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Az online vásárlási magatartás haszonelvű motivációi
[Utilitarian factors influencing online shopping behaviour]

Author

Listed:
  • Balogh, Renátó
  • Balogh-Kardos, Valentina

Abstract

Az e-kereskedelem az elmúlt évtizedekben globálisan és hazánkban is egyre jelentősebb szerepet tölt be a gazdaság, de az emberek hétköznapi életében is. A tanulmány célkitűzése egy olyan modell kidolgozása, amely bemutatja az online vásárlást befolyásoló haszonelvű tényezőket, s nemcsak a tudományos közösség, hanem az e-kereskedelem területén működő vállalatok számára is értékkel bírhat. Tanulmányunk alapja egy kérdőíves vizsgálat. A feltáró, majd megerősítő fak toranalízissel öt haszonelvű tényezőt azonosítottunk, amelyek a következők: kényelem, időhatékonyság, könnyűség, biztonság és közösségi média. A létrehozott modell a jövőben szegmentációs eszközként alkalmazható, így hozzájárulhat további tudományos eredményekhez, de a gyakorlatban is hasznos eszköz lehet.

Suggested Citation

  • Balogh, Renátó & Balogh-Kardos, Valentina, 2025. "Az online vásárlási magatartás haszonelvű motivációi [Utilitarian factors influencing online shopping behaviour]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(6), pages 608-624.
    • Handle: RePEc:ksa:szemle:2257
    DOI: 10.18414/KSZ.2025.6.608
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    References listed on IDEAS

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    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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