Abstract:
This paper aims to provide a better understanding of the benefits of online buying according to Albanian customers. A questionnaire was designed online since the research was an online consumer behavior study, online data collection methods were preferred. 217 were responded, and the sample consisted of individuals who made at least one online buying, during the last month. Among them, 62% were women and 38% men. Their age structure was divided in this way: 42% of them were 18-25 years old, 35% of them were 26-36 years old and 23% of them were over 37 years old. 11 % of the interviewed have made an online buying 1-2 times, 47% of them 3-5 times, 18% of them have made an online buying 6-8 times and 24% of them have bought online more than 8 times.
The factor analysis showed that the perception of the benefits of online buying is influenced by the following factors:
(i) shopping convenience (25.6%), (ii) wide range of products (21.4%), (iii) purchase facilities (16.7%) and (iv) satisfaction (10.6%). These factors explain 74.3% of the total variance regarding customer perceptions.
The factors that affect the customer perception regarding the benefits of online shopping have a positive correlation with the perception of the internet as a buying medium, the frequency of internet visits, the frequency of online buying and the time spent for online buying.
Since we have a small sample size and the market in Albania is characterized by continuous change, the results must be accepted as preliminary ones that give us information to understand the customer behavior in virtual markets.
