ONLINE VS. OFFLINE CONSUMER WAY AND ONLINE SHOPPING BEHAVIOR

The development of e-commerce business in recent years has led to revolutionary changes in customer behavior, as online marketing is strongly based on effective communication and aims to provide online goods and services most efficiently. The main aim of this paper is to analyze online vs. offline consumer way and online shopping behavior in selected countries. Online shopping has become a modern trend all around the world. Compared with traditional communication models, there are several ways who to communicate, which can result in problems with delivering the campaign message effectively. Firstly, the paper presents a theoretical model for online and offline consumer ways and the development of the theory. Secondly, this research analyses the purchase behavior in the Czech Republic and compares e-commerce in the country to other EU countries. The main features of online shopping are that there is a large number of goods and orders are usually placed from a large number of customers worldwide. The paper investigates online shopping for the period between 2014 - 2018. Finally, the authors discuss the theoretical and practical implications of these results.