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Shopping Behavior in the Context of the Digital Economy

Author

Listed:
  • 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)

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.

Suggested Citation

  • Katarina Repkova Stofkova & Dominik Laitkep & Zuzana Stofkova, 2022. "Shopping Behavior in the Context of the Digital Economy," JRFM, MDPI, vol. 15(2), pages 1-13, January.
    • Handle: RePEc:gam:jjrfmx:v:15:y:2022:i:2:p:39-:d:727232
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    References listed on IDEAS

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    1. Jozef Bucko & Lukáš Kakalejčík & Martina Ferencová, 2018. "Online shopping: Factors that affect consumer purchasing behaviour," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1535751-153, January.
    2. Gerhard Tutz, 2021. "Hierarchical Models for the Analysis of Likert Scales in Regression and Item Response Analysis," International Statistical Review, International Statistical Institute, vol. 89(1), pages 18-35, April.
    3. Polman, Evan & Wu, Kaiyang, 2020. "Decision making for others involving risk: A review and meta-analysis," Journal of Economic Psychology, Elsevier, vol. 77(C).
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