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CUSTOMER ATTITUDES TOWARDS E-COMMERCE: CASE OF BOSNIA AND HERZEGOVINA
Almir Peštek
orcid.org/0000-0001-5958-4993
; University of Sarajevo School of Economics and Business Trg oslobođenja - Alija Izetbegović 1, 71000 Sarajevo, Bosnia & Hercegovina
Nadija Hadžijamaković
orcid.org/0009-0004-7621-0503
; University of Sarajevo School of Economics and Business Trg oslobođenja - Alija Izetbegović 1, 71000 Sarajevo, Bosnia & Hercegovina
Sažetak
With the rise of globalisation and development of information technology, e-commerce, as an alternative buying and selling space to offline stores, gained on its importance. The e- commerce prevalence affected the way business is done by organisations, but also the consumer behaviours and their perceived value of retail space. E-commerce has been on the rise in most industries, especially followed by the recent Covid-19 pandemic. The rising trend of digital shopping behaviour in terms of the increase in online payment methods, number of mobile transactions etc. has been also evident. The on-going growth of e-commerce on a global level may be argued as evidence of people’s acceptance of e-commerce. Nevertheless, some studies have found significant differences in the level of acceptance between the developed and developing countries, since the latter fall behind in terms of the digital transformation. Various theories of e-commerce acceptance have been formulated in literature to appoint to factors that drive the e-commerce acceptance. Furthermore, the user’s trust in terms of the online security, variety of products available online, the competitiveness of prices or the time saved compared to offline stores have shown to be some of the general factors influencing the e-commerce acceptance both from buyers’ and sellers’ point of view. This paper presents the findings of research conducted in cooperation with the E-Commerce Association Bosnia and Herzegovina in 2023 on a sample of 1,317 respondents who made purchases online. The findings of the research confirm some of the findings carried out in countries around the world, but there are also certain specificities that are reflected in the preference for the way of making purchases, the method of payment, the method of delivery, the selection of sellers, etc.
Ključne riječi
e-commerce; e-commerce acceptance; Bosnia and Herzegovina
Hrčak ID:
314724
URI
Datum izdavanja:
15.3.2024.
Posjeta: 61 *