NOWADAYS ONLINE CONSUMERS' RIGHTS AND INTERESTS. CASE STUDY- THE ROMANIAN EDUCATED ONLINE YOUNG CONSUMER

Nicoleta Racolta-Paina () and Theodora Alexandra Luca
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Theodora Alexandra Luca: Babeş-Bolyai University, Cluj-Napoca

Management & Marketing, 2011, vol. 6, issue 2

Abstract: The digital age brought along the appearance of a new type of consumer, the online consumer. Taking into consideration the serious security threats of the virtual market, the purpose of this article is to emphasize several significant aspects related to online consumer’s rights and interests, with a special interest on the educated online young consumers in Romania. We used desk and field research and carried out an online exploratory, quantitative survey, with the questionnaire as the main instrument, the valid number of the responses being 394 (all less than thirty years old, educated, online consumers from Romania). Related to this sample survey, the study’s findings clearly indicate that the level of information regarding their online rights and interests is average towards small, and their confidence in the security protection of the online shopping is situated at a low level of confidence. The relevance of the research for practice is given by the topic under discussion. Our study is valuable due to the used methodology and the updated gathered data regarding Romanian educated online young consumers’ perception on their rights and interests.

Keywords: generation Y online consumer; online consumer’s rights and interests; Romanian educated online consumers. (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (2)

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