E-business and Marketing Activities for Online Shopping Support

Abstract

At the beginning of our research, the conditions for the operation of an online store were defined. The bases of an online store are the Internet, Information and Communication Technology and a comprehensive understanding of market opportunities for online trading. Due to the current market situation and increasingly fierce competition, as well as opportunities offered by ICT, e-commerce is gaining ground, especially among the younger generations of customers. To achieve them, we must adapt our marketing activities. The online store also enables smaller providers to enter the global market and reach customers around the world. Online store providers can use cost-effective approaches provided by social networks, which enable quick, easy and efficient reaching of a large number of potential target customers, as well as obtaining quick feedback on current market conditions. With the research we wanted to check the influence of social media on the decision to shop online. The research was conducted on the basis of a questionnaire and a regression analysis. The reasearch showed that social media had an extremely large influence on the decision to purchase a product or a service in an online store. The internet itself allows immediate comparison of offers among different providers.