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Consumers shop to meet their needs. When buying, they always compare and evaluate the available alternatives to the goods. The purchasing process involves various factors. These factors can also be described as attributes that can affect consumers during the purchasing process. Identifying important attributes can be really challenging for the digital economy and global markets. Most retailers do not have accurate knowledge of the attitudes and characteristics of their customers, which greatly affects purchasing processes. Combining accurate knowledge of the combination of attributes can increase revenue and improve retailers’ market position. The aim of this paper is to present the results of primary research, processed by reducing the number of attributes influencing purchasing behavior using factor analysis. The target group of the primary research was women who bought mostly online. The most important factors influencing women’s shopping behavior are traditional influences such as online payment for orders, diversity of delivery options, nicely crafted sites, and store reviews, but also the influences of social networks. Another important factor is the possibility of in-store purchases and payments for cash purchases. The results of this research will complement the view of women’s consumer behavior, thus creating the conditions for retailers to react to this target group.

Research background: In today's competition markets and different types of customers, it is difficult to achieve a competitive advantage for merchants without knowing the shopping behaviour or intentions of customers. We can classify online store customers into many categories, but we have chosen a category - Generation Z. Purpose of the article: Generation Z can be generally defined as the technically most advanced generation of the entire population. This generation represents demanding customers who seek experiences and shop the mostly online. Generation Z members have relatively high ambitions regarding their careers, lives and they know exactly what, where and how they shop. The aim of this article is to present key factors influencing purchasing behaviour of Generation Z in Slovakia. Methods: Methods were used to meet the aim of the paper, to present the results of the author's primary research, processed by reducing the number of attributes influencing purchasing behavior using factor analysis. The target group of primary research respondents was born between 1997 and 2012. Findings & Value added: Purchasing behavior of the Z generation is mainly influenced by design of the website, the importance of delivery methods together with the possibility of online payment, reviews of merchants and shopping at a well-known seller. An interesting finding is Generation Z's lack of interest in a new wave of trends influencing shopping preferences through popular people on the Internet, called influencers.

In general, the term quality can be characterized as an overall summary of the characteristics and features of a product or service that satisfies anticipated needs. At present, the emphasis is on analyzing the quality of electronic services. For this reason, this article is devoted to analyzing the quality of electronic services at the Citizen's Integrated Service Point. The aim of this article is to carry out primary research aimed at monitoring customer satisfaction with the quality of electronic services of the Integrated citizen serice point workplace in Žilina self-governing region.

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