摘要：Važnost Internet marketinga kontinuirano raste.Ipak,vrlo mali broj studija bavise izučavanjem efektivnosti onlajn kampanja koje ciljaju korisnike u tranzicionim zemljama.Cilj ovog istraživanja je da istraži korelaciju između vremena koje korisnik provede na nekom sajtu i njihove svesnosti marke reklamirane na tom sajtu,kao i namere da se ta marka ili proizvod kupi.Utvrđeno je da i demografske karakteristike korisnika ivreme koje provedu na sajtu utiču na percepciju i nameru da se marka kupi.Ovi nalazi mogu uticati na dizajn i raspored virtuelnih prodavnica,kako bise povećala prodaja u onlajn prodajnim objektima i unapredilo iskustvo potrošača.Dodatno,rezultati otvaraju nove pravce istraživanja u domenu Internet marketinga,kako u Srbiji,tako i u regionu.
其他摘要：The importance of the Internet marketing continually rises.However,there is a lack of the studies which investigate the effectiveness of the online campaigns aimed at the users in the transitional countries.This research aims to explore the correlation between the time that user spend on a website and their awareness of the brand advertised therein,as well as users’ intention to buy the advertised product or brand.It is established that both demographic characteristics and time spent on the website would influence perception and buying intention towards brand.These findings can affect the design and layout of the virtual stores,in order to increase sales in these online shops and enhance consumers’ experience.In addition,the results open new avenues for the research in the Internet marketing both in Serbia and in region.
关键词：Važnost Internet marketinga kontinuirano raste.Ipak,vrlo mali broj studija bavise izučavanjem efektivnosti onlajn kampanja koje ciljaju korisnike u tranzicionim zemljama.Cilj ovog istraživanja je da istraži korelaciju između vremena koje korisnik provede na nekom sajtu i njihove svesnosti marke reklamirane na tom sajtu,kao i namere da se ta marka ili proizvod kupi.Utvrđeno je da i demografske karakteristike korisnika ivreme koje provedu na sajtu utiču na percepciju i nameru da se marka kupi.Ovi nalazi mogu uticati na dizajn i raspored virtuelnih prodavnica,kako bise povećala prodaja u onlajn prodajnim objektima i unapredilo iskustvo potrošača.Dodatno,rezultati otvaraju nove pravce istraživanja u domenu Internet marketinga,kako u Srbiji,tako i u regionu.
其他关键词：The importance of the Internet marketing continually rises.However,there is a lack of the studies which investigate the effectiveness of the online campaigns aimed at the users in the transitional countries.This research aims to explore the correlation between the time that user spend on a website and their awareness of the brand advertised therein,as well as users’ intention to buy the advertised product or brand.It is established that both demographic characteristics and time spent on the website would influence perception and buying intention towards brand.These findings can affect the design and layout of the virtual stores,in order to increase sales in these online shops and enhance consumers’ experience.In addition,the results open new avenues for the research in the Internet marketing both in Serbia and in region.
