Key drivers of e-shopping behavior of Bulgarian customers
Cardiff Metropolitan University
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This study focuses on research of key drivers of e-shopping behaviour of Bulgarian consumers. In particular it studies the multidimensional nature of online shopping attitudes, the most important influencing factors, as well as several important demographic distributions that depict the acceptance of online shopping in Bulgaria. In an attempt to fill in the gap in relevant literature studies within the region, this work critically analyzes current theoretical knowledge on the subject, reviews most common theoretical models, and builds a framework, based on the Theoretical Acceptance Model (TAM) with several additional contributing factors in 5 major groups, these being price, convenience, product variety, user experience and security. Primary research and statistical analysis confirm the multi-dimensional nature of attitudes towards online shopping, being dependent on chosen factors according to the model. Data related to different factors show small correlations, which proves that factors are independent. However the most important factor moderating user preferences is found to be product assortment, not price as initially anticipated. A demographic profile of typical Bulgarian shopper – man and woman has been proposed. Analysis on dependence on gender, age, marital status and income have been performed and compared to secondary research. A review of taxonomy of products that Bulgarians buy mostly online, as well as the preferred ways of payment has been performed and results compared with secondary data for the world average (global) and Balkan Peninsula (regional). Similarities and difference have been pointed out and discussed. Answering several research questions, this study opens the area for future exploration and several important studies that may continue the path, ideas for some of them are presented in the Recommendations section. A list of proposed actions for better positioning of Bulgarian online businesses towards matching consumer preferences are also outlined.
Master in Business Administration
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