The Development of E-Commerce and Consumer Attitudes – A Comparative Analysis of Poland, Ukraine and Belarus

Research background: Motivation for this paper is the rapid development of the electronic commerce sector and its increasing role as a sales channel. The level of e-commerce development is spatially diverse, both across continents and countries. As such, this study examined the conditions of electronic commerce development in the context of the specificity of e-consumers’ behavior in selected European countries.Purpose: The purpose of the paper is to compare the attitudes towards e-commerce among buyers from Poland, Ukraine and Belarus along with their activities directly related to online shopping.Research methodology: The paper focuses on the results of a study conducted in central and eastern European countries on a sample of nearly 1,000 respondents. The statistical tools used included the Kruskal-Wallis test and an independence analysis through SPSS v. 25 and Statistica v. 13.3.Results: The results showed that the country of origin is a variable differentiating both activities connected with shopping online undertaken by e-consumers and buyers’ attitudes towards e-commerce in the context of such aspects as: safety, convenience, time-consuming, possibilities of choice, ease and the economics of shopping. The predominant dependence between the country of origin of respondents and their inclination to use the Internet has not been confirmed.Novelty: The study contributes to the on-going and extremely current issue of the importance of e-commerce and the conditions of its development.