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• Examination of Consumer Perception of Web Stores by Netnography in the Period of COVID-19

  Valentina Balogh-Kardos

  Tímea Gál

  Views:

  284

  Online shopping has become more and more part of our everyday lives, as proved by the fact that in the midst of the economic crisis caused by the coronavirus epidemic, online retailing has grown by more than 30% in Hungary. International research has shown that nearly 90% of consumers take into account the online reviews as much as the recommendations of family or friends before their purchases, digital channels, including Facebook have the greatest impact on their decisions. In our research, in connection with a specific campaign, Black Friday, we examined how actively the highest-traffic stores – having online shops as well - use Facebook to reach and influence the customers. We chose netnography as the method of our research, and we analysed the posts published on the Facebook pages of the five chosen online shops, furthermore, the customer reactions and comments given in connection with the posts. Our results show that three of the five chosen online shops applied Facebook campaigns within the action. By analyzing the comments, they were classifiedinto 5 categories based on satisfaction and trust: satisfied, dissatisfied, interested, trolls, and mute groups.

• Consumer Perception of Electric Cars in Hungary – Theoretical Considerations and Empirical Results

  1-23

  Tamás Németh

  László Kovács

  Views:

  461

  Electric cars are becoming increasingly popular in the automotive industry and among consumers; partly as a result of their environmentally friendly characteristics. The aim of the study is to compare the main characteristics of electric and conventional cars in the context of environmental protection. In the first half of the study, we present the life cycle of electric and conventional cars and we compare the overall environmental impact traditional an electric vehicles. We point out that although the operation of an electric car does not pollute the environment locally, the manufacture, charging and disposal of batteries required for operation raises several issues related to environmental pollution. In the second part, we examine the respondents' attitudes towards electric cars based on our own questionnaire research. On the basis of the answers, it can be said that consumers still consider electric cars expensive and are aware that electric cars address some pollution issues to a small extent.

• A Possible Way to Encourage Sustainable Consumption

  21-40

  Andrea Karcagi-Kováts

  Eszter Szemerédi

  Views:

  352

  With the growth and spread of the concept of sustainable consumption and with the re-emergence of issues related to needs, the basic concepts of consumption need to be analyzed from aspects not inspected by mainstream economics. Consumer behaviour is largely determined by the prevailing values of society and nowadays consumption symbolizes social status. The purpose of this study is to critically examine the concept of utility, to review traditional and alternative concepts and aspirations related to the promotion of sustainable consumption. The authors argue, that utility can not only be examined by narrow economic considerations; the values of present and future generations also must be taken into account when determining what is considered to be useful. The study concludes by presenting alternative financial solutions that encourage sustainable consumption. The presented examples demonstrate, that complementary currency models are suitable means to encourage sustainable consumer behaviour. These are external motivational tools eliciting the desired behaviour through reward schemes.

• Why do not people attend football matches in Hungary?

  11-22

  Renátó Balogh

  Magdolna Valentina Kardos

  Éva Bácsné Bába

  Views:

  299

  Both international and domestic research on passive sport consumption focuses on the motivations of fans. However in Hungary, unlike the examples of North America and Western Europe, we have to look for answers to the question of why people do not go to football matches. In order to find an answer to this question, we conducted an online survey with a number of items of 347 people. For the latter a scale measuring absence from sport consumption was used and the reliability of the scales was tested by Cronbach's alpha calculation. After our principal component analysis, we developed 5 internal and 5 external factors, on which we conduct hypothesis test along demographic and sports consumption variables. Based on our results, we have established that, contrary to public opinion, the low number of spectators in Hungarian football matches is not only and primarily due to unsucces and the low quality of matches. Our respondents are mostly kept away from stadiums by football-related government measures, as well as by preferring to participate in other recreational program opportunities.