On a Comparative Analysis of Individual Customer Purchases on the Internet for Poland, Turkey and the People’s Republic of China at the Time of the COVID-19 Pandemic

Abstract

The main purpose of this article is to compare the state and dynamics of e-commerce development in selected countries: Poland, Turkey and the PRC (People’s Republic of China), from the point of view of individual customers. The comparison was carried out in two stages: the first months of 2020 (before the COVID-19 pandemic) and the first months of 2021 (during the pandemic). The study conducted involved university students. The surveys were carried out using the CAWI method, and they were made available on the servers of the Faculty of Management at the University of Warsaw. The research sample included 650 individuals. Differences in the obtained results were evaluated using the City distance. The hypothesis concerning the lack of differentiation between the evaluations of individual e-commerce criteria was formulated, and it was disproved in the course of the study. The results of the research indicate that the variation between countries appeared mainly in relation to the direction of the development of e-commerce during the COVID-19 pandemic, the type of (mobile/traditional) device used to shop online and, above all, the specificity of the country where the study took place with its past experiences, cultural circumstances and shopping habits, as reflected in the development of online commerce. The limitation of the study was the fact that it was conducted in an academic environment and, at this stage, it was limited to the analysis of the results covering selected countries. Nevertheless, the valuable contribution and undoubted achievement of the work consist in the fact that, for the first time, e-commerce solutions have been compared for countries that are so culturally, economically and demographically different. The results of this study may be used by business practitioners to guide them on possible strategies regarding the development of e-commerce in their countries in the post-pandemic reality.