Online Purchasing Intentions of Croatian Customers

Katija Vojvodic and Matea Matic
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Matea Matic: University of Dubrovnik, Department of Economics and Business Economics

Journal of Knowledge Management, Economics and Information Technology, 2012, vol. 2, issue 6, 9

Abstract: With the increasing importance of online shopping, it is crucial to better understand factors that influence customers’ purchasing behaviour in an electronic commerce environment. In order to explore which factorsdetermine the propensity of customers towards online purchase a binary probit regression was used. The data was collected through survey questionnaire using the purposive sample of 426 Croatian customers from the Dubrovnik- NeretvaCounty. Research results show that customers who feel insecure are less likely to make an online pur-chase.Additionally, place and environment are proven to be significant factorsof electronic retailing.The results also indicate that the probability of actual online purchase increases with higher customers’ purchase intentions.

Date: 2012
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