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Aspects Regarding The Online Purchase Of Goods Or Services In 35 European Countries

Author

Listed:
  • ZAHARIA MARIAN

    (Association for Democracy, Education, Respect, Romania)

  • BALACESCU ANIELA

    (Constantin Brancusi University of Targu Jiu, Romania)

Abstract

Nowadays, it is no longer a challenge to buy from companies that offer their products and services through the Internet. More and more companies have adapted to the new economy and integrated digital technologies in the production and marketing processes, being aware of the competitive advantage offered by them. Digital business transformation is an ongoing complex process that provides a business environment characterized by flexibility and greater customer involvement. The study of consumer behavior in the process of online purchases contributes to the development of online marketing strategies and understanding the factors that determine the purchase decision. The article aims to study the behaviors of individuals in 35 European countries in the process of online shopping in 2020 starting from the main categories of products sold online and the origin of sellers. The methodology of hierarchical clusters was used, and the results obtained highlight significant differences between the behaviors of individuals in the analyzed states regarding the category of purchased products and the origin of sellers.

Suggested Citation

  • Zaharia Marian & Balacescu Aniela, 2022. "Aspects Regarding The Online Purchase Of Goods Or Services In 35 European Countries," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 83-90, February.
    • Handle: RePEc:cbu:jrnlec:y:2022:v:1:p:83-90
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    References listed on IDEAS

    as
    1. Balacescu Aniela & Zaharia Marian & Delia Nica Badea, 2019. "Economic Growth And Digital Skills: An Overview On The Eu-28 Country Clusters," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 78-85, December.
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