WHAT INFLUENCES ONLINE SHOPPING OF INDIVIDUALS FROM EUROPEAN COUNTRIES?

Tino Kujundzic, Mario Jadric and Maja Cukusic
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Tino Kujundzic: Faculty of Economics University of Split, Croatia
Mario Jadric: Faculty of Economics University of Split, Croatia
Maja Cukusic: Faculty of Economics University of Split, Croatia

Perspectives of Innovation in Economics and Business (PIEB), 2011, vol. 7, issue 1, 16-20

Abstract: The trend of broadband Internet expansion in conjunction with the increasing orientation of consumers towards buying via web shops, all combined with increased usage of e-banking services have contributed largely to the growth of online shopping trend. This paper deals with determining the influence of the chosen input variables (reading online magazines and newspapers, searching for product information online, using web TV, radio and ebanking services) on the observed target variable (online shopping, categorized by the level of its development in terms of individuals in European countries). The database was preloaded with data from EUROSTAT consisting of values for the abovementioned variables for 29 European countries in the period from 2007 to 2009. For the data mining process, the open source application Orange Canvas was used.

Keywords: Online shopping; data mining; Orange Canvas; CN2 rules. (search for similar items in EconPapers)
JEL-codes: L81 L86 O33 (search for similar items in EconPapers)
Date: 2011
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