engleski

E-Retailing: Determining Online Shopping Motivations

With the increasing importance of online shopping, understanding customers' online purchasing behaviour and the motives affecting consumers' online purchase intentions has become an important issue for academics and practitioners. In that context, the main research objective of this paper is to explore the motives that determine online purchase intentions and online purchase decision. Research results indicate that the main motives for Internet use amongst the students are convenience and recreational motives. The analysis shows that there is a significant relation between the convenience and recreational motives and the online purchase intention.

e-retailing; online purchase intention; online purchase decision; online shopping motivations; convenience; recreational motives

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