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Abstract: Background and Purpose: E-commerce has reshaped consumer behaviour by offering unparalleled convenience, variety and accessibility, while creating new opportunities for businesses to grow revenues. Despite its prominence, there remains a need for parsimonious models that explain online purchase intention in terms of core consumer perceptions. This study aims to develop and test a structural equation model (SEM) in which consumer perceived benefits and attitudes toward the web drive intention to purchase online. Methods: An online survey was administered to 190 Slovenian consumers. Questionnaire items were drawn from established scales measuring (a) perceived benefits of online shopping, (b) attitude toward the web, and (c) online purchase intention. Internal consistency was assessed via Cronbach’s alpha. SEM was then applied using IBM SPSS AMOS to evaluate both measurement and structural components of the model, testing hypotheses that perceived benefits influence both attitude and intention, and that attitude further mediates intention. Results: The survey instrument demonstrated excellent reliability (Cronbach’s α = 0.92). The three-construct SEM explained 74 % of the variance in online purchase intention. Fit indices indicated very good model performance (NFI = 0.969, NNFI = 0.970, CFI = 0.979, IFI = 0.979). All hypothesized paths were significant, confirming that higher perceived benefits enhance both positive web attitudes and purchase intentions, and that web attitudes further bolster intention. Conclusion: This streamlined SEM offers a robust and well-fitting explanation of consumer online purchase intentions. E-commerce platforms can leverage these insights by emphasizing the specific benefits consumers value and cultivating positive web experiences to drive sales. The model offers both practical guidance for online retailers and a foundation for future research, such as incorporating environmental consciousness, to refine our understanding of sustainable e-commerce adoption.
Keywords: attitude toward web, perceived benefits, online purchase intention, SEM, consumer behaviour, e-commerce
Published in DKUM: 14.11.2025; Views: 0; Downloads: 6
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Abstract: With the spotlight on mangoes in India, this study investigates how customer packaging preferences affect the choice of perishable goods. Mangoes are a popular but highly perishable fruit, so proper packaging plays a key role in keeping them fresh and appealing. A structured questionnaire was administered to 100 participants, gathering data on socio-demographics, shopping behaviours, and perceptions of various mango packaging types. The study employed non-parametric statistical methods to evaluate differences and correlations across key variables. The findings indicate that, when taking environmental impact into account, packaging type has a considerable impact on consumer decisions, even though intrinsic fruit qualities like taste and smell are still crucial. Compared to single-use plastics, biodegradable and reusable packaging solutions are significantly more popular. Customers who are more environmentally conscious and have an intolerance to food waste are also more likely to opt for sustainable packaging, as per our results. The study concludes that packaging not only serves a functional role but also acts as a significant determinant of consumer choice, particularly when aligned with environmental values. These insights can inform sustainable packaging strategies in the agri-logistics and food retail sectors in India
Keywords: Sustainable packaging, Consumer preferences, Environmental awareness, Sociodemographic factors, Purchasing behaviour
Published in DKUM: 09.09.2025; Views: 0; Downloads: 20
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Abstract: This chapter examines the PPP hypothesis in five Balkan countries (B5). The current analysis incorporates four important novelties. First, from a methodological standpoint, the PPP is scrutinized by a range of first-gener­ation and second-generation panel unit root tests. Additionally, three pan­el cointegration tests are performed: the Pedroni residual cointegration test, the Kao residual cointegration test and the Johansen Fisher cointegration test. Second, the study utilizes two price indicators: the consumer price index for hotels and restaurants and the general consumer price index. Third, the PPP proposition for the Balkan economies is inspected using a new, updated data set covering the period from January 2006 to December 2023. Fourth, two nu­meraire currencies, the euro and the USD, are operated to assess the validity of exchange rate parity conditions. The econometric results provide resolute support for the PPP concept in the group of B5 countries.
Keywords: panel unit root tests, panel cointegration tests, tourism sector, consumer price indices for hotels and restaurants
Published in DKUM: 14.07.2025; Views: 0; Downloads: 13
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Abstract: Background/Purpose This article explores consumers’ perception of the benefits of intelligent service robots (ISR) in the purchasing process, their trust in artificial intelligence (AI), their perception of AI-related threats, and the impact of these variables on consumer attitudes toward AI. Additionally, the study examines the moderating effect of perceived AI-related threats on the relationship between perceived benefits and trust on one side and the formation of consumer attitudes toward AI on the other. Methods The research was conducted in the first half of 2024 on a judgmental sample of 224 employed consumers in the Republic of Slovenia. Data were collected through a structured online questionnaire. For the empirical analysis, a non-parametric approach using SEM-PLS modelling was applied to examine relationships between the studied research constructs. Results The findings indicate that perceived benefits of ISR have a strong and positive impact on consumer attitudes toward AI, while perceived AI-related threats strongly and negatively influence these attitudes. Moreover, the results reveal that perceived AI-related threats significantly and negatively moderate the effect of consumers’ perceived trust in AI on the formation of their attitudes toward AI. Conclusion The results of this study contribute significantly to the theoretical understanding of employed consumers’ attitudes toward AI. They also provide practical implications for companies in developing predictive models of consumer behaviour and defining effective marketing strategies to encourage AI adoption in the purchasing process.
Keywords: artificial intelligence (AI), consumer attitudes, perceived AI-related threats, perceived benefits of intelligent service robots (ISR), perceived consumer trust
Published in DKUM: 10.06.2025; Views: 0; Downloads: 6
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Abstract: Eye-tracking technology has become increasingly popular in studying consumer behavior and decision-making as a part of the marketing research area. The paper highlights the importance of eye tracking in the study of consumer behavior including the use of eye tracking in virtual reality environments, the integration of eye tracking with other physiological measures, and the development of more sophisticated analytical techniques. By observing eye movements and fixations researchers can gain insight into the visual and cognitive processes underlying consumer choices. For this reason, a literature review of relevant studies provides a detailed synthesis of the development of eye-tracking experiments. This paper contributes to the latest findings on consumer behavior in the field of eye-tracking technology.
Keywords: visual attention, decision making, eye tracking technology, consumer behavior, consumer choice
Published in DKUM: 28.05.2025; Views: 0; Downloads: 400
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