engleski

AN ANALYSIS OF THE FACTORS AFFECTING ONLINE PURCHASING BEHAVIOR OF CROATIAN CONSUMERS

This research investigates the impact of perceived benefits, perceived risks, hedonistic motivations, perceptions of trust and security, and web design on customer behavior in online shopping. Based on previous research, the conceptual framework of this research was developed, and hypotheses were formed. To test the hypotheses, the method of modeling structural equations using SPSS AMOS 26 was used. The research was conducted through a questionnaire, and 240 answers were collected from respondents in the Republic of Croatia. The research results show that hedonistic motivations have a significant positive impact on consumer behavior in online shopping while the web design does not. It was also found that perceived risks and perceptions of online shopping's trust and security do not have a significant negative impact on consumer behavior in online shopping. A statistically significant positive effect of perceived benefit on online shopping behavior was also not found. In addition to new scientific knowledge, the research results can be useful to marketing experts in shaping marketing and sales strategies in the online environment.

Internet, online buying customer behavior, perceived benefits, perceived risks, hedonistic motivations, trust and security, web design

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