Proceedings of The 4th International Conference On Business, Management and Finance
Factors Influencing the Usage of Online Shopping in Albania
Alma Braimllari (Spaho) and Sauda Nerjaku
The rise of internet usage worldwide has shifted consumers’ attention to online shopping. The increase confidence in technology, ability to use information and communication technology and online payment sectors are changing the consumer behaviour away from traditional methods. Recently in Albania online shopping is showing encouraging progress among customers. An incentive for the increase of online shopping is the impact of the pandemic situation of COVID-19 that forced foreign and domestic retailers to offer their products online as well. The purpose of this research is to study the usage of online shopping by individual customers in Albania. The objectives of this study were: to identify the benefits and challenges of online shopping, the products that are bought more often, and the most frequently used websites; and to determine the demographic and socio-economic factors that influence the online shopping use, the experience with online shopping, and the frequency of online shopping. This study targets the population comprised of individuals who have a bank account and use electronic banking services. Descriptive analysis and binary logistic regression analysis are used to analyse the data of 213 respondents. The study revealed that online shopping use was significantly associated with age, region and income level; experience with online shopping use was significantly associated with age and income level; and frequency of online shopping use was significantly associated with marital status and income level. The findings of this study provide useful information for online shoppers, delivery companies, and online retailers for planning promotion strategies.
keywords: e-commerce, demographic factors, socio-economic factors, logistic regression model, Stata.