Managing online environment cues: evidence from Generation Y consumers

Q3 Business, Management and Accounting International Journal of Electronic Marketing and Retailing Pub Date : 2017-04-12 DOI:10.1504/IJEMR.2017.10004301

Matea Matić, K. Vojvodić

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引用次数: 5

Abstract

Previous studies revealed that consumers' interpretations of online environment exerted a powerful influence over buying intention. The paper aimed to investigate the difference between Generation Y online buying behaviour and online environment cues. The paper also explored the relation between Generation Y online buying behaviour and consumers' intention in an online environment. The data were collected using an online survey on a sample of 515 Croatian Generation Y consumers from the Dubrovnik-Neretva County. The data were analysed using factor analysis and analysis of variance. The findings indicated that online consumers were influenced by three major factors, compulsiveness, impulsiveness and functionality. The results also revealed that online environment cues (ease of use, website quality and attractiveness, and website design) had a significant influence on Generation Y consumers who purchased online due to compulsivity and functionality. Additionally, the significant moderately strong relationship was found between online environment cues and consumers' intentions towards online buying.

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管理在线环境线索：来自Y世代消费者的证据

以往的研究表明，消费者对网络环境的理解对购买意愿有很大的影响。本文旨在调查Y一代在线购买行为和在线环境线索之间的差异。本文还探讨了在线环境下Y一代在线购买行为与消费者意愿之间的关系。这些数据是通过对来自杜布罗夫尼克-内雷特瓦县的515名克罗地亚Y世代消费者的在线调查收集的。采用因子分析和方差分析对数据进行分析。研究结果表明，网络消费者受强迫性、冲动性和功能性三个主要因素的影响。结果还显示，网络环境线索(易用性、网站质量和吸引力以及网站设计)对Y一代消费者有显著影响，他们出于强迫性和功能性而在网上购买。此外，在线环境线索与消费者在线购买意愿之间存在显著的中强关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.