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Book of Papers
23
EXPLORING THE INFLUENCING FACTORS ON THE PERCEPTION
OF WEB-SHOP CUSTOMERS IN CROATIA: A PRELIMINARY
STUDY
DRAGO RUŽIĆ
Faculty of Economics in Osijek
Josip Juraj Strossmayer University of Osijek
Gajev trg 7, 31000 Osijek, Croatia
ruzic@efos.hr
ANTUN BILOŠ
Faculty of Economics in Osijek
Josip Juraj Strossmayer University of Osijek
Gajev trg 7, 31000 Osijek, Croatia
abilos@efos.hr
BRUNO BUDIMIR
Student at the Faculty of Economics in Osijek
budimir.bruno99@gmail.com
ABSTRACT
Along with the omnipresent global increase in use and dependency on digital technologies, the
adoption of e-commerce shows similar trends. As the usage of e-commerce and m-commerce
rises, so does the need to evaluate the factors which influence the online user perception of
web-shops as well as their related attitude and behavior. The purpose of the paper is to explore
the most important factors that influence the perception and related behavior of web-shop
customers in Croatia. In order to have a better understanding of web-shop customers, the paper
provides an insight of recent studies of online user behavior in the context of e-commerce.
Initial assumptions based on available literature review were tested using the data collected
from 419 web-shop customers in a specific B2C market. Several web-shop related elements
were tested as well as user perception, online shopping habits and attitudes. The results show
that web-shop customers perceive price related elements (pricing, discounts and sales) as most
important motivators for online shopping followed by product availability or product range
and delivery options. The majority of online shoppers use the online channels when searching
for a specific product and they tend to search all the available web-shops in order to get the
best conditions for the product they initially had in mind. These preliminary findings indicate
several distinct similarities with online shopping trends in general and suggest guidelines for
more comprehensive research approach. The implications of these findings provide a
framework and practical guidelines for e-commerce managers and web developers.
KEYWORDS: e-commerce, web-shop, user perception, online shopping, Croatia
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1 INTRODUCTION
Along with the omnipresent global increase in use, popularity and dependency on digital
technologies, the adoption of e-commerce have shown similar trends. As the usage of e-
commerce and m-commerce rises, so does the need to evaluate the factors which influence the
online user perception of web-shops and e-commerce possibilities in general, as well as their
related attitude and, most importantly, behavior.
Digital technologies provide unprecedented opportunities to businesses in developed but also
in developing countries as well, mainly because of its global presence. However, businesses in
developed countries will most likely benefit in short term as will developing economies in the
long run [Terzi, 2011]. As the global consumer shift to digital environments continues,
businesses continue to follow their target audiences and are increasingly striving to capture
existing and developing segments of e-commerce market [Allen, 2017]. Utilizing available
digital technologies has clearly been equally appealing for small, medium and large companies,
established brands and newcomers; even more so for new start-ups.
A number of authors focused on the numerous benefits of e-commerce adoption and advantages
it has in comparison to traditional offline retailing of brick-and-mortar stores. E-commerce
offers additional or completely new channels in which businesses can engage with their
customers and penetrate new markets [Falk & Hagsten, 2015]. In contrast to traditional offline
retail practice, e-commerce approach provides more flexibility and convenience, wide range of
products, rich product information, competitive prices, faster transactions, cost efficiency and
customization [Chiu et al., 2014; Srinivasan, Anderson & Ponnavolu, 2002]. In addition, e-
commerce should potentially improve businesses, especially at the level of the sales
organizations and processes, and in turn boost their efficiency [Falk & Hagsten, 2015;
Domański & Adamczak, 2016].
Aforementioned developments in global e-commerce adoption have created an increasingly
competitive market. As the online user experience grew, online retailers have slowly changed
their focus from introducing consumers to online channels to motivating consumers to purchase
repeatedly using digital channels [Chiu et al., 2014] and becoming loyal (online) shoppers.
These advancements are transforming e-commerce adoption into a mainstream business
activity while online retailers embrace the significance and “urgency for a professional and
customer-oriented approach” [Constantinides, 2004]. Huang and Benyoucef [2013] continue to
conclude that e-commerce activities tend to focus on various strategies including complex
searches, one-click purchasing, virtual catalogs and recommendations based on consumers’
behavior.
