Shopping Behavior in the Context of the Digital Economy

Katarina Repkova Stofkova, Dominik Laitkep and Zuzana Stofkova
Additional contact information
Katarina Repkova Stofkova: Department of Communication, University of Zilina, Univerzitna 1, 010 26 Zilina, Slovakia
Dominik Laitkep: Department of Communication, University of Zilina, Univerzitna 1, 010 26 Zilina, Slovakia
Zuzana Stofkova: Department of Economy, University of Zilina, Univerzitna 1, 010 26 Zilina, Slovakia

JRFM, 2022, vol. 15, issue 2, 1-13

Abstract: Consumers shop to meet their needs. When buying, they always compare and evaluate the available alternatives to the goods. The purchasing process involves various factors. These factors can also be described as attributes that can affect consumers during the purchasing process. Identifying important attributes can be really challenging for the digital economy and global markets. Most retailers do not have accurate knowledge of the attitudes and characteristics of their customers, which greatly affects purchasing processes. Combining accurate knowledge of the combination of attributes can increase revenue and improve retailers’ market position. The aim of this paper is to present the results of primary research, processed by reducing the number of attributes influencing purchasing behavior using factor analysis. The target group of the primary research was women who bought mostly online. The most important factors influencing women’s shopping behavior are traditional influences such as online payment for orders, diversity of delivery options, nicely crafted sites, and store reviews, but also the influences of social networks. Another important factor is the possibility of in-store purchases and payments for cash purchases. The results of this research will complement the view of women’s consumer behavior, thus creating the conditions for retailers to react to this target group.

Keywords: purchasing behavior; e-commerce; social networks; consumers; women’s purchase intentions (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.mdpi.com/1911-8074/15/2/39/pdf (application/pdf)
https://www.mdpi.com/1911-8074/15/2/39/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jjrfmx:v:15:y:2022:i:2:p:39-:d:727232

Access Statistics for this article

JRFM is currently edited by Ms. Chelthy Cheng

More articles in JRFM from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().