About this article
Published Online: Dec 18, 2019
Page range: 92 - 102
Received: Apr 10, 2019
Accepted: Oct 15, 2019
DOI: https://doi.org/10.2478/emj-2019-0036
© 2019 Michal Stoklasa, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.
Fig. 1
Kruskal-Wallis results for the second block of statements no. 3–11 and 18
| IDENTIFIER | RESULTS | S. 3 | S. 4 | S. 5 | S. 6 | S. 7 | S. 8 | S. 9 | S. 10 | S. 11 | S. 18 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Age | Kruskal-Wallis H | 3.794 | 9.120 | 6.571 | 6.157 | 4.183 | 11.530 | 18.092 | 13.455 | 9.350 | 4.739 |
| Asymp. Sig. | 0.435 | 0.058 | 0.160 | 0.188 | 0.382 | 0.021 | 0.001 | 0.009 | 0.053 | 0.315 | |
| Gender | Kruskal-Wallis H | 3.200 | 1.750 | 4.493 | 0.599 | 0.107 | 2.703 | 2.711 | 0.108 | 2.742 | 5.661 |
| Asymp. Sig. | 0.074 | 0.186 | 0.034 | 0.439 | 0.744 | 0.099 | 0.099 | 0.742 | 0.098 | 0.017 | |
| Education | Kruskal-Wallis H | 6.042 | 10.807 | 4.271 | 2.604 | 0.814 | 7.123 | 5.300 | 6.261 | 5.074 | 2.400 |
| Asymp. Sig. | 0.110 | 0.013 | 0.234 | 0.457 | 0.846 | 0.068 | 0.151 | 0.100 | 0.166 | 0.494 | |
| Region | Kruskal-Wallis H | 12.440 | 16.056 | 16.246 | 9.974 | 14.858 | 7.111 | 25.969 | 14.731 | 9.229 | 12.442 |
| Asymp. Sig. | 0.492 | 0.246 | 0.236 | 0.696 | 0.316 | 0.896 | 0.017 | 0.324 | 0.755 | 0.492 |
Sample profile - region
| REGION | ABS. FREQUENCY |
|---|---|
| Praha | 149 |
| Středočeský | 129 |
| Moravskoslezský | 124 |
| Jihomoravský | 109 |
| Ústecký | 93 |
| Zlínský | 63 |
| Jihočeský | 60 |
| Olomoucký | 59 |
| Pardubický | 54 |
| Královehradecký | 52 |
| Plzeňský | 48 |
| Vysočina | 48 |
| Liberecký | 37 |
| Karlovarský | 25 |
Research results for all 19 statements
| NO. | STATEMENT | STRONGLY AGREE | AGREE | NEUTRAL | DISAGREE | STRONGLY DISAGREE |
|---|---|---|---|---|---|---|
| 1 | To be available online, e.g. in an e-shop | 6.9 | 29.7 | 41.3 | 17.0 | 5.1 |
| 2 | To be available through a mobile app. | 3.7 | 16.1 | 43.5 | 25.3 | 11.3 |
| 3 | For the producer to have a well-designed web | 10.9 | 42.1 | 33.6 | 9.8 | 3.6 |
| 4 | Web has good product labels including photos | 16.2 | 47.0 | 27.0 | 6.9 | 2.9 |
| 5 | Easy web navigation and search for desired information | 15.5 | 47.8 | 28.4 | 5.3 | 3.0 |
| 6 | More product delivery options | 11.1 | 46.0 | 33.4 | 7.3 | 2.1 |
| 7 | Web is optimised for mobile phones | 9.0 | 33.0 | 39.4 | 13.1 | 5.5 |
| 8 | More payment options | 12.3 | 49.3 | 30.2 | 5.5 | 2.7 |
| 9 | Web contains event promotions | 7.3 | 33.7 | 42.7 | 12.0 | 4.3 |
| 10 | Web contains reports from events and more | 5.4 | 26.5 | 46.7 | 16.6 | 4.9 |
