The Importance of Online Shopping Behavior in the Strategic Management of E-Commerce Competitiveness
Veronika Svatosova
Keywords:
e-commerce, strategic management, online shopping behavior, e-strateg y, determinants of online
shopping behavior, e-commerce competitiveness
Abstract:
In this article a total of fifteen determinants of online shopping behavior have been identified
that could have an impact on the strategic management process in e-commerce competitiveness.
The main objective of the paper is to evaluate the impact of determinants of online shopping
behavior on the strategic management process in e-commerce. The main research methods used
in the research are as follows: analysis of secondary data, a questionnaire survey among a selected
group of e-commerce companies, a critical analysis and a quality comparison of the actually applied
determinants of online shopping behavior. The verification of hypotheses is realized using
selected methods of statistical induction and descriptive statistics. In summary, the research
has shown there is no relationship between evaluating the quality of determinants companies
in e-commerce and evaluating the importance of determinants of online shopping behavior.
Determinants have an important impact in the process of creating and realizing an e-commerce
strategy, with all e-commerce companies regardless of their size being aware of their practical
impact and importance. It can be concluded the importance and quality of determinants of online
shopping behavior correspond to the type of strategy and strategic management process in
terms of e-commerce competitiveness.
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 The Importance of Online Shopping Behavior in the Strategic Management of E-Commerce Competitiveness [PDF file] [Filesize: 1.1 MB]
 10.7441/joc.2020.04.09
Svatosova, V. (2020). The Importance of Online Shopping Behavior in the Strategic Management
of E-Commerce Competitiveness. Journal of Competitiveness, 12(4), 143–160. https://doi.org/10.7441/joc.2020.04.09
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