Review article
ANTECEDENTS OF ONLINE PURCHASE INTENTIONS IN THE CROATIAN CONTEXT
Davor Širola
orcid.org/0000-0002-5902-511X
; Polytechnik of Rijeka Vukovarska 48, 51000 Rijeka, Hrvatska
Abstract
The researchers of online shopping behaviour frequently examine various factors which influence consumer purchase intentions. These online shopping factors often involve price, delivery, discounts, payment methods, security certificates, website characteristics and many others. This study analyzed different factors, including trust as one of the essential antecedents in the process of online purchase intentions formation. The research was conducted among predominantly younger online buyers in Croatia and revealed a positive, medium impact of analyzed factors and consumers' trust on consumer online purchase intentions. Mediation analysis pointed out that trust emphasizes the direct effect of studied online shopping factors on purchase intentions.
Keywords
online shopping factors; consumers' trust; purchase intentions
Hrčak ID:
275578
URI
Publication date:
15.3.2022.
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