions in order to gain space in their market

BUSINESS NETWORKS IN E-COMMERCE INTERNATIONALIZATION –Two Finnish Companies Targeting Russia

With the proliferation of Internet, online shopping has become an increasingly essential part of global economy and thus, increasingly important field of research. While the internationalization process of a company has for long been in the focus of academic research, internationalization of e-commerce is a much newer field of study. The earlier empirical research has amply pointed out the difficulties of traditional internationalization models to explain the internationalization process of e-commerce companies. Conversely, business networks have been argued to play a major role in the e-commerce internationalization. The purpose of this study is to study how business networks influence the internationalization process of e-commerce companies. Conducted as a case study, this research studies the internationalization process of two Finnish e-commerce companies, Hong Kong and Hifi Studio, into possibly one of the most booming online markets - Russia. The empirical findings of the study concur with the earlier literature. The observed internationalization process differs from the assumptions of traditional international business models, and business networks are found influential for the process. However, the behavior of the two studied organizations is observed more independent than the network view to internationalization presumes. The trigger to internationalize rises from within the organizations and market potential is the primary explanation for selection of target markets. No network relationships were found to have an effect on foreign market selection, nor selection of mode of operations. This study indicates that exploring foreign markets is actually about investing in specific relationships within a business network, rather than overcoming economic, institutional, and cultural barriers. Companies utilize a wide array of relationships in their internationalization process and may effectively overcome disadvantages of operating in a foreign market by adopting partnerships with correct partners. However, building and maintaining operational business relationships is a demanding process, and organizations should prefer quality over quantity in their partner selection. Moreover, relationships where the focal party possess significant influence and leverage over other actor should be favored. Lastly, relationships need to be continuously evaluated and assessed in comparison with strategic business goals. Ultimately, e-commerce can be considered a new, low-risk, cost-effective, and relationship-oriented internationalization method, suitable especially in volatile market conditions as Russia today. This revolutionary new mode of international business activity calls for more profound focus of business managers and academia alike, as its weight on global trade continues to grow.

Qualidade percebida do autosserviço online: validação da escala e-SELFQUAL no contexto brasileiro

Diante de um mercado virtual mais competitivo, impulsionado pelo crescimento das compras online e pelo aumento do número de varejistas nessa modalidade, mensurações para avaliar a qualidade do serviço online tornam-se importantes, sobretudo pela identificação de relação positiva entre a qualidade do serviço e a performance do serviço. Nesse sentido, Ding, Hu e Sheng (2011) propuseram uma medida consistente sobre a qualidade percebida do serviço no comércio eletrônico, sob a perspectiva do autosserviço: e-SELFQUAL. Este artigo apresenta resultados da replicação da e-SELFQUAL no contexto brasileiro. Duas coletas de dados foram realizadas, na primeira, para uma amostra final de 106 estudantes, observou-se uma inadequação em um constructo da escala, e uma nova tradução foi proposta. Uma segunda coleta foi aplicada a uma amostra de 175 pessoas. A confiabilidade e a validade (convergente e discriminante) da escala foram atestadas, mantendo os itens originais do instrumento. Desse modo, os resultados indicam possível uso da e-SELFQUAL para mensurar a qualidade do autosserviço online no Brasil.

Key factors affecting purchase intention in Russian online context

Russian e-commerce has drawn a lot of attention in academic publications as well as in public media lately. The market is growing with a speed of rocket offering companies enormous business opportunities. However, combination of Russian culture, consumer online purchasing and decision-making process forms a subject yet completely unknown. From international online business perspective it is vital for companies to know how a culture affects consumer’s purchase decision and what are the key elements that need to be modified in order to successfully expand online operations to Russian market. Here, the main purpose is to define the key factors affecting Russian consumer’s online purchase intention. In order to answer the main research question, firstly the role of culture in purchase intention context is researched. Secondly, focus is drawn to the factors that affect online purchase intention. Lastly, it is researched how Russian culture is affecting e-commerce attributes modification. The objective is not only to expand the theoretical understanding of the subject but also to provide companies with a clear vision on how the online operations should be conducted in Russian online market. Ranganathan’s and Jha’s conceptual framework was chosen as a ground theory in this study. Here, three main categories Computer Self-Efficacy and Past Online Experience, Website Quality and Costumer Concerns form basis for the study. Various articles and academic literature supplemented this theoretical approach. Qualitative research method was adapted and the study was conducted through five expert interviews. As a conclusion it can be stated that culture forms a ground for entire purchase decision-making process in online context. Results from the interviews were grouped according to main three theoretic categories and placed with Ranganathan’s and Jha’s original framework. This formed a new theoretical framework that defines diverse factors affecting specifically Russian consumer’s online purchase intention. This study suggests that following factors need to be taking into serious consideration in Russian online context: photography style, detailed product and company information, colors, language, product variety, reviews, recommendations, strong social media presence, fast check out and minimalistic order information, counterfeit fear, cash on delivery payment, training and guidance, extensive customer service, consumers’ insecurity, inexperience, high interest for technology and their individualistic personality.

