The determinants of online shopping: building communication with customers in an online dimension
2019
Radionova-Girsa, E., University of Latvia, Riga (Latvia) | Batraga, A., University of Latvia, Riga (Latvia) | Salkovska, J., University of Latvia, Riga (Latvia)
Nowadays customers increase using the Internet environment to make their purchases. It helps them not only to save time and money, but makes the whole process more efficient. However, marketing on the Internet and outside it has some similarities, and it interacts with customers. The authors of this article analyse communication with the customers on the Internet. The result is analysed and the key trends are highlighted that are currently outlined in communication with customers. In addition, the authors of the article look at the marketing communication on the Internet as part of their overall marketing strategy. The aim of the paper – to find out and analyse determinants of online shopping in order to increase marketing communication effectiveness on the Internet. Methods – theoretical analysis of literature, conducting customers’ surveys and statistical analysis. The results showed the strong influence of social networks for marketing communications in the Internet environment, this is explained by the fact that in the Internet there is No traditional personal service. The results have theoretical as well as practical significance.
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