Studying the Attitude of Consumers of Different Generations to Ecommerce in Republic of Moldova

Abstract

In recent years, the e-commerce market in Republic of Moldova has shown steady growth. The growth in the popularity of e-commerce in Moldova is due to a number of factors: internet distribution and access to mobile devices, development of payment and delivery systems, the emergence of new online stores and marketplaces, more and more people prefer to shop online, which inevitably affects their behavior and habits. E-commerce is a field of activity related to the purchase and sale of goods and services in the Internet. It covers a wide range of business models, including online stores, marketplaces, online booking services, electronic payment systems. Undoubtedly, e-commerce stimulates the growth of Moldova's GDP, creates new jobs in logistics, marketing, IT and other areas, stimulates the development of digital infrastructure and increases digital literacy of the population. The main purpose of this work is to study and compare the attitude to e-commerce of consumers of different generations in Moldova, identifying the features of perception and use of online stores by representatives of different age groups. This kind of this work represents the method of survey and results of the study, as well as conclusions that will help to identify differences in the perception of e-commerce in Republic of Moldova. CZU: [339.16:004.78]:658.89(478); JEL: L81