Abstract
Although the overall share of B2C e-commerce on the total retail turnover in the Czech Re- public is low, e-shopping still indicates quite impressive year-to-year growth rates. Though very popular - especially in certain customer segments, such as young people - there are serious problems and challenges observed in this domain. Problems and challenges such as security and trustworthiness issues are often discussed and scrutinized. Thus, it is very important for both e-retailers and researchers to find out which factors drive e-shops' competitiveness. In the introductory part, this paper presents useful and clear definitions to enlighten and clarify the topic. The description of Czech B2C e-commerce market follows, and it emphasizes the issues of ethics, security and trustworthiness and problems customers often face. Results of empirical research focused on issues on security and trustworthiness in relation to e-shop competitiveness are then presented and discussed. Suggestions for future research form the final part of the article.
Highlights
Information and communication technologies (ICT) have changed our lives dramatically.What seemed impossible has become a crucial part of today’s reality
This paper focuses especially on the businesses-to-consumers relations
“bricks-and-mortar” stores, 128 (63.36%) think that it saves time, 45 (22.27%) think that it is risky, and only 2 (0.99%) think that it is complicated. 21 (10.39%) people think something else
Summary
When formulating research questions, private/public sector surveys that had been performed were taken into consideration (APEK, 2011; Gemius, 2011, 2010; European Commission, 2010b; OECD, 2009). Main research questions reflect current market conditions: Which factors are the most important drivers of B2C e-commerce website competitiveness?. Which strategies do people follow most often when shopping online?. Which types of problems do people who shop online face most often?. Does the amount of types of problems faced when shopping online depend on perceived importance of security and trustworthiness?. To get answers to these questions, an online survey was realized with use of Google Documents Form. Obtained data were originally of qualitative type, and were transformed into the quantitative one (a certain number was assigned to each type of answer).
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