Ocena nieformalnych źródeł informacji w Internecie przy podejmowaniu decyzji zakupowych przez młodych konsumentów

Małgorzata Budzanowska-Drzewiecka


Assessment of Informal Sources of Information on The Internet When Making Purchasing Decisions by Young Consumers

The study presents the results of a research aimed to determine the assessment of informal sources of information on the Internet by young consumers (aged 15 to 24 years). The swomystematization of literature regarding the search for information made it possible to identify the variables which were used as evaluation factors. The research shows that gender, the extent of the use of the Internet to search for information in the process of purchasing, and the prior use of informal sources diversify this assessment. This, however, is connected with the impact of a particular source on purchasing decisions.

Słowa kluczowe: WOM, młodzi konsumenci, nieformalne źródła informacji, poszukiwanie informacji przez konsumentów, wiarygodność źródeł

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Kwartalnik "Zarządzanie w Kulturze" ukazuje się w sposób ciągły on-line.

Pierwotną wersją czasopisma jest wersja elektroniczna publikowana kwartalnie w internecie.