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Exploring Multi-Channel Shopping Behavior Towards It & C Products, Based on Business Students Opinions

Author

Listed:
  • Cristinel Vasiliu

    (Bucharest University of Economic Studies)

  • Mihai Felea

    (Bucharest University of Economic Studies)

  • Irina Albastroiu

    (Bucharest University of Economic Studies)

  • Mihaela Dobrea

    (Bucharest University of Economic Studies)

Abstract

Young people have rapidly adopted the practice of using a variety of channels through which to shop, especially for products that require thorough information on features and price. IT & C products fall into this category, and buyers using multiple channels benefit from the advantages of information from online stores and reduced risks associated with the acquisition from traditional stores. The aim of this article is to identify young people preference for buying IT & C products from companies that distribute them across multiple channels. In this regard, an exploratory research was conducted on a sample of 340 students. The main results showed the high frequency use of Internet as a means of searching the information needed for purchasing IT & C products, the low share of exclusively online purchase, the fact that they are being perceived by students as both a need and a desire, and the weak expression of views about products purchased in the virtual environment. Price and quality are the main criteria in choosing them. Originality of this article is determined by identifying students’ preference for firms practicing multi-channel distribution strategy for IT & C products. Basically, people that we investigated gather online information about these products, from companies’ sites, but they mainly buy them in traditional stores.

Suggested Citation

  • Cristinel Vasiliu & Mihai Felea & Irina Albastroiu & Mihaela Dobrea, 2016. "Exploring Multi-Channel Shopping Behavior Towards It & C Products, Based on Business Students Opinions," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 18(41), pages 184-184, February.
    • Handle: RePEc:aes:amfeco:v:41:y:2016:i:18:p:184
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    References listed on IDEAS

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    Cited by:

    1. Andreea Fortuna ?chiopu & Ana Mihaela Padurean & Madalina Lavinia ?ala & Ana-Maria Nica, 2016. "The Influence of New Technologies on Tourism Consumption Behavior of the Millennials," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 18(S10), pages 829-829, November.
    2. Dan-Cristian Dabija & Brândușa Mariana Bejan & Claudiu Pușcaș, 2020. "A Qualitative Approach to the Sustainable Orientation of Generation Z in Retail: The Case of Romania," JRFM, MDPI, vol. 13(7), pages 1-20, July.
    3. Violeta Mihaela Dincă & Anca Bogdan & Cristinel Vasiliu & Francisca Zamfir, 2021. "The Influence of Romanian Mobile Commerce Companies on Developing Green Innovation," Sustainability, MDPI, vol. 13(18), pages 1-17, September.

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    More about this item

    Keywords

    strategies based on multiple channels (multi-channel strategies); retail; IT&C products; shopping behavior; electronic commerce;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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