Creating trust of generation Y consumers in the online environment

APSTRAKT: Kompleksnost proučavanja ponašanja potrošača posebno je izražena kada se umesto tradicionalnog analizira onlajn okruženje. Otuda je interesovanje za determinisanje faktora koji opredeljuju ponašanje potrošača u takvom okruženju jedan od krucijalnih zadataka savremene marketinške teorije i prakse. Posebno bitan aspekt izučavanja jeste poverenje potrošača u onlajn ambijentu. Marketinški izazovi su utoliko veći kada se posmatra specifičan segment potrošača, kao što je to slučaj u doktorskoj disertaciji. U tom smislu, osnovni cilj disertacije odnosi se na generisanje validnih naučnih saznanja o tome u kojoj meri sklonost ka poverenju, kvalitet web sajta, percipirani rizik i elektronska interpersonalna komunikacija utiču na kreiranje onlajn poverenja potrošača generacije Y. Korišćenjem modela strukturalnih jednačina potvrđeno je da sve dimenzije sklonosti ka poverenju i kvaliteta web sajta imaju pozitivan i statistički značajan uticaj na kreiranje onlajn poverenja potrošača generacije Y. Zatim, ustanovljeno je da rizik proizvoda i finansijski rizik imaju negativan uticaj na onlajn poverenje ovog segmenta potrošača. Što se tiče elektronske interpersonalne komunikacije, istraživanjem je potvrđeno da kvalitet informacija i kredibilitet izvora pozitivno utiču na onlajn poverenje milenijalaca. Zaključeno je i to da onlajn poverenje utiče na kognitivne i afektivne stavove, onlajn satisfakciju i nameru o onlajn kupovini. Holistički pristup tokom izučavanja onlajn poverenja potrošača generacije Y daje mogućnost detaljnog analiziranja specifičnosti ove generacije. Korišćenjem rezultata istraživanja pružaju se teorijske i praktične implikacije, kao osnov budućih marketinških strategija za privredne subjekte koji svoje poslovanje prilagođavaju zahtevima onlajn ambijenta.ABSTRACT: The complexity of studying consumer behavior is especially emphasized when we analyze the online environment instead of the traditional one. Therefore, the interest in determining the factors that govern consumer behavior in such an environment is one of the crucial tasks of contemporary marketing theory and practice. A particularly important aspect of the research is consumer confidence in the online environment. Marketing challenges are bigger when looking at a specific consumer segment, as it is the case in this doctoral dissertation. In that sense, the main goal of the dissertation is to initiate valid scientific knowledge about the extent to which the tendency to have trust, the quality of the website, perceived risk and electronic interpersonal communication influence the creation of online trust of consumers who belong to Generation Y. By using the model of structural equations, it has been confirmed that all dimensions of the tendency to trust and website quality have a positive and statistically significant impact on creating online trust of consumers who belong to Generation Y. Moreover, it has been confirmed that product's risk and financial risk have negative impact on online trust of the consumers when it comes to this segment Regarding electronic interpersonal communication, research has confirmed that the quality of information and the credibility of sources have a positive effect on the online trust of millennials. It was also concluded that online trust affects cognitive and affective attitudes, online satisfaction and intention to shop online. A holistic approach while studying the online trust of consumers who belong to Generation Y provides a possibility to have more detailed analysis regarding the specifics of this generation. The use of research results provides theoretical and practical implications, as a basis for future marketing strategies for businesses and legal entities which adjuts their business to the requirements of the online environment