E-customer behaviour and cross border shopping development

• Published in: Open economics (Walter de Gruyter & Co.) 2019-12, Vol.2 (1), p.109-123
• Main Authors: Jílková, Petra, Králová, Petra
• Format: Article
• Language: English
• Subjects: customer purchase behaviour; e-commerce; e-customer journey; L86; M31; O33; shopping; STDC concept
• ISSN: 2451-3458; 2451-3458
• DOI: 10.1515/openec-2019-0010

The digitalisation of business processes, cultural backgrounds and consequences on behavioural differences make a direct impact on customer purchase behaviours across different markets. The main aim of this paper is to analyse the effect of the economic situation in the selected countries regarding the e-commerce business. On the sample of the situation in the Czech Republic, the article presents the increasing potential of e-commerce and focuses not only on the statistics review but on the psychological aspects of online behaviour. Firstly, the paper presents a theoretical model for customer purchase behaviour and the development of the theory in correspondence with B2C e-commerce background. Secondly, this research analyses the main aspects of shopping behaviour in selected countries; the research shows the main characteristics of shopping and provides a better understanding of the impact of digitalisation. Finally, the paper confirmed the fact that the Czech e-commerce market is developed and has potential to grow nationally and internationally. The paper investigates online shopping for the period between 2010 – 2017. Finally, the authors discuss all the theoretical and practical implications of these results.