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Exploring E-retailing in the Danube Region countries: A study on internet purchasing

Author

Listed:
  • KonÄ ar, Jelena
  • Grubor, Aleksandar
  • VuÄ enović, Sonja
  • Marić, Radenko

Abstract

The paper aims to define the target market on the Internet, characteristics of consumers and especially loyal customers of e-retailing in the Danube Region countries. Empirical research about consumer shopping on the Internet was conducted on a sample of 816 consumers from Danube region countries. The results have shown that the respondents recognize the advantages of e-retailing and Internet shopping in comparison to traditional channels. However, most consumers who buy products via e-retailing do so only from the retailers where they otherwise buy in a traditional way. Based on the obtained results, a set of measures and incentives was proposed to increase the use of e-retailing and to increase the loyalty of Internet consumers.

Suggested Citation

  • KonÄ ar, Jelena & Grubor, Aleksandar & VuÄ enović, Sonja & Marić, Radenko, 2021. "Exploring E-retailing in the Danube Region countries: A study on internet purchasing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313916
    DOI: 10.1016/j.jretconser.2020.102383
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    References listed on IDEAS

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    1. Donnelly, Shannon & Gee, Liz & Silva, Emmanuel Sirimal, 2020. "UK mid-market department stores: Is fashion product assortment one key to regaining competitive advantage?," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
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