E-consumer in the virtual space

Agnieszka Dejnaka

E-consumer in the virtual space

Problemy Zarządzania, Finansów i Marketingu 32, 301-310

ZESZYTY NAUKOWE UNIWERSYTETU SZCZECIŃSKIEGO

NR 777 PROBLEMY ZARZĄDZANIA, FINANSÓW I MARKETINGU NR 32 2013

AGNIESZKA DEJNAKA1

Wrocław School of Banking

E-CONSUMER IN THE VIRTUAL SPACE

Summary

A dynamic growth of the internet and the information society has also caused a change to ac­ tivity of e-consumers in the virtual space. The paper aims at presenting results of the quantitative research on purchasing activity of e-consumers on the internet carried out in 2012.

Key words: internet, virtual space, e-consumer, internet shopping.

E-consumer on the internet

The notion of the e-consumer is not equivalent to the internet user. An

internet user (according IAB Polska) is a person who at least once a month uses

the internet.1

2 They can use the internet for various purposes (e.g. communica­

tion, entertainment, information) not necessarily for the purposes of buying

products. An e-consumer is defined as a person purchasing products on the

internet at least once within the last year. According to M. Bartosik-Purgat an

e-consumer denotes each individual who under internal and external circum­

stances decides to buy goods or services by means of the internet and then

makes a purchase online.3

1 agnieszka.dejnaka@wsb.wroclaw.pl.

2 Raport strategiczny IAB Polska Internet 2010. Polska - Europa - Świat, http://www.iab polska.pl/index.php?mnu=91&id=68 (20.04.2011), s. 18.

3 M. Bartosik-Purgat, Kulturowe uwarunkowania zachowań konsumentów na przykładzie mło­

dych Europejczyków, Wyd. Uniwersytetu Ekonomicznego, Poznań 2011; M. Jaciow, R. Wolny, Polski e-konsument. Typologia, zachowania, Helion, Gliwice 2011.

According to the Eurostat in 2011 almost 8.64 m Poles which corresponds

to 30 percent of the population decided to do e-shopping.4 According to the

report of E-commerce 2012 Internet Standard the number of e-consumers has

been constantly growing.5 At present, in accordance with the report of the Main

Statistical Office, about 29.7% of the Polish population do shopping on the

internet (over 8.6 m inhabitants of Poland age 16-74 within a year since the

research). The percentage of Poles ordering and purchasing online increased by

14 percentage points6 (15.7%) as compared to 2007. The highest percentage

grew among people aged 35-44 (growth by 22.4 percentage points) and 25-34

(growth by 20.3 percent). In 2011 the greatest share of online buyers was noted

among people with higher education (56.3%), the self-employed (54.4%) and

those aged between 25-34 lat (50.4%). Among people aged between 16 and 24

lat as well as people studying almost a half used e-commerce- table 1.

Table 1 Shopping online (in %)

2007 2008 2009

2010

2011

Total 15.7 18.0 23.2 28.9 29.7 Gender Men 18.2

20.2

25.9 31.7 32.6 Women 13.3 16.0 20.7 26.4 27.1 Age 16-24 29.7 33.8 40.2 49.2 48.0 2 5 -3 4 30.1 34.2 40.9 49.7 50.4 35-44 15.1 19.7 28.6 36.7 37.5 4 5 -5 4

8.1

9.9 14.2 18.5 20.9 55-64 4.4 4.8 6.9 9.3

11.1

6 5 -7 4 1.7

1.6

2.2

2.8

3.6 Education

Prim ary/ lower-secondary

8.8

9.2 11.5 15.6 15.7 Secondary 12.9 14.7 18.7 24.5 25.8 Higher 38.8 43.0 51.9 57.3 56.3 Residence Cities 23.3 24.7 33.0 39.7 38.8 Towns 17.3

20.1

22.9 28.6 31.2 Rural areas

8.0

10.5 15.8 28.6 21.3

Source: Społeczeństwo informacyjne w Polsce. Wyniki badań statystycznych z lat 2008-2012, GUS, p. 117, http://www.stat.gov.pl/gus/5840_4293_PLK_HTML.htm (20.10.2012).

4 http://epp.eurostat.ec.europa.eu/portal/page/portal/information_society/data/database (12.05.2012). 5 Raport „E-commerce 2012 ", Internet Standard, p. 4.

