engleski

Importance of internet as a source of retail purchasing information – a case study of university students in Croatia

Traditional retail companies consider Internet as a medium with a huge potential for direct commercial communication with customers. In the literature student population is referred to as a large part of consumer generation "Y". This generation is technologically high aware and willing to use digital tools in all spheres of life, thus it is worthwhile to research how students are using Internet in their everyday life and to investigate their behavior as shoppers that research online and buy offline, but also as online shoppers. Survey is undertaken in order to answer several research questions such as: what motivates students to use Internet, how often students shop online, what are their attitudes towards online purchasing risks and what is the level of web 2.0 usage within student population.

e-commerce; e-tailing; online shopping; customer behavior; students

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