Online retailing: Purchasing behaviour of Croatian consumers

Abstract

As regards the specific nature of electronic retailing, it is of the utmost importance for online retailers and marketers to better understand online consumers' behaviour. In that context, the issue of purchasing behaviour of Croatian consumers is a rather under-researched area. Therefore, the main aim of the paper is to determine the influence of impulsiveness on consumers' attitudes and intentions towards online purchasing. The data was collected through survey questionnaire using the purposive sample of 240 Croatian consumers from the Dubrovnik-Neretva County. Research results indicate that Croatian online consumers are influenced by the two major factors, impulsiveness and recreational factor. On the one hand, a moderately weak correlation was found between the impulsiveness factor and consumers' attitudes towards online purchase. On the other hand, a moderately strong correlation was found between the recreational factor and consumers' intentions and attitudes towards online purchasing. Hence, the recreational factor was determined to play a significant role in predicting consumer' attitudes and intentions towards online purchase.