Abstract
Electronic commerce is a type of business in which all transactions are carried out online and the seller and buyer do not meet in person, as in traditional commerce. E-commerce has been steadily increasing over the last decade, and it is now a popular method of shopping in many parts of the globe. As more businesses are switching to online sales, their sales strategies are adapting to the needs of their online customers, including customers demographic and psychographic characteristics. Therefore, in an effort to understand and compare the segments of online shoppers, this research aims on understanding the profile of online shoppers and their implications on online shopping in Albania. The particular interest of this study is to understand the characteristics and profiles of the online shoppers for marketers in virtual business in Albania. The target respondents of the study were internet users located in the city of Berat and a survey questionnaire was used to collect the data from 389 respondents. The sample selection is probabilistic with 95% reliability level and 5% margin of error as the total population of the city of Berat is 119,450 inhabitants. The reliability analysis based on Cronbach Alpha test and Chi square test were used to test the hypotheses and the statistical program Spss 24 for data processing and analysis. The findings reveal that most of the online shoppers are females, between the age of 20 to 24 years old, have a university degree, and an average monthly income of up to 61. 000 All and tend to buy products at average prices. The research findings on online shoppers profile further indicate that gender does not affect the frequency of online shopping ; trust does not affect the frequency of online shopping; but price affects the frequency of online purchases. Thus, online businesses should focus on convenience, price, branding to impact online shoppers. The implications of the findings for practice are further discussed.
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