TRENDS OF E-CONSUMER PURCHASE BEHAVIOR IN THE LIGHT OF EMPIRICAL RESEARCH

The article is an attempt to present the results of research that are used to identify trends in e-consumer behavior. In order to thoroughly investigate the phenomenon, a questionnaire study was made on a sample of 945 respondents. The results of the conducted research will make a huge contribution to the process of determining trends and regularities of e-consumers’ purchases. The conducted considerations proved the rapid development of e-commerce and the increase in its role as a consequence of the COVID-19 epidemic. The research has clearly shown that online shopping is popular. Clients make them very often, leaving a large pool of money. Various products are purchased, such as clothes and clothing, cosmetics, footwear, electronics and household appliances as well as books, CDs and films. An important point of the research was determining the aspects important for the consumer when making purchasing decisions online. It turned out that the leading role in this matter is the quality of the product or service, price and obtaining information about the product. This information is a treasury of knowledge for the tenderer and may contribute to the intensification of the sale of his offer.