engleski

Online purchasing intentions of Croatian customers

With the increasing importance of online shopping, it is crucial to better understand factors that influence customers’ purchasing behaviour in an electronic commerce environment. In order to explore which factors determine the propensity of customers towards online purchase a binary probit regression was used. The data was collected through survey questionnaire using the purposive sample of 426 Croatian customers from the Dubrovnik-Neretva County. Research results show that customers who feel insecure are less likely to make an online purchase. Additionally, place and environment are proven to be significant factors of electronic retailing. The results also indicate that the probability of actual online purchase increases with higher customers’ purchase intentions.

electronic retailing; online purchase; consumer behaviour; purchase intentions

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