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  • Author or Editor: Ildikó Kemény x
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The study focuses on the analysis of a short term retail event. Its success is similar to Black Friday, but differs in underlying consumer motivations. Using a mixed methodology, phenomenological interviews provided in-depth understanding of the participants’ lived experiences followed by an online survey with a sample size of 761 respondents. Exploratory factor analyses has been used to differentiate three distinctive groups with hierarchical cluster analysis. By adopting the ANOVA method, clusters and hypothesis were further analysed. This study is the first to employ quantitative study for a shopper taxonomy of such an event. Our results contribute valuable insights into retail shopping orientation and shopper taxonomic scheme literatures. The finding that a short term retail event’s shoppers form distinct groups of consumers indicates a new way of customers embracing retail events. Our research has identified three distinct shopper clusters based on the different weight of task and social orientations: Loyalists, Enthusiasts, Newbies. Each group applies different strategies to satisfy personal goals. The present shopper taxonomy offers new strategic ways to increase retail performance by targeting the most valuable customers.

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Authors: Irén Petrovszki, Ildikó Csányi, Mónika Szűcs, Henriette Ócsai, Nazanin Houshmand, Lajos Kemény, Judit Oláh and Eszter Baltás

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Bevezetés és célkitűzés: A melanoma malignum igen agresszív, sokszor kiszámíthatatlan kórlefolyású daganat. Vizsgálatunk során arra kerestünk választ, hogy milyen tényezők befolyásolják a betegség korai felismerését. Módszer: 139 melanomával diagnosztizált beteg kérdőíveit elemeztük. Eredmények: Megállapítottuk, hogy betegeink a cardiovascularis betegségek terén egészségtudatosak, daganatok miatt végzett szűrővizsgálatokon behívásra részt vesznek, azonban melanomával kapcsolatos ismereteik hiányosak. Önvizsgálatot a betegek nagy része végez, de nem tudják mit kell figyelni a bőrön. A melanomát általában maguk a betegek észlelik először, azonban sokszor több mint egy év telik el, míg orvoshoz fordulnak. A korai felismerést egyértelműen befolyásoló tényezőként a betegek attitűdjét azonosítottuk. Akik számára fontos a gyanús bőrelváltozások figyelése, azoknál korai stádiumban kerül felismerésre a melanoma. Megállapítottuk továbbá, hogy a betegek levetkőztetése és a bőrrák prevenciójával kapcsolatos kommunikáció nem része a rutin egészségügyi ellátásnak. Következtetések: Fontos a népesség és az egészségügyi személyzet melanomával kapcsolatos ismereteinek bővítése és annak a tudatosítása, hogy a korai felismerés életet menthet. Orv. Hetil., 2016, 157(51), 2028–2033.

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The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers’ shopping experiences during Glamour Days. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women. On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self-gifting and impulse buying within an effectively planned and managed shopping trip. Based on the results, retail specific strategies are provided along with future research directions.

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More and more research is dedicated to address the phenomenon of online word-of-mouth (WOM). Concerning electronic WOM, three major underlying motives can be differentiated: opinion seeking, opinion giving and opinion passing (Flynn et al. 1996; Sun et al. 2006). The main aim of the research is to analyse the relationship between these three dimensions and the level of customer satisfaction. The research is based on a representative sample of 1000 respondents living in Hungary. According to the hypothesized Structural Equation Model (SEM), we can conclude that online opinion seeking behaviour has a significant positive impact on levels of customer satisfaction, as well as on opinion giving and opinion passing. This implies that opinion leaders not just share, but also collect enormous amounts of information about products and services and raise their expectations according to feedback. By doing so, their prior expectations are in relation to the true customer value of online stores and products. This means that customer satisfaction — measured using the disconfirmation paradigm — will reach a higher level, so it is advisory for online retailers to encourage customers to give feedback, write reviews, because it will affect the customer satisfaction level in a positive manner.

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