Bridging the Digital Divide: The Role of Proxy Users in Online Purchasing and Social Sustainability

Agnieszka Laskowska, Lukasz Skowron, Edward Kozlowski and Jan Laskowski

European Research Studies Journal, 2025, vol. XXVIII, issue 1, 459-471

Abstract: Purpose: The purpose of the study is to investigate whether and, if so, how dependent or digitally excluded people use purchases and services available via the Internet. Design/Methodology/Approach: A survey was conducted using the CAVI technique on a sample of 1,000 adult Polish citizens. The relationship between variables was examined using the χ2 test. The strength of the relationship was examined using the Freemans theta coefficient and V-Cramer. Data analysis was supplemented with descriptive statistics. Findings: The research confirmed that dependent or digitally excluded people make purchases on the Internet with the help of shopping intermediaries. „proxy” users are most often women aged 25 to 34 and men aged 35 to 44. Those most likely to use proxies for online shopping are seniors aged 61-70 from their immediate family circle. Practical Implications: The findings of this research will facilitate the enhancement of the ergonomics and security of the online shopping process, with the objective of adapting it to the requirements and needs of digitally dependent individuals. Originality/Value: The research will contribute to improving the effectiveness of the fight against digital exclusion and the implementation of the concept of a sustainable digital economy.

Keywords: Digital exclusion; digital divide; consumer behavior; e-commerce; proxy user; sustainable economy. (search for similar items in EconPapers)
JEL-codes: D12 L81 L86 O33 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxviii:y:2025:i:1:p:459-471

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