O marketing comportamental no processo de fidelização do consumidor online - Estudo de caso: FNAC.PT

Mestrado em Controlo de Gestão e dos Negócios

Fatores que influenciam a intenção de compra online: aplicação de um modelo adaptado de aceitação da tecnologia para o comércio eletrônico

This research aims to understand the factors that influence intention to online purchase of consumers, and to identify between these factors those that influence the users and the nonusers of electronic commerce. Thus, it is an applied, exploratory and descriptive research, developed in a quantitative model. Data collection was done through a questionnaire administered to a sample of 194 graduate students from the Centre for Applied Social Sciences of UFRN and data analysis was performed using descriptive statistics, confirmatory factorial analysis and simple and multiple linear regression analysis. The results of descriptive statistics revealed that respondents in general and users of electronic commerce have positive perceptions of ease of use, usefulness and social influence about buying online, and intend to make purchases on Internet over the next six months. As for the non-users of electronic commerce, they do not trust the Internet to transact business, have negative perceptions of risk and social influence over purchasing online, and does not intend to make purchases on Internet over the next six months. Through confirmatory factorial analysis six factors were set up: behavioral intention, perceived ease of use, perceived usefulness, perceived risk, trust and social influence. Through multiple regression analysis, was observed that all these factors influence online purchase intentions of respondents in general, that only the social influence does not influence the intention to continue buying on the Internet from users of electronic commerce, and that only trust and social influence affect the intention to purchase online from non-users of electronic commerce. Through simple regression analysis, was found that trust influences perceptions of ease of use, usefulness and risk of respondents in general and users of electronic commerce, and that trust does not influence the perceptions of risk of non-users of electronic commerce. Finally, it was also found that the perceived ease of use influences perceived usefulness of the three groups. Given this scenario, it was concluded that it is extremely important that organizations that work with online sales know the factors that influence consumers purchasing intentions in order to gain space in their market

Creación de la empresa Closet Online

80 p.

A organização interna dos departamentos de E-Commerce e Revenue Management: Análise dos Tivoli Hotels & Resort

O presente relatório assenta sob a compreensão das funções desempenhadas nas áreas de Revenue Management e E-Commerce no âmbito do estágio realizado no grupo hoteleiro português Tivoli Hotels & Resorts. O relatório tem como essencial objetivo a descrição da experiência do contacto com a indústria hoteleira através de um estágio curricular entre Agosto de 2013 até Maio 2014 para a obtenção de grau de mestre no Mestrado em Gestão e Direção Hoteleira, da Escola Superior de Turismo e Tecnologia do Mar. Foram delineados vários objetivos neste estágio no departamento de Revenue Management e E-Commerce tais como, conhecer os fundamentos de Revenue bem como a estratégia de pricing utilizada numa grande cadeia hoteleira e todo o processo envolvente para aumentar a ocupação, a otimização de Revenue e toda a explicação da estratégia utilizada na distribuição dos canais online, estando intimamente ligada à gestão dos mesmos. Ao longo do relatório ir-se-á perceber que estes dois departamentos detêm um elo de ligação sendo que as decisões obtidas pelo Revenue têm impacto direto no E-Commerce – Gestão dos canais online. A Tivoli Hotels & Resorts é uma cadeia hoteleira nacional que conta com doze hotéis em Portugal Continental e dois no Brasil em que se destaca a oferecer uma panóplia de serviços ao cliente não passando apenas pela estada. Experience More – este é o Unique Selling Proposition [USP], uma forte aposta na venda de experiências, considerado um verdadeiro conceito diferenciador convidando o cliente a usufruir de três serviços: Team, T/Services and T/Services.

Desenvolvimento de uma plataforma online na área da restauração

Cada vez mais, no nosso quotidiano, recorremos à internet para obter respostas aos nossos problemas diários, para tal existem motores de busca que nos facilitam a procura. Por vezes não somos bem-sucedidos na nossa busca, pela complexidade dos nossos requisitos, ou pela sua especificidade. Neste projeto considera-se como caso de estudo o modelo de negócio que suporta a divulgação, por parte das empresas de restauração, das informações acerca das suas refeições disponibilizadas diariamente. No sentido de avaliar a viabilidade do projeto no contexto do caso de estudo considerado, são realizados dois estudos: um estudo de marketing, como intuito de avaliar as suas mais-valias e fraquezas; e uma avaliação das plataformas online atualmente existentes na área da restauração. O objetivo principal deste projeto é desenvolver uma plataforma online, utlizando a tecnologia Outsystems, que facilite a apresentação das refeições diárias de cada empresa de restauração, apoiando diariamente a decisão do utilizador (consumidor), e disponibilizando-lhe um serviço de pesquisa eficaz e de simples utilização. Pretende-se sustentar o desenvolvimento através do alinhamento, da tecnologia proposta, com o modelo de negócio considerado. Ou seja, a plataforma possibilita a interação entre os seus atores, ao longo do processo de negócio, estabelecendo claramente a responsabilidade de cada um, nas suas comunicações. Assim, pretendemos que esta plataforma seja o suporte do modelo de negócio, correspondendo às funcionalidades pretendidas e facilitando a sua futura integração com outras áreas. A validação da solução desenvolvida neste projeto foi realizada através de inquéritos de satisfa-ção, e testes de usabilidade, aos diferentes utilizadores da plataforma. De acordo com o resultado final da plataforma desenvolvida, podemos afirmar que esta, possui todas as funcionalidades necessárias para atingir os objetivos iniciais deste projeto.