E-consumer in the virtual space

303

Huge discrepancies were observed in the percentage of people using

e-commerce in various age groups. A higher percentage of internet buyers was

noticed among white collar workers rather than among blue collar workers. IT

and telecommunication employees more often did shopping on the internet as

compared to the group of people not involved in the ICT industry ICT.7

According to a report of E-commerce 2012 internet users aged between 25

and 34 are active in terms of shopping (27%), mainly women (52%).8 The re­

search shows that an average value of goods and services ordered by the inter­

net per one person age 16-74 amounted to over 360 PLN and per one person

using e-commerce -1200 PLN. There are significant differences among Euro­

pean countries when it comes to popularity of purchases made on the internet.

Inhabitants of Norway most often used this form (in 2010 - 71%) where Poles

are 42 percentage points away.9 According to a report of the Main Statistical

Office internet users most often bought clothes and sports equipment, in 2011

over a half of buyers purchased these products online.10 1

1

The percentage of

internet buyers purchasing all above products among people age 16-74 grew in

the entire researched period.11 About 4 out of 10 e-consumers bought the re­

maining products online.

Purchases made by an e-consumer - in view of results of the quantitative

research

The quantitative research was carried out in 2012 among 1430 respondents

constituted by internet users. The process of selecting the research sample was

purposeful - people living in Poland and actively using the internet were cho­

sen. Criteria taken into account while selecting the sample were as follows:

gender, age, education, territorial differentiation: a town/a village, a place of

residing - voivodeship. A standardized survey was made in the period of April­

June 2012 in the area of Poland. It was carried out by contacting respondents

directly as well as by means of CATI method.

Within recent 12 months internet users bought various products both in

a traditional way as well as on the internet. Certainly the majority of products

are purchased in the traditional way however greater activity is visible in the

7 Społeczeństwo informacyjne w Polsce. Wyniki badań statystycznych z lat 2008-2012, GUS, p. 118, http://www.stat.gov.pl/gus/5840_4293_PLK_HTML.htm (20.10.2012).

8 Raport „E-commerce 2012"..., p. 5-6.

9 http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home/ (11.08.2012). 10 Społeczeństwo informacyjne w Polsce. Wyniki..., p. 119.

in te rn e t sales. W h e n w e lo o k a t p a rtic u la r g ro u p s o f p ro d u c ts b o u g h t th ro u g h th e in te rn e t (tab. 2) one m a y n o tic e th a t e-c o n su m e rs m o st o fte n b o u g h t c lo th e s/sh o e s (3 4 % in d ic a tio n s), ra d io a n d te le v is io n / h o m e a p p lia n c e s (34% ) a n d b o o k s (34% ).

Table 2 Purchasing products online

Categories o f products

z

% Clothes/shoes _{520 36}

Food 44 3

Radio and TV equipment/home appliances 488 34 Cosmetics _{336 23}

Books _{480 34}

CDs 358 25

Products for children

₂₀₂

14 Furniture/ house equipment

₂₂₀

₁₅ Photographic equipment _{332 23} Computer equipment _{376 26} Accessories - glasses, watches etc. 388 27 Cars/car parts _{192 13} Tourist equipment _{254 18} Insurance 96 7 Air tickets 236 17 Holidays _{234 16} Hobby equipment _{216 15} Source: own elaboration on the basis of research surveys.

T h e ab o v e fig u res sh o w th a t in su ran ce w as th e le a st fre q u e n tly b o u g h t p ro d u c t (7% ) as w e ll as fo o d (o n ly 3% ). W h e n co m p a rin g p u rc h a sin g ac tiv ity o f e -c o n su m e rs in th e tra d itio n a l a n d in te rn e t m a rk e t w e m a y say th a t 9 9 .3 % o f in te rn e t u se rs m ad e tra d itio n a l sh o p p in g w ith in la st 12 m o n th s an d 8 3 .9 % in te r­ n e t sh o p p in g . It is in te re stin g to an aly se th e ab o v e p u rc h a sin g fo rm s u s e d b y age g ro u p s o f e-c o n su m e rs (tab. 3).

A c c o rd in g to th e ab o v e tab le th e m o st activ e g ro u p d o in g sh o p p in g o n lin e is c o n stitu te d b y p e o p le ag ed b e tw e e n 15 an d 19 la t (9 5 .7 % ), th e n th o se b e tw e e n 30 an d 34 la t (9 1 .3 % ) an d 3 5 - 3 9 y e a r old s (8 9 % ). 6 0 -6 4 y e a r o ld s d id e-sh o p p in g le a s t fre q u e n tly (2 5 % ) as w e ll as p e o p le a g e d 5 5 - 5 9 la t (74.3% ).

