QUANTITATIVE STUDY OF CONSUMER BEHAVIOUR IN THE ONLINE ENVIRONMENT - MODEL OF CONSUMER BEHAVIOUR

The primary objective of this research was to determine the online model of consumer behaviour. This model was based on primary research conducted in Slovakia. We derived the outputs from the obtained data through factor analysis. The online model of consumer behaviour is composed of five factors (i) the initiation of the purchase (internal or external initiation of the need - the customer begins to experience a shortage or the need to satisfy his/her shortcomings) (ii) data collection, (iii) data analysis (iv) purchasing and (v) purchasing behaviour. We have named these elements as I-C-A-P-A (Initiation, data Collection, data Analysis, Purchasing process, behaviour After purchase). We subsequently verified this model under the conditions of Slovakia. The greatest constraint we perceive in the basic set, because Slovakia is a relatively small specific country, it is not possible to state the full versatility of the model. Consumer behaviour in the online environment is relatively widespread, but researches have focused very specifically on specific segments. Chaffey and Smith created the last universal model in 2008 and these three processes are similar to our factor in the process of learning, purchasing and usage.