Digital Era and Consumer Behavior on the Internet

Abstract

Living in the digital era is connected with changes that logically influence also entrepreneurs who operate on the internet and run shops in the digitized form (i.e. e-shops). In general, e-shops are very popular with final customers; however, consumers are aware of leaving digital traces on the internet so they are more and more interested in privacy concerns. The aim of this paper is to answer the following research question: “Do men and women be-have equally in selected situations?” Necessary data was collected by means of a printed questionnaire (n = 431) and subsequent data analysis was carried out by Chi-square test of independence and descriptive statistics. The overall results show that there are almost as big groups of those who have done it and those who have not. As for purchase refusal due to e-shop’s requirement for too much personal data, there is no difference between men and women when shopping online. The majority of respondents has ever refused the purchase.