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Final Purchasers’ Cooperation with Offerors in Online and Offline Environments

Agnieszka Izabela Baruk
Agnieszka Izabela Baruk
   | 20 mars 2024
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Article Category: Research Article
Publié en ligne: 20 mars 2024
Pages: 21 - 52
Reçu: 11 oct. 2023
Accepté: 06 févr. 2024
DOI: https://doi.org/10.2478/minib-2024-0002
Mots clés
© 2024 Agnieszka Izabela Baruk, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1.

Dendrogram showing clusters of advantages of the online environment for cooperation with offerors. Letters as in Table 2.Source: own study.
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.
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.
Dendrogram showing clusters of types of services respondents would like to co-create. Letters as in Table 4.Source: own study.

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
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Business and Economics, Business Management, Marketing, Sales, Customer Relations, Management, Organization, Corporate Governance, Business Development, Change Management, Cooperation, Key Competences in Scholarly Research
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