0000000000607807
AUTHOR
Iconaru Claudia
showing 2 related works from this author
AN EMPIRICAL MODEL OF ONLINE BUYING CONTINUANCE INTENTION
2012
The aim of this paper is to propose, test and validate a model of consumers` continuance intention to buy online as a main function of affective attitude towards using the Internet for purchasing goods and services and the overall satisfaction towards the decision of buying online. The confirmation of initial expectations regarding online buying is the main predictor of online consumers` satisfaction and online consumers` perceived usefulness of online buying. Affective attitude is mediating the influence of perceived usefulness of online buying on consumers` intention to buy online. Four items were employed for each construct on a 5 point Likert Scale. Reliability and internal consistency …
ROMANIAN SME`s OVERALL SATISFACTION WITH THE USE OF ONLINE MARKETING TECHNIQUES: AN EMPIRICAL MODEL
2012
Online marketing techniques have been adopted by Romanian Small and Medium Enterprises to different extents. While some online marketing techniques are more popular than others, the general perception towards the usefulness of using them is favourable. Moreover, most of Romanian SME`s initial expectations towards the outcomes of use are confirmed, resulting in a high degree of satisfaction with the decision of turning to online marketing techniques for meeting companies` goals. However, our main analysis is not descriptive in nature. We thus employ a modified framework of initial ECT-IT in order to test and validate an empirical model of Romanian SME`s overall satisfaction, as a function of…