The Impact of Knowing the Profile of Online Shoppers on Online Shopping: Evidence From City of Berat, Albania

Abstract

Electronic commerce is a type of business in which all transactions are carried out online and the seller and buyer do not meet in person, as in traditional commerce. E-commerce has been steadily increasing over the last decade, and it is now a popular method of shopping in many parts of the globe. As more businesses are switching to online sales, their sales strategies are adapting to the needs of their online customers, including customers demographic and psychographic characteristics. Therefore, in an effort to understand and compare the segments of online shoppers, this research aims on understanding the profile of online shoppers and their implications on online shopping in Albania. The particular interest of this study is to understand the characteristics and profiles of the online shoppers for marketers in virtual business in Albania. The target respondents of the study were internet users located in the city of Berat and a survey questionnaire was used to collect the data from 389 respondents. The sample selection is probabilistic with 95% reliability level and 5% margin of error as the total population of the city of Berat is 119,450 inhabitants. The reliability analysis based on Cronbach Alpha test and Chi square test were used to test the hypotheses and the statistical program Spss 24 for data processing and analysis. The findings reveal that most of the online shoppers are females, between the age of 20 to 24 years old, have a university degree, and an average monthly income of up to 61. 000 All and tend to buy products at average prices. The research findings on online shoppers profile further indicate that gender does not affect the frequency of online shopping ; trust does not affect the frequency of online shopping; but price affects the frequency of online purchases. Thus, online businesses should focus on convenience, price, branding to impact online shoppers. The implications of the findings for practice are further discussed.

Analysis of Changes in In-Store and Online Shopping Frequencies Due to the COVID-19 Pandemic: A Case Study from Bahrain

“…The literature shows conflicting results related to the influence of gender on e-shopping. Some researchers found that gender significantly affects e-shopping [9,[23][24][25][26][27][28], while others found that gender is insignificant [29][30][31][32][33][34][35]. Some research papers showed that women engage in e-shopping more than men [9,12,24].…”

Relationship between education and economic growth

“…Many children from rural areas do not attend school. When compared to other nations, the quality of education is among the lowest, and the expense of education is likewise among the lowest (Buhaljoti, 2016). The study has two goals: first, to support the country's National Pre-University Education Strategy, and second, to ensure that the country meets European Union membership requirements.…”

“…Several studies on long-term growth in poor nations conducted by development analysts looked at the relationship between education and economic development. Individual and group production are important markers of human capital, according to the results mentioned above (Buhaljoti, 2016). In academic literature, human capital is often regarded as an essential indicator of individual and group productivity.…”

“…When it comes to impoverished countries like Albania, theoretical models indicate that education is the key to a country's economic growth, while real-world models demonstrate that it is not. Training has historically been measured by school years rather than by the knowledge and skills gained during those years, resulting in a gap (Buhaljoti, 2016). Education is often considered as one of the most essential factors in the development of emerging countries such as ours.…”

“…Only universal elementary and secondary education are likely to boost human capital and raise significant groups of people out of poverty. Furthermore, postsecondary education for young people in more developed countries is critical to economic growth (Buhaljoti, 2016).…”