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Competition and Consumer Behavior in the Context of the Digital Economy

Author

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  • Elena-Madalina Vatamanescu
  • Bogdan Gabriel Nistoreanu
  • Andreea Mitan

Abstract

The current paper aims to investigate the relation between competit ion and online purchasing decision-making, integrating consumer protection awareness and the corresponding consumer behavior as mediators. The focus is on both subjective and objective measures related to the level of consumer awareness and action in a fast -growing competition, potentiated by the digital economy. In order to investigate the relations between the aforementioned concepts, a questionnaire-based survey was conducted, using a sample of 257 students from three top Romanian universities. Based upon the theoretical directions presented in the literature review, a conceptual model was elaborated and tested by employing a part ial least squares structural equation modeling technique. As the examination of the structural model indicated, online purchasing decision -making is indirectly influenced by the high competition in the digital economy, by means of consumer protection awareness and consumer protection behavior. At this level, the analyzed factors, namely the competition in the digital economy, the consumer protection awareness and the consumer behavior with respect to the consumer protection policies, explain over 16% in the variance of the online purchasing decision-making.

Suggested Citation

  • Elena-Madalina Vatamanescu & Bogdan Gabriel Nistoreanu & Andreea Mitan, 2017. "Competition and Consumer Behavior in the Context of the Digital Economy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 19(45), pages 354-354, May.
    • Handle: RePEc:aes:amfeco:v:45:y:2017:i:19:p:354
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    References listed on IDEAS

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    Cited by:

    1. Patrizia Gazzola & Gianluca Colombo & Roberta Pezzetti & Luminița Nicolescu, 2017. "Consumer Empowerment in the Digital Economy: Availing Sustainable Purchasing Decisions," Sustainability, MDPI, vol. 9(5), pages 1-19, April.
    2. Gwijeong Park & Fangxin Chen & Le Cheng, 2021. "A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use," Sustainability, MDPI, vol. 13(5), pages 1-19, March.
    3. Florina Pînzaru & Paul Dobrescu & Alexandra Vițelar & Ion Moldoveanu & Adina Săniuță, 2023. "Linking Sustainability-Driven Factors and Online Knowledge Sharing in Business: A PLS-SEM Analysis," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    4. Elena-Mădălina Vătămănescu & Patrizia Gazzola & Violeta Mihaela Dincă & Roberta Pezzetti, 2017. "Mapping Entrepreneurs’ Orientation towards Sustainability in Interaction versus Network Marketing Practices," Sustainability, MDPI, vol. 9(9), pages 1-18, September.
    5. Hadad Shahrazad, 2018. "The geographic distribution of Knowledge Economy (KE) within the European Union (EU)," Management & Marketing, Sciendo, vol. 13(3), pages 1089-1107, September.
    6. Pelau Corina & Stanescu Mihaela & Serban Daniela, 2019. "Big-Data and Consumer Profiles – The hidden traps of data collection on social media networks," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1070-1078, May.
    7. Fawz Manyaga & Umit Hacioglu, 2021. "Investigating the impact of mobile telecom service characteristics on consumer satisfaction in urban Uganda," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(6), pages 19-33, September.
    8. Elena‐Mădălina Vătămănescu & Constantin Bratianu, 2021. "Challenges for sustainable development in the digital era," Systems Research and Behavioral Science, Wiley Blackwell, vol. 38(3), pages 275-278, May.
    9. Oleksandr Dorokhov & Liudmyla Dorokhova & Milica Delibasic & Justas Streimikis, 2017. "Consumer Behavior Modeling - Fuzzy Logic Model for Air Purifiers Choosing," Montenegrin Journal of Economics, Economic Laboratory for Transition Research (ELIT), vol. 13(4), pages 61-77.
    10. Dan-Cristian Dabija & Raluca Băbuț, 2019. "Enhancing Apparel Store Patronage through Retailers’ Attributes and Sustainability. A Generational Approach," Sustainability, MDPI, vol. 11(17), pages 1-14, August.
    11. M.A. Afonasova & E.E. Panfilova & M.A. Galichkina, 2018. "Social and Economic Background of Digital Economy: Conditions for Transition," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 3), pages 292-302.
    12. Priti Srinivas Sajja, 2022. "Hybrid Genetic Fuzzy System for Modeling Consumer Behavior," International Journal of Business Intelligence Research (IJBIR), IGI Global, vol. 13(1), pages 1-15, January.
    13. Catalin Postelnicu & Sorin Calea, 2019. "The Fourth Industrial Revolution. Global Risks, Local Challenges for Employment," Montenegrin Journal of Economics, Economic Laboratory for Transition Research (ELIT), vol. 15(2), pages 195-206.

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    More about this item

    Keywords

    consumer protection; competition; digital economy; online purchasing decision-making;
    All these keywords.

    JEL classification:

    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • F12 - International Economics - - Trade - - - Models of Trade with Imperfect Competition and Scale Economies; Fragmentation
    • F68 - International Economics - - Economic Impacts of Globalization - - - Policy

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