Determinants of purchasing behaviour of the e-consumer in a multidimensional reality
DOI:
https://doi.org/10.29015/cerem.139Keywords:
customer, e-customer, Internet, retail, purchasing process, economic environmentAbstract
Today's customer - e-consumer functions in a multi-dimensional world where the real reality is intertwined with the virtual area of operation. Maintaining good relations between the company and its customers is dependent on the extent to which both parties know each other. Operating in a particular environment makes human beings continually interact with it. The paper presents the results of their research on the characteristics of the profile and behaviour of the e-customer. The presented research relates to conditions that stimulate the process of purchasing goods of daily use on the Internet on the example of the Polish market. The material can be a helpful recommendation tool for retailers that use or intend to use online channels in the future. Understanding the determinants influencing the buying behaviour of e-customers operating in a multi-dimensional reality can be a significant help in communication processes and transactional and social relationships among market participants. Especially it is important for companies to know the conditions that affect the behaviour of new e-customers.References
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