Naslov
The influence of gender in m-retail purchasing patterns

Autori
Plazibat, I., Marunica, S.

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
9th International Scientific Symposium „Region, Entrepreneurship, Development” (former Economy of Eastern Croatia – Vision and Growth) / - , 2020, 719-728

Skup
9th International Scientific Symposium Region, Entrepreneurship, Development 2020 (RED 2020)

Mjesto i datum
Osijek, Hrvatska, 04.06.2020. - 05.06.2020

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
m-retail, purchasing, gender

Sažetak
There is a growing number of smartphone users worldwide. Smartphone represents a mean which provides many advantages when using the Internet. Users can get information, shop and explore goods and services on their devices. The development of the mobile industry, the decrease of smartphones costs and development of Broadband Internet Access are important factors stimulating the growing number of smartphone users throughout the world. The increasing number of smartphone users is a fact that is most appealing to the retail sector, which sees the opportunity of transferring purchasing activities to the new Internet niche. The scientific literature review on Internet purchasing behaviour has shown that gender is the key difference in studies by many scholars when analysing different consumer behaviours. Current literature on purchasing patterns has shown that men and women act differently as consumers. Due to the fact that purchasing via smartphones is enabled at any place and at any time, smartphones have become a significant link between retailers and the end users. The research conducted on a sample of 470 Croatian consumers explored the gender influence on purchasing behaviour when shopping on smartphones. The results of conducted research indicated the fact that there is a significant difference between male and female consumers in Croatia when using smartphones and the items of their purchase.

Izvorni jezik
Engleski

POVEZANOST RADA