Pregled bibliografske jedinice broj: 1109134
Factors influencing online buying behavior: mediating role of consumers’ attitudes
Factors influencing online buying behavior: mediating role of consumers’ attitudes // XXVI. CROMAR Congress, ''Looking forward! Marketing from past to future''
Zagreb, Hrvatska, 2019. (predavanje, recenziran, ostalo)
CROSBI ID: 1109134 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Factors influencing online buying behavior:
mediating role of consumers’ attitudes
Autori
Kursan Milaković, Ivana ; Mihić, Mirela ; Rezo, Danijela
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, ostalo, ostalo
Skup
XXVI. CROMAR Congress, ''Looking forward! Marketing from past to future''
Mjesto i datum
Zagreb, Hrvatska, 12.12.2019. - 13.12.2019
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Recenziran
Ključne riječi
online buying behaviour, consumer attitudes, mediation, predictors
Sažetak
The main purpose of this research was to explore the influence of the selected predictors (gender, education, price perception, positive reward, social networks and online reviews) on online buying through the intermediate effect of attitudes toward online buying. The results show that education and rewards positively and stronger influence online buying when consumers have positive attitudes towards online buying, while other factors were not significant. In addition, the findings indicate that attitudes positively influence online buying. The study has both theoretical and managerial implications.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Ekonomski fakultet, Split
