Розширена анотація українською мовою

У статті досліджено особливості використання смартфонів споживачами в процесі здійснення покупок. Під час дослідження проаналізовано дані сервісу «Consumer Barometer» за допомогою факторного аналізу і кластера k-means. З точки зору здійснення покупок до уваги бралися дві групи активних і дві групи консервативних користувачів смартфонів.

Ключові слова: електронний ринок, мобільні пристрої, смартфон, прийняття смартфонів, мобільний маркетинг.

Класифікація JEL: M31, M15, O33.

Цитувати як: Bacik, R., Kakalejcik L. & Gavurova, B. (2017). Innovation of shopping experience based on smartphone behavior in purchasing process Marketing and Management of Innovations, 4, 99-111. https://doi.org/10.21272/mmi.2017.4-09

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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