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channel might help to figure out the way to attract those, who are not convinced yet or those who did not even considered this media as an option or alternative for regular shops. From the other hand, knowing online customers‘ behavior and expectations can help in keeping those, who are already the online buyers. This study aims at Polish online users, which is quite innovative and can be as a reference point for future practitioners investigating Polish online market or for those who are considering Polish e-market as an alternative. A lot is changing in e-commerce annually.
Customers are becoming more sophisticated in the way they use technology and the way they shop. The better the experience they get from browsing the Internet the more they learn and the more conclusions they get. That is why it is important to study and develop e-commerce environment.
5.1 Limitations
The present study has some limitations that should be addresses in future research. There were uncontrollable factors that affected the research. For instance, the sample could be larger. The study employed convenience, non-probability sampling. The survey was conducted online and the questionnaire was posted on an online shop website. The sample was collected from that shop only. This limits the sample only to those customers of that particular shop. Moreover, the time of survey was only one week, during the vacation period, so not many responses were collected.
5.2 Recommendations for Future Research
The author has some suggestions for future research. First, the sample should be larger and randomly selected. Online survey is appropriate, however, to increase
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the response rate it is advised to send questionnaires via email and offer a small reward (e.g. discount coupons) to attract more respondents.
Second, further study should address additional factors. As said before, not only frequency of Internet use in hours per week, but also other dimensions of Internet experience, may possibly appraise the customer’s online buying behavior. For example, the purpose of going online is worth studying. Weather someone usually writes emails, uses chat rooms or messengers, seeks information, plays games or writes a blog may have influence on online shopping behavior. Not only the types of Internet use, but also the places (e.g. home, office or campus/school) where someone goes online might be influential. What do consumers usually buy via Internet, where do they buy (online shop or an auction) and how do they perceive the online buying experience is also important for the overall attitude to e-purchase and repurchase. The level of preference for traditional shopping should be also investigated.
Third, the attitude to online advertising may have an influence on online buying behavior. Consumers who have negative attitude to online advertisements (spam emails, pop-up windows, etc.) may have also negative attitude to online shopping. The author recommends examining this topic profoundly.
Finally, it would be also very interesting to look at the cross-cultural perspective of the online shopping behavior.
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