Pregled bibliografske jedinice broj: 1105993
AN ANALYSIS OF THE FACTORS AFFECTING ONLINE PURCHASING BEHAVIOR OF CROATIAN CONSUMERS
AN ANALYSIS OF THE FACTORS AFFECTING ONLINE PURCHASING BEHAVIOR OF CROATIAN CONSUMERS // Book of Papers, 5th International Scientific and Professional Conference (CRODMA 2020) / Gregurec, Iva ; Kovšca, Vladimir ; Keglević Kozjak, Suzana, Cvetko, Ladislav (ur.).
Varaždin: Hrvatska udruga za direktni i interaktivni marketing (CRODMA), 2020. str. 107-124 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1105993 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
AN ANALYSIS OF THE FACTORS AFFECTING ONLINE
PURCHASING BEHAVIOR OF CROATIAN CONSUMERS
Autori
Grudiček, Ines ; Dobrinić, Damir
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Book of Papers, 5th International Scientific and Professional Conference (CRODMA 2020)
/ Gregurec, Iva ; Kovšca, Vladimir ; Keglević Kozjak, Suzana, Cvetko, Ladislav - Varaždin : Hrvatska udruga za direktni i interaktivni marketing (CRODMA), 2020, 107-124
Skup
5th International Scientific and Professional Conference (CRODMA 2020)
Mjesto i datum
Varaždin, Hrvatska, 23.10.2020
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Internet, online buying customer behavior, perceived benefits, perceived risks, hedonistic motivations, trust and security, web design
Sažetak
This research investigates the impact of perceived benefits, perceived risks, hedonistic motivations, perceptions of trust and security, and web design on customer behavior in online shopping. Based on previous research, the conceptual framework of this research was developed, and hypotheses were formed. To test the hypotheses, the method of modeling structural equations using SPSS AMOS 26 was used. The research was conducted through a questionnaire, and 240 answers were collected from respondents in the Republic of Croatia. The research results show that hedonistic motivations have a significant positive impact on consumer behavior in online shopping while the web design does not. It was also found that perceived risks and perceptions of online shopping's trust and security do not have a significant negative impact on consumer behavior in online shopping. A statistically significant positive effect of perceived benefit on online shopping behavior was also not found. In addition to new scientific knowledge, the research results can be useful to marketing experts in shaping marketing and sales strategies in the online environment.
Izvorni jezik
Engleski
