Blazenka Knezevic

Internet as a purchasing information source in children's products retailing in Croatia

The intensive development of technology, the global availability of the Internet, the overall network coverage and increasing of computer literacy within the population, are growth factors that contribute to popularization and importance of electronic commerce. Moreover, electronic commerce is described as an effective way of communication with consumers in terms of money and time expenditures, and, therefore, in recent decades its role is growing rapidly both in general and specialized retailing. There are numerous research studies that describe and analyze the growth and general potentials of e-commerce. However, the level of development and potential in the field of special commodity groups are not yet sufficiently explained nor practically explored. The aim of this paper is to fill this gap through explanation of Internet as a purchasing source in a particular field of childrens products retailing.