THE FACTORS CREATING INTERNET SHOPS’ IMAGE IN THE OPINION OF “YOUNG ADULTS”
THE FACTORS CREATING INTERNET SHOPS’ IMAGE IN THE OPINION OF “YOUNG ADULTS”
Author(s): Leszek GraczSubject(s): Economy, Psychology, National Economy, Sociology, Social psychology and group interaction, Behaviorism, Social Informatics, Economic development, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: image; online purchase; young adults; consumer behavior;
Summary/Abstract: The purpose of the paper is presenting and analyzing the image of online stores as perceived by “young adults”. The image of online stores in the opinion of “young adults” is most of all created by the means of opinions of others (both close friends and anonymous internet users), interactivity of the web page and good contact with seller and own positive experiences from the past. Factors of medium importance are availability of various payment methods, easy to read and understand terms of use, possibility of picking up the product in stationary place and independent quality certificate. Factors that have lesser importance are web design and availability of credit.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 37
- Page Range: 109-120
- Page Count: 12
- Language: English