Table 1.
Environment preferred by respondents for participation in the preparation of marketing offers jointly with offerors (%)
| Environment of cooperation | Indications (%) |
|---|---|
| Online | 27.3 |
| Offline | 4.3 |
| Both environments are equally suitable to cooperate with offerors | 68.4 |
[i] Source: own study.
Table 2.
Advantages of the online environment for cooperation with offerors in preparing marketing offers, as indicated by respondents
| Advantages of the online environment for cooperation | Symbol | Indications (%) | Average score | Standard deviation | ||||
|---|---|---|---|---|---|---|---|---|
| 5 | 4 | 3 | 2 | 1 | ||||
| Possibility to quickly submit one’s opinions to offerors | A | 86.2 | 12.0 | 1.0 | 0.4 | 0.3 | 4.83 | 0.473 |
| Possibility to quickly receive feedback from offerors | B | 81.5 | 15.0 | 2.3 | 0.9 | 0.3 | 4.76 | 0.567 |
| Possibility to submit one’s opinions to offerors at any time and place | C | 84.1 | 13.5 | 1.5 | 0.6 | 0.3 | 4.80 | 0.513 |
| Possibility to learn about marketing offers from different offerors at the same time | D | 77.3 | 19.0 | 2.5 | 0.8 | 0.5 | 4.72 | 0.599 |
| Possibility to learn opinions of many other purchasers about a given offer and/or offeror | E | 72.5 | 22.7 | 3.4 | 1.0 | 0.4 | 4.66 | 0.636 |
| Possibility for a purchaser to co-create non-material products, e.g. soundtrack used in the advertisement of a given product | F | 54.8 | 27.3 | 12.6 | 3.8 | 1.5 | 4.30 | 0.935 |
| Possibility to share one’s opinions with many other purchasers simultaneously | G | 70.9 | 22.6 | 4.6 | 1.2 | 0.8 | 4.62 | 0.699 |
[i] 5 denotes definitely yes, 4 denotes rather yes, 3 denotes neither yes nor not, 2 denotes rather not and 1 denotes definitely not.
[ii] Source: own study.
Table 3.
Advantages of the offline environment as a place for cooperation with offerors in preparing marketing offers, as indicated by respondents
| Advantages of the online environment for cooperation | Symbol | Indications (%) | Average score | Standard deviation | ||||
|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||||
| Possibility to submit one’s opinions to offerors in a more detailed way than online | A | 43.4 | 31.1 | 12.6 | 10.9 | 2.0 | 4.03 | 1.084 |
| Possibility to submit one’s opinions to offerors by people who do not like the Internet and prefer more traditional forms of communication | B | 53.3 | 34.8 | 7.0 | 3.5 | 1.3 | 4.35 | 0.861 |
| Possibility to submit one’s opinions to offerors in the form of personal communication, i.e. conversation with a particular employee | C | 57.4 | 29.9 | 8.0 | 3.3 | 1.4 | 4.39 | 0.874 |
| Possibility of direct participation in the preparation of a marketing offer, e.g. at the offeror’s premises | D | 45.1 | 32.9 | 13.5 | 6.2 | 2.3 | 4.12 | 1.015 |
| Possibility to recognise offeror’s true intentions through his/her personal contact with a purchaser | E | 57.4 | 27.3 | 9.6 | 3.9 | 1.7 | 4.35 | 0.926 |
| Possibility to personally meet other purchasers participating in the creation of a marketing offer of a particular offeror | F | 48.3 | 31.9 | 12.0 | 5.9 | 2.0 | 4.19 | 0.992 |
| Possibility to submit one’s opinions to offerors in situations when the Internet is not accessible | G | 54.8 | 29.3 | 9.3 | 4.3 | 2.3 | 4.30 | 0.968 |
[i] 5 denotes definitely yes, 4 denotes rather yes, 3 denotes neither yes nor not, 2 denotes rather not and 1 denotes definitely not.
[ii] Source: own study.
Table 4.
Types of services that respondents would like to co-create with offerors
| Advantages of the online environment for cooperation | Symbol | Indications (%) | Average score | Standard deviation | ||||
|---|---|---|---|---|---|---|---|---|
| 5 | 4 | 3 | 2 | 1 | ||||
| Banking (bank offers, etc.) | A | 17.1 | 25.8 | 20.5 | 21.9 | 14.6 | 3.09 | 1.320 |
| Tourist (offers from travel agencies, etc.) | B | 38.2 | 37.5 | 13.0 | 7.0 | 4.2 | 3.99 | 1.082 |
| Cultural (offers from theatres, cinemas, orchestras, etc.) | C | 40.1 | 33.2 | 15.7 | 6.7 | 4.3 | 3.98 | 1.103 |
| Design concerning real estate (offers of offices designing houses, gardens, etc.) | D | 38.8 | 36.3 | 13.3 | 6.9 | 4.7 | 3.98 | 1.105 |
| Design concerning the Internet (offers of agencies designing websites, etc.) | E | 25.3 | 30.2 | 22.0 | 14.4 | 8.1 | 3.50 | 1.238 |
| Cultural (offers from theatres, cinemas, orchestras, etc.) | F | 20.2 | 25.3 | 25.0 | 18.1 | 11.4 | 3.25 | 1.279 |
| Cultural (offers from theatres, cinemas, orchestras, etc.) | G | 16.7 | 24.7 | 25.7 | 20.4 | 12.5 | 3.13 | 1.268 |
[i] 5 denotes definitely yes, 4 denotes rather yes, 3 denotes neither yes nor not, 2 denotes rather not and 1 denotes definitely not.
[ii] Source: own study.
Figure 1.
