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BY 4.0 license Open Access Published by De Gruyter Open Access December 31, 2019

E-customer behaviour and cross border shopping development

  • Petra Jílková ORCID logo and Petra Králová ORCID logo EMAIL logo
From the journal Open Economics


The digitalisation of business processes, cultural backgrounds and consequences on behavioural differences make a direct impact on customer purchase behaviours across different markets. The main aim of this paper is to analyse the effect of the economic situation in the selected countries regarding the e-commerce business. On the sample of the situation in the Czech Republic, the article presents the increasing potential of e-commerce and focuses not only on the statistics review but on the psychological aspects of online behaviour. Firstly, the paper presents a theoretical model for customer purchase behaviour and the development of the theory in correspondence with B2C e-commerce background. Secondly, this research analyses the main aspects of shopping behaviour in selected countries; the research shows the main characteristics of shopping and provides a better understanding of the impact of digitalisation. Finally, the paper confirmed the fact that the Czech e-commerce market is developed and has potential to grow nationally and internationally. The paper investigates online shopping for the period between 2010 – 2017. Finally, the authors discuss all the theoretical and practical implications of these results.

JEL Classification: M31; O33; L86


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Received: 2019-09-09
Accepted: 2019-11-25
Published Online: 2019-12-31

© 2019 Petra Jílková et al., published by De Gruyter

This work is licensed under the Creative Commons Attribution 4.0 International License.

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