Figure 1.
Figure 2.
Figure 3.
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 |
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 |
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 |
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 |
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 |
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 |
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 |