E-Commerce Management - Exploring User Preferences from the Territory of the Bosnia and Herzegovina

Abstract

Electronic or Internet commerce is the process of buying, selling, transferring, and exchanging products, services, or information through computer networks. With the rapid development of information technology, collaborative consumption supported by platforms is becoming attractive to consumers. It enables quick and straightforward communication, transmission of information over long distances, easy publication of various documents, and transactions via the Internet. The goal of every trading company is to understand each client individually and use this understanding to facilitate the customer’s decision to work with a specific company -rather than the competition. Online shopping is experiencing exponential growth and has many advantages compared to traditional shopping. Hence, the goal of the research is to examine the impact of modern electronic solutions on shopping. The research subject is related to determining the attitudes and decisions of consumers on the issue and making the final decision about the purchase using electronic services. The purpose of the research is to present a set of activities that affect the success of electronic commerce. From the comparative study of consumer behavior, the hypothesis was tested where H0 - electronic commerce has a significant impact on the behavior of consumers of this type of commerce. The research conclusions refer to the observation of variables that can be useful when making more effective decisions in the future.