E-consumer in the virtual space

305

Table 3 Ways of doing shopping by internet users over the last 12 months

M ethod o f doing shopping

Age group Traditional Internet Total

Z

1420 1200 % 99.3 83.9 15-19

Z

180 172 % 100.0 95.6 20-24

Z

212 172 % 100.0 81.1 25-29

Z

218 186 % 99.1 84.5 30-34

Z

204 188 % 99.0 91.3 35-39

Z

148 136 % 97.4 89.5 40-44

Z

132 112 % 100.0 84.8 45-49

Z

92 80 % 100.0 87.0 50-54

Z

108 88 % 98.2 80.0 55-59

Z

70 52 % 100.0 74.3 60-64

Z

56 14 % 100.0 25.0 Source: own elaboration on the basis of research surveys.

The number of people buying products on the internet in particular age

groups does not translate to the amount of purchased goods. Elder groups -

from 35 to 59 do shopping in smaller numbers (calculated per person) however

they buy more quantities of products. It means that elder people using the inter­

net and being convinced of this form of sales - bought products online in larger

quantities as compared to younger groups being convinced of this form but not

having large shopping funds.

A ll p ro d u c ts b o u g h t b y in te rn e t u se rs w ith in la st 12 m o n th s h av e b e e n a n a ­ ly sed . In te rn e t u se rs do sh o p p in g b o th in th e tra d itio n a l as w e ll as in te rn e t m a r­ ket. T h a t is w h y it is im p o rta n t to d e fin e v a rio u s p ro d u c t g ro u p s b y in te rn e t u sers. P ro d u c ts h av e b e e n d iv id e d in to th re e c a teg o ries in te rm s o f th e p lace o f th e p u rc h a se :

S u b se q u e n t sp ec ific a tio n c o n c e rn p ro d u c ts b o u g h t b y in te rn e t u se rs d iv id ed in to p ro d u c ts:

a ) b o u g h t m a in ly in a tra d itio n a l w a y (R T ),

b ) b o u g h t b o th in th e tra d itio n a l an d in te rn e t m a rk e t (R T I), c ) b o u g h t m a in ly o n th e in te rn e t (R I).

R T c a te g o ry c o m p rise d p ro d u c ts w h o se in d ic a to r o f d e p e n d e n c y b e tw e e n tra d itio n a l p u rc h a se s an d in te rn e t p u rc h a se s w a s g re a te r th a n 0.7 (tab. 4).

Table 4 RT product category

Name o f a product Traditional shopping (%) Online shopping (%) Indicator

Food 96.1 4.1 0.97

Insurance 48.3 7.8 0.84 Cosmetics 85.7 19.3 0.77 Source: elaboration of one’s own on the basis of research surveys.

T he v a lu e s re c e iv e d in d icate th a t fo o d e -c o n su m e rs m a in ly b u y in a tr a d i­ tio n a l w a y (9 6 .1 % ), o n ly 4 .1 % d e c id e d to p u rc h a se o n lin e w ith in th e la st year. It is p ro b a b ly c o n n e c te d to c o n c e rn s a b o u t fre sh n e ss o f p ro d u c ts an d th e d e liv ­ ery p ro c e ss. A sim ila r case is v isib le in in su ra n c e - re sp e c tiv e ly 4 8 .3 % b o u g h t in su ra n c e in a tra d itio n a l w ay , o n ly 7 .8 % o n th e in tern et. A lso th e p u rc h a se o f c o sm e tic s is m ad e th ro u g h tra d itio n a l sales ch a n n e ls- la st y e a r 8 5 .7 % in te rn e t u se rs p u rc h a se d p ro d u c ts th a t w ay. 3 1 .9 % b o u g h t co sm e tic s on lin e.

S m a lle r d isp ro p o rtio n s b e tw e e n th e a m o u n ts o f p ro d u c ts p u rc h a se d in th e tra d itio n a l w a y a n d o n lin e ca n b e n o tic e d in p ro d u c ts like e q u ip m e n t, h o u se e q u ip m e n t, p ro d u c ts fo r c h ild re n a n d a c c e sso rie s. R T I p ro d u c t c a te g o ry c o m ­ p rise d p ro d u c ts w h o se in d ic a to rs o f d e p e n d e n c y b e tw e e n p u rc h a sin g in th e tr a ­ d itio n a l w a y an d o n lin e w as w ith in th e ran g e o f 0.41 to 0.7 (tab. 5).

