engleski

Attitudes of young consumers towards online shopping

Online shopping has recently become increasingly popular among consumers. A particular segment is young consumers, who constitute the majority of Internet users and whose attitudes towards shopping need to be understood. This paper has two objectives: first, to explain the concept of online shopping and, second, to reveal the relationships between young consumers' attitudes towards online shopping, perceived behavioural control, subjective norms, prices, delivery convenience, and security in online shopping, and young consumers’ online purchase intention. The empirical research was conducted using a structured questionnaire on a sample of 160 Croatian citizens under the age of 37 who shop online at least once a year. The research results show that online shopping is used several times a year, mostly to buy clothes, shoes and accessories, payment is made by cash on delivery, and in recent years online shopping has increased. The research confirmed that young consumers' attitudes towards online shopping, perceived behavioural control, prices, security, and delivery have a positive effect on online purchase intention. The research findings provide useful implications that marketing departments can use when developing digital marketing strategies.

online shopping ; young consumers ; attitudes ; intention to use

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