Decision tree modelling of e-consumers’ preferences for internet marketing communication tools during browsing

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dc.contributor.authorSabaitytė, Jolanta
dc.contributor.authorDavidavičienė, Vida
dc.contributor.authorStraková, Jarmila
dc.contributor.authorRaudeliūnienė, Jurgita
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2019-03-15
dc.date.available2019-03-15
dc.date.issued2019-03-15
dc.description.abstractThe successful development of internet marketing is based on scientifically proven decisions designed for the comprehensive analysis and evaluation of internet marketing communication tool selection. Different layers of internet marketing phenomena, such as communication tool profiles and characteristics of customers and strategies for different stages of purchase models, are widely analysed. However, it has been noted that modern management theories lack scientific research on the comprehensive analysis and evaluation of internet marketing communication tools, including the relevant characteristics of electronic consumers profiles based on their generational aspects and their life cycle stages. It is therefore necessary to analyse the stages of an electronic consumer’s journey and define the most relevant communication tools and application uses during every stage by aiming to improve customer satisfaction and marketing performance. The goal of this research is to determine the most significant internet marketing communication elements in the purchase phase of the electronic consumer journey cycle using the mathematical decision tree approach for different types of customers, using the generation theory as a segmentation tool. The literature analysis on electronic consumer’s behaviour, generation theory application possibilities in marketing and internet marketing communication tools was carried out. The research methodology includes eye-tracking and descriptive and comparative statistical analysis methods (decision tree models), which create the preconditions for the evaluation of electronic consumers’ explicit and tacit reactions to the use of internet marketing communication tools during the purchase phase of an electronic consumer´s journey. It was established that comparable statistically significant different preferences for internet marketing communication tools, at the purchase phase during a browsing task, exist for baby boomers, X, Y and Z generations.en
dc.formattext
dc.format.extent16 strancs
dc.identifier.doi10.15240/tul/001/2019-1-014
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.orcid0000-0003-1009-4111 Sabaitytė, Jolanta
dc.identifier.orcid0000-0002-0931-0967 Davidavičienė, Vida
dc.identifier.orcid0000-0002-3048-3467 Straková, Jarmila
dc.identifier.orcid0000-0003-4003-0856 Raudeliūnienė, Jurgita
dc.identifier.urihttps://dspace.tul.cz/handle/15240/151431
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectinternet marketingen
dc.subjectcommunicationen
dc.subjectcustomer behaviouren
dc.subjectinternet marketing communication toolen
dc.subjecte-commerceen
dc.subject.classificationM15
dc.subject.classificationM31
dc.titleDecision tree modelling of e-consumers’ preferences for internet marketing communication tools during browsingen
dc.typeArticleen
local.accessopen
local.citation.epage221
local.citation.spage206
local.facultyFaculty of Economics
local.filenameEM_1_2019_14
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue1
local.relation.volume22
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