Managing online environment cues: evidence from Generation Y consumers (CROSBI ID 268623)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Matić, Matea ; Vojvodić, Katija
engleski
Managing online environment cues: evidence from Generation Y consumers
Previous studies revealed that consumers’ interpretations of online environment exerted a powerful influence over buying intention. The paper aimed to investigate the difference between Generation Y online buying behaviour and online environment cues. The paper also explored the relation between Generation Y online buying behaviour and consumers’ intention in an online environment. The data were collected using an online survey on a sample of 515 Croatian Generation Y consumers from the Dubrovnik-Neretva County. The data were analysed using factor analysis and analysis of variance. The findings indicated that online consumers were influenced by three major factors, compulsiveness, impulsiveness and functionality. The results also revealed that online environment cues (ease of use, website quality and attractiveness, and website design) had a significant influence on Generation Y consumers who purchased online due to compulsivity and functionality. Additionally, the significant moderately strong relationship was found between online environment cues and consumers’ intentions towards online buying.
online environment cues ; Generation Y consumers ; online consumer behaviour.
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Podaci o izdanju
8 (1)
2017.
77-90
objavljeno
1741-1025
1741-1033
10.1504/IJEMR.2017.10004301