Modelling of online shopping behavior in the Czech online environment
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43310%2F25%3A43926392" target="_blank" >RIV/62156489:43310/25:43926392 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.1371/journal.pone.0308725" target="_blank" >https://doi.org/10.1371/journal.pone.0308725</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1371/journal.pone.0308725" target="_blank" >10.1371/journal.pone.0308725</a>
Alternative languages
Result language
angličtina
Original language name
Modelling of online shopping behavior in the Czech online environment
Original language description
The online environment has its own specifics, which shape the specific behavior of all market subjects, both customers and companies that trade electronically. The aim of the paper is to create, quantify and verify a conceptual comprehensive model of relationships between determinants that influence consumers when shopping online. The impetus for the conducted research was the discovery of the non-existence of a comprehensive model of online shopping behavior that reflects the specifics of the online environment. The main research method is the method of online questioning in the form of a questionnaire survey among a selected group of Czech respondents (n = 926) shopping online with the aim of evaluating the determinants of online shopping behavior. The results of the questionnaire survey are subsequently used to build a comprehensive model of online shopping behavior, which was statistically compiled and verified using the PLS-SEM method, which, based on statistical data, estimates the size and quality of the links between the measured (manifest) and assumed unmeasured (latent) variables. The results show that the selected factors (31 factors) explain up to 82.53% of the variability of the total variance. The results of the correlation analysis of the factors confirmed that the defined factors are not mutually dependent and that in the comprehensive model the factors are not only identified but also statistically significant. The results also confirmed that the correlation of e.g. psychological factors are stronger than dependence on other investigated factors in the comprehensive model of online shopping behavior. The research clearly showed that the key factors for customers when shopping online are Security and risk elimination (SE), together with the Online distribution and logistics (OD) and Online payments (OP). Impulsive online shopping was identified by customers as the least important factor. The validated model provides a comprehensive explanation of the current phenomenon of online shopping that integrates and extends previous studies identifying behavioral models of online shopping behavior.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
PLoS One
ISSN
1932-6203
e-ISSN
1932-6203
Volume of the periodical
20
Issue of the periodical within the volume
1
Country of publishing house
US - UNITED STATES
Number of pages
28
Pages from-to
"e0308725"
UT code for WoS article
001398368000068
EID of the result in the Scopus database
2-s2.0-85215091258