Overall satisfaction with the online buying process was assumed to be a strong predictor of three behavioral loyalty intentions: repurchasing online, recommending online buying to referent groups and patronizing online buying over traditional buying. These hypotheses were tested using a...

This paper aims to identify, describe and disseminate the most important search engine optimization techniques that marketers should consider for a better positioning of their web sites in the search engines results page (SERP).We have selected just the major factors capable of influencing the...

For studying consumers’ intention to buy online, ECM-IT framework was employed. Consumers’ behavioral intention is a function of both consumers’ satisfaction with their decision to buy online goods and services and perceived usefulness of using the Internet in the buying process, while...

This paper aim is to assess if consumers’ perceived risk can mediate the relationship between trust and consumers’ intention to buy online. Several others studies indicate that perceived risk acts like a barrier to online buying adoption, while trust in the online vendors and the reliability...

Comertul electronic, impreuna cu alte componente cheie ale economiei digitale, este considerat a oferi o crestere economica durabila, atat de necesara pentru a depasi criza financiara pe care natiunile o intampina. Aceasta lucrare isi propune sa identifice, sa descrie si sa testeze principalii...

Altough the consumer behavior in the field of consumer goods industryrepresents a relatively common area of interest in nowadays scientific literature, their loyaltyis part of a research area insufficiently studied at the level of Romanian market. Authors aimto investigate throughout a...

The purpose of the present paper is to describe and apply discriminant analysis withina relationship marketing context. The paper is structured into two parts; the first part contains aliterature review regarding the value chain concept and the dimensions it is built on, while thesecond part...

The purpose of the paper is to propose a set of research perspectives for therelationship marketing theory. A comprehensive literature review is undertaken which entails threedifferent understandings of relationship marketing. First, relationship marketing is considered as amarketing strategy...

The marketing needs of the Romanian companies are very diversified, commencingwith the research of the needs and demand on the target market, going down to the 4Ps (Product,Price, Promotion and Placement) and their components. The present marketing research was performed using 11 categories of...