Selected factors influencing customers' behaviour in e-commerce on B2C markets in the Czech Republic

Abstract

The influence of the new media, predominantly the Internet and mobile technologies, on customers' behaviour is increasing steadily every year. One of the basic functions of the Internet beside its high information, communication and entertainment value is the possibility of trading. Europe is currently the biggest e-commerce market in the world and on-line markets are becoming an essential part of the economy in most countries and contribute significantly to their GDP. The development of e-commerce at the same time increases the demands and expectations of the customers regarding the quality of the service offered, security, and general trust in on-line shopping. The article presents the results of the Czech Grant Agency research P403/11/P175: The factors influencing customers' on-line behaviour in e-commerce environment on B2C and B2B markets in the Czech Republic, which was conducted between June and November 2012 and which involved almost one thousand participants. The aim of the research was to analyze customers' behaviour in on-line purchases on B2C markets in the Czech Republic. Based on these results, 88 % of Czech customers use on-line shopping, 33 % of whom shop on-line regularly and 55 % irregularly.