Determinants of Online Shopping Behaviour of Young People in the Republic of Macedonia

Abstract

The main purpose of the research is to analyze the significance of determinants of young people’s online shopping behaviour in the Republic of Macedonia. The research was conducted among more than 355 students (graduate and postgraduate) using structured questionnaire (both online and offline) including demographic characteristics of the respondents and their online behaviour measured by time spend online, devices predominantly used to connect to internet and frequently visited sites for online shopping. In addition, questions concerning their preferences for types of goods that are bought online are included in the questionnaire. Online shopping is gaining popularity especially among youth in the Republic of Macedonia. It has been recognized that youth are strongly representative sample of today’s online population in our country. The research model is based on Unified Theory of Acceptance and Use of Technology (UTAUT) model which provides a framework for explaining and predicting technology use behaviour, in our case online shopping behaviour. Original constructs that were included are: performance expectancy; effort expectancy; social influence; facilitating conditions and behavioural intention toward using technology. As extensions of the original model, we added three more constructs proposed by UTAUT2 model – hedonic motivation, price value and habit that are proven to be determinants of online behaviour. The results showed that all predicted relationships are proved to be significant. From the regression analysis and the proved relationships between constructs we can conclude that UTAUT2 model is good representation of real determinants that influence online shopping behaviour among young people in the Republic of Macedonia. This research represents pilot study in this field in the country and in the region. Hence it could be used as a good base for further research in this scientific area and as a guideline for e-commerce managers and marketers to improve shopping experience and customer service.