Naslov
The Croatian students' attitude towards on-line shopping - perception and expectations of new generation shoppers

Autori
Knežević, Blaženka ; Strugar, Ivan ; Jaković, Božidar

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

Izvornik
Program and Abstract Book / Sazak Ofset - Istanbul : Sazak Ofset, 2011, -----

ISBN
978-605-61069-3-4

Skup
EBES 2011 Zagreb Conference

Mjesto i datum
Zagreb, Hrvatska, 13.10.2011. - 15.10.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
e-commerce; online shopping; buying behaviour; students

Sažetak
Internet has very strong influence on customers, and especially on younger generation, not only how to communicate but as well as how to shop. The majority of Internet users in Croatia, search, collect and compare information about desired products. Internet penetration rate are highest among young generations, especially students. Their Internet usage habits and attitude toward on-line shopping is extremely interesting for future marketers. This generation is technologically high aware and willing to use digital tools in all spheres of life, thus it is worthwhile to research how students are using Internet in their everyday life and to investigate their behaviour as shoppers. An empirical survey is undertaken in order to answer several research questions such as: how frequent students use Internet in general, what are main online activities, how often students shop online, what are their attitudes towards online purchasing benefits and obstacles and is there a difference between those who are already online shoppers comparing to others. In addition, results of Croatian research will be compared to similar research studies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA