On-line shopping behaviour in the Czech Republic under the digital transformation of economy

Economic Annals-ХХI: Volume 165, Issue 5-6, Pages: 119-123

Citation information:
Pilik, M., Juřičková, E., & Kwarteng, M. A. (2017). On-line shopping behaviour in the Czech Republic under the digital transformation of economy. Economic Annals-XXI, 165(5-6), 119-123. doi: https://doi.org/10.21003/ea.V165-24

Michal Pilik

PhD (Economics),
Associate Professor,
Faculty of Management and Economics,
Department of Management and Marketing,
Tomas Bata University in Zlín
5555 nam. T.G.M. Str., Zlín, 760 01, Czech Republic
pilik@fame.utb.cz
ORCID ID: http://orcid.org/0000-0002-7032-3812

Eva Juřičková
PhD (Economics),
Senior Lecturer,
Faculty of Management and Economics,
Department of Industrial Engineering and Information Systems,
Tomas Bata University in Zlín
5555 nam. T.G.M. Str., Zlín, 760 01, Czech Republic
jurickova@fame.utb.cz
ORCID ID: http://orcid.org/0000-0002-8018-7391

Michael Adu Kwarteng
Ing. (Economics),
PhD Student,
Faculty of Management and Economics,
Department of Management and Marketing,
Tomas Bata University in Zlín
5555 nam. T.G.M. Str., Zlín, 760 01, Czech Republic
kwarteng@fame.utb.cz
ORCID ID: http://orcid.org/0000-0002-6787-0401

On-line shopping behaviour in the Czech Republic under the digital transformation of economy

Abstract. The paper presents selected aspects of shopping behaviour with a focus on the main reasons for on-line shopping. Basing on the results of extensive research, we determined that the main reasons for on-line shopping are the cost, followed by comfort and convenience, while shopping on-line. It holds true for all age groups observed. Age increase pushes shoppers to pay more attention to convenience of shopping, and therefore it can be considered an essential factor for making an on-line purchase. Further statistical analysis confirmed the fact that the Czech Republic has caught up with rest of Europe and the world in the area of Internet use and on-line shopping, and the commercial power of the Internet will continue to grow.

The paper focuses on consumer behaviour within digital economy on e-commerce markets in the Czech Republic, and examines customers’ purchases and their motives for on-line shopping. The survey was divided into two parts. Qualitative part of the research was based on structured interviews in 2015-2016 with companies in the Czech Republic. These interviews were important for the definition of the research questions and further quantitative research, focused on customers of the e-shops and Internet users. Quantitative research consisted of 41 questions, and was conducted among the e-shoppers who filled out the questionnaire. 2,432 respondents participated in the research, and 1,601 of them completed all the questions in the questionnaire.

The results we obtained show that the price of merchandise is the main reason for the shopping on the Internet in the Czech Republic. This fact rejected hypothesis about a dominant role of convenience for shopping and expected preferences of the customers. Convenience and price have impact on the behaviour of those Czech customers, who prefer brick-and-mortar stores, and still shop on-line irregularly.

Keywords: Digital Transformation; Customer; E-Shop; On-line Shopping Behaviour; E-Commerce

