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Competition and Consumer Behavior in the Context of the Digital Economy

Author

Listed:
  • 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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    Cited by:

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    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.
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    8. Xiang Cheng & Xiaohui Chen, 2024. "The digital economy and power consumption: empirical analysis based on consumption intensity in China," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(8), pages 19755-19777, August.
    9. 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.
    10. 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.
    11. Savastano Marco & Spremić Mario & Stojcic Nebojsa & Gobbi Laura, 2024. "Digital economy: towards a conceptual research framework based on bibliometric and in-depth analyses," Management & Marketing, Sciendo, vol. 19(2), pages 275-306.
    12. 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.
    13. 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.
    14. 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.
    15. 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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