ASPECTS REGARDING THE ANALYSIS OF THE DIGITAL CONSUMER IN ROMANIA

This article is investigating the relation between the consumer and the online stores in the Romanian e-commerce environment and aims to reveal little known aspects of its behavior. Although the first e-commerce sites have begun to make their presence felt only since 2000, their spread has been accelerated in recent years and online market is at this time in Romania the only market with a double-digit growth. As the e-commerce market is maturing, we are also assisting in defining the behavior of the digital consumer and this article attempts to capture the main trends in online acquisition. Our study reveals an atypical European consumer, interested more in foreign acquisitions, influenced in the buying decision by the quality of the products and with a strong solid opposition regarding the new electronic payment methods. Therefore, the correlations made to determine the behavior of Romanian online consumer are based on various data series related to the volume and number of online shopping transactions in Romania between 2010 and 2014, the type of products and services that Romanians seek over the Internet and demographic aspects of Romanian online consumer. As a result we have drawn the portrait of Romanian digital consumer and have identified specific features that make him unique comparing with other EU consumers.