THE LOYAL CUSTOMERS’ PERCEPTION REGARDING THE ONLINE BUYING PROCESS

Claudia Stoian (Bobalca)

CES Working Papers, 2015, vol. 7(2), issue 2, 241-255

Abstract: The purpose of the research is to investigate the Romanian online customers’ perception as regards to the process of buying products from the Internet. The research objectives are: (1) to identify the advantages and disadvantages of buying from the Internet; (2) to identify the reasons of buying from the Internet; (3) to identify the reasons of frequently buying from the same website. We employed a qualitative research method, based on depth interviews. It is an exploratory and instrumental research. The sample is represented by 30 Romanian online customers who frequently buy products from a specific website. The results show that the most important reasons for online shopping are: space accessibility, access convenience, evaluation convenience, delivery convenience, time saving and money saving. The motivations for repeating the purchase from the same website are: product quality, product diversity, quick delivery, easy to use, recommendations, good deals, safety, reputation and interactivity.

Keywords: loyalty; depth interview; online buying; advantages; disadvantages (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:jes:wpaper:y:2015:v:7:i:2:p:241-255

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