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ROPO and Reverse ROPO Effect in Gender-Generation Characteristics

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  • Richard Fedorko

    (Faculty of management, University of Presov, Kon�tant�nov� 16, 080 01 Pre�ov, Slovakia Author-2-Name: Radovan Bac�k Author-2-Workplace-Name: Faculty of management, University of Presov, Kon�tant�nov� 16, 080 01 Pre�ov, Slovakia Author-3-Name: Martin Rigelsk� Author-3-Workplace-Name: Faculty of management, University of Presov, Kon�tant�nov� 16, 080 01 Pre�ov, Slovakia Author-4-Name: M�ria Ole�rov� Author-4-Workplace-Name: Faculty of management, University of Presov, Kon�tant�nov� 16, 080 01 Pre�ov, Slovakia Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - The primary goal of the paper is to identify which purchasing channels (online or offline), Slovak consumers use to search for, research and purchase products as well as to evaluate the association between the selected elements of the purchasing process with respect to gender and generational characteristics of customers. Findings - This paper proves the existence of a significant association between the place customers search for information about products (on the Internet or in brick-and-mortar stores) and the place where they make the actual purchase. The paper also reveals that in terms of the common gender and generation characteristics and the overall purchasing process there is a significant association in most of the analyzed cases. Novelty - Although online shopping is considered convenient, cheaper and more time-efficient than shopping in brick-and-mortar stores, consumer behavior in the e-commerce sector may differ in terms of gender and generational characteristics. It is therefore important for marketers to know this behavior and tailor their business strategies to specific customer segments. Type of Paper - Empirical.

Suggested Citation

  • Richard Fedorko, 2021. "ROPO and Reverse ROPO Effect in Gender-Generation Characteristics," GATR Journals jmmr265, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr265
    DOI: https://doi.org/10.35609/jmmr.2021.6.1(3)
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    References listed on IDEAS

    as
    1. Kinshuk Jerath & Anuj Kumar & Serguei Netessine, 2015. "An Information Stock Model of Customer Behavior in Multichannel Customer Support Services," Manufacturing & Service Operations Management, INFORMS, vol. 17(3), pages 368-383, July.
    2. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
    3. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    4. Pauwels, Koen & Leeflang, Peter S.H. & Teerling, Marije L. & Huizingh, K.R. Eelko, 2011. "Does Online Information Drive Offline Revenues?," Journal of Retailing, Elsevier, vol. 87(1), pages 1-17.
    5. Gerrit Heinemann & Christoph Schwarzl, 2010. "New Online Retailing," Springer Books, Springer, number 978-3-8349-6378-9, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customer Behaviour; ROPO; Purchase Channel; Association Analysis; Gender; Generation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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