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Online Communication and E-Commerce Dynamics in the European Union. A Consumer-Based Approach


  • Elena-Alexandra GORGOS

    () (National University of Political Studies and Public, Romania)

  • Elena-Mãdãlina VÃTÃMÃNESCU

    () (National University of Political Studies and Public, Romania)


The European Union has settled facilitating transactions within a single market as a primary aim. Consumers’ rights and protecting their safety are priorities for the European Union, alleging a partnership between member states and citizens. National legal systems represent the first problem in applying European rules because contract laws are different in many aspects, as many authors posit. The interest of this paper is finding out if consumers consider themselves well-informed, and which are the main channels used with a view to feeling comfortable and to trusting European market dynamics. Consumers’ opinions about the efficiency of online communication have a double impact on the social spectrum: being adaptive or being repellent. Hereby, the research questions mark the importance of online communication in delineating economic transactions. Our approach is from a social-cognitive perspective, acknowledging the importance of behavioral communication in economic boundaries. The environment in which consumers work or spend spare time determines and influences their acts, attitudes and social behavior. In order to understand how consumers’ look at the European Union’s interest in being more open to citizens and to how their social behavior in online area can mark the way consumers react to European goods, we resorted to a qualitative research, with in-depth interviews. Investigating the bond between consumers’ trust and consumers’ acts in acquiring European services brings into light the fact that communication remains unavoidable and compulsory for gaining citizens’ credential regardless of the frame of reference.

Suggested Citation

  • Elena-Alexandra GORGOS & Elena-Mãdãlina VÃTÃMÃNESCU, 2016. "Online Communication and E-Commerce Dynamics in the European Union. A Consumer-Based Approach," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 17(4), pages 335-349, October.
  • Handle: RePEc:rom:rmcimn:v:17:y:2016:i:4:p:335-349

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    References listed on IDEAS

    1. Vasile Dinu & Ivan Marchevski & Eugen Dobrescu & Raluca Mariana Petrescu, 2010. "Education and Training Needs in the Field of Consumer Protection in the Lower Danube Region," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(Special N), pages 709-734, November.
    2. Vasile Dinu, 2010. "The Need for Consumers’ Protection," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(28), pages 262-264, June.
    3. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    4. Ene, Corina, 2012. "Consumer Protection In Bulgaria: Eu Challenges," Economics of Agriculture, Institute of Agricultural Economics, vol. 59(2).
    5. repec:eee:ijrema:v:29:y:2012:i:4:p:310-321 is not listed on IDEAS
    6. Hans Ruediger Kaufmann & Mohammad Fateh Ali Khan Panni & Yianna Orphanidou, 2012. "Factors Affecting Consumers’ Green Purchasing Behavior: An Integrated Conceptual Framework," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 50-69, February.
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    More about this item


    consumer; online communication; e-commerce; European legislation.;

    JEL classification:

    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification
    • P36 - Economic Systems - - Socialist Institutions and Their Transitions - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation
    • K12 - Law and Economics - - Basic Areas of Law - - - Contract Law


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