Analysis of Purchasing Behaviour of Polish e-customers☆

Abstract E-business is one of the most dynamically developing areas of the Polish economy. It consists of several segments such as the following: e-services (including among others, portals, price comparison sites, social networking service and internet applications), e-marketing (including among others, on-line advertising portals, search engines, advertising networks), as well as e-commerce (online shops, virtual shopping arcades, auction sites). The subject matter of the herein paper is that of e-commerce. The attitudes, customs and motivations associated with purchasing online shall be presented on the basis of the Polish report about E-commerce in Poland 2014. The indication of the determinant stimulating and hindering purchases online facilitates the profound perception of the complexity of management in this sphere, while also providing the opportunity of undertaking actions aimed at increasing the value for both consumers and enterprises.