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• Operating a Webshop in Rural Areas

  242-251

  Ádám Péntek

  Szilvia Botos

  István Füzesi

  Views:

  185

  The importance of e-commerce in Hungary is unquestionable. 66% of the population is regular internet users (I3), every fourth person uses it on a daily basis. Online sales have increased from 137 billion HUF in 2010 to 427 billion HUF in 2016, while offline sales were not able to reach this growth (I1). Undoubtedly, online sale has become a very valuable market. The age group really valuable as consumers spends about 6 hours a day online, out of which 3 hours are active usage (I2). The Internet is also the most important source of information and keeping in contact, as 41% of the population uses it method. The availability of the Internet in Hungary is literally independent of the geographic location, thanks to the Digital Renewal Action Plan in Hungary's current strategy, as one of its main chapters is "Enhanced and Secure Infrastructure for All." (Botos 2013) plan. There are many unfavorable processes in Hungary's rural areas. Of these, emigration and the abandonment of the local economy are outstanding. To stop these processes, the "National Rural Strategy" (2012-2020) was created. Its most important areas are employment growth, balanced and diverse land and forest management, production structure, restoration of local food production and food markets, local energy production, strengthening the local communities, improvement of population patterns and conservation of natural systems and the biodiversity. The integration of rural economies into the on-line marketplace and their linkage to different DBEs not only vertically but horizontally can be one of the keys to their survival and development. The situation of businesses on the on-line marketplace in the countryside is very special. On the one hand, they are more favourable in many aspects of their operation, but in some cases they have disadvantages that fundamentally threaten their survival. The purpose of this article is to get to know this environment, map its benefits and drawbacks. For this, we use the results of in-depth interviews conducted with businesses operating on an on-line market in rural settlements.

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

  Valentina Balogh-Kardos

  Tímea Gál

  Views:

  235

  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.