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Mobile Commerce and Consumers' Online Purchase Orientation in Poland, Croatia and Serbia

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018

Author

Listed:
  • Stefańska, Magdalena
  • Knezevic, Blazenka
  • Stojkovic, Dragan

Abstract

As an innovative approach to retail, mobile commerce develops rapidly during last decade. It brings new challenges and opportunities in front of retailers who have to adapt their business strategies to new generation shoppers. With a good understanding of the shoppers' online purchase intention, retailers are able to develop effective online strategies to attract new and keep loyal web-shopping customers. The purpose of this paper is to explain the online shopping orientation in the context of country of origin. There is a limited number of such research in Central and Eastern Europe, so there is a lack of knowledge about young consumers from this region and their attitude as mobile technology users. The article is based on the research conducted in Poland, Croatia and Serbia where 454 young non-randomly selected respondents answered online survey questions. The research hypotheses were tested using correlation and non-parametric statistics. Differences between observed countries suggest that there is a necessity to adapt approach concerning online retailing even at the market with similar characteristics. Therefore, creators of marketing and sales strategies of online and omnichannel companies should consider this fact when planning business strategies.

Suggested Citation

  • Stefańska, Magdalena & Knezevic, Blazenka & Stojkovic, Dragan, 2018. "Mobile Commerce and Consumers' Online Purchase Orientation in Poland, Croatia and Serbia," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2018), Split, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018, pages 276-285, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr18:183836
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    References listed on IDEAS

    as
    1. Rohm, Andrew J. & Swaminathan, Vanitha, 2004. "A typology of online shoppers based on shopping motivations," Journal of Business Research, Elsevier, vol. 57(7), pages 748-757, July.
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    More about this item

    Keywords

    mobile commerce; online purchase orientation; retail innovation; smartphone shoppers; omnichannel retailing;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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