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  1. 1 Market - Tržište

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  1. 1 Matić M.

  2. 1 Vojvodić K.

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  1. 1 2015

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in the keywords:  online kupovno ponašanje; kupovni obrasci;elektronička maloprodaja; generacija Y
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Generation Y Online Buying Patterns

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Vojvodić K., Matić M.
Market - Tržište
|
2015
|
vol. 27
|
issue 2
EN
The advantages of electronic retailing can, among other things, result in uncontrolled buying by online consumers, i.e. in extreme buying behavior. The main purpose of this paper is to analyze and determine the buying patterns of Generation Y online consumers in order to explore the existence of different types of behavior based on the characteristics of online buying. The paper also aims at exploring the relationship between extracted factors and Generation Y consumers’ buying intentions. Empirical research was conducted on a sample of 515 consumers in the Dubrovnik-Neretva County. Based on the factor analysis, research results indicate that Generation Y online consumers are influenced by three factors: compulsivity, impulsivity, and functionality. The analysis of variance reveals that significant differences exist between the extracted factors and Generation Y’s online buying characteristics. In addition, correlation analysis shows a statistically significant correlation between the extracted factors and Generation Y’s buying intentions.
HR
Prednosti elektroničke maloprodaje mogu rezultirati i nekontroliranom kupovinom online potrošača, odnosno njihovim ekstremnim kupovnim ponašanjem. Temeljni je cilj ovoga rada istražiti i determinirati kupovne obrasce online potrošača generacije Y kako bi se na temelju obilježja u online kupovini ispitalo postojanje različitih modaliteta ponašanja. Isto tako, cilj je rada utvrditi povezanost izdvojenih faktora s kupovnom namjerom online potrošača generacije Y. Empirijsko istraživanje provedeno je na uzorku od 515 potrošača na području Dubrovačko-neretvanske županije. Rezultati istraživanja dobiveni faktorskom analizom upućuju na to da online potrošači generacije Y kupuju na temelju tri izdvojena faktora, tj. kompulzivnosti, impulzivnosti te funkcionalnosti. Analizom varijance utvrđene su razlike u izdvojenim faktorima s obzirom na obilježja u online kupovini potrošača generacije Y. Isto tako, rezultati korelacijske analize pokazuju statistički značajnu povezanost izdvojenih faktora i kupovne namjere u online potrošača generacije Y.
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