engleski

Multivariate Analysis of Digital Skills Impact on the Online Purchases in Selected Western Balkans EU Candidates

The aim of this paper is to recognize the position of the Western Balkans (WB) countries focusing the influence of several development level indicators on the online purchases. The impact of Percent of individuals with basic or above basic overall digital skills, on the variable Online purchase by individuals, using the Eurostat data for 2017, were performed. Focusing the EU-28 countries and three EU candidates, Montenegro, FYR of Macedonia and Serbia, only Luxembourg appeared as the outlier in the GDP per capita. In that way, 30 countries left for correlation, multiple regression and cluster analysis. Strong positive correlation exists between the pairs of variables. The multiple linear regression model, with two selected independent variables, was built successfully. The Ward linkage clustering with the squared Euclidean distances for all 30 countries was performed. The SEE countries that include the WB ones are in the same cluster, as opposed to the clusters with highly developed and for those middle-developed ones. The EU candidates' position, compared to other countries within their cluster and compared to the EU-28 as the whole, was especially highlighted.

Digital skills ; Outliers detection ; Correlation ; OLS linear multiple regression model ; Clustering methods ; Western Balkans

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