KOMPARATIVNA ANALIZA POTROŠAĈKIH SEGMENATA U POGLEDU KORIŠĆENJA ONLAJN KUPOVINE

Abstract

The development of the internet and digital platforms has enabled the rapid expansion of e-commerce, which is becoming a key channel for connecting sellers and consumers worldwide. E-commerce represents a dynamic form of trade that enables the buying and selling of goods and services over the Internet, transforming traditional consumer behavior patterns. The increasing prevalence of modern technologies in everyday life highlights the need for a deeper understanding of the factors that influence the adoption and use of digital shopping channels. Considering the widespread use of modern technologies, this paper aims to examine and compare the behavior of different consumer segments regarding online shopping. Unified Theory of Acceptance and Usage of Technology (UTAUT) was a theoretical basis of the empirical research in this study. Data analysis employed the independent samples t test (based on gender and age) and the paired sample t test. The results indicate that there are significant differences between the attitudes of respondents segmented according to the specified criteria. Women demonstrated a higher level of agreement with statements related to the perceived ease of use and usefulness of e-commerce, while younger respondents exhibited a higher level of positive attitudes and intention for future use. The findings contribute to a better understanding of the factors shaping consumer behavior in a digital environment and can serve as a basis for developing targeted marketing strategies to enhance the user experience.