Online Consumer Purchasing Behaviour in Slovakia
PublisherUniversity of Zilina
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The paper describes buying behaviour of Slovak consumers who use social networks. Knowledge of consumer behaviour and consumer preferences means a competitive advantage in the business environment, which is a complex process with many variables. The aim of this study is to present the results of the author's primary research, processed by reducing the number of variables by applying factor analysis. Research shows that consumers are used to making decisions about their purchases directly on the Internet and they using all available information. For Slovak consumers are online order payment together with free delivery important factor for making a purchase in the Slovak e-commerce environment. Another key factor for making purchases are impulses from social networks and the option to purchase through the mobile app.