The Development of E-Commerce and Consumer Attitudes – A Comparative Analysis of Poland, Ukraine and Belarus

Gregor Bogdan () and Kalińska-Kula Magdalena ()
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Gregor Bogdan: University of Lodz, Faculty of Management Department of Marketing, Matejki 22/26, 90-237Lodz, Poland
Kalińska-Kula Magdalena: University of Lodz, Faculty of Management Department of Marketing, Matejki 22/26, 90-237Lodz, Poland

Folia Oeconomica Stetinensia, 2020, vol. 20, issue 2, 183-198

Abstract: Research background: Motivation for this paper is the rapid development of the electronic commerce sector and its increasing role as a sales channel. The level of e-commerce development is spatially diverse, both across continents and countries. As such, this study examined the conditions of electronic commerce development in the context of the specificity of e-consumers’ behavior in selected European countries.Purpose: The purpose of the paper is to compare the attitudes towards e-commerce among buyers from Poland, Ukraine and Belarus along with their activities directly related to online shopping.Research methodology: The paper focuses on the results of a study conducted in central and eastern European countries on a sample of nearly 1,000 respondents. The statistical tools used included the Kruskal-Wallis test and an independence analysis through SPSS v. 25 and Statistica v. 13.3.Results: The results showed that the country of origin is a variable differentiating both activities connected with shopping online undertaken by e-consumers and buyers’ attitudes towards e-commerce in the context of such aspects as: safety, convenience, time-consuming, possibilities of choice, ease and the economics of shopping. The predominant dependence between the country of origin of respondents and their inclination to use the Internet has not been confirmed.Novelty: The study contributes to the on-going and extremely current issue of the importance of e-commerce and the conditions of its development.

Keywords: online shopping; e-consumers’ attitudes; e-commerce (search for similar items in EconPapers)
JEL-codes: D12 F14 L81 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:foeste:v:20:y:2020:i:2:p:183-198:n:15

DOI: 10.2478/foli-2020-0043

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