ASPECTS REGARDING THE ONLINE PURCHASE OF GOODS OR SERVICES IN 35 EUROPEAN COUNTRIES

Abstract

Nowadays, it is no longer a challenge to buy from companies that offer their products and services through the Internet. More and more companies have adapted to the new economy and integrated digital technologies in the production and marketing processes, being aware of the competitive advantage offered by them. Digital business transformation is an ongoing complex process that provides a business environment characterized by flexibility and greater customer involvement. The study of consumer behavior in the process of online purchases contributes to the development of online marketing strategies and understanding the factors that determine the purchase decision. The article aims to study the behaviors of individuals in 35 European countries in the process of online shopping in 2020 starting from the main categories of products sold online and the origin of sellers. The methodology of hierarchical clusters was used, and the results obtained highlight significant differences between the behaviors of individuals in the analyzed states regarding the category of purchased products and the origin of sellers.

Keywords

• internet
• online purchased of goods or services
• cluster methodology
• europa