Gender differences in the perception of key e-commerce aspects influencing consumer purchasing behavior

• Autorzy: Kráľ Štefan , Kráľová Lenka , Fedorko Richard , Kizák Mikuláš

Identyfikatory

DOI

10.17512/pjms.2025.31.2.10

Warianty tytułu

PL

Różnice płciowe w postrzeganiu kluczowych aspektów handlu elektronicznego wpływających na zachowania zakupowe konsumentów

• Języki publikacji: EN

Abstrakty

EN

The rapid evolution of the Internet and e-commerce has profoundly altered consumer shopping behaviors and habits. This study aimed to explore consumers' perceptions of e-commerce while identifying gender differences in their views on specific aspects of this domain. To gather primary data, a questionnaire survey was conducted. The data were then processed by descriptive statistics and differences were examined by Mann-Whitney U test using RStudio software. The findings revealed that consumers generally hold a positive attitude towards e-commerce, evidenced by a notable increase in their online purchasing frequency. They value its practicality, user-friendliness, and convenience, although they remain cognizant of the associated risks. Furthermore, the research identified significant gender differences concerning perceived usefulness and subjective norms. The study's results not only contribute to the theoretical framework surrounding the topic but also offer practical implications. They can assist e-commerce businesses in effectively planning and targeting their marketing and sales strategies, as well as in enhancing customer relationship management.

PL

Szybki rozwój Internetu i handlu elektronicznego głęboko zmienił zachowania i nawyki zakupowe konsumentów. Celem niniejszego badania było zbadanie postrzegania handlu elektronicznego przez konsumentów oraz zidentyfikowanie różnic między płciami w ich opiniach na temat konkretnych aspektów tej dziedziny. W celu zebrania danych pierwotnych przeprowadzono ankietę. Dane zostały następnie przetworzone za pomocą statystyk opisowych, a różnice zbadano za pomocą testu U Manna-Whitneya przy użyciu oprogramowania RStudio. Wyniki badania wykazały, że konsumenci ogólnie mają pozytywny stosunek do handlu elektronicznego, o czym świadczy znaczny wzrost częstotliwości zakupów online. Cenią oni jego praktyczność, łatwość obsługi i wygodę, choć pozostają świadomi związanych z nim zagrożeń. Ponadto w badaniach zidentyfikowano istotne różnice między płciami w zakresie postrzeganej użyteczności i norm subiektywnych. Wyniki badania nie tylko wnoszą wkład w ramy teoretyczne dotyczące tego tematu, ale mają również praktyczne implikacje. Mogą one pomóc przedsiębiorstwom handlu elektronicznego w skutecznym planowaniu i ukierunkowywaniu strategii marketingowych i sprzedażowych, a także w poprawie zarządzania relacjami z klientami.

Słowa kluczowe

EN

electronic commerce; e-commerce; online shopping; consumer purchasing behavior; online consumer

PL

handel elektroniczny; e-commerce; zakupy online; zachowania zakupowe konsumentów; konsumenci online

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2025
• Tom: Vol. 31, No. 2
• Strony: 162--178
• Opis fizyczny: Bibliogr. 74 poz., tab., rys.

Twórcy

autor

Kráľ Štefan

• Department of Marketing and International Trade, Faculty of Management and Business, University of Prešov in Prešov, Slovakia

• https://orcid.org/0000-0002-0584-3934

autor

Kráľová Lenka

• Department of Marketing and International Trade, Faculty of Management and Business, University of Prešov in Prešov, Slovakia

• https://orcid.org/0000-0001-5695-4047

autor

Fedorko Richard

• Department of Marketing and International Trade, Faculty of Management and Business, University of Prešov in Prešov, Slovakia

• https://orcid.org/0000-0003-3520-1921

autor

Kizák Mikuláš

• Department of Marketing and International Trade, Faculty of Management and Business, University of Prešov in Prešov, Slovakia

• https://orcid.org/0000-0002-3047-8510

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).