The Importance of the Price Factor in the Development of E-Commerce. Case Study B2C in Albania

Abstract

The purpose of this paper is to find out the significant factors that influence the demand for goods online for the B2C market in Albania and how to build customer loyalty in this type of market. The main assumptions are: 1. The price of products are very important for the development of the demand in electronic commerce in Albania, in the B2C market. 2. There is a statistical significance of socio-demographic variables in the price of products and services in e-commerce? Methodology used: A sample of 500 questionars were used. Each questionere had 13 question. Have been used 100% of the questionnaires. The first question of the questionnaire survey excluded those who had made purchases online. The choice was made on an occasional grouping of the participants for age, sex and education. The questionnaires were completed in the two main cities of Albania, Tirana and Durres. The work is based on primary and secondary data for the case of Albania. Using the regression analysis, we have built a multi-pattern econometrics model, emphasizing the importance of price in the development of the online market in Albania. The results and conclusions of this paper are significant. Albania marks the highest growth in terms of Internet usage in the region, which means an enormous potential for the development of electronic commerce in Albania. The price factor is still the main factor influencing the tendency of buyers to make their purchase online.

DOI: 10.5901/ajis.2013.2n1p379