FACTORS INFLUENCING DECISIONS MAKING PROCESS BETWEEN E-TAIL AND RETAIL PURCHASING FORMAT

Despite the fact that scientists focus their attention on e-tail, consumers still prefer benefits arising from the retail format. Nevertheless, the number of online customers is growing in all categories of goods. The category with the greatest growth potential today is the online sale of food. An important difference between e-tail and retail format that affects customers is the ability to touch, try and buy product physically. Consumer choice of shopping channel influence some other aspects. The aspects examined in this article include hedonic and utilitarian motives that affect both traditional retail and online shopping. Above that, situational factors and technology literacy are considered important when choosing a purchasing format. Primary data from the questionnaire survey of students will be investigated. The aim of this article is to investigate the influence of shopping motives (hedonic and utilitarian) and situational factors on the intention to choose the purchasing format. The findings have practical implications in determining factors influencing the choice of purchasing format, helping to tailor marketing e-tail activities.