Customers’ online shopping attitudes in relation to their online shopping experience
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Date
2013-08
Authors
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Publisher
Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
Online shopping and the share of online buying population are growing. Customers’ perceptions and attitudes of online shopping are seen as an important indicator of online customer satisfaction and their repurchase intentions. This paper presents partial findings of the research focused on online shopping in the Czech Republic conducted by the Department of Marketing, Technical University of Liberec in 2012. It examines the relationship between customers (Internet users) and online shopping as well as the impact of customer online shopping experience (shopping frequency and the amount of money spent by online shopping) on their perceptions and attitudes towards online shopping by applying a multi-attribute model. It was found that despite some identified differences in online shopping attribute evaluation and online shopping attribute importance analyzed by shopper experience, their attitudes towards online shopping can be perceived as very similar and very positive. This represents a great potential for the growth of online shopping in the Czech market in terms of the number of population and the amount of money spent by online shopping.
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Subject(s)
on-line shopping, customer, perception, attitudes, experience
Citation
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ISBN
978-80-7372-953-0