Pregled bibliografske jedinice broj: 953327
Mobile Commerce and Consumers’ Online Purchase Orientation in Poland, Croatia and Serbia
Mobile Commerce and Consumers’ Online Purchase Orientation in Poland, Croatia and Serbia // Proceedings of the ENTRENOVA -ENTerprise REsearch InNOVAtion Conference / Milković, Marin ; Pejić Bach, Mirjana ; Peković, Sanja ; Perovic, Djurdjica ; Simicevic, Vanja ; Zoroja, Jovana (ur.).
Zagreb: Udruga za promicanje inovacija i istraživanja u ekonomiji ''IRENET'', 2018. str. 276-285 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), ostalo)
CROSBI ID: 953327 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Mobile Commerce and Consumers’ Online Purchase Orientation in Poland, Croatia and Serbia
Autori
Stefanska, Magdalena ; Knežević, Blaženka ; Stojković, Dragan
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo
Izvornik
Proceedings of the ENTRENOVA -ENTerprise REsearch InNOVAtion Conference
/ Milković, Marin ; Pejić Bach, Mirjana ; Peković, Sanja ; Perovic, Djurdjica ; Simicevic, Vanja ; Zoroja, Jovana - Zagreb : Udruga za promicanje inovacija i istraživanja u ekonomiji ''IRENET'', 2018, 276-285
Skup
4th ENTerprise REsearch InNOVAtion Conference (ENTRENOVA 2018)
Mjesto i datum
Split, Hrvatska, 06.09.2018. - 08.09.2018
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
mobile commerce, online purchase orientation, retail innovation, smartphone shoppers, omnichannel retailing
Sažetak
As an innovative approach to retail, mobile commerce develops rapidly during last decade. It brings new challenges and opportunities in front of retailers who have to adapt their business strategies to new generation shoppers. With a good understanding of the shoppers’ online purchase intention, retailers are able to develop effective online strategies to attract new and keep loyal web-shopping customers. The purpose of this paper is to explain the online shopping orientation in the context of country of origin. There is a limited number of such research in Central and Eastern Europe, so there is a lack of knowledge about young consumers from this region and their attitude as mobile technology users. The article is based on the research conducted in Poland, Croatia and Serbia where 454 young non-randomly selected respondents answered online survey questions. The research hypotheses were tested using correlation and non-parametric statistics. Differences between observed countries suggest that there is a necessity to adapt approach concerning online retailing even at the market with similar characteristics. Therefore, creators of marketing and sales strategies of online and omnichannel companies should consider this fact when planning business strategies.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
