Az online vásárlási magatartás haszonelvű motivációi
Absztrakt
Az e-kereskedelem az elmúlt évtizedekben globálisan és hazánkban is egyre jelentősebb szerepet tölt be a gazdaság, de az emberek hétköznapi életében is. A tanulmány célkitűzése egy olyan modell kidolgozása, amely bemutatja az online vásárlást befolyásoló haszonelvű tényezőket, s nemcsak a tudományos közösség, hanem az e-kereskedelem területén működő vállalatok számára is értékkel bírhat. Tanulmányunk alapja egy kérdőíves vizsgálat. A feltáró, majd megerősítő faktoranalízissel öt haszonelvű tényezőt azonosítottunk, amelyek a következők: kényelem, időhatékonyság, könnyűség, biztonság és közösségi média. A létrehozott modell a jövőben szegmentációs eszközként alkalmazható, így hozzájárulhat további tudományos eredményekhez, de a gyakorlatban is hasznos eszköz lehet.
Hivatkozások
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Megjelent
2025-06-25
Hogyan kell idézni
Balogh-KardosV., & BaloghR. (2025). Az online vásárlási magatartás haszonelvű motivációi. Közgazdasági Szemle, 72(6), 608-624. https://doi.org/10.18414/KSZ.2025.6.608
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