PERCEPTION OF E-COMMERCE BY YOUNG ADULTS IN VISEGRAD GROUP COUNTRIES

Abstract

Background: The present young adult generation is one of the current drivers of e-commerce. Understanding where this generation finds out in a chosen country in comparison with most progressive countries in the field of e-commerce is the cornerstone for assessing market possibilities in a particular chosen country. Aims: This article analyses trends in online shopping behaviour among young adults in the Visegrad Group countries from 2012 to 2022. The research focuses on sociodemographic factors and their influence on online shopping. Methods: Primary data collected by Eurostat underwent systematic analysis using general scientific methods of economic analysis, and comparison. Conclusions: The results show a significant increase in online shopping among young adults in these countries, with Slovakia achieving the highest share. They also indicate that the impact of gender, age, education, and income on online shopping varies by country. Implications: These findings have important business implications and contribute to a better understanding of the online shopping behaviour of this target group.