| Abstract [eng] |
Relevance of the topic and scientific problem. Significant advances in new technologies have led to the emergence of a multi-channel environment. In today’s worldview, we can say that consumers are divided into two parts. Some consumers choose to buy products online, another part of the store. Of course, it is believed that most consumers have a number of key factors in their choice to buy - the need to touch, technological savvy, risk aversion and age. However, there is still little research that could confirm that these factors can actually influence the decision to buy for all consumers. For this reason, consumer behavior in a multi-channel environment and what factors may influence consumer choice become relevant. Therefore, based on the results of the study, a problematic question arises: how will the need to touch, technological savvy, age, and risk aversion influence consumer choice to purchase in a multichannel environment? The purpose - to explore how the need to touch affects channel choice in a multi-channel environment? Research tasks: 1. To find out what influence the need to touch, technological savvy, age and risk aversion have on the consumer's choice to buy in a traditional store; 2. To find out what influence the need to touch, technological prudence, age and risk aversion have on the consumer's choice to buy in the e-shop; 3. Determine whether the need to touch technological savvy, age and risk aversion will influence the consumer's choice between a traditional and an electronic channel; Research results. Based on research by various authors, a research model was developed to determine the influence of factors (need to touch, technological savvy, age, and risk aversion) on consumer choice to purchase. The survey was conducted from the responses of 310 respondents, and their results revealed that all factors will influence the choice to buy in different channels. |
