engleski

Factors influencing online buying behavior: mediating role of consumers’ attitudes

The main purpose of this research was to explore the influence of the selected predictors (gender, education, price perception, positive reward, social networks and online reviews) on online buying through the intermediate effect of attitudes toward online buying. The results show that education and rewards positively and stronger influence online buying when consumers have positive attitudes towards online buying, while other factors were not significant. In addition, the findings indicate that attitudes positively influence online buying. The study has both theoretical and managerial implications.

online buying behaviour, consumer attitudes, mediation, predictors

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