| 11 | Web contains articles about products, producers, production, etc. | 10.6 | 42.3 | 36.8 | 7.3 | 3.0 |
| 12 | Possibility to send newsleters about special offers | 7.7 | 33.0 | 40.7 | 12.9 | 5.7 |
| 13 | Make regular events on Facebook about traditions, regions and producers | 7.2 | 23.3 | 44.4 | 16.7 | 8.4 |
| 14 | Make regular updates on brand and producer news on Facebook | 6.0 | 23.9 | 46.8 | 15.4 | 7.9 |
| 15 | Make articles/videos on Facebook to inform about other topics in the region without promoting the producers | 6.0 | 23.0 | 46.6 | 15.8 | 8.6 |
| 16 | Regular communication on Instagram | 3.4 | 12.4 | 48.7 | 23.6 | 11.9 |
| 17 | Regular communication on YouTube | 3.7 | 11.8 | 49.5 | 23.9 | 11.0 |
| 18 | Web contains reviews | 18.4 | 43.2 | 28.6 | 6.6 | 3.2 |
| 19 | I can share my opinions and experience with other buyers | 13.9 | 40.7 | 33.5 | 7.7 | 4.2 |
Sample profile — gender, age, education
| CRITERION | GROUP | ABSOLUTE FREQUENCY | RELATIVE FREQUENCY [%] |
|---|---|---|---|
| Gender | Male | 536 | 51.05 |
| Female | 514 | 48.95 | |
| Age | 18-25 | 166 | 15.81 |
| 26-35 | 202 | 19.24 | |
| 36-45 | 216 | 20.57 | |
| 46-55 | 179 | 17.05 | |
| 56-65 | 287 | 27.33 | |
| Education | Primary | 115 | 10.95 |
| Skilled | 375 | 35.71 | |
| Secondary | 398 | 37.90 | |
| University | 162 | 15.43 |
Kruskal-Wallis results for the first block of statements no. 1 and 2
| IDENTIFIER | RESULTS | S. 1 | S. 2 |
|---|---|---|---|
| Age | Kruskal-Wallis H | 7.195 | 5.855 |
| Asymp. Sig. | 0.126 | 0.210 | |
| Gender | Kruskal-Wallis H | 0.036 | 0.000 |
| Asymp. Sig. | 0.850 | 0.997 | |
| Education | Kruskal-Wallis H | 2.030 | 7.709 |
| Asymp. Sig. | 0.566 | 0.052 | |
| Region | Kruskal-Wallis H | 17.901 | 10.665 |
| Asymp. Sig. | 0.161 | 0.639 |
Kruskal-Wallis results for the second block of statements no. 13–17, 19 and 12
| IDENTIFIER | RESULTS | S. 13 | S. 14 | S. 15 | S. 16 | S. 17 | S. 19 | S. 12 |
|---|---|---|---|---|---|---|---|---|
| Age | Kruskal- Wallis H | 0.797 | 2.523 | 1.399 | 7.843 | 1.283 | 9.659 | 26.671 |
| Asymp. Sig. | 0.939 | 0.641 | 0.844 | 0.097 | 0.864 | 0.047 | 0.000 | |
| Gender | Kruskal- Wallis H | 10.385 | 12.262 | 8.446 | 0.091 | 0.758 | 6.426 | 6.670 |
| Asymp. Sig. | 0.001 | 0.000 | 0.004 | 0.763 | 0.384 | 0.011 | 0.010 | |
| Education | Kruskal- Wallis H | 2.357 | 9.486 | 6.453 | 14.633 | 14.508 | 1.007 | 5.852 |
| Asymp. Sig. | 0.502 | 0.023 | 0.092 | 0.002 | 0.002 | 0.800 | 0.119 | |
| Region | Kruskal- Wallis H | 14.123 | 13.032 | 14.604 | 6.250 | 7.663 | 10.008 | 8.259 |
| Asymp. Sig. | 0.365 | 0.445 | 0.333 | 0.937 | 0.865 | 0.693 | 0.826 |