20.500.12556/DKUM-95952 Exploring the role of perceived benefits and attitudes toward web in modelling online purchase intentions a case of Slovenia Raziskovanje vloge zaznanih koristi in stališč do spleta pri modeliranju namenov spletnega nakupa Background and Purpose: E-commerce has reshaped consumer behaviour by offering unparalleled convenience, variety and accessibility, while creating new opportunities for businesses to grow revenues. Despite its prominence, there remains a need for parsimonious models that explain online purchase intention in terms of core consumer perceptions. This study aims to develop and test a structural equation model (SEM) in which consumer perceived benefits and attitudes toward the web drive intention to purchase online. Methods: An online survey was administered to 190 Slovenian consumers. Questionnaire items were drawn from established scales measuring (a) perceived benefits of online shopping, (b) attitude toward the web, and (c) online purchase intention. Internal consistency was assessed via Cronbach’s alpha. SEM was then applied using IBM SPSS AMOS to evaluate both measurement and structural components of the model, testing hypotheses that perceived benefits influence both attitude and intention, and that attitude further mediates intention. Results: The survey instrument demonstrated excellent reliability (Cronbach’s α = 0.92). The three-construct SEM explained 74 % of the variance in online purchase intention. Fit indices indicated very good model performance (NFI = 0.969, NNFI = 0.970, CFI = 0.979, IFI = 0.979). All hypothesized paths were significant, confirming that higher perceived benefits enhance both positive web attitudes and purchase intentions, and that web attitudes further bolster intention. Conclusion: This streamlined SEM offers a robust and well-fitting explanation of consumer online purchase intentions. E-commerce platforms can leverage these insights by emphasizing the specific benefits consumers value and cultivating positive web experiences to drive sales. The model offers both practical guidance for online retailers and a foundation for future research, such as incorporating environmental consciousness, to refine our understanding of sustainable e-commerce adoption. Ozadje in namen: E-trgovanje je preoblikovalo vedenje potrošnikov, saj ponuja neprimerljivo udobje, raznolikost in dostopnost ter hkrati ustvarja nove priložnosti za rast prihodkov podjetij. Kljub svojemu pomenu ostaja potreba po enostavnih modelih, ki pojasnjujejo namero za spletni nakup na podlagi temeljnih potrošniških zaznav. Namen te študije je razviti in preizkusiti model strukturnih enačb (SEM), v katerem zaznane koristi potrošnikov in odnos do spleta vplivajo na namero za spletni nakup. Metode: Spletna anketa je bila izvedena med 190 slovenskimi potrošniki. Vprašalnik je temeljil na uveljavljenih lestvicah za merjenje (a) zaznanih koristi spletnega nakupovanja, (b) odnosa do spleta in (c) namere za spletni nakup. Notranja zanesljivost je bila ocenjena s Cronbachovim alfa koeficientom. Na model je bil nato uporabljen SEM s programom IBM SPSS AMOS za oceno merilnega in strukturnega dela modela ter za preverjanje hipotez, da zaznane koristi vplivajo tako na odnos kot na namero, odnos pa dodatno mediira namero. Rezultati: Merilni instrument je pokazal odlično zanesljivost (Cronbachov α = 0,92). Tridelni SEM je pojasnil 74 % variance v nameri za spletni nakup. Indeksi prileganja so pokazali zelo dobro delovanje modela (NFI = 0,969; NNFI = 0,970; CFI = 0,979; IFI = 0,979). Vse predpostavljene poti so bile statistično značilne, kar potrjuje, da višje zaznane koristi povečujejo tako pozitiven odnos do spleta kot tudi nakupne namere, odnos do spleta pa dodatno krepi namero. Zaključek: Ta poenostavljen SEM ponuja trdno in dobro prilegajoče se pojasnilo potrošniške namere za spletni nakup. Platforme za e-trgovanje lahko te ugotovitve izkoristijo tako, da poudarijo specifične koristi, ki jih potrošniki cenijo, ter spodbujajo pozitivne spletne izkušnje za povečanje prodaje. Model ponuja tako praktična priporočila za spletne trgovce kot tudi izhodišče za prihodnje raziskave, na primer vključitev okoljskega vidika, s čimer bi še dodatno razumeli trajnostno sprejemanje e-trgovanja. attitude toward web perceived benefits online purchase intention SEM consumer behaviour e-commerce odnos do spleta zaznane koristi namera za spletni nakup SEM vedenje potrošnikov e-trgovanje true true true Angleški jezik Slovenski jezik Neznano 2025-11-14 10:23:07 2025-11-14 10:23:07 2025-11-15 03:10:18 0000-00-00 00:00:00 2025 0 0 str. 343-352 issue 4 Vol. 58 2025 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 2025-01-01 658.8:004 256919811 10.2478/orga-2025-0021 1318-5454 https://organizacija.fov.um.si/issues/vol-58-no-4-2025/ 1 88c775e6-c13b-11f0-8eaa-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=200642 RAZ_Maric_Miha_2025.pdf RAZ_Maric_Miha_2025.pdf 1 58A37CF773ABB7C5892E5E795F8C42FD 2605912bb92a7b7d795f636345f4927044d6a4c47a9f71cfdb88b6b703ff9821 b2b1f015-c13b-11f0-8eaa-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=200643 Fakulteta za organizacijske vede Organizacija 0 0 0