The Main Factors Influencing the Purchasing Decision on the Temu Platform in the Republic of Moldov

Abstract

This paper examines the main factors influencing the purchase decision on the Temu platform in the Republic of Moldova, with a focus on the role of low prices and the impact of import duties planned for 2026.The study shows that Temu has become the main cross-border online purchasing platform, accounting for about 80% of international postal parcels. Based on a questionnaire applied to a sample of 105 respondents, the results indicate a typical profile consisting of young urban women with modest incomes, who are price-sensitive. The main reasons for purchasing are very low prices, frequent discounts and promotions, which favor impulsive purchases, especially of accessories, clothes and household products. Although overall satisfaction is high, most respondents were disappointed with the quality of the products. The introduction of customs duties and VAT from 2026 is expected to lead to a moderate decrease in order volume and an adaptation of consumer behavior. CZU: 366.1:[339.1:004](478); JEL: L81, M31, H25, D12