PURCHASING BEHAVIOUR OF E-COMMERCE CUSTOMERS

E-commerce has become an inherent part of life. Companies use a combination of stone stores and online stores which can bring a huge competitive advantage compared to others. When purchasing goods and services, potential customers compare such products according to several criteria, and e-commerce represents one of them. The paper aims to provide an overview of purchasing behaviour of Slovak e-commerce customers. To fulfil the aim, primary research, based on an electronic questionnaire, was utilised. Primary research was focused on purchasing reasons, purchasing frequency, purchased products, factors affecting e-commerce purchases, and more. As the main finding may be considered that, when purchasing through e-commerce, most of the respondents decide in pursuance of customers' reviews. As a result, other factors affecting e-commerce purchases are to be revealed, as well as purchasing reasons, purchasing frequency, and purchased products. (C) 2017 The Authors. Peer-review under responsibility of the Organizing Committee of GSCMEM 2017.