B a se d o n th e ab o v e re su lts w e m a y say th a t e -c o n su m e rs b u y th e p re se n te d p ro d u c ts b o th o n th e in te rn e t as w e ll as th ro u g h tra d itio n a l d istrib u tio n c h a n ­ n els. T h e in d ic a tio n s le a d to a sta te m e n t th a t in co m p a riso n to R T I p ro d u c t c a te g o ry th e se are p ro d u c ts w h e re th e ran g e o f a sso rtm e n t as w e ll as th e o ffered p ric e are im p o rtan t. T h e selectio n o f th e p u rc h a se p lace is p ro b a b ly co n n e c te d

E-consumer in the virtual space

307

to fa cto rs like a n a ttractiv e p ric e , p o ssib ility o f w a itin g fo r th e p ro d u c t an d a sm a lle r risk o f m a k in g a m ista k e w h e n p u rc h a sin g a p ro d u ct.

Table 5 RTI product category

Name of a product Traditional shopping (%) Online shopping (%) Indicator Furniture/house

equipment

55.1 20.3 0.63 Products for children 49.0 19.3 0.61 Air tickets 28.4 11.3 0.60 Cars/ car parts 46.0 19.4 0.58 Holidays 39.6 17.9 0.55 Equipment for hobby 48.7 24.6 0.49 Tourist equipment 66.9 34.3 0.49 Accessories 40.6

21.8

0.46 Clothing/shoes 89.4 49.9 0.44 Source: elaboration of one’s own on the basis of research surveys.

T h e th ird p ro d u c t cate g o ry is c o n stitu te d b y p ro d u c ts p u rc h a se d in th e tra d i­ tio n a l w ay s a n d o n th e in te rn e t (R I p ro d u c ts) a n d th e v a lu e o f th e in d ic a to r o f d e p e n d e n c y b e tw e e n tra d itio n a l an d o n lin e sh o p p in g w as lo w e r th a n 0.3. T h is g ro u p c o m p rise d p h o to g ra p h ic eq u ip m e n t a n d a ir tic k e ts (tab. 6).

Table 6 RI product category

Name of a product Traditional shopping (%) Online shopping (%) Indicator Books 59.2 42.5 0.28 Computer equipment 45.7 33.0 0.28 Radio and TV equip­

ment/home applian­ ces

59.2 43.1

0.27

CDs 45.2 33.6 0.26

Source: elaboration of one’s own on the basis of direct research surveys.

T he ab o v e re su lts in d icate th a t p ro d u c ts like b o o k s, c o m p u te r e q u ip m en t, C D s an d rad io an d T V e q u ip m e n t/h o m e ap p lia n c e s b e lo n g to p ro d u c ts th a t are m o st o ften co m p a re d b y th e in te rn e t u se r in te rm s o f b e n e fits/risk re la te d to tra d itio n a l sh o p p in g a n d sh o p p in g o n lin e in o rd e r to ch o o se th e m o st fav o u ra b le o p tio n . It is w o rth w h ile n o tin g th a t in case o f rad io an d T V e q u ip m e n t/ h o m e ap p lia n c e s 5 9 .2 % resp o n d e n ts se le c te d a tra d itio n a l shop as a p lace o f p u rc h a se w h e re a s 4 3 .1 % ch o se th e in tern et. It m e a n s th a t in case o f th is c a te g o ry an e le c ­ tro n ic m a rk e t is a n a re a o f in c re a se d c o n su m e r activ ity . S im ilarly to b o o k s

-5 9 .2 % b u y in a tra d itio n a l store, 4 2 .-5 % o n th e in tern et. It is p ro b a b ly re la te d to p ric e attra c tiv e n ess o f p ro d u c ts b o u g h t o n th e in te rn e t a n d th e a c c e ssib ility o f p ro d u c ts in in te rn e t stores.

Products bought online and through traditional channels

W ith in re c e n t 12 m o n th s 8 3 .9 % o f in te rn e t u se rs p u rc h a se d o n lin e. A c c o rd ­ in g to th e an a ly sis th e y b u y th ro u g h in te rn e t sto res m a in ly an d au c tio n s (tab. 7). O n e h as to n o tice th a t som e p e o p le b u y p ro d u c ts b o th th ro u g h in te rn e t sto res as w e ll th ro u g h au ctio n s.

