o:29896 Mobile Commerce and Consumers' Online Purchase Orientation in Poland, Croatia and Serbia en Abstract: As an innovative approach to retail, mobile commerce develops rapidly during last decade. It brings new challenges and opportunities in front of retailers who have to adapt their business strategies to new generation shoppers. With a good understanding of the shoppers’ online purchase intention, retailers are able to develop effective online strategies to attract new and keep loyal web-shopping customers. The purpose of this paper is to explain the online shopping orientation in the context of country of origin. There is a limited number of such research in Central and Eastern Europe, so there is a lack of knowledge about young consumers from this region and their attitude as mobile technology users. The article is based on the research conducted in Poland, Croatia and Serbia where 454 young non-randomly selected respondents answered online survey questions. The research hypotheses were tested using correlation and non-parametric statistics. Differences between observed countries suggest that there is a necessity to adapt approach concerning online retailing even at the market with similar characteristics. Therefore, creators of marketing and sales strategies of online and omnichannel companies should consider this fact when planning business strategies. Keywords: mobile commerce, online purchase orientation, retail innovation, smartphone shoppers, omnichannel retailing 1552101 2706-4735 2023-05-31T11:58:27.207Z 44 no 46 Magdalena Stefańska Blaženka Knežević person Dragan Stojković Univerzitet u Beogradu Ekonomski fakultet person 9762151 0000-0003-2636-8682 application/pdf 501529 https://phaidrabg.bg.ac.rs/o:29896 no yes 1 70 92000004 11A03 Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Split, Croatia, 6-8 September 2018 276 285 2018