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E-customer behaviour and cross border shopping development

Author

Listed:
  • Jílková Petra

    (Masaryk Institute of Advanced Studies, Czech Technical University in Prague, Kolejní 2637/2a, Czech Republic)

  • Králová Petra

    (Masaryk Institute of Advanced Studies, Czech Technical University in Prague, Kolejní 2637/2a, Czech Republic)

Abstract

The digitalisation of business processes, cultural backgrounds and consequences on behavioural differences make a direct impact on customer purchase behaviours across different markets. The main aim of this paper is to analyse the effect of the economic situation in the selected countries regarding the e-commerce business. On the sample of the situation in the Czech Republic, the article presents the increasing potential of e-commerce and focuses not only on the statistics review but on the psychological aspects of online behaviour. Firstly, the paper presents a theoretical model for customer purchase behaviour and the development of the theory in correspondence with B2C e-commerce background. Secondly, this research analyses the main aspects of shopping behaviour in selected countries; the research shows the main characteristics of shopping and provides a better understanding of the impact of digitalisation. Finally, the paper confirmed the fact that the Czech e-commerce market is developed and has potential to grow nationally and internationally. The paper investigates online shopping for the period between 2010 – 2017. Finally, the authors discuss all the theoretical and practical implications of these results.

Suggested Citation

  • Jílková Petra & Králová Petra, 2019. "E-customer behaviour and cross border shopping development," Open Economics, De Gruyter, vol. 2(1), pages 109-123, January.
  • Handle: RePEc:vrs:openec:v:2:y:2019:i:1:p:109-123:n:10
    DOI: 10.1515/openec-2019-0010
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    More about this item

    Keywords

    e-customer journey; customer purchase behaviour; e-commerce; shopping; STDC concept;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software

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