Table 7 Internet sales channels- internet stores and auctions

Groups of products Purchase through an internet store Purchase through an auction

z

%

_z

% Clothing/shoes 520 36 442 31 Food 44 3 16

1

Radio and TV equipment/home appliances 488 34 302

21

Cosmetics 336 23 224 16 Books 480 34 238 17

CDs 358 25 156

11

Products for children

202

14 134 9 Furniture/ house equipment

220

15 132 9 Photographic equipment 332 23

202

14 Computer equipment 376 26 238 17 Accessories - glasses, watches etc. 388 27 324 23 Cars/ car parts 192 13

100

7 Tourist equipment 254 18 156

11

Insurance 96 7

8

1

Air tickets 236 17

22

2

Holidays 234 16 32

2

Hobby equipment 216 15 192 13 Source: elaboration of one’s own on the basis of direct research surveys.

B a se d o n th e ab o v e re su lts w e m a y say th a t clo th in g a n d sh o es are b o u g h t in in te rn e t sto res an d (3 6 % ) in au c tio n s (3 1 % ). O n ly a c c e sso rie s are also p u r­ c h a se d in in te rn e t sto res an d au c tio n s (2 7 % - in te rn e t sto re, 2 3 % - au ctio n s),

E-consumer in the virtual space

3 09

to u ris t e q u ip m e n t (1 8 % - in te rn e t sto re, 11% - au ctio n s) an d h o b b y eq u ip m e n t (1 5 % - in te rn e t sto res, 13% - au ctio n s).

T he o b ta in e d in fo rm a tio n in d ic a te s th a t a b o u t 7 1 .7 % o f in te rn e t u se rs m ake p u rc h a se s in in te rn e t sto res, 6 0 .3 % in au c tio n s an d 10.1% p o in te d d iffe re n t p la c e s (tab. 8).

Table 8 Places of purchasing product on the internet (%)

Online purchase Age groups Internet store Auctions Other form Group purchasing service Gift pur­ chasing Helping someone else to buy Purchase through a mobile equipment Total 71.7 60.3 10.8 18.9 57.1 31.7 10.1 15-19 81.1 75.6 37.8 40.0 72.2 44.4 24.4 20-24 67.9 39.6 14.2 24.5 63.2 55.7 12.3 25-29 77.3 60.0 6.4 29.1 77.3 53.6 13.6 30-34 80.6 71.8 5.8 9.7 48.5 16.5 5.8 35-39 71.1 69.7 3.9 15.8 60.5 25.0 5.3 40-44 75.8 66.7 1.5 13.6 51.5 13.6 4.5 45-49 78.3 54.3 4.3 10.9 41.3 28.3 0.0 50-54 67.3 67.3 5.5 1.8 43.6 10.9 7.3 55-59 57.1 51.4 8.6 8.6 45.7 11.4 14.3 60-64 10.7 14.3 10.7 3.6 7.1 3.6 0.0 Source: elaboration of one’s own on the basis of direct research surveys.

In te rm s o f age w e m a y say th a t th e m o st activ e g ro u p s in p u rc h a sin g in in te rn e t sto res are p e o p le ag ed b e tw e e n 15 to 1 9 (8 1 .1 % ) a n d 3 0 -3 4 (8 0 .6 % ) an d th e n 4 5 - 4 9 y e a r o ld s (7 8 .3 % ). 1 5 -1 9 y e a r o ld s m o st o fte n b u y in au ctio n s (7 5 .6 % ) as w e ll as 3 0 - 3 4 y e a r o ld s (7 1 .8 % ). G ro u p p u rc h a se s are m a d e b y y o u n g e r g ro u p s: 1 5 -1 9 (4 0 % ), 2 0 - 2 4 (2 4 .5 % ) a n d 2 5 - 2 9 (2 9 .1 % ). M o b ile e q u ip m e n t is u se d b y th e y o u n g e st g ro u p a g e d b e tw e e n 1 5 -1 9 (2 4 .4 % ). T he e ld e st in te rn e t u sers a g e d b e tw e e n 6 0 - 6 4 are th e le a st activ e g ro u p s o n th e in tern et. A b o u t 5 7 % o f in te rn e t u se rs d eclare th a t w ith in re c e n t 12 m o n th s th e y b o u g h t p re se n ts an d th e se w ere: b o o k s, p erfu m e s, je w e lle ry an d co sm etics. A m o n g p e o p le a g e d 5 0 - 5 4 to y s a p p e a re d w h e re a s in th e g ro u p 5 5 - 6 4 flo w ers b o u g h t th ro u g h th e F lo w e r M ail an d b o oks.

