Naslov
Challenges of E-Retailing: Impulsive Buying Behaviour

Autori
Vojvodić, Katija ; Matić, Matea

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Challenges for the Trade of Central and Southeast Europe

Urednik/ci
Renko, S., Knezevic, B.

Izdavač
Emerald Group Publishing

Grad
Bingley

Godina
2013

Raspon stranica
155-171

ISBN
978-1-78190-832-7

Ključne riječi
Electronic retailing, Impulsive buying, Impulsive online buying, Croatian consumers

Sažetak
This chapter explores the relationship between impulsive online purchasing and the features of online consumers. The data was collected through a survey questionnaire using the purposive sample of 240 Croatian consumers from the Dubrovnik-Neretva County. The data was analysed using factor analysis and one-way analysis of variance. Research results indicate that Croatian online consumers are influenced by two major factors, impulsiveness and recreational factor. Based on the obtained results, profiles of Croatian online consumers can be identified. The sample contained Internet users from one Croatian county only, which possibly limits the generalisation of the findings. Future research should include Internet users from other Croatian counties, as well as their socio-economic characteristics. The findings may be useful to online retailers, as well as marketers and practitioners to recognize and understand the determinants of online purchasing behaviour in order to convert casual online visitors to buyers and to encourage impulsivity in online buying behaviour. The research provides new insights into impulsive purchasing behaviour of Croatian consumers in the online retailing environment.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA