Uticaj logističke vrednosti na satisfakciju potrošača u kontekstu digitalne pismenosti

Abstract

The dynamic development of e-commerce is driven by the rapid expansion of Internet access and the increasing use of portable devices, such as smartphones, tablets, etc. Ecommerce dominates the B2C market, where products are ordered by individual customers and sold by a company. One-time purchases are often made, loyalty is relatively low, while customer expectations are constantly growing. The research was conducted with the aim of analyzing the impact of logistical value and the moderating effect of digital literacy on consumer satisfaction in the digital environment in the Republic of Serbia. The paper presents 6 hypotheses. Observing the importance of relations between all constructs, it was found that logistics value with an emphasis on delivery monitoring and convenient place of delivery is important when it comes to customer satisfaction in the digital environment. Moderating the effects of digital literacy on customer satisfaction in the digital environment have not been confirmed. At the very end of the paper, implications for the economy are given, as well as recommendations for further research.