ПЕРЦЕПЦИЈА И СОЦИОДЕМОГРАФСКИ ПРОФИЛ ПОТРОШАЧА У ОНЛАЈН ОКРУЖЕЊУ
Sažetak
Тежња и циљ сваке компаније која послује у онлајн окружењу је да буде успешна, конкурентна и профитабилна, а да би се ти циљеви остварили морају се пратити актуелни трендови у развоју трговине путем Интернета. Компаније морају непрестано прилагођавати своје пословање новим трендовима који се мењају из године у годину. С обзиром на раст значаја оваквог начина куповине, од изузетне је важности постало да се идентификују фактори који утичу на понашање потрошача у онлајн окружењу. Стога, основни циљ овог рада је анализа понашања онлајн потрошача при куповини производа и услуга са аспекта различитих карактеристика потрошача и њихове перцепције ризика, али и користи које имају од оваквог начина куповине.
Reference
Alreck, P., & Settle, R. (2002). Gender effects on Internet, catalogue and store shopping. Journal of Database Marketing, 9(2), 150–162.
Baubonienė, Ž, & Gulevičiūtė, G. (2015). E-commerce factors influencing consumer`s online shopping decision. Social technologies, 5(1), 74–81.
Brown, M., Pope, N. & Voges, K. (2003). Buying or Browsing? An exploration of shopping orientations and online purchase intention. European Journal of Marketing, 37(11-12), 1666-1684.
Cha, J. (2011). Exploring the internet as a unique shopping channel to sell both real and items: A comparison factors affecting purchase intention and consumer characteristics. Journal of Electronic Commerce Research, 12(2), 115-132.
Cho, J. (2004). Likelihood to Abort an Online Transaction: Influences from Cognitive Evaluations, Attitudes, and Behavioral Variables. Journal of Information & Management, 41(7), 827-838.
Choi, J., & Lee, K. H. (2003). Risk perception and e-shopping: A cross-cultural study. Journal of Fashion Marketing and Management: An International Journal, 7(1), 49–64.
Ćirić, M., Vladisavljević, R., & Birinji, J. (2017). Povezanost demografskih karakteristika potrošača i njihovih navika u onlajn kupovini. Ekonomija: teorija i praksa, 10(3), 16-31.
Citrin, A. V., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of Internet shopping: the role of consumer innovativeness. Industrial management & data systems, 100(7), 294-300.
CTI Reviews, (2016). Business, Principles, Guidelines and Practices: Business, Business, 2. izdanje. Cram101 Textbook Reviews.
Dann, S., & Dann, S. (2011). E-marketing: theory and application. Palgrave Macmillian.
Dholakia, R. R., & Uusitalo, O. (2002). Switching to Electronic Stores: Consumer Characteristics and the Perception of Shopping Benefits. International Journal of Retail and Distribution Management, 30(10), 459-469.
Donthu, N., & Garcia, A. (1999). The Internet Shopper. Journal of Advertising Research, 39(3), 52-58.
Dunković, D. (2016). Položaj i budućnost zaštite potrošača u online kupovini. Suvremena trgovina, 41(4), 28-36.
Etminani-Ghasrodashti, R., & Hamidi, S. (2020). Online shopping as a substitute or complement to in-store shopping trips in Iran? Cities, 103, 1-16.
Garbarino, E., & Strahilevitz, M. (2004). Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation. Journal of Business Research, 57(7), 768-775.
Gong, W., Stump, R. L., & Maddox, L. M. (2013). Factors influencing consumers' online shopping in China. Journal of Asia Business Studies, 7(3), 214-230.
Hasan, H., Harun, A. H., & Rashid, M. S. Z. (2015). Factors That Influence Online Purchase Intention of Online Brand. The 11th Asian Academy of Management International Conference. Penang, Malaysia.
He, D., Lu, Y., & Zhou, D. (2008). Empirical study of consumers' purchase intentions in C2C electronic commerce. Tsinghua Science & Technology, 13(3), 287-292.
Hernandez, B., Jimenez, J., & Jose Martin, M. (2009). The impact of self-efficacy, ease of use and usefulness on epurchasing: An analysis of experienced e-shoppers. Interacting with Computers 21(1-2), 146–156.
Hernández, B., Jiménez, J., & Martín, M. J. (2011). Age, gender and income: do they really moderate online shopping behavior? Online Information Review, 35(1), 113-133.
Javadi, M. H. M., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An analysis of factors affecting on online shopping behavior of consumers. International Journal of Marketing Studies, 4(5), 81-98.
Jayawardhena, C., Wright, L. T., & Dennis, C. (2007). Consumers online: intentions, orientations and segmentation. International Journal of Retail & Distribution Management, 35(6), 515-526.
Joines J. L, Scherer C. W, & Scheufele, D. A. (2003). Exploring motivations for consumer Web use and their implications for ecommerce. Journal of Consumer Marketing, 20(2), 90-108.
Juniwati (2014). Influence of Perceived Usefulness, Ease of Use, Risk on Attitude and Intention to Shop Online. European Journal of Business and Management, 6(27), 218-229.
Kalinić, Z., & Ranković, Z. (2016). Factors influencing ecommerce development in Serbia. Facta Universitatis: Series Economics and Organization, 13(3), 278-300.
Kalinić, Z., & Sternad Zabukovšek, S. (2015). Recent advances in information society and e-commerce development: comparison between EU and Serbia. 6th Global Conference on Managing in Recovering Markets –GCMRM 2015 (pp. 361-372). University of Maribor, Slovenia.
Katawetawaraks, C., & Wang, C. (2011). Online shopper behavior: Influences of online shopping decision. Asian journal of business research, 1(2), 66-74.
