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ISBN10: 6206804216
ISBN13: 9786206804215
Publisher: Wydawnictwo Nasza Wiedza
Published: Apr 28 2025
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: Polish
ISBN13: 9786206804215
Publisher: Wydawnictwo Nasza Wiedza
Published: Apr 28 2025
Pages: 60
Weight: 0.21
Height: 0.14 Width: 6.00 Depth: 9.00
Language: Polish
Wraz z rozwojem technologii informacyjnej, która zmienia sposób komunikacji między ludźmi i przedsiębiorstwami, handel elektroniczny i marketing cyfrowy stają się kluczowe dla większości firm. Dzięki nowym kanalom i stale aktualizowanym technologiom pojawiają się nowe możliwości i relacje między przedsiębiorstwami a konsumentami, jednak dla profesjonalistów równie ważnym, jeśli nie ważniejszym, pozostaje określenie czynników i motywacji, które sklaniają konsumentów do korzystania z kanalów cyfrowych. Niniejsze badanie przedstawia, z punktu widzenia preferencji konsumentów, ilościową analizę (regresję logistyczną) wplywu zmiennych demograficznych, takich jak plec, wiek i dochody, na sklonnośc do nabywania ubezpieczeń za pośrednictwem kanalów elektronicznych. Chociaż handel elektroniczny produktami materialnymi byl prekursorem i nadal ma większe znaczenie pod względem ilościowym, rynek uslug cyfrowych również rośnie, podążając za trendem migracji konsumentów do kanalów cyfrowych. Pojawia się zatem nowa szansa (lub potrzeba dostosowania się) również dla branży uslug finansowych.
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