. . "Pil\u00EDk, Michal" . . "1212-415X" . "[6E0781692DED]" . . "\u010Cl\u00E1nek navazuje na \u010Dl\u00E1nek Vliv Internetu na obchod: v\u00FDvoj e-commerce v \u010Cesk\u00E9 republice, kter\u00FD byl zve\u0159ejn\u011Bn ve 2/2009 \u010Dasopisu Acta academica karviniensia. P\u0159\u00EDsp\u011Bvek se zab\u00FDv\u00E1 z\u00E1kaznick\u00FDm chov\u00E1n\u00EDm na on-line spot\u0159ebitelsk\u00FDch trz\u00EDch. Internetov\u00E9 nakupov\u00E1n\u00ED za\u017E\u00EDv\u00E1 celosv\u011Btov\u011B obrovsk\u00FD boom. Mnoho z\u00E1kazn\u00EDk\u016F si uv\u011Bdomuje, \u017Ee v dne\u0161n\u00ED dob\u011B ekonomick\u00E9 krize, kter\u00E1 ovl\u00E1d\u00E1 cel\u00FD sv\u011Bt, je mo\u017Eno p\u0159i on-line nakupov\u00E1n\u00ED v\u00FDrazn\u011B u\u0161et\u0159it finan\u010Dn\u00ED prost\u0159edky. On-line nakupov\u00E1n\u00ED u\u017E nen\u00ED pouze n\u011Bjak\u00FDm druhem v\u00FDsady pro ty, kte\u0159\u00ED maj\u00ED p\u0159ipojen\u00ED a pracuj\u00ED s Internetem, ale st\u00E1v\u00E1 se ka\u017Edodenn\u00ED sou\u010D\u00E1st\u00ED na\u0161eho \u017Eivota. Firmy se \u010D\u00EDm d\u00E1l \u010Dast\u011Bji vyd\u00E1vaj\u00ED cestou Internetu. Zjistily, \u017Ee \u010D\u00EDm d\u00E1l v\u00EDce z\u00E1kazn\u00EDk\u016F za\u010D\u00EDn\u00E1 nakupovat pr\u00E1v\u011B na B2C on-line trz\u00EDch. Mnoh\u00E9 z nich do\u0161ly k z\u00E1v\u011Bru, \u017Ee reklama v tradi\u010Dn\u00EDch m\u00E9di\u00EDch je ztr\u00E1tou pen\u011Bz, \u017Ee daleko efektivn\u011Bj\u0161\u00ED pro n\u011B je investovat do reklamy internetov\u00E9, nejen ve form\u011B banner\u016F, ale p\u0159edev\u0161\u00EDm ve form\u011B e-mailov\u00E9 marketingu, affiliate marketingu, PPC reklamy, AdWords, AdSence aj. \u010Cl\u00E1nek" . "1"^^ . "S" . "Z\u00E1kaznick\u00E1 loajalita v e-marketingov\u00E9m prost\u0159ed\u00ED na B2C on-line trz\u00EDch v \u010CR" . . "11" . . "RIV/70883521:28120/10:63509821!RIV11-MSM-28120___" . "1"^^ . . "1" . "28120" . "\u010Cl\u00E1nek navazuje na \u010Dl\u00E1nek Vliv Internetu na obchod: v\u00FDvoj e-commerce v \u010Cesk\u00E9 republice, kter\u00FD byl zve\u0159ejn\u011Bn ve 2/2009 \u010Dasopisu Acta academica karviniensia. P\u0159\u00EDsp\u011Bvek se zab\u00FDv\u00E1 z\u00E1kaznick\u00FDm chov\u00E1n\u00EDm na on-line spot\u0159ebitelsk\u00FDch trz\u00EDch. Internetov\u00E9 nakupov\u00E1n\u00ED za\u017E\u00EDv\u00E1 celosv\u011Btov\u011B obrovsk\u00FD boom. Mnoho z\u00E1kazn\u00EDk\u016F si uv\u011Bdomuje, \u017Ee v dne\u0161n\u00ED dob\u011B ekonomick\u00E9 krize, kter\u00E1 ovl\u00E1d\u00E1 cel\u00FD sv\u011Bt, je mo\u017Eno p\u0159i on-line nakupov\u00E1n\u00ED v\u00FDrazn\u011B u\u0161et\u0159it finan\u010Dn\u00ED prost\u0159edky. On-line nakupov\u00E1n\u00ED u\u017E nen\u00ED pouze n\u011Bjak\u00FDm druhem v\u00FDsady pro ty, kte\u0159\u00ED maj\u00ED p\u0159ipojen\u00ED a pracuj\u00ED s Internetem, ale st\u00E1v\u00E1 se ka\u017Edodenn\u00ED sou\u010D\u00E1st\u00ED na\u0161eho \u017Eivota. Firmy se \u010D\u00EDm d\u00E1l \u010Dast\u011Bji vyd\u00E1vaj\u00ED cestou Internetu. Zjistily, \u017Ee \u010D\u00EDm d\u00E1l v\u00EDce z\u00E1kazn\u00EDk\u016F za\u010D\u00EDn\u00E1 nakupovat pr\u00E1v\u011B na B2C on-line trz\u00EDch. Mnoh\u00E9 z nich do\u0161ly k z\u00E1v\u011Bru, \u017Ee reklama v tradi\u010Dn\u00EDch m\u00E9di\u00EDch je ztr\u00E1tou pen\u011Bz, \u017Ee daleko efektivn\u011Bj\u0161\u00ED pro n\u011B je investovat do reklamy internetov\u00E9, nejen ve form\u011B banner\u016F, ale p\u0159edev\u0161\u00EDm ve form\u011B e-mailov\u00E9 marketingu, affiliate marketingu, PPC reklamy, AdWords, AdSence aj. \u010Cl\u00E1nek"@cs . . . "Z\u00E1kaznick\u00E1 loajalita v e-marketingov\u00E9m prost\u0159ed\u00ED na B2C on-line trz\u00EDch v \u010CR"@cs . "299264" . . "Z\u00E1kaznick\u00E1 loajalita v e-marketingov\u00E9m prost\u0159ed\u00ED na B2C on-line trz\u00EDch v \u010CR" . "9"^^ . "Internet; e-Commerce; consumer; B2C market; e-marketing mix; consumer buying behaviour; loyalty"@en . "This paper continues the previous author?s paper Internet impact on business: e-Commerce development in the Czech Republic which was published in Acta academica karviniensia in 2/2009 issue. The paper deals with on-line consumer?s behaviour. Internet buying passes through global boom. A lot of customers understand that it is possible save money in time of economics crisis which rules whole world. On-line buying is not only a kind of privilege for customers who have Internet connection and work with it but it becomes a part of everyday life. The firms noticed that more and more customers buy on B2C on-line markets. Most of them started with Internet advertising because traditional advertising is waste of money. The effective way for them is to invest into Internet advertising not only in banners form but also in forms of e-mail marketing, affiliate marketing, PPC advertising, AdWords, AdSence etc. This paper is continuation of author?s last paper Internet impact on business: e-Commerce development in t"@en . . . . "Z\u00E1kaznick\u00E1 loajalita v e-marketingov\u00E9m prost\u0159ed\u00ED na B2C on-line trz\u00EDch v \u010CR"@cs . "Acta academica karviniensia" . . . . . "Customers\u00B4 loyalty in e-marketing environment on B2C markets in the Czech Republic"@en . "CZ - \u010Cesk\u00E1 republika" . "RIV/70883521:28120/10:63509821" . . "Customers\u00B4 loyalty in e-marketing environment on B2C markets in the Czech Republic"@en .