Kim, H., & Song, J. (2010). The quality of word-of-mouth in the online shopping mall. Journal of Research in Interactive Marketing, 4(4), 376-390.
Korgaonkar, P. K., & Wolin, L. D. (1999). A MultivariateAnalysis of Web Usage. Journal of Advertising Research, 39(2),53.
Kotler, P., Wong, W., Saunders, J., & Armstrong, G. (2006). Osnove marketinga (4. izdanje). Zagreb: Mate.
Lee, D., Park, J., & Ahn, J. H. (2001). On the explanation of factors affecting e-commerce adoption. ICIS 2001 Proceedings, 14.
Li, N., & Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 Proceedings, 74 (pp. 508-517).
Liao, Z. & Cheung, M.T. (2001). Internet-based e-shopping and consumer attitudes: an empirical study. Information and Management, 38(5), 299-306.
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors influencing online shopping behavior: the mediating role of purchase intention. Procedia economics and finance, 35, 401-410.
Ling, K. C., Daud, D. B., Piew, T. H., Keoy, K. H., & Hassan, P. (2011). Perceived risk, perceived technology, online trust for the online purchase intention in Malaysia. International Journal of Business and Management, 6(6), 167-182.
Mahmood, M.A., Bagchi, K. & Ford, T.C. (2004). On-Line shopping behavior: cross-country empirical research. International Journal of Electronic Commerce, 9(1), 9-30.
Maričić, B. (2008). Ponašanje potrošača. Beograd: Ekonomski fakultet.
Mauldin, E., & Arunachalam, V. (2002). An experimental examination of alternative forms of web assurance for business to consumer e-commerce. Journal of information systems, 16(s1), 33-54.
Milisavljević, M., Maričić B., & Gligorijević, M. (2005). Osnovi marketinga. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta u Beogradu.
Nysveen, H., & Pedersen, P. E. (2004). An exploratory study of customers' perception of company web sites offering various interactive applications: moderating effects of customers' Internet experience. Decision Support Systems, 37(1), 137-150.
OECD (2011). OECD Guide to Measuring the Information Society 2011. OECD Publishing, (прегледано: 15.12.2021).
Park, J., Lee, D., & Ahn, J. (2004). Risk-focused e-commerce adoption model: A cross-country study. Journal of Global Information Technology Management, 7(2), 6-30.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
Pires, G., Stanton, J., & Eckford, A. (2004). Influences on the Perceived Risk of Purchasing Online. Journal of Consumer Behaviour, 4(2), 118-131.
Previšić, J., & Ozretić Došen, Đ. (2004). Marketing. Zagreb: Adverta.
Putro, H. B., & Haryanto, B. (2015). Factors affecting purchase intention of online shopping in Zalora Indonesia. Journal of Economics, Management and Trade, 9(1), 1-12.
Ranganathan, C., & Ganapathy, S. (2002). Key Dimensions of Business to Consumer Web Sites. Information and Management, 39(6), 457-465.
Rehman, S. U., Bhatti, A., Mohamed, R., & Ayoup, H. (2019). The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan. Journal of Global Entrepreneurship Research, 9(1), 1-25.
Републички завод за статистику Републике Србије. Преузето са https://www.stat.gov.rs.
Rodgers, S., & Harris, M. (2003). Gender and E-Commerce: An Exploratory Study. Journal of Advertising Research, 43(3), 322- 329.
Rohm, A.J., & Swaminathan, V. (2004). A Typology of Online Shoppers Basedon Shopping Motivations. Journal of Business Research, 57(7), 748-758.
Shim, S, Eastlick, M. A., Lotz S. L., & Warrington, P. (2001). An online prepurchase intentions model: the role of intention to search. Journal of Retailing, 77(3), 397-416.
Singh, S., & Rana, R. (2018). Effect of Demographic Factors on Consumers’ Perception of Online Shopping. Global Journal of Management and Business Research, 18(6), 26-38.
Slyke, C. V., Comunale, C. L., & Belanger, F. (2002). Gender Differences in Perceptions of Web Based Shopping. Communications of the ACM, 45(8), 82-86.
Stafford, T. F., Turan, A., & Raisinghani, M. S. (2004). International and CrossCultural Influences on Online Shopping Behavior. Journal of Global Technology Management, 7(2), 70-87.
Statista (2021). Report of global digital population as of Januar 2021. Retrieved from: www.statista.com/statistics/617136/digital-populationworldwide/
Stern, P. C., Dietz, T., & Kalof, L. (1993). Value orientations, gender, and environmental concern. Environment and behavior, 25(5), 322-348.
Susskind, A. (2004). Electronic Commerce and World Wide Web Apprehensiveness: An Examination of Consumers' Perceptions of the World Wide Web. Journal of ComputerMediated Communication, 9(3).
Tan, S. J. (1999). Strategies for reducing consumer‘s risk aversion in Internet shopping. Journal of Consumer Marketing, 16(2), 163-178.
Tiago, M. T. B., Couto, J. P., Natario, M. M., & Braga, A. (2007). International Reality of Internet Use as Marketing Tool. The Journal of American Academy of Business, 11(1), 138-144.
Živković, Z., & Milosavljević, Z. (2008). Prednosti i nedostaci elektronske trgovine. IMK-14-Istraživanje i razvoj, 14(1-2), 205-208.
Wai, K., Dastane, O., Johari, Z., & Ismail, N. B. (2019). Perceived risk factors affecting consumers’ online shopping behaviour. The Journal of Asian Finance, Economics and Business, 6(4), 246-260.