Comparison of E-Commerce behaviour among women consumers of Balkan and Baltic Regions

Nowadays, more and more consumers prefer to make their shopping via Internet. Researchers wish to study the e-commerce behaviour and the factors influencing consumer’s attitude while shopping on line. This paper investigates the differences and similarities of women’s behaviour toward e-commerce in two culturally different Europe regions; the Balkans and the Baltic regions. Some attributes such as trust in vendor, trust in transactions, language, culture, age or education and their possible impacts on e-commerce use, are examined in this paper. A convenient random sample of 50 women from each region (Greece, Romania, Bulgaria, Lithuania, Estonia and Latvia) was used in order to answer a structured questionnaire including the aforementioned factors. The reply of the respondents was received through e-mail. The responses were analyzed using statistical methods and exploratory data analysis with SPSS software and Chic analysis software, respectively. The results show that there are some significant behaviour differences between the two regions. In particular, women in Baltic use e-commerce more than women in Balkans. Also, it is shown that much more factors such as use of Internet, marital status, education affect the intention to buy online in Baltic than in Balkans.