Final Purchasers’ Cooperation with Offerors in Online and Offline Environments

Purpose The aim of this study is to determine final purchasers’ preferred environment of cooperation with offerors. The study also sought to determine the significance of this environment in relation to (1) advantages perceived in online and offline environments as places for this cooperation and (2) the type of services final purchasers would like to co-create. Methodology The results of the world literature review indicate cognitive and research gaps in the aspects mentioned. To reduce these gaps, empirical studies were carried out. The data were subjected to quantitative analysis using statistical analysis and statistical testing. Findings The results indicated that most respondents preferred a parallel use of online and offline environments for cooperation with offerors. The preferred environment of cooperation was a feature differentiating, in a statistically significant way, each of the analysed advantages of online and offline environments as places of cooperation with offerors. The preferred environment of cooperation differentiated only responses relating to cultural services. Originality The approach presented is original. Final purchasers’ preferences concerning the environment of cooperation with offerors have been studied for the first time in the proposed context.