T he an aly sis sh o w s th a t g ro u p p u rc h a se s w ere m a d e b y 19% o f in te rn e t u s ­ ers. T he g ro u p o f 1 5 -1 9 y e a r old s w as th e m o st v isib le on e (4 0 % ). T h is fo rm o f p u rc h a sin g is seld o m u se d b y 5 0 - 5 4 y e a r o ld s (2 % ) an d 6 0 -6 4 y e a r old s (4% ). In te rn e t u sers also in d ic a te d c o sm e tic serv ices, b o o k s, h o lid a y s, sp a a n d g y m

p a sse s, co u p o n s fo r a p iz z a ( 1 5 -1 8 y e a r o ld s), c lo th in g an d a c c e sso rie s as p ro d ­ u c ts b o u g h t b y m e a n s o f g ro u p p u rc h a sin g . 6 5 % o f resp o n d e n ts m ad e p u rc h a se s in au ctio n s. P ro d u c ts b o u g h t in a c tio n c o m p rise d to y s, sh o es, c lo th in g , je w e l­ lery , b o o k s a n d C D s. T he g ro u p o f 2 5 - 2 9 y e a r o ld s sh o w ed a h ig h e st d iffe re n ­ tia tio n o f p u rc h a se d p ro d u cts.

4 2 % o f in te rn e t u sers h e lp e d so m eo n e else to b u y o n lin e. T he g ro u p ag ed 1 5 -2 9 o fte n in d ic a te d p a re n ts o r close fa m ily m e m b e rs as p e rso n s b e in g h e lp e d in p u rc h a sin g o n lin e. P ro d u c ts o f sm all v alu e w ere b o u g h t (co sm etics, p e r­ fu m es) as w e ll as p ro d u c ts o f h ig h e r v a lu e p e r u n it (rad io a n d T V eq u ip m en t). In e ld e r g ro u p s h e lp in g w ith o n lin e p u rc h a sin g ca n be seen - assistin g a w ife o r frien d s. In te rn e t u sers fro m th is g ro u p also h e lp y o u n g e r p eo p le e.g. ch ild re n to m ak e d e c isio n s a b o u t b u y in g . H o w e v e r th e a c tiv ity re la te d to h e lp in g o th e rs is n o t in ten se. 12% m ad e p u rc h a se s o n lin e b y m e a n s o f te le p h o n e s o r o th e r m o b ile d ev ic e s a n d th e n m a in ly te le p h o n e s an d te le p h o n e a p p lic a tio n s w ere chosen.

Summing up

A d y n a m ic g ro w th o f th e in te rn e t a n d th e in fo rm a tio n so ciety h as trig g e re d a ch an g e to a v ie w o n a c tiv ity o f e -c o n su m e rs in th e v irtu a l space. In th e c o n ­ te m p o ra ry w o rld ta k in g in to a c c o u n t a ctio n s o f e-c o n su m e rs w e o b serv e h y ­ b rid iz a tio n o f o n lin e an d o ff-lin e areas. A n e -c o n su m e r c h o o se s a p lace o f sh o p p in g a fte r an a ly sin g p ro fits a n d lo sses th a t m a y b e o c c u rre d in th e re su lt o f th e ir actio n s. T h e fin al d e c isio n d e p en d s o n th e sp e c ific ity o f th e p ro d u c ts as w e ll as th e age o f th e e-co n su m er.

E-KONSUMENT W WIRTUALNEJ PRZESTRZENI

Streszczenie

Dynamiczny rozwój internetu oraz społeczeństwa informacyjnego spowodował zmianę spoj­ rzenia także na aktywność e-konsumentów w wirtualnej przestrzeni. Celem artykułu jest zapre­ zentowanie wyników badań ilościowych przeprowadzonych w 2012 roku na temat aktywności zakupowej e-konsumentów w internecie.

Słowa kluczowe: internet, wirtualna przestrzeń, e-konsument, zakupy internetowe