Abstract:

The paper deals with marketing evolution in the Czech Republic and the time of “new marketing” which is very popular in these days. It contains the e-Commerce theory and is aimed primarily at its usage in business-to-consumer markets. Online purchasing is increasing not only in the Czech Republic also in Europe and all over the world. The customers who think rationally use online shopping because of money saving, speed delivery and chance of products comparison. The e-trust, e-loyalty was chosen for description. This paper is written as a part of project Czech Science Foundation P403/11/P175: The factors influencing customer’s on-line behaviour in e-commerce environment on B2C and B2B markets in the Czech Republic and it is focused especially on e-loyalty, e-satisfaction and e-trust. In connection to loyalty the question of discount portals is mentioned.