FACTORS DETERMINING ITALIAN ONLINE SHOPPERS’ PREFERENCE OF CASH ON DELIVERY: EMPIRICAL ANALYSIS
Journal Title: Polish Journal of Management Studies - Year 2018, Vol 18, Issue 2
Abstract
In recent years, there is a significant expansion of online-shopping which creates the need for a thorough marketing analysis of online customer behavior. The study examines the factors influencing Italian online shoppers’ preferences of a particular payment method, precisely, it investigates the use of cash-on-delivery as a preferred payment method among Italian online shoppers. We consider both the impact of online shopping trends of the population and the impact of the determinants affecting e-shop preferences on cash-on-delivery preference while shopping online. Research based on primary data obtained through a self-administered questionnaire among Italian online shoppers revealed that improving e-shop’s reputation and online support leads to a decrease in the probability of using cash-on-delivery as a payment method.<br/><br/>
Authors and Affiliations
Tonino Pencarelli, Veronika Škerháková, Viktória Ali Taha, Tomáš Valentiny
Keywords
Related Articles
- EP ID EP428617
- DOI 10.17512/pjms.2018.18.2.20
- Views 68
- Downloads 0
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