<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Although it is no longer a novelty that the Internet has now become “fashionable”, being a means of informing, socializing and trading, which is being increasingly used by the general public, it is now imperative to study the implications of its use both on the consumer, including all the roles that it can take (initiating, financing, influencing, decision making, actual consumption of goods and services) and on the marketer, who is forced to consider the Internet as a marketing tool that can be used as a lever to generate positive reactions from the consumers. Against this background, the orientation of the individuals towards the online environment, defined by specialized literature as “the second life”, comes to justify, on the one hand, the consumers’ need for social interaction, and, on the other hand, the need for comfort and speed in identifying optimal alternatives. This paper aims to address only a facet of the behavior of the digital consumer, proposing a theoretical and instrumental analysis of the purchasing behavior of online goods and services.</p></abstract>

Although it is no longer a novelty that the Internet has now become “fashionable”, being a means of informing, socializing and trading, which is being increasingly used by the general public, it is now imperative to study the implications of its use both on the consumer, including all the roles that it can take (initiating, financing, influencing, decision making, actual consumption of goods and services) and on the marketer, who is forced to consider the Internet as a marketing tool that can be used as a lever to generate positive reactions from the consumers. Against this background, the orientation of the individuals towards the online environment, defined by specialized literature as “the second life”, comes to justify, on the one hand, the consumers’ need for social interaction, and, on the other hand, the need for comfort and speed in identifying optimal alternatives. This paper aims to address only a facet of the behavior of the digital consumer, proposing a theoretical and instrumental analysis of the purchasing behavior of online goods and services.

Particularities of the European Consumer’s Behavior in Online Environments

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Particularities of the European Consumer\u2019s Behavior in Online Environments"}

Although it is no longer a novelty that the Internet has now become “fashionable”, being a means of informing, socializing and trading, which is being...

Particularities of the European Consumer’s Behavior in Online Environments

Published Online: Jan 23, 2017

Page range: 21 - 29

DOI: https://doi.org/10.1515/sbe-2016-0032

Keywords
e-consumer, purchase decision, factors of influence, omnichannel shopping

© 2016 Duralia Oana, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Particularities of the European Consumer’s Behavior in Online Environments

Published Online: Jan 23, 2017

Page range: 21 - 29

DOI: https://doi.org/10.1515/sbe-2016-0032

Keywordse-consumer, purchase decision, factors of influence, omnichannel shopping

© 2016 Duralia Oana, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
e-consumer, purchase decision, factors of influence, omnichannel shopping