摘要：The purpose of the research is to investigate the Romanian online customers’ perception asregards to the process of buying products from the Internet. The research objectives are: (1) to identify theadvantages and disadvantages of buying from the Internet; (2) to identify the reasons of buying from theInternet; (3) to identify the reasons of frequently buying from the same website. We employed a qualitativeresearch method, based on depth interviews. It is an exploratory and instrumental research. The sample isrepresented by 30 Romanian online customers who frequently buy products from a specific website. The resultsshow that the most important reasons for online shopping are: space accessibility, access convenience,evaluation convenience, delivery convenience, time saving and money saving. The motivations for repeatingthe purchase from the same website are: product quality, product diversity, quick delivery, easy to use,recommendations, good deals, safety, reputation and interactivity
