Naslov
Attitudes of young consumers towards online shopping

Autori
Cerin, Antonela ; Perišić Prodan, Marina ; Pilepić Stifanich, Ljubica

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

Izvornik
72nd International Scientific Conference on Economic and Social Development Development – "Digital Transformation and Business" / Zavrl, Irena ; Vukovic, Dijana ; Cerovic, Ljerka - Varaždin : VADEA ; Sveučilište Sjever ; Faculty of Management University of Warsaw ; Faculty of Law, Economics and Social Sciences Sale Mohammed V University in Rabat, 2021, 206-215

Skup
72nd International Scientific Conference on Economic and Social Development

Mjesto i datum
Varaždin, Hrvatska, 30.09.2021. - 01.10.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
online shopping ; young consumers ; attitudes ; intention to use

Sažetak
Online shopping has recently become increasingly popular among consumers. A particular segment is young consumers, who constitute the majority of Internet users and whose attitudes towards shopping need to be understood. This paper has two objectives: first, to explain the concept of online shopping and, second, to reveal the relationships between young consumers' attitudes towards online shopping, perceived behavioural control, subjective norms, prices, delivery convenience, and security in online shopping, and young consumers’ online purchase intention. The empirical research was conducted using a structured questionnaire on a sample of 160 Croatian citizens under the age of 37 who shop online at least once a year. The research results show that online shopping is used several times a year, mostly to buy clothes, shoes and accessories, payment is made by cash on delivery, and in recent years online shopping has increased. The research confirmed that young consumers' attitudes towards online shopping, perceived behavioural control, prices, security, and delivery have a positive effect on online purchase intention. The research findings provide useful implications that marketing departments can use when developing digital marketing strategies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA