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Online Purchasing Intentions of Croatian Customers

Author

Listed:
  • Katija Vojvodic

    (University of Dubrovnik, Department of Economics and Business Economics)

  • Matea Matic

    (University of Dubrovnik, Department of Economics and Business Economics)

Abstract

With the increasing importance of online shopping, it is crucial to better understand factors that influence customers’ purchasing behaviour in an electronic commerce environment. In order to explore which factorsdetermine the propensity of customers towards online purchase a binary probit regression was used. The data was collected through survey questionnaire using the purposive sample of 426 Croatian customers from the Dubrovnik- NeretvaCounty. Research results show that customers who feel insecure are less likely to make an online pur-chase.Additionally, place and environment are proven to be significant factorsof electronic retailing.The results also indicate that the probability of actual online purchase increases with higher customers’ purchase intentions.

Suggested Citation

  • Katija Vojvodic & Matea Matic, 2012. "Online Purchasing Intentions of Croatian Customers," Journal of Knowledge Management, Economics and Information Technology, ScientificPapers.org, vol. 2(6), pages 1-9, December.
    • Handle: RePEc:spp:jkmeit:1336
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    References listed on IDEAS

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    1. Akhter, Syed H., 2012. "Who spends more online? The influence of time, usage variety, and privacy concern on online spending," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 109-115.
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    3. Rohm, Andrew J. & Swaminathan, Vanitha, 2004. "A typology of online shoppers based on shopping motivations," Journal of Business Research, Elsevier, vol. 57(7), pages 748-757, July.
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