Although online shopping has been perceived as risky, its benefits and values still drive users
to purchase online [Chiu et al., 2014]. However, a number of internet users avoid purchasing
online due to privacy and security issues, mostly related to their hesitation to provide valuable
personal information through the internet [Chaffey, 2015a; Keisidou, Sarigiannidis &
Maditinos 2011; Roca, García & de la Vega, 2009; Lian & Lin, 2008]. Contrary to the globally
visible trend of notable online shopping growth and development, many internet users suggest
Book of Papers
25
that they are unsatisfied with their online purchase experiences [Bilgihan & Bujisic, 2015; Luo,
Ba & Zhang, 2012]. Comprehensive understanding of user interaction with the digital shopping
channel should provide the possibilities to understand and explain online consumer behavior,
preferences and attitudes related to online shopping and drivers of consumer satisfaction within
the digital environment [Devaraj, Fan & Kohli, 2002].
2 E-COMMERCE INFLUENCING FACTORS
The purpose of the paper is to explore the most important factors that influence the perception
and related behavior of web-shop customers in Croatia. In order to have a better understanding
of web-shop customers, the paper provides an insight of recent studies of online user behavior
in the context of e-commerce as well as recent e-commerce trends guidelines.
The proportion of online sales continues to expand over time from its initial level. Based on
recent estimations, e-commerce retail sales reached over $1,9 trillion in 2016, accounting for
8,7% of total retail spending on a global level [eMarketer, 2016; Chaffey, 2015b; Smith, 2015].
eMarketer [2016] continues to project the similar growing trend of e-commerce expansion in
the future: online sales will increase to $4,1 trillion in 2020, making up slightly less than 15%
of total retail spending worldwide. It is also important to point out that more than half (53%) of
global internet users made an online purchase in 2016 [US Department of Commerce, 2017].
While e-commerce adoption in Europe is still unevenly represented among countries of
different development stage, it is more frequently used by large, highly-productive companies
and companies with international experience [Falk & Hagsten, 2015; Bezić, Gašparini &
Bagarić, 2009]. E-commerce retail sales in Europe accounts for around 8% of total retail
spending while Croatia falls behind drastically accounting for only 1% [Hina, 2017]. There are
quite a few additional indicators suggesting a fascinating shift towards digital environment,
with the abundance of metrics specific to e-commerce development [Allen, 2016]. However,
there is obviously plenty of room for improvement.
2.1 LITERATURE OVERVIEW
A large number of studies have been conducted to understand what makes internet users
purchase online and what influences related behavior. However, diverse research efforts and
findings do not conclusively determine which e-commerce attributes influence online users [Ha
& Stoel, 2009] but there are several proven models and factors with enough evidence to support
the theory.
E-commerce success is related to different quality dimensions which play a significant role in
attracting and retaining customers and, consequently, the long-term success of the online
retailer [Tontini et al., 2015]. Constantinides [2004] identified the main components of the user
online experience as (1) the functionality of the Web site (usability and interactivity); (2) the
2nd CRODMA Conference 2017
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psychological elements (trust and credibility); and (3) the content elements (aesthetic aspects
and marketing mix). Several similar factors can be observed in the study by Huang and
Benyoucef [2013]. They provided a summary of e-commerce design principles in 5 categories:
usability, information quality, website quality, service quality and playfulness. DeLone &
McLean [2014] adapted their original comprehensive framework for measuring the
performance of information systems (DeLone & McLean Success Model) in order to meet the
challenges of e-commerce environment. The renewed model proposes six related dimensions:
system quality, information quality, service quality, use, user satisfaction and net benefits.
Several other researchers worked on a similar model or a model variation [Liu & Arnett, 2000].
Another distinctive theoretical framework was based on online consumer behavior, user
acceptance of online shopping and online product classification [Keisidou, Sarigiannidis &
Maditinos, 2011; Lian & Lin, 2008]. The proposed framework suggests a number of influential
factors: personal innovativeness of information technology, self-efficacy, perceived security,
privacy, product involvement and influence on consumer attitude towards online shopping.
Furthermore, Srinivasan, Anderson and Ponnavolu [2002] identified 8 factors (or 8Cs) that
potentially impact loyalty within e-commerce scenarios: customization, contact interactivity,
care, community, convenience, cultivation, choice, and character. Several authors used the
widely adopted technology acceptance model (TAM) for testing consumer attitudes and related
satisfaction and suggested that perceived ease of use and usefulness are important in shaping
online user attitudes and satisfaction [Shih, 2004; Devaraj, Fan & Kohli, 2002].
A number of authors focused on utilitarian and hedonic features related to online shopping
behavior. A hedonic shopping orientation indicates that purpose of online shopping is the
enjoyment of the digital experience and, on the other hand, a utilitarian shopping orientation
focuses on achieving a particular goal of online shopping [Hsu et al., 2017]. Both of these
orientations include specific multidimensional values: hedonic values include the notions of
adventure, social, gratification, idea, role while utilitarian values include convenience, variety
of merchandise, rich product information and monetary savings [Chiu et al., 2014]. Findings
show that both utilitarian and hedonic features have significant impact on users’ experience,
which in turn affects their perception of value and attitude [Hsu et al., 2017]. In addition, both
utilitarian and hedonic values are positively associated with online repeat purchase intention
[Chiu et al., 2014]. Bilgihan and Bujisic [2015] also indicated that online shopper attitudes
toward a product or service are connected to their utilitarian or hedonic requirements (if that
requirement is met during the online shopping experience or not).
A large number of scientific and professional studies focused on distinct factors which affect
online shopping attitudes and behavior, their measurement and interrelations. Maditinos and
Theodoridis [2010] argued that product information quality and user interface quality
significantly affect overall satisfaction as well as purchase behavior [Park & Kim, 2003].
Dimensions of web site design, reliability, responsiveness, and trust affect overall service
quality and customer satisfaction [Lee & Lin, 2005]. Moreover, the latter is related to customer
purchase intentions as well as user perception of usefulness and attitude toward online shopping
[Ha & Stoel, 2009]. The visual aesthetics and website design elements have a significant impact
on consumers’ purchasing decisions [Chiu et al., 2014]. Shopping enjoyment and trust play
significant roles in adoption of e-shopping [Ha & Stoel, 2009].
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Managing customer trust, satisfaction, and loyalty in the digital environment is crucial for the
long term growth of online retailers. Previous research has shown that online retailers
experience difficulties in building and maintaining customer loyalty despite the apparent
significant growth in e-commerce adoption [Eid, 2011]. Online user loyalty is quite different
compared to the concept [Hsin Chang & Wang, 2011]. A study by Hsin Chang & Wang [2011]
demonstrated that online service quality (or e-service quality) and customer perceived value
influence customer satisfaction and, as a result, influence customer loyalty in an online
shopping environment (or e-loyalty). However, this relationship is moderated by user
individual-level factors and company business-level factors [Anderson & Srinivasan, 2003].
Hsin Chang and Wang [2011] also found evidence of both emotional and rational elements
influencing customer loyalty in the online shopping process. Similar findings on customer
satisfaction were published by Kassim and Asiah Abdullah [2010] who also suggested that
customer satisfaction have a significant effect on trust. Same authors provided evidence that
both customer satisfaction and trust have significant effects on e-loyalty through word of mouth
(WOM) while WOM is an antecedent of repeat web-site visits and (re)purchase intention. In
addition, web-shop usability has a positive influence on user satisfaction and as result,
generated customer loyalty [Flavian et al., 2006].
Among many influencing factors related to e-commerce, trust has been characterized as a key
predictor for customer retention [Fang et al., 2014; Flavian et al., 2006]. Trust has been suitably
described as an “imprecise concept and a critical attribute that must be engineered into e-
commerce” [Beatty et al., 2011]. Trust clearly plays a crucial role in helping online users
overcome risk and insecurity issues. Trust makes users more comfortable sharing valuable
personal information and making online purchases or trading online [Chaffey, 2015a; Roca,
García & de la Vega, 2009; McKnight, Choudhury & Kacmar, 2002]. Online retailers should
deliver various guarantees (such as security, privacy and order fulfilment information) to inspire
confidence and ensuring their users about the benefits of online shopping compared to the
traditional channel [Chiu et al., 2014].
Personal attributes of online shoppers can also have a significant impact on their attitudes and
behavior. Online purchases allow the customers to become more familiar with online shopping
channels and create unique user experience. However, online customer attitudes and behavior
does not remain constant due to the acquired experience from past purchases [Chaffey, 2015a;
Hernández, Jiménez, & Martín, 2010]. Furthermore, age and online experience can have a
significant influence on online shoppers’ perception [Wan, Nakayama & Sutcliffe, 2012]. User
experience affects not only online behavior but also impact trust, perceived usefulness and
perceived ease of use [Gefen, Karahanna & Straub, 2003]. Contrary to the previous findings,
results from Hernández, Jiménez & José Martín [2011] propose that the current development
of the digital environment and the digitally experienced users invalidate the importance of
socioeconomic characteristics as significant variables. In another words, socioeconomic
variables do not affect the behavioral patterns of the experienced online shopper.
Lian and Lin [2008] examined the effects of consumer differences on online shopping
acceptance in the context of different products and services while Keisidou, Sarigiannidis and
Maditinos [2011] argued that the user attitude towards online shopping is affected by the
2nd CRODMA Conference 2017
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product. Due to specific product characteristics (namely, price and intent of use), consumers’
attitude shows variations. In addition, in the digital environment even physical products are
intangible which influences the perceived product quality [Chen & Dubinsky, 2003].
3 RESEARCH DESIGN AND METHODOLOGY
The purpose of this research is to identify the most important influencing factors on web-shop
user perception regarding web-shop characteristics, online shopping behavior, purchase
intention and related user experience. The research goals are formed in order to examine the
initial assumptions based on available literature review. Several web-shop related elements
were tested as well as user perception, online shopping habits and attitudes in a specific online
B2C market in Croatia. It should be noted that this study is exploratory in nature and as such
should be treated as a starting point for more comprehensive research effort.
3.1 SAMPLE AND DATA COLLECTION
National-level retailer was selected based on company size, national presence and availability
of both web-shop and offline stores as well. Selected retailer comes from a broad sport and
fashion goods category as this type of products is generally considered well known and often
used by the large audience. Web-shop visitors were selected randomly and asked to participate
in an online survey. Initial assumptions were tested using the data collected from 419 web-shop
visitors. Data was collected during October in 2016. An online questionnaire was tailored
independently in cooperation with company management but its methodology was partially
based on a number of academic papers and published research [Chaffey, 2015a; Tontini et al.,
2014; Chiu et al., 2014; Fang et al., 2014; Wan, Nakayama & Sutcliffe, 2012; Eid, 2011;
Hernández, Jiménez & José Martín, 2011; Maditinos & Theodoridis, 2010; Flavian et al., 2006].
The survey consisted of 15 questions distributed in two sections; the first one consisted of 10
questions related to the research problem and the remaining 5 were related to user demographic
characteristics. The 15 items were measured with 19 variables. It should be noted that several
variables were measured as a self-reporting item and could therefore result in a difference
between perceived and actual value.
The sample consisted of 419 web-shop visitors of a well-known Croatian sport and fashion
retailer. Age and gender distribution within the sample was as follows: 254 men (60.6%) and
165 women (39.4%), distributed in several age groups: up to 18 years – 21.5%; 19-24 years –
34.1%; 25-34 years – 21.2%; 35-44 years – 17.9%; 45-54 years – 1.4%; and finally 55 years
and above – 0.2%. Most respondents come from relatively larger households: 33,9% of
respondents live in households with 4 members and 27,0% in households with 5 or more
members while single person and two-person households make up 5,3% and 8,6% respectively.
Regarding their financial status, respondents were grouped in different levels according to
Book of Papers
29
household income in HRK (Croatian Kuna): up to 3.000 – 12,6%; 3.000-6.000 – 33,5%; 6.000-
9.000 – 21,2%; 9.000-12.000 – 18,4%; 12.000-15.000 – 5,7%; more than 15.000 – 8,6%.
3.2 RESEARCH RESULTS AND DISCUSSION
Based on research propositions, it was imperative to cover web-shop customers (shoppers) as
well as web-shop visitors who did not make any purchases yet but had the experience of visiting
the web-shop. The sample consisted of 231 respondents (55,1%) who had previously purchased
within the web-shop and 188 respondents (44,9%) with no prior purchases. Respondents rated
their general satisfaction with the web-shop on a 5-point scale with 1 being lowest and 5 highest
possible scale item. The mean score of 3,91 was recorded (x
̄ = 3,91; SD = 1,003) where more
than 2/3 respondents (66,6%) graded the web-shop with at least 4. This score suggests that users
perceived the web-shop favorably. When compared to other web-shops, this one was mostly
perceived as similar to others in terms of quality (57% of respondents), while 32% perceived it
as better and 11% worse. In addition, respondents suggested that they are generally satisfied
with the web-shop offer and product range (73% of respondents). These descriptive indicators
should be taken into consideration while interpreting the general data below.
