文章基本信息

标题：THE LOYAL CUSTOMERS' PERCEPTION REGARDING THE ONLINE BUYING PROCESS
本地全文：下载
作者：Claudia BOBALCA
期刊名称：CES Working Papers
电子版ISSN：2067-7693
出版年度：2015
卷号：7
期号：2
出版社：University of Iasi
摘要：The purpose of the research is to investigate the Romanian online customers’ perception asregards to the process of buying products from the Internet. The research objectives are: (1) to identify theadvantages and disadvantages of buying from the Internet; (2) to identify the reasons of buying from theInternet; (3) to identify the reasons of frequently buying from the same website. We employed a qualitativeresearch method, based on depth interviews. It is an exploratory and instrumental research. The sample isrepresented by 30 Romanian online customers who frequently buy products from a specific website. The resultsshow that the most important reasons for online shopping are: space accessibility, access convenience,evaluation convenience, delivery convenience, time saving and money saving. The motivations for repeatingthe purchase from the same website are: product quality, product diversity, quick delivery, easy to use,recommendations, good deals, safety, reputation and interactivity
关键词：loyalty; depth interview; online buying; advantages; disadvantages