Consumer behaviour on the e-commerce market in the light of empirical research in Lubuskie voivodeship
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University of Zielona Góra, Faculty of Economics and Management
Ph.D. Eng. University of Zielona Góra, Faculty of Economics and Management
Online publication date: 2016-06-10
Management 2016;20(1):239-255
The main aim of this article was to identify the behavior of consumers in the e-commerce market in Poland, according to the model of e-customer as adopted by Meier and Stormer. An attempt was made to answer the following questions: whether education has an impact on the propensity to make purchases over the Internet and the level of concern about Internet security, what are the greatest limitations of e-commerce, whether there is a clear link between the assessment of the overall impression of shopping online and satisfaction with service. The study shows that the largest group of respondents make purchases in online stores after carefully reading the information relating to the e-business and the products it offers, often adding a Web address to favorites returning later to obtain detailed information, or return to some services. At the same time they show a great interest in the price and terms of delivery. The research procedure used the analysis of literature, statistical data and results of the survey respondents of Lubuskie voivodship.
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