Naslov
Exploring the Influencing Factors on the Perception of Web-Shop Customers in Croatia: A Preliminary Study

Autori
Ružić, Drago ; Biloš, Antun ; Budimir, Bruno

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

Izvornik
2nd Croatian Direct Marketing Association Conference: CUSTOMER RELATIONSHIP MANAGEMENT The impact of digital technology / Dobrinić, Damir - Varaždin : Hrvatska udruga za direktni i interaktivni marketing (CRODMA), 2017, 23-34

Skup
2nd Croatian Direct Marketing Association Conference

Mjesto i datum
Varaždin, Hrvatska, 12.10.2017. - 13.10.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
e-commerce, web-shop, user perception, online shopping, Croatia

Sažetak
Along with the omnipresent global increase in use and dependency on digital technologies, the adoption of e-commerce shows similar trends. As the usage of e-commerce and m-commerce rises, so does the need to evaluate the factors which influence the online user perception of web-shops as well as their related attitude and behavior. The purpose of the paper is to explore the most important factors that influence the perception and related behavior of web-shop customers in Croatia. In order to have a better understanding of web-shop customers, the paper provides an insight of recent studies of online user behavior in the context of e-commerce. Initial assumptions based on available literature review were tested using the data collected from 419 web- shop customers in a specific B2C market. Several web-shop related elements were tested as well as user perception, online shopping habits and attitudes. The results show that web-shop customers perceive price related elements (pricing, discounts and sales) as most important motivators for online shopping followed by product availability or product range and delivery options. The majority of online shoppers use the online channels when searching for a specific product and they tend to search all the available web-shops in order to get the best conditions for the product they initially had in mind. These preliminary findings indicate several distinct similarities with online shopping trends in general and suggest guidelines for more comprehensive research approach. The implications of these findings provide a framework and practical guidelines for e-commerce managers and web developers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA