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.
FACTORS DETERMINING ITALIAN ONLINE SHOPPERS’ PREFERENCE OF CASH ON DELIVERY: EMPIRICAL ANALYSIS
Pencarelli T.;
2018
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.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.