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CroDiM : International Journal of Marketing Science, Vol. 7 No. 1, 2024.

Preliminary communication

HOW DO WE BEHAVE IN A DIGITAL ENVIRONMENT? – THE IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOR

Valentina (Čabula) Medven ; Karlovac University of Applied Sciences, Trg J. J. Strossmayera 9, 47000 Karlovac, Croatia
Tihana Cegur Radović orcid id orcid.org/0000-0002-1030-3449 ; Karlovac University of Applied Sciences, Business Department, Trg J. J. Strossmayera 9, 47000 Karlovac, Croatia
Mirjana Cibulka ; Karlovac University of Applied Sciences, Safety and Protection at Work, Trg J. J. Strossmayera 9, 47000 Karlovac, Croatia

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Abstract

The purpose of this paper is to determine the impact of digital marketing on consumer behavior in a digital environment, their online purchase decision, satisfaction with online shopping and risk perception. The goal was to investigate the relationship between the impact of different factors of digital marketing on consumer decision to purchase products online, their satisfaction and risk perception. An analysis of the recent literature on the topic of digital marketing, consumer behavior, online purchase decision, satisfaction and risk perception was performed. Empirical research was conducted on a convenience sample of 200 respondents. Descriptive and multivariate statistics were used in the data analysis. Data analysis was
performed using the software package IBM SPSS Statistic Version 23. The results of the research show that online reviews have an important impact on customer online purchase
decision. The results also show that there is a positive and significant impact between online purchase decision and customer satisfaction and a weak relationship between risk perception and customer satisfaction. The research represents a starting point for further research on online consumer behavior, factors affecting their online purchase decision and risk perception reduction. Furthermore, the results can help online sellers develop strategies and tactics that can have a positive impact on online customer purchase decision and risk perception reduction.

Keywords

digital marketing; consumer behavior; online purchase decision; consumer satisfaction; risk perception

Hrčak ID:

314726

URI

https://hrcak.srce.hr/314726

Publication date:

15.3.2024.

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