RESEARCH ON CONSUMER BEHAVIOUR OF THE NEW GENERATION OF CUSTOMERS WITH REGARD TO GENDER DIFFERENCES IN THE ASSESSMENT OF UNCERTAINTY FACTORS IN ONLINE TRANSACTIONAL RELATIONSHIPS
RESEARCH ON CONSUMER BEHAVIOUR OF THE NEW GENERATION OF CUSTOMERS WITH REGARD TO GENDER DIFFERENCES IN THE ASSESSMENT OF UNCERTAINTY FACTORS IN ONLINE TRANSACTIONAL RELATIONSHIPS

Summary/Abstract: Even though e-commerce is of great importance in online sales, it also means high risks for consumers and retailers, e.g. cybercrimes, hacker attacks, spam or lack of personal interactions and asymmetry of information. These risks can lead to consumer uncertainty. This means that consumers feel insecure when buying products online, compared to the same products in stores. This uncertainty in online stores discourages many consumers from participating in online transactions. At the time of the corona crisis, uncertainty in online shopping increases, but is suppressed by the need to buy certain products, as the possibility of shopping in stores is severely limited in connection with government regulations. The aim of this paper is to identify the shopping behavior of Millennials and their gender differences at the level of assessing the factors of uncertainty in online shopping. The limitations of our research lie in the number and composition of respondents. Due to this condition, it is necessary to repeat the research with an even distribution of the sample and compare the results.

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