engleski

Differentiation of E-commerce Consumer Approach by Product Categories

E-commerce is a cost-effective way to communicate with consumers and its role is growing both in fast-moving goods retail and in specialized retail. This is due to the growing adoption of e- commerce tools by consumers in various product categories. Nevertheless, primary research in the field of e-commerce approaches e-commerce as a general sales channel and examines the attitudes and behavior of consumers regardless of the type of product being purchased. The literature in the field of retail management and marketing indicates that consumers have different attitudes and different behaviors concerning the product category they purchase. On the other hand, the majority of research papers and studies in the field of e-commerce approach the analysis of consumer behavior regardless of the type of product purchased. Therefore, this paper aims to examine whether there are differences in the attitudes and behavior of consumers in e-commerce while taking into consideration the product category being promoted and purchased. The primary research is conducted for three product categories (1) groceries, (2) consumer electronics, (3) clothing and footwear. In the survey consumers’ attitudes in four behavior patterns were tested. Following behavior patterns were tested: (1) hedonism, (2) search for information, (3) saving possibilities, (4) skepticism towards e-commerce. The results confirm the existence of statistically significant differences in consumer attitudes and behavior among tested product categories. Therefore, in future research studies and management practice, e-commerce should be approached and scrutinized not only as a general sales channel but also as a specialized sales channel regarding product categories.

E-commerce, electronic retailing, B2C, consumer attitudes, consumer behavior, groceries, consumer electronics, clothing and footwear.

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