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Online Retailing: Purchasing Behaviour of Croatian Consumers

Mediterranean Journal of Social Sciences

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Title Online Retailing: Purchasing Behaviour of Croatian Consumers
 
Creator Matic, Matea; Assistant Professor, University of Dubrovnik, Department of Economics and Business Economics, Croatia
Vojvodic, Katija; Assistant Professor, University of Dubrovnik, Department of Economics and Business Economics, Croatia
 
Description As regards the specific nature of electronic retailing, it is of the utmost importance for online retailers and marketers to better understand online consumers’ behaviour. In that context, the issue of purchasing behaviour of Croatian consumers is a rather under-researched area. Therefore, the main aim of the paper is to determine the influence of impulsiveness on consumers’ attitudes and intentions towards online purchasing. The data was collected through survey questionnaire using the purposive sample of 240 Croatian consumers from the Dubrovnik-Neretva County. Research results indicate that Croatian online consumers are influenced by the two major factors, impulsiveness and recreational factor. On the one hand, a moderately weak correlation was found between the impulsiveness factor and consumers’ attitudes towards online purchase. On the other hand, a moderately strong correlation was found between the recreational factor and consumers’ intentions and attitudes towards online purchasing. Hence, the recreational factor was determined to play a significant role in predicting consumer’ attitudes and intentions towards online purchase.
DOI: 10.5901/mjss.2013.v4n3p701
 
Publisher Mediterranean Journal of Social Sciences
 
Contributor —
 
Date 2013-09-03
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier https://www.mcser.org/journal/index.php/mjss/article/view/528
 
Source Mediterranean Journal of Social Sciences; Vol 4, No 3 (2013): September 2013; 701
 
Language eng
 
Relation https://www.mcser.org/journal/index.php/mjss/article/view/528/553
 
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