Abstract
The article aims to present consumer behaviour in the process of purchasing goods and services in online stores in the Polish market. The impact of selected factors determining or discouraging online shopping, as well as influencing the choice of an online store by young consumers representing the "Z" generation, was examined. 100 respondents took part in the pilot study, and women constituted nearly 70% of the surveyed population. Depending on the needs of customers, various factors determine whether they will make purchases online or convince them to choose an online store. Additionally, through the prism of various concerns and their own experiences, they assess factors discouraging online shopping. The results of the analysis can be used in practice when planning an advertising campaign by introducing coordinated and organised activities using one or several different related media. The publication also discusses the impact of online advertising on consumer behaviour in e-commerce, combining an interdisciplinary approach in the areas of management and quality sciences with economics and finance. The study was conducted in the fourth quarter of 2022.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.