ASSESSING YOUNG ADULTS’ ATTITUDES TOWARD ONLINE SHOPPING IN THE REPUBLIC OF MACEDONIA

Autor: Anita Ciunova-Shuleska, Marija Grishin, Nikolina Palamidovska
Jazyk: angličtina
Rok vydání: 2011
Předmět:
Zdroj: Ekonomski pregled
Volume 62
Issue 12
ISSN: 1848-9494
0424-7558
Popis: To date, there has been limited research on the attitudinal factors affecting online shopping behavior and only few studies have examined the role of gender and previous online shopping experience on attitudes toward online shopping. In this article focusing on the Macedonian emerging market, the authors argue that gender and online shopping experience affect young adults’ attitudes toward online shopping. Factor analysis was conducted followed by two-way ANOVA technique in order to examine the respective role of gender and previous online shopping experience on each factor attribute. The results of the survey revealed five factors interpreted as: convenience, security, user experience, price and product assortment. ANOVA test showed that there are significant gender differences on all five factors. Also, differences on all five factors are noticed between people with previous online shopping experience and people without online shopping experience. The results of the study provide useful managerial and theoretic implications that advance the knowledge of the subject.
Sve do danas postoji mali broj istraživanja o čimbenicima povezanim sa stavovima koji utječu na ponašanje pri on-line kupovini, a samo nekoliko njih su ispitali utjecaj spola i prethodnog iskustva u kupovini preko interneta na stavove prema on-line kupovini. U ovom radu fokusirajući se na makedonsko tržište, autori tvrde da spol i iskustvo vezano za kupovinu preko interneta utiču na stav mladih prema on-line kupovini. Podaci su analizirani faktorskom analizom i dvosmjernom analizom varijanse kako bi se ispitale odgovarajuće uloge spola i prethodnog iskustva u on-line kupovini svakog faktora. Rezultati istraživanja ukazali su na pet faktora interpretiranih kao: pogodnost, sigurnost, korisničko iskustvo, cijena i asortiman proizvoda. ANOVA test je pokazao da postoji značajna razlika kod spolova za svih pet faktora. Razlike u svih pet faktora zabilježene su također među studentima sa prethodnim iskustvom kupovine preko interneta i studentima koji nisu imali takvo iskustvo. Rezultati istraživanja pružaju korisne menadžerske i teorijske implikacije koje unapređuju znanje o temi.
Databáze: OpenAIRE
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