engleski

Student perception of online shopping and Web 2.0 tools: the case of Croatia

Student population tends to intensively search for relevant information on product and purchasing processes prior to the purchasing decision. It can be expected that in the very near future this population will have a major impact on the online retail revenue generation. Tihs paper examines the attitudes of students towards online shopping and Web 2.0 tools. The main findings show that more experienced Internet users are more likely to become online shoppers. A comparison of monthly income leads us to conclusion that the higher their monthly income the more likely they are to shop online.

Web 2.0; e-commerce; online shopping; customer behavior

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