Respondents expressed which web-shop factor they value the most as influential considering
the online shopping environment. The results show that web-shop customers value price related
elements (pricing, discounts and sales) as the most important motivator for online shopping (for
87,8% respondents) followed by product availability or product range (52,0%) and delivery
options and delivery speed (40,1%) as illustrated in Figure 1. Significantly less important were
return conditions (important for only 20,3% respondents), collecting loyalty points (10,5%) and
customer support (7,9%).
Figure 1. Influencing factors on online purchasing
1.70%
7.90%
10.50%
20.30%
40.10%
52.00%
87.80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Customer support
Loyalty points
Return conditions
Delivery options
Product availability / range
Pricing, discounts and sales
2nd CRODMA Conference 2017
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Source: authors’ research
Based on analysis of previous purchase behavior, five influencing factors were selected and
respondents were asked to rate their individual significance based on a 5-point scale (with 1
meaning lowest and 5 highest possible significance). Similar to previous data, the highest
graded factor was pricing (x
̄ = 4,23; SD = 1,084) followed by delivery price / free delivery (x
̄
= 4,21; SD = 1,081) which can also be considered as a price related factor. Delivery options
and return conditions recorded the same mean score (x
̄ = 4,07; SD = 1,023 and x
̄ = 4,07; SD =
1,039 respectively) and were also graded as quite significant.
Furthermore, respondents were asked to identify themselves with the predefined roles regarding
their online purchasing behavior. Findings indicate similarities with price oriented mind-set
demonstrated earlier. The majority of respondents (60,4%) describe themselves as rational
customers who know exactly what are they looking for, browse all the available web-shops and
search for the best price deals. Over a quarter of respondents (25,5%) report accidentally seeing
ads online and purchasing as a result, provided that they are satisfied with the offer. Only 13,4%
of respondents described themselves as loyal and only purchasing from their web-shop of
choice. In addition, almost 2/3 of respondents (65,2%) said they would cancel the placed order
and find the same product elsewhere given the scenario that the ordered product was not
available at the time of their preference.
Respondents clearly rely on online channels during the pre-purchase stage. Over 1/3 of
respondents (35,3%) suggested social networks as their primary source of information
regarding the web-shop, another 29,8% said the same for search engines (predominantly
Google) and slightly over ¼ (26,3%) suggested word-of-mouth (WOM) as their primary
information source. Interestingly enough, further statistical analysis based on gender, age and
household income did not show any significant differences or notable remarks.
3.3 LIMITATIONS AND FURTHER RESEARCH
This paper is exploratory in nature and should be treated as a starting point for more
comprehensive research effort. There a number of limitations regarding the research
implications. The study has been conducted in cooperation with a single retailer in a specific
Croatian B2C market. As a result, the used sample may have significant limitations regarding
the level of the drawn conclusions. In addition, several variables were measured as a self-
reporting item and could therefore result in a difference between perceived and actual value.
Further research activities may involve a larger number or online retailers in Croatia, dispersed
in several business sectors in order to provide more comprehensive data-set. Research
methodology should be revised and improved, including several additional influencing factors
described in the literature overview section.
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31
4 CONCLUSION
As the global consumer shift to digital environments continues, businesses continue to follow
their target audiences and are increasingly striving to capture existing and developing segments
of e-commerce market. Utilizing available digital technologies has clearly been equally
appealing for small, medium and large companies, established brands and newcomers.
The purpose of the paper is to explore the most important factors that influence the perception
and related behavior of web-shop customers in Croatia. Initial assumptions based on available
literature review were tested using the data collected from 419 web-shop customers in a specific
B2C market. Several web-shop related elements were tested as well as user perception, online
shopping habits and attitudes in a specific online B2C market in Croatia. The results show that
web-shop customers value price related elements (pricing, discounts and sales) as the most
important motivator for online shopping (for 87,8% respondents) followed by product
availability or product range (52,0%) and delivery options and delivery speed (40,1%). The
majority of online shoppers use the online channels when searching for a specific product and
they tend to search all the available web-shops in order to get the best conditions for the product
they initially had in mind. Respondents clearly rely on online channels during the pre-purchase
stage. Over 1/3 of respondents (35,3%) suggested social networks as their primary source of
information regarding the web-shop, another 29,8% said the same for search engines.
These preliminary findings indicate several distinct similarities with online shopping trends in
general and suggest guidelines for more comprehensive research approach. The implications of
these findings provide a framework and practical guidelines for e-commerce managers and web
developers.
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