Dendrogram showing clusters of advantages of the online environment for cooperation with offerors. Letters as in Table 2.
Source: own study.
Figure 2.
Dendrogram showing clusters of advantages of the offline environment as a place of cooperation with offerors. Letters as in Table 3.
Source: own study.
Figure 3.
Dendrogram showing clusters of types of services respondents would like to co-create. Letters as in Table 4.
Source: own study.
Table 5.
Results of analysis of significance of differences between indicated advantages of the online environment for cooperation with offerors, taking into account the criterion of the preferred environment of such cooperation
| Analysed variables | Preferred environment of cooperation with offerors | Average range | KW test value | Level of significance ‘p’ |
|---|---|---|---|---|
| Possibility to quickly submit one’s opinions to offerors | Online | 612.25 | 74.050 | 0.000 |
| Offline | 355.11 | |||
| Both | 608.18 | |||
| Possibility to quickly receive feedback from offerors | Online | 615.24 | 37.817 | 0.000 |
| Offline | 403.66 | |||
| Both | 603.96 | |||
| Possibility to submit one’s opinions to offerors at any time and place | Online | 607.72 | 26.681 | 0.000 |
| Offline | 443.58 | |||
| Both | 604.47 | |||
| Possibility to learn about marketing offers from different offerors at the same time | Online | 585.79 | 33.575 | 0.000 |
| Offline | 408.37 | |||
| Both | 615.44 | |||
| Possibility to learn opinions of many other purchasers about a given offer and/or offeror | Online | 609.27 | 34.786 | 0.000 |
| Offline | 381.00 | |||
| Both | 607.75 | |||
| Possibility for a purchaser to co-create non-material products, e.g. soundtrack used in the advertisement of a given product | Online | 605.01 | 16.808 | 0.000 |
| Offline | 423.56 | |||
| Both | 606.80 | |||
| Possibility to share one’s opinions with many other purchasers simultaneously | Online | 598.50 | 30.088 | 0.000 |
| Offline | 393.88 | |||
| Both | 611.26 |
[i] Source: own study. KW: Kruskal–Wallis. Bold values present values statistically significant.
Table 6.
Results of analysis of significance of differences between indicated advantages of the offline environment as a place of cooperation with offerors, taking into account the criterion of the preferred environment of such cooperation
| Analysed variables | Preferred environment of cooperation with offerors | Average range | KW test value | Level of significance ‘p’ |
|---|---|---|---|---|
| Possibility to submit one’s opinions to offerors in a more detailed way than online | Online | 417.39 | 142.116 | 0.000 |
| Offline | 733.24 | |||
| Both | 662.50 | |||
| Possibility to submit one’s opinions to offerors by people who do not like the Internet and prefer more traditional forms of communication | Online | 447.87 | 107.172 | 0.000 |
| Offline | 696.05 | |||
| Both | 652.63 | |||
| Possibility to submit one’s opinions to offerors in the form of personal communication, i.e. conversation with a particular employee | Online | 429.44 | 138.459 | 0.000 |
| Offline | 702.10 | |||
| Both | 659.62 | |||
| Possibility of direct participation in the preparation of a marketing offer, e.g. at the offeror’s premises | Online | 452.22 | 95.405 | 0.000 |
| Offline | 724.82 | |||
| Both | 649.10 | |||
| Possibility to recognise offeror’s true intentions through his/her personal contact with a purchaser | Online | 436.68 | 125.358 | 0.000 |
| Offline | 676.29 | |||
| Both | 658.34 | |||
| Possibility to personally meet other purchasers participating in the creation of a marketing offer of a particular offeror | Online | 464.14 | 79.933 | 0.000 |
| Offline | 636.67 | |||
| Both | 649.83 | |||
| Possibility to submit one’s opinions to offerors in situations when the Internet is not accessible | Online | 475.33 | 74.949 | 0.000 |
| Offline | 557.53 | |||
| Both | 650.29 |
[i] Source: own study. KW: Kruskal–Wallis. Bold values present values statistically significant.
Table 7.
Results of analysis of significance of differences between indicated the types of services which respondents would like to co-create with offerors, taking into account the criterion of the preferred environment of such cooperation
| Analysed variables | Preferred environment of cooperation with offerors | Average range | KW test value | Level of significance ‘p’ |
|---|---|---|---|---|
| Banking (bank offers, etc.) | Online | 574.65 | 2.335 | 0.311 |
| Offline | 593.77 | |||
| Both | 608.33 | |||
| Tourist (offers from travel agencies, etc.) | Online | 586.77 | 2.260 | 0.323 |
| Offline | 545.65 | |||
| Both | 606.48 | |||
| Cultural (offers from theatres, cinemas, orchestras, etc.) | Online | 574.00 | 7.071 | 0.029 |
| Offline | 513.14 | |||
| Both | 613.62 | |||
| Gastronomy (offers of restaurants, cafes, etc.) | Online | 588.02 | 2.446 | 0.294 |
| Offline | 540.09 | |||
| Both | 606.33 | |||
| Design concerning real estate (offers of offices designing houses, gardens, etc.) | Online | 593.91 | 0.111 | 0.946 |
| Offline | 592.78 | |||
| Both | 600.69 | |||
| Design concerning the Internet (offers of agencies designing websites, etc.) | Online | 611.25 | 0.885 | 0.642 |
| Offline | 571.20 | |||
| Both | 595.11 | |||
| Transport (offers of companies offering coach, air, rail transport, etc.) | Online | 576.14 | 2.342 | 0.310 |
| Offline | 579.32 | |||
| Both | 608.63 |
[i] Source: own study. KW: Kruskal–Wallis. Bold values present values statistically significant.