This paper identifies the attitudes and key determinants of Millennials’ online shopping behavior in Montenegro. An empirical survey was conducted in Montenegro on the sample of 813 millennial consumers by using Structural Equation Modeling and the analysis of the variance (ANOVA) test. The results revealed that Millennials are satisfied with previous experience in online shopping. They perceive it beneficial compared to purchase in traditional shops, but also perceive it as very risky, which is why they buy online mostly inexpensive products. The results also suggested that behavior of millennial consumers in the online purchase significantly depends on their demographic characteristics. While the frequency of online shopping is the same for both genders, male consumers spend more money on it compared to women. Also, men to a greater extent prefer doing the online shopping using more famous websites, than women do. The amount spent in online shopping does not depend on age of consumers, but younger Millennials do this type of purchase more often compared to older Millennials. Based on the results, this paper provides implications for managers important for building the trust of consumers and increase of online sales.

本文确定了黑山千禧一代在线购物行为的态度和关键决定因素。通过使用结构方程模型和方差分析（ANOVA）检验，在黑山对813个千禧一代消费者的样本进行了实证调查。结果表明，千禧一代对以前的在线购物经验感到满意。他们认为与传统商店相比，它是有益的，但也认为它具有很高的风险，这就是为什么他们在网上购买大多是廉价的产品的原因。结果还表明，千禧一代消费者在在线购买中的行为在很大程度上取决于他们的人口统计特征。尽管男性和女性的在线购物频率相同，但男性消费者比女性花费更多的钱。还，与女性相比，男性在更大程度上更喜欢使用更著名的网站进行在线购物。在线购物花费的金额不取决于消费者的年龄，但与年龄较大的千禧一代相比，年龄较小的千禧一代更经常进行此类购买。基于这些结果，本文为管理人员提供了一些意义，这些管理人员对于建立消费者的信任和增加在线销售非常重要。