New Articles – Marketing and Trade

The impact of chatbots on the buying behaviors of Generation Z toward brands

Julie Holendova, David Svoboda, Neven Seric

As society develops, so do the needs and wishes of customers, the market situation, and especially the competition. The procedures and essential tools of traditional marketing that worked before are gradually losing their effectiveness and are no longer able to ensure a competitive advantage. If businesses want to have a competitive advantage, they must be prepared for these changes and be able to respond to them appropriately. There is currently a generational change in household spending;…

DOI (& full text): doi.org/10.15240/tul/001/2024-3-013 more

Investigating the determinants and effects of prestige sensitivity in fashion retailing

Ivan-Damir Anic, Ivana Kursan Milakovic, Mirela Mihic

Targeting the prestige fashion segment enables fashion retailers to continue growing while facing a challenging environment. To attract prestige-sensitive consumers, it is important to understand their buying motivations and responses to retail actions. Thus, this paper examines the motivational predictors and effects of prestige sensitivity in fashion retailing, using the symbolic self-completion theory as a framework. It also explores the moderating role of fashion innovativeness. The data…

DOI (& full text): doi.org/10.15240/tul/001/2024-2-011 more

Exploring travel agencies customers’ loyalty motives throught machine learning analysis

Andrzej Dudek, Daria E. Jaremen, Izabela Michalska-Dudek, Pavlina Pellesova

This article focuses on identifying the directions of changes in the decision-making process of purchasing package travels and the motives determining this purchase, as well as the impact of these motives on the affective, behavioral and global loyalty of travel agency customers during the COVID-19 pandemic. To achieve the research goal, a literature review and field research were con ducted. In the case of secondary sources, the content analysis method was used to examine them, while data from…

DOI (& full text): doi.org/10.15240/tul/001/2024-2-012 more

Extended model of mobile shopping acceptance: An empirical study of consumer behaviour

Robert Stefko, Beata Gavurova, Maria Olearova, Radovan Bacik, Lubomir Nebesky

Although the popularity of mobile commerce is on the rise, mobile shopping is still not widely accepted in Slovakia. Therefore, research and knowledge in this area is insufficient. Based on two research models which explain human behavior (theory of reasoned action) and how the user accepts new technologies (technology acceptance model), the presented study proposes and tests a conceptual model combining the mentioned models and new, stimulating factors (customized offers and price benefits) in…

DOI (& full text): doi.org/10.15240/tul/001/2023-5-002 more

Optimising public transport to increase tourist flows

Tomas Burda, Veronika Zidova, Tetiana But

The paper proposes ways to optimise public transport in order to increase tourist flows to four well-known tourist destinations in the Czech Republic, namely Český Krumlov, Jánské Lázně, Lednice and Macocha, during the spring and autumn seasons. It was found that the quality of public transport infrastructure needed to be improved if tourist flows were to increase. It has been found that tourism development is entirely dependent on the quality of transport infrastructure in order to achieve an…

DOI (& full text): doi.org/10.15240/tul/001/2023-4-011 more