E-Consumer Behaviour as a New Trend of Consumption in Poland

Abstract

In the contemporary economy, one of the significant factors determining the activities of enterprises is that of change in the behaviour of consumers on the market. These changes may be the result of the impact of various circumstances. The most important of these include the impact of the environment in economic, demographic, socio-cultural, technical and technological dimensions, among others. Each of the aforesaid dimensions has an impact on the formation of new forms of consumption in both the short-term and long-term periods of time. One of the new forms is econsumer behaviour, which involves the realization of the process of consumption on the Internet. Its development is associated with new forms of communication. Mobile equipment (cellular phones, smartphones, tablets) with connections to the Internet facilitate the acquisition and consumption of consumer goods outside of traditional shops, which in turn has an impact on the creation of new trends of consumption.The main aim of this paper is to describe the trend of e-consumer behaviour on the consumer market. The authors focus on the answer to the question of whether this trend shall dominate in the near future. With the aim of finding the answer to the aforesaid question, the authors analysed the most important economic, social and cultural factors influencing the development of econsumer behaviour at the beginning of the 21st century. The most significant features of econsumption have been presented. The perspectives of e-consumer behaviour in Poland has also been illustrated on the basis of quantitative and qualitative research. The practical implication of the analysis carried out is the indication of the growth in potential of consumption on the Internet. Nevertheless, the social implication of this paper is the emphasis of the significance of this new trend in consumption and its implications for producers

Keywords

• e-consumer, consumer trends, consumption, consumer behaviour