engleski

Study On Differences Among Online Consumer Groups Based On Factors Affecting Online Purchase Intention

An online purchase intention and behaviour model was empirically tested in this study among both online buyers and online non buyers in the context of search goods and experience goods. The focus of this exploratory research was to have an understanding regarding consumers’ online purchasing intentions and behaviours against existing attitudes towards online purchasing, demographic factors and existing ‘technology use’ and ‘access’. Data for the survey was collected through an online questionnaire to a purposive sample. Descriptive and inferential statistics were employed to analyze data. Findings of the study revealed that the consumer factor and the marketing factor remained significant between the three groups namely online store visitors, online store browsers, and online buyers. In addition to that among the online buyers marketing factor failed to remain significant against the type of goods purchased whether ‘experience goods’ or ‘search goods’.

Online Purchase Intention, e-commerce, experience goods, search goods

nije evidentirano