engleski

Role of social media and digital skills in adoption of online shopping in selected EU countries

The key question addressed in this paper is if social network users are more likely to buy online in general and if the use of social networks affects purchase of specific product categories over the Internet (in particular durable and non-durable household goods, electronics, products and services for leisure and learning and education materials). We explore this in comparative context of European economies with more widespread online consumer practices in contrast to those where consumers are more oriented towards traditional shopping practices. The analysis relies on Eurostat Community Statistics on Information Society (CSIS) data for year 2016. It covers data for Romania, Bulgaria, Austria and France. In addition to social network use, analysis includes digital skills of individuals in these countries according to the assumption that skills lower the risks related to e-commerce. Results reveal that for those with previous online shopping experience, social media serves as a positive online purchase predictor, regardless of the type of product. We have also identified that poor digital skills are more relevant than social networks for making decision to purchase online. This calls for additional policy actions aimed at improving digital skills in economies with low Internet adoption.

online shopping ; social networks ; digital skills ; EU countries

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