Exploring E-retailing in the Danube Region countries: A study on internet purchasing

Jelena KonÄ ar, Aleksandar Grubor, VuÄ enović, Sonja and Marić, Radenko

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: The paper aims to define the target market on the Internet, characteristics of consumers and especially loyal customers of e-retailing in the Danube Region countries. Empirical research about consumer shopping on the Internet was conducted on a sample of 816 consumers from Danube region countries. The results have shown that the respondents recognize the advantages of e-retailing and Internet shopping in comparison to traditional channels. However, most consumers who buy products via e-retailing do so only from the retailers where they otherwise buy in a traditional way. Based on the obtained results, a set of measures and incentives was proposed to increase the use of e-retailing and to increase the loyalty of Internet consumers.

Keywords: Consumers' loyalty; e-retailing; Internet purchasing (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313916

DOI: 10.1016/j.jretconser.2020.102383

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