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The Influence Of Sociodemographic Characteristics On Online Consumer Behavior In Bosnia And Herzegovina A

Author

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  • Nedžad Pirić

    (Faculty of Economics, University of Tuzla, Tuzla, Bosnia and Herzegovina)

Abstract

The reserch investigates the significant influence of sociodemographic characteristics such as location, gender, age groups, nationality, employment status and average monthly income on online consumer behavior such as frequency of online shopping and frequency of using mobile or internet banking within the Bosnia and Herzegovina digital ecosystem. The findings demonstrate that sociodemographic characteristics significantly influence online consumer behavior, confirming that diverse demographics groups are significantly shaping digital commerce development in Bosnia and Herzegovina. The results indicate that sociodemographic indicators show that online shopping is widely adopted, while internet banking remains underutilized, highlighting differences in trust and perceived security across digital services. Regression analysis confirms that sociodemographic characteristics strongly predict online consumer behavior. These insights underline the importance of strengthening sociodemographic characteristics as a priority to all stakeholders including governments, institutions, academia´s, NGOs. Enhancing sociodemographic characteristics across different social and economic groups will not only foster digital inclusion but also improve competitiveness and prepare Bosnia and Herzegovina’s citizens for deeper participation in the global digital economy. The research sample consisted of 1547 citizens (n = 1547) from Bosnia and Herzegovina, selected using the snowball sampling method. The basic motive for the realization of this research is the fact that there is no relevant research in Bosnia and Herzegovina that focuses on the impact of sociodemographic characteristics on online consumer behavior.

Suggested Citation

  • Nedžad Pirić, 2025. "The Influence Of Sociodemographic Characteristics On Online Consumer Behavior In Bosnia And Herzegovina A," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 9(1), pages 46-52, December.
    • Handle: RePEc:zib:zbmecj:v:9:y:2025:i:1:p:46-52
    DOI: 10.26480/mecj.01.2025.46.52
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    References listed on IDEAS

    as
    1. Geoff Boeing, 2020. "Online rental housing market representation and the digital reproduction of urban inequality," Environment and Planning A, , vol. 52(2), pages 449-468, March.
    2. repec:idq:ictduk:17113 is not listed on IDEAS
    3. Maksim Vlasov & Sergey N. Polbitsyn & Michael Olumekor & Hossam Haddad & Nidal M. Al-Ramahi, 2024. "Socio-Cultural Factors and Components of the Digital Economy in Ethnic Minority Regions," Sustainability, MDPI, vol. 16(9), pages 1-14, May.
    4. repec:idq:ictduk:17793 is not listed on IDEAS
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