| Abstract | Cilj ovog istraživanja bio je detektirati determinante namjere kupovine putem Interneta kod hrvatskih potrošača. U tu svrhu provedeno je online anketno istraživanje, koje je provedeno nad studentima Sveučilišta u Splitu, u listopadu 2018. godine. Konačan uzorak sadržavao je ukupno 111 ispitanika. U dobivenom uzorku prevladavale su žene, ispitanici u dobi od 24 do 26 godina, studenti ekonomije, studenti koji studiraju redovito bez plaćanja školarine, te ispitanici prosječnih ispodprosječnih primanja kućanstva. Nadalje, u dobivenom uzroku prevladavali su oni ispitanici koji putem Interneta kupuju, u prosjeku, jedan put mjesečno, najčešće kupuju odjeću i elektroničke proizvode, pri čemu je glavni razlog njihove kupnje putem Interneta uglavnom udobnost i ušteda vremena. Konačno, tvrdnje o kupovini putem Interneta otkrile su kako najveći broj ispitanika ne povezuje online kupovinu s rizikom zlouporabe osobnih podataka, vjeruje, na temelju prijašnjeg iskustva, kako je kupovina putem Interneta sigurna, ne mora nužno dotaknuti proizvod kako bi stvorili opću ocjenu proizvoda, kupuje s web stranice poduzeća kojeg poznaje većina ljudi, kupuje od poduzeća koje ima dobru reputaciju, te planira kupovati putem Interneta u budućnosti. Testiranje istraživačkih hipoteza pokazalo je kako su spol, percepcija rizika, potreba za taktilnim inputom, te reputacija prodavača ključne determinante kupovine putem Interneta. |
| Abstract (english) | The aim of this research was to detect the determinants of intent to purchase via the Internet in Croatian consumers. For this purpose, an online survey was conducted, on students of the University of Split, in October 2018. The sample contained a total of 111 subjects. In the resulting sample women were dominated, subjects aged 24 to 26 years, students of economics, students studying regularly without paying tuition, and subjects of average and below average income levels of their households. Furthermore, sample was dominated by those respondents who buy online, on average, one time per month, most often buy clothes and electronic products, while the main reason for their online purchases is mostly comfort and time savings. Finally, claims on internet purchases have revealed that the largest number of respondents do not associate online purchases with the risk of misuse of personal data; believe, based on previous experience, that internet purchases are safe; don’t’ need to necessarily touch the product in order to create a general product score;, purchase from a company web site that most people know; buys from a company that has a good reputation; and plans to shop online in the future. The research hypothesis testing showed that gender, risk perception, the need for tactile input, and the reputation of sellers are key determinants of the intent to purchase via Internet. |
