The impact of the ROPO effect in the clothing industry

Barbara Mróz-Gorgoń , Grzegorz Szymański


The number of Internet users in Poland is permanently increasing, the vast majority of Y generation use the Internet at least once a week, while the youngest generation (born after 2000) consider the Internet to be a part of their normal life. Shopping online should be something natural and ordinary for Internet users and the main barriers of the development of e-commerce such as security of transactions, time and cost of delivery are regarded as a standard and truism. The ROPO effect is a major problem for the rapid development of the e-commerce sector. However, the analyzed clothing industry, due to the individual characteristics of products, is a different e-commerce area than others. The obtained results indicate that about 33% of women and men use the Internet as a place to get information about clothing products. Research Online, Purchase Offline, that is, search for information, reviews, or online prices, while buying in the traditional way. The purpose of the publication is to identify the size of the ROPO effect the clothing industry. In order to meet this goal, we analyzed the results of more than 4.000 respondents who have recently purchased clothing products.
Author Barbara Mróz-Gorgoń (ES / IM / DPM)
Barbara Mróz-Gorgoń,,
- Department of Principles of Marketing
, Grzegorz Szymański
Grzegorz Szymański,,
Journal seriesEconomics and Business Review, [The Poznań University of Economics Review], ISSN 2392-1641, e-ISSN 2450-0097, (B 15 pkt)
Issue year2018
Vol4 (18)
Publication size in sheets0.55
Keywords in EnglishROPO, e-commerce, clothing industry
Languageen angielski
Mroz-Gorogon_Szymanski_The_impact_of_the_ROPO.pdf 113,98 KB
Score (nominal)15
Score sourcejournalList
Publication indicators WoS Citations = 1
Citation count*6 (2020-09-18)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.