Obrasci elektronske trgovine u Evropi: klaster analiza učestalosti onlajn kupovine
Electronic commerce patterns in Europe: Cluster analysis of online shopping intensity
Apstrakt
Elektronska trgovina predstavlja ključni segment digitalne ekonomije, menjajući potrošačke navike i postajući značajan pokretač ekonomskog razvoja. Razvoj digitalnih tehnologija i povećana povezanost doprineli su brzom rastu elektronske trgovine, ali njen intenzitet varira među zemljama, otvarajući prostor za analizu faktora koji oblikuju ove razlike. Ovaj rad istražuje elektronsku trgovinu u evropskim zemljama kroz klaster analizu, grupišući zemlje prema učestalosti onlajn kupovine radi identifikacije obrazaca i determinanti razvoja elekonske trgovine. U istraživanju su obuhvaćene zemlje sa teritorije Evrope, pružajući uvid u različite ekonomske, tehnološke i socijalne karakteristike regiona. Rezultati su pokazali postojanje četiri klastera, sa značajnim razlikama u faktorima kao što su dostupnost interneta, informatička pismenost, logistička infrastruktura, obrazovni nivo i razlike između urbanih i ruralnih sredina. Identifikovane razlike osvetljavaju regionalne disparitete i pružaju temelje za razumevanje dinamike onlajn kupovine u Evropi.
Abstract
Electronic shopping represents a key segment of the digital economy, changing consumer habits and becoming a significant driver of economic development. The development of digital technologies and increased connectivity have contributed to the rapid growth of electronic commerce, but its intensity varies between countries, opening up space for analysis of the factors that shape these differences. This paper analyse electronic commerce in European countries through cluster analysis, grouping countries according to the frequency of online shopping in order to identify patterns and determinants of e-commerce development. The research covers countries from the territory of Europe, providing an insight into the various economic, technological and social characteristics of the region. The results showed the existence of four clusters, with significant differences in factors such as internet availability, information literacy, logistics infrastructure, educational level and differences between urban and rural areas. The identified differences illuminate regional disparities and provide a basis for understanding the dynamics of online shopping in Europe.
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