DETERMINANTS OF CONSUMER BEHAVIOR IN ONLINE SHOPPING: EVIDENCE FROM NORTH MACEDONIA

Snežana Ristevska-Jovanovska

Abstract


This study examines the dynamics and determinants of online consumer behavior in the Republic of North Macedonia, focusing on the country’s readiness for e-commerce development and the factors shaping digital purchasing patterns. Employing a mixed-methods approach, the research integrates qualitative content analysis of academic, institutional, and policy documents with quantitative data gathered from a purposive sample of 180 respondents. Secondary analysis includes international benchmarks such as the Network Readiness Index and the Logistics Performance Index, providing a comparative perspective on digital infrastructure, connectivity, and logistical performance. The investigation explores consumer preferences, frequently purchased product categories, and favored online platforms while identifying psychological, technological, and infrastructural factors that influence purchase decisions. Findings reveal that online shopping is expanding, especially among younger, urban, and digitally literate consumers. However, persistent barriers such as limited trust in online transactions, underdeveloped logistics systems, and payment security concerns continue to hinder broader market growth. Despite these obstacles, national digitalization strategies, growing internet penetration, and increasing consumer engagement with digital platforms indicate a favorable trajectory for the development of e-commerce in the coming years. The results underscore the importance of strengthening consumer confidence, improving delivery efficiency, and enhancing cross-border trade mechanisms to ensure sustainable market expansion. By contextualizing global e-commerce frameworks within an emerging market, this research contributes to a deeper understanding of the evolving digital economy in North Macedonia. It offers practical insights and strategic recommendations for policymakers, businesses, and stakeholders committed to advancing digital transformation and fostering consumer participation in the online marketplace.

Keywords


E-commerce, Consumer behavior, Online shopping, North Macedonia, Digital economy, Mixed-methods research.

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References


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DOI: http://dx.doi.org/10.12709/mest.14.14.01.16

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