engleski

QUALITY OF E-COMMERCE PRACTICES IN EUROPEAN ENTERPRISES: CLUSTER ANALYSIS APPROACH

Development and usage of e-Commerce has a positive impact on business, while it offers better services to clients and higher profitability for enterprises. Easier and effective communication processes between sellers and buyers provides an additional benefit for further expansion of eCommerce especially in developing countries. The goal of the article is to determine the quality and usage of e-Commerce practice in enterprises with 10 or more employees in European countries in 2018. The analysis will be conducted using hierarchical cluster analysis aiming to investigate whether there are significant differences among selected European countries regarding e-Commerce practices. Research results indicate that selected European countries can be divided into four homogeneous groups with similar characteristics regarding e- Commerce practices. According to the results of this study, e-Commerce practices are more often used in European countries with a more developed ICT sector such as Belgium and Ireland.

cluster analysis, e-Commerce, enterprises, European countries

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