Affiliation:
1. Faculty of Economics Osijek, Gajev trg 7, 31000 Osijek, Croatia
Abstract
The behavior of e-customers is quite unpredictable, which raises additional questions about this topic. The purpose of the paper is to conduct research on e-customers,
understand the impact of marketing actions on e-customer behavior and understand the unpredictability of e-customers. Research was conducted on the Mlinar web shop that
sells cakes. 284 respondents/buyers had the opportunity to solve questionnaires about behavior after purchase and consumption of product. Different methods have been used
in the analysis - descriptive statistics, multivariate analysis (reliability analysis, correlation analysis and linear regression) and analysis of variance (ANOVA). The results showed
that most examinees were satisfied with online shopping on the Mlinar web shop and that they are impulsive when online shopping. Saving time is the main reason to buy on a web shop. Research proved that variables such as firm reputation/perceived value, e-satisfaction and online services positively affect the creation of e-loyalty in their users.
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献