JEL Classification: M31; L81

DOI: https://doi.org/10.21003/ea.V165-24

References

1. Planing, P., & Pfoertsch, W. (2016). The Digital Business Transformation Paths From Manufacturer to Digital Ecosystem Provider – Analyzing The Strategic Options Of Large Corporations Towards Digitalization. Allied Academies Summer Internet Conference, 18(2), 66-70.
   Retrieved from https://www.researchgate.net/publication/306327054_THE_DIGITAL_BUSINESS_
   TRANSFORMATION_PATHS_FROM_MANUFACTURER_TO_DIGITAL_ECOSYSTEM_PROVIDER_-
   ANALYZING_THE_STRATEGIC_OPTIONS_OF_LARGE_CORPORATIONS_TOWARDS_DIGITALIZATION
2. OECD (2014). Measuring the Digital Economy: A New Perspective. Paris: OECD Publishing.
   doi: https://doi.org/10.1787/9789264221796-en
3. Wyckoff, A. (2016). Digital economy: Securing the future. OECD Observer, 307, 19-20.
   Retrieved from https://issuu.com/oecd.publishing/docs/oecd-observer-307-digital-economy-l
4. Bishop, T. (2016, February 11). Digital Economy: The Age of Transformation. Business Today.
   Retrieved from http://www.businesstoday.co.om/Issues/Holding-Fort/Digital-Economy-THE-AGE-OF-TRANSFORMATION
5. Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2016). Explaining on-line shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business Research, 69(2), 794-803.
   doi: https://doi.org/10.1016/j.jbusres.2015.07.010
6. Solomon, M. R. (2010). Consumer behaviour: a European perspective. Harlow: Prentice Hall/Financial Times.
7. Kotler, P. (2007). Modern Marketing. 4^th European Edition (Moderni marketing: 4 Evropske vydani). Prague: Grada (in Checz).
8. Schiffman, L. G., & Kanuku, L. L. (2007). Consumer behaviour. Upper Saddle River, N.J.: Pearson/Prentice Hall.
9. Berkhout, F., & Hertin, J. (2004). De-materialising and re-materialising: digital technologies and the environment. Futures, 36(8), 903-920.
   doi: https://doi.org/10.1016/j.futures.2004.01.003
10. Rayna, T. (2008). Understanding the Challenges of the Digital Economy: The Nature of Digital Goods. Communications & Strategies, 71, 13-16.
    Retrieved from http://citeseerx.ist.psu.edu/viewdoc/download;jsessionid=
    7F4A59E463B46647EDFCADCC934A23DA?doi=10.1.1.494.1566&rep=rep1&type=pdf
11. Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and Internet shopping behavior. Communications of the ACM, 43(11), 98-105.
    doi: https://doi.org/10.1145/353360.353371
12. Svatošová, V. (2015). The use of marketing management tools in e-commerce. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(1), 303-312.
    doi: https://doi.org/10.11118/actaun201563010303
13. Kotler, P., Jain, D. C., & Maesincee, S. (2007). Marketing on the Move: A New Approach to Profit, Growth and Restoration (Marketing v pohybu: novy pristup k zisku, rustu a obnove). Prague: Management Press (in Checz).
14. Czech Statistical Office (2015, November 26). By the number of internet users, we overcame Europe.
    Retrieved from https://www.czso.cz/csu/czso/poctem-uzivatelu-internetu-jsme-preskocili-evropu (in Checz)
15. FinExpert.cz (2015, September 22). The number of e-shops in the Czech Republic grew by 80% in five years, Czechs are increasingly buying clothes and footwear.
    Retrieved from http://finexpert.e15.cz/pocet-e-shopu-v-cesku-vzrostl-behem-peti-let-o-80–cesi-stale-vice-nakupuji-obleceni-a-obuv (in Checz)
16. Mediaguru (2012, October 8). E-commerce 2012: The market leaders are Aukro and Heureka.
    Retrieved from http://www.mediaguru.cz/2012/10/e-commerce-2012-lidry-trhu-jsou-aukro-a-heureka (in Checz)
17. Gemius (2013). E-commerce 2012: Trends and opinions Research among Czech Internet users: Short version.
    Retrieved from https://www.slideshare.net/Gemius_CZ/ecommerce-2012-short-version (in Checz)
18. Uďan, M. et al. (2014, November 9). How does e-commerce lead in the Czech Republic? Research for the year 2014.
    Retrieved from https://www.shoptet.cz/tiskove-zpravy/jak-si-vede-e-commerce-v-cr–vyzkum-stavu-pro-rok-2014 (in Checz).
19. Heureka.cz (2015). Czechs will spend 81 billion korunas in e-shops this year. The number of e-shops has dropped, the share of those with mobile sites has increased.
    Retrieved from https://www.heurekashopping.cz/pro-media/tiskove-zpravy/article/cesi-letos-utrati-v-e-shopech-81-miliard-korun-10602 (in Checz).
20. Acomware (2016). Infographics: How do e-shops see 2016?
    Retrieved from http://www.acomware.cz/infografika-jak-vidi-e-shopy-rok-2016 (in Checz).
21. Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, 11(3), 241-252.
    doi: https://doi.org/10.1016/j.elerap.2011.06.003

Received 11.05.2017