Increasing the share of young generations in the world’s population increases the share of generations that function quite well in the virtual environment. There is growing competition among entrepreneurs developing the concept of online sales. The increasing competition also increases the importance of creating an excellent shopping experience to attract new customers and retain existing customers.The primary purpose of the research was to identify the connection between the online repurchase intention of students with previous shopping satisfaction, the assessment of the usefulness of offers, following the recommendations and reviews of other customers, and the sense of security and protection of students online. The research involved 101 students: students from the STEM field, students of social sciences and humanities. Four starting hypotheses were confirmed: a statistically significant association was identified between online shopping satisfaction and the use of repeat online shopping platforms in the future (rs=,616, p,05). Respondents who are satisfied with online shopping express their intention to continue to use online shopping platforms in the future. Furhtermore, statistically significant correlation was identified between the assessment of the usefulness of product offerings through online portals and future intentions to use online shopping platforms (rs=,597, p,05). Respondents who find product offerings via the online portal useful express intentions to reuse online shopping platforms in the future. A statistically significant correlation was found between students’ decisions to repeat online purchases and following recommendations from other users (available reviews, rs=.228, p.05). Young people who express a higher intention to buy through online platforms in the future are more likely to follow the available user reviews about online shopping. A statistically significant association between the feeling of protection when shopping online and the intention to repeat online shopping in the future was confirmed. Young people who feel more protected when shopping online express a higher intention to repeat online shopping in the future. These findings have practical applications for companies developing online shopping in the B2C segment. Companies that deal with online sales must focus on customer satisfaction with online shopping, useful offers, positive reviews and recommendations of current users, and investing in ensuring the safety and protection of customers when shopping online. It is recommended in further research to provide a larger sample of respondents, a geographically broader scope of the research area. It would be necessary to include in the sample respondents of different ages, not just students or young people, in order to ensure as much diversity of the sample as possible. In this way, the conclusions could apply to the general population. The student population and young people are only one segment of the final consumption market.
The reason for researching the satisfaction of the student population with telecommunications services in the Republic of Croatia is related to the time of the COVID-19 pandemic and online classes, where numerous problems have been shown in the functioning of transmission and data exchange technology over the Internet. 164 students studying in the Republic of Croatia participated in the research. Three research goals were set, which are presented through research goals and hypotheses. For the hypothesis H1, a statistically significant correlation between the customer satisfaction variable with the quality of services of the current telecommunications operator and the satisfaction with the speed of the internet of the current teleoperator was identified (ρ = 729, p 05). The H2 hypothesis identified a statistically significant connection between the customer satisfaction variable with the quality of services of the current telecommunications operator and the satisfaction with the price of the service of the current telecommunications operator (ρ =, 685, p , 05). When processing the hypothesis H3, a statistically significant correlation between the customer satisfaction variable with the quality of services of the current telecommunications operator was identified) and the work of customer service. (ρ =, 677, p , 05). The regression analysis (Forward method) included 10 predictor variables. Four predictor variables have identified statistically significant predictive capacity. Other variables do not have a statistically significant contribution and models in which they are included are not considered further. With four predictor variables, 71.3% of the variance of the criteria is explained (dependent variable: satisfied/on the quality of service of the current operator). Variables that have a statistically significant predictive value are as follows: Satisfaction with the quality of service of the current operator). The variables that have a statistically significant predictive value are the following: Satisfaction with the Internet speed of the current operator (β=0.311, t=7.081, p.5), Satisfaction with the price of the current operator’s service β=0.232, t=5.197, p.5), Satisfaction with customer service of the current operator (β=0.210, t=4.368, p.5), I believe that my consumer rights are respected by the telecommunication operators β=0.108, t=2.386, p.5). These findings are applicable to companies whose activities are related to the telecommunications industry, since user satisfaction is the most frequently investigated variable in all numerous research so far. Recommendations for future research include the need to repeat the survey in order to test previous predictor variables and identify new variables, if any. The variable “I believe that my consumer rights are respected by telecommunications operators” has so far not been identified by regression analysis in any previous survey. Many researches have been conducted from the beginning of 2000 to 2010, and after that their number is decreasing. Since we are in the digital age and the importance of IoT is growing, and experience with the quality and strength of signals, and hence the quality of services are different, the importance of carrying out these investigations is increasing.
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