ELECTRONIC COMMERCE AND CHANGES IN CONSUMER BEHAVIOR
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
Nowadays, due to digitization, there is no longer any need for brick-and-mortar stores or retailers who introduce goods to the customer, as customer is able to buy millions of different goods from different parts of the world just by connecting to the internet by few clicks. More and more customers prefer to purchase products and services on the Internet over brick and mortar stores, therefore it is necessary to examine the changes in consumer behavior that were caused by digital revolution. For this purpose, we conducted a questionnaire survey that was evaluated graphically and verbally using deduction. Besides that, we have used methods of quantitative statistics -Chi-square goodness of fit test, Chi-square test for independence, Kolmogorov-Smirnov test and Mann-Whitney U test. Based on the acquired findings we have come to the conclusion that it would be appropriate if Slovak companies start to realize their business activities online, especially if they sell clothes and electronics, because these assortment groups are the best-selling ones in the online environment and should focus on the younger customer, aregardless of gender, because both men and women are shopping on the internet.
Authors and Affiliations
Alexandra Andocsová, Ľudmila Nagyová, Zdenka Kádeková
Keywords
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