POSSIBILITIES OF E-COMMERCE IMPACT ON MODERN CONSUMERS
POSSIBILITIES OF E-COMMERCE IMPACT ON MODERN CONSUMERS

Summary/Abstract: An important part of modern marketing is marketing communication. Nowadays, it is necessary to produce a good product or service so that it is attractive to consumers. The current consumer is a demanding consumer. Shopping is a daily matter of our lives and customers can choose from a wide range of shopping venues with a variety of goods and services. Every day we meet with various product information, news, which we later compare, select and buy. This whole process is related to consumer purchasing decisions. There is a great struggle for every consumer on the Slovak market. If we do not win the customer, then our competitor will get it. The main point is to be able to listen to customers and satisfy their needs and requirements. E-commerce is one of the dominant forms of marketing today that can influence and change shopping decisions and consumer purchasing behavior. The aim of the paper is a theoretical e-commerce processing and purchasing process, as well as an analysis of the impact of e-commerce on purchasing decisions of modern consumers.

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