PRIHVATANJE ONLINE KUPOVINE MEĐU POTROŠAČIMA U REPUBLICI SRBIJI
ACCEPTANCE OF ONLINE SHOPPING AMONG CONSUMERS IN THE REPUBLIC OF SERBIA
Author(s): Sara Kostić, Nedeljko PrdićSubject(s): Economy
Published by: Centar za ekonomska i finansijska istraživanja
Keywords: e-commerce; information technology; consumers; digitalization; purchase intention
Summary/Abstract: The internet has become one of the most efficient and commonsources of information and shopping. Digital technologies and thedevelopment of the internet have led to widespread use of internetservices by individuals. This form of shopping, which allows for thesatisfaction of human needs, is closely connected to the acceptance ofthe internet and information technologies by consumers. Theresearch was conducted in February 2023 in the territory of theRepublic of Serbia, involving 303 participants. For data analysisrelated to security, personal innovativeness, perceived ease of use,attitudes towards online shopping, and intentions to engage in onlineshopping, the statistical software SmartPLS 3.0 was used. The testingof the model followed recommendations from multiple authors. Sevenout of the ten hypotheses were confirmed, indicating positiveacceptance of online shopping among Serbian consumers. The ecommercemarket in Serbia is expected to experience significantgrowth, and understanding consumer behaviour is crucial forimproving online shopping trends.
Journal: Akcionarstvo
- Issue Year: 30/2024
- Issue No: 1
- Page Range: 27-53
- Page Count: 27
- Language: English, Serbian
