Beata Gavurova

This study is aimed at determining the effect of expected effort and social influence factors on expected performance when using internet banking. The study adapts the constructs and definitions from the UTAUT model in the context of the adaptation of online banking technology. With regard to the nature of the variables analyzed, the following statistical tests and methods were used: calculation of average values using descriptive statistics; multiple linear regression analysis – to interpret associations between quantitative variables. Banks, as well as users of these banking services in the online environment, are the subject of research. The survey sample consists of 454 men and women and reflects the profile of online consumers across different countries of the European Union. The results of this study show the impact of the social influence construct on the respondents’ behavior when using electronic banking. The expected effort factor in the study significantly affects the expected performance factor, which can be characterized by original research, which showed that the effect of perceived ease of use on behavioral intent and use is incompatible with the degree of system complexity.

Nowadays, when the Internet is a regular part of people’s life in competitive conditions, it is essential to emphasize user feelings about the products, especially in the context of web pages. The study aims to clarify the significance of selected Technology Acceptance Model elements concerning user behavior in the web area. The study applied an exploratory method using an anonymous questionnaire in electronic form (Likert scale). This study’s respondents were website users, visitors, or internet users within the EU. Adequacy of the research sample was measured using Cronbach’s alpha and Kaiser-Meyer-Olkin (226 respondents). This paper proposed factors that impact user behavior. The quality of the website content factor contains two other variables: the quality of information (QI-Q5) and its availability (AI-A3). The design quality factor is composed of four elements: appearance (AP1-AP5), website findability (F1-F4), website navigation (N1-N3), and website access and usability (AU1-AU4). In addition, the paper selected the perceived usefulness factor (USEF1), the factor of perceived ease of use (EOU1-EOU3), and the attitude to use the website (ATT1). This study calculated the values of the Pearson correlation coefficients and used the lower triangle method to obtain the resulting coefficient values. The analysis results show that the simplicity of use and page orientation does not affect the actual use of the website. The study’s outcome is a model that identifies the impact of individual factors on user behavior in the context of user experience.

Acknowledgment
This paper was supported by the Slovak Research and Development Agency under Contract no. APVV-21-0188. This paper was also supported by VEGA 1/0488/22.

The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns.

Acknowledgment
This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.

Smoking, as one of the main causes, is a negative factor associated with many diseases. The primary objective of the research is to determine the effect of innovation on selected smoking indicators in a sample of countries of the Organization for Economic Co-operation and Development (OECD). Four variables enter the analytical processing, such as Global Innovation Index, Population ratio of daily smokers (age 15+), Daily smokers (age 15-24), and Tobacco consumption in grams per capita (age 15+). These variables were included in the research from 2011 to 2018. The simple linear regression – the Ordinary Least Squares (OLS) model – and correlation analysis – Spearman’s rank correlation – was used for statistical processing. The results show that the effect of innovation on the ratio of daily smokers over the age of 15 to the total population may be considered a highly significant relationship. The effect on the annual tobacco consumption per capita is the second most significant relationship, and the effect on the ratio of daily smokers over 15 and under 24 years to the total population is the least significant compared to the previous two cases. Correlation analysis shows similar outputs. All these relationships may be considered negative. It is possible to talk about the lost innovation potential associated with smoking, primarily in the productive part of the population. A higher level of smoking can be associated with a lower level of innovation. Also, innovation negatively affects the tendency to smoke. Therefore, public policies should promote a healthy lifestyle.

Acknowledgments
This research is funded by the RVO 2020 internal grant scheme of the Tomas Bata University in Zlín titled “Economic quantification of marketing processes aimed at increasing value for the patient in the process of construction of system in order to measure and to manage performance in healthcare facilities in the Czech Republic.”