The impact of e-marketing to trends and prospects of electronic commerce in Greece
Part of : Αρχείον οικονομικής ιστορίας ; Vol.XVI, No.2, 2004, pages 71-91
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Pages:
71-91
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Abstract:
The paper presents a research study which sought to explore the issue that in a fast developing world were technological achievements are happening on a daily basis, people and businesses are expected to adapt to new ways of doing things. Running a business nowa-days is not as simple as it used to be and it will not get any easier in the future. The Internet era has initiated different trends and ways of marketing products and services. The public’s perception and trust on the new technologies as well as the awareness levels of the issues surrounding these new technologies play a major role on their acceptance and their potential utilisation. International organisations are trying to promote e-commerce as a cheaper and more effective way of doing business. Expectations that people will quickly get used to it and all business will go online were dropped after the dotcom crash. Now, the efforts made are more coherent and down to earth. Governments are focusing on their individual needs as people across the globe are adapting to different rates. In Europe, we come across differences between the countries’ members of the European Union (EU). In this research we are focusing in Greece where things are happening a bit slower in comparison to their European counterparts. E-marketing is a new concept for Greeks as well as the electronic money and the “European standards” of banking. We attempted to approach the younger generations who are naturally more exposed to technological changes through their everyday work, studies and way of life. In doing so, we have found some interesting facts about the way they perceive and understand e-commerce, their willingness to use it and their future expectations from it. This research could be seen as an experiment that aims to check the effectiveness of the way that e-commerce has been marketed to Greeks and also refers to main areas (i.e. trust, awareness) that affect these people.
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Subject (LC):
Keywords:
e-marketing, e-commerce, business
Notes:
JEL: M31
