ONLINE BUYING BEHAVIOR

Abstract: The foundation of marketing activity in the online environment cannot be achieved without the acknowledging of the importance of understanding consumer behavior by entrepreneurs and marketers. The significant way buyers decide on the purchase of products and services, by which factors they are influenced in the process of electronic interactions, what are the advantages sought and how they are perceived in the purchase process – all this determines different behaviors and consumption patterns, in which they find the factors reflecting the personality, values, perceptions and attitudes, lifestyle, etc. purchase decision and user status: non-user, occasional user, frequent, migratory, reversible. This research addresses the decision-making process of purchasing in the online environment and analyzes the purchasing behavior of some products. The research highlighted some obstacles in the purchasing process in the online environment, as well as opportunities of improvement of the purchasing experience.