Isidora Albijanić, Milica Milošević, Milica Maričić, Veljko Jeremić

Abstract: Online shopping has become a regular part of people's lives, especially during the corona virus pandemic. Therefore, the optimization of online stores has become crucial to ensure the experience that store visitors, that is, potential customers, expect. A positive customer experience can result in increased revenue for a company, while a negative one can lead to the ultimate loss of customers. Accordingly, the subject of this paper is the identification and quantification of factors that influence the consumer's decision to make a purchase through electronic commerce. After a detailed review of the relevant literature, a new conceptual model was proposed and verified on empirical data.

Keywords: e-commerce, Purchase intention, Consumer behavior, Structural equation modelling, Conceptual model

Date Published: October 18, 2022
DOI: 10.11159/jmids.2022.002

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