Innovation-Driven E-Commerce Growth in the EU: An Empirical Study of the Propensity for Online Purchases and Sustainable Consumption
Abstract
:1. Introduction
- Objective 1—Assessing changes in the e-commerce market in dynamic terms;
- Objective 2—Assessing the impact of the COVID-19 pandemic on the development of the e-commerce market in selected European countries.
2. Literature Review
No. | Name of the Factor | Characteristics | Sources Cited |
---|---|---|---|
1 | Development of technological infrastructure | The development of technological infrastructure, including high-speed Internet and online payment systems, is crucial to the development of e-commerce. High Internet penetration enables consumers to use e-commerce platforms and make purchases online. It is particularly important to ensure Internet access with sufficient speed and reliability to enable smooth and convenient shopping. Internet access is also important for e-commerce development in rural areas and more remote regions, where the number of traditional shops is small. | Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I, Sakhbieva, A. [72] Bińczak, T., Kaczmarek, F., Rybacki, J. [85] Nagy, S. [86] Rokicki, T. [87] |
2 | Personal data protection regulations | Transparent and legally compliant privacy and data protection policies contribute to building consumer trust and ensuring the security of online transactions. Effective regulation and data protection are essential for building consumer confidence in e-commerce. High data protection standards, such as the European Union’s General Data Protection Regulation, are affecting the ways e-commerce companies collect, store, and process personal data. | Bińczak, T., Kaczmarek, F., Rybacki, J. [85] Vasileiadis, A. [50] Custers, B., Calders, T., Schermer, B., Zarsky, T. [65] Eid, M.I. [88] |
3 | Change in consumer preferences | The shift in consumer preferences toward online shopping has significant implications for the development of e-commerce. The number of online shoppers is increasing year by year. Customers increasingly prefer convenient and easy-to-use e-commerce platforms that allow them to purchase products and services from anywhere, at any time. The rise in popularity of mobile devices, such as smartphones and tablets, is also contributing to a shift in consumer preferences toward online shopping. | Naeem, M. [89] Nisar, T.M., Prabhakar, G., [90] Liang, T.P., Ho, Y.T., Li, Y.W., Turban, E. [77] |
4 | Availability of a wide range of products online | The availability of a wide range of products online attracts customers to e-commerce. Customers have access to a variety of products and can easily compare prices and product features before purchasing. Online shops can offer a wider selection than traditional ones, which attracts customers with different preferences and needs. The availability of a wide range of products also promotes the globalisation of e-commerce and develops international trade. | Ceyhan, A. [91] Alavi, S., Mehdinezhad, I., Kahshidinia, B. [92] Nisar, T.M. and Prabhakar, G. [90] Cho, Y.N., Im, I., Hiltz, S.R. [81] Hargittai, E. [79] |
5 | Technological innovations | Innovative technologies such as artificial intelligence (AI), data analytics, the Internet of Things (IoT), and blockchain are important for the development of e-commerce. The use of these technologies enables personalised product recommendations, improving the shopping experience, optimising logistics processes, and enhancing the security of online transactions. Technological innovations are helping to create innovative e-commerce business models, such as social commerce platforms and online marketplaces. | Zafar, A.U., Qiu, J., Li, Y., Wang, J., Shahzad, M. [93] Alavi, S., Mehdinezhad, I., Kahshidinia, B. [92] Schultz, D. E. [94] Zhao, Y., Zhou, Y., Deng, W. [95] Duan, Y., Gu, B., Whinston, A.B. [78] |
6 | Satisfying shopping experience | Providing a satisfying shopping experience is critical to e-commerce success. Improvements in user experience (UX) and customer service contribute to increased customer loyalty. Personalised recommendations, ease of product search, streamlined website navigation, and fast and reliable product delivery are all elements that contribute to a positive consumer shopping experience. | Tandon, U., Kiran, R., Sah, A.N. [96] Nisar, T.M. and Prabhakar, G. [90] Qu, W.G., Pinsonneault A., Tomiuk D., Wang, S. [97] The European Commission [98] Cardona, M., Duch-Brown, N., Francois, J., Martens, B., Yang, F. [99] Eid, M.I. [88] Ha, S. and Stoel, L. [82] |
7 | Education and digital awareness | A high degree of digital awareness and Internet literacy is crucial to the development of e-commerce. Improving digital education in society, including training in computer skills and the use of the Internet, contributes to increasing the number of online customers. An increase in the public’s technological skills and a better understanding of the benefits of e-commerce are boosting e-commerce’s market share. | Nagy, S. [86] Van Deursen, A., and Van Dijk, J. [100] Hargittai, E. [79] Anckar, B. [101] Hargittai, E. [102] |
8 | Acceptance of electronic payments | Acceptance of electronic payments plays a key role in the development of e-commerce. A high level of consumer confidence in online payments contributes to the growth of online shopping transactions. It is important to ensure the variety and security of available payment methods, such as credit cards, mobile payment systems, and electronic wallets. Good practices for protecting personal and transactional data are essential for building consumer confidence in electronic payments. | Tofan, M., and Bostan, I. [103] Charandabi, S.E., and Ghanadiof, O. [104] Krisnawati, M., Wienadi, J., Wiradinata, T. [105] Sutia, S., Fahlevi, M., Saparudin, M., Irma, D., Maemunah, S. [106] Nagy, S. [86] Maniam, B. [107] |
9 | Integrated logistics infrastructure and cross-sector cooperation | Integrated logistics infrastructure and cross-sector cooperation create favourable conditions for e-commerce development by optimising processes, reducing costs, and shortening lead times. An efficient delivery and logistics system enables efficient order processing and the fast delivery of products to customers. High-quality logistics services, such as shipment tracking, time flexibility, and returnability, contribute to consumer confidence in e-commerce. Investing in logistics infrastructure, developing cross-sector partnerships, and promoting public–private cooperation are essential for the successful operation of the e-commerce supply chain. This synergy requires a coordinated effort between different entities and an appropriate regulatory and policy framework. | Wang, C.N., Dang, T.T., Nguyen, N.A.T. [84] Kiba-Janiak, M., Cheba, K., Mucowska, M., and de Oliveira, L.K. [16] Jagoda, A., Kolakowski, T., Marcinkowski, J., Cheba, K., and Hajdas, M. [83] Vasileiadis, A. [50] Ratnasingam, P. [108] |
10 | Cost efficiency | Cost efficiency in the e-commerce sector is a key factor in the success of both sellers and customers. Cost management in e-commerce includes many aspects, such as optimisation of logistics processes, inventory management, as well as the effective use of technology and data. Innovations, such as the use of Big Data, can help optimise e-commerce distribution strategies, which in turn can lead to increased cost efficiency. In addition, a sustainable approach to e-commerce management that takes into account both economic and environmental aspects may contribute to the long-term profitability and sustainability of businesses. Therefore, it is crucial to understand and effectively manage the various cost elements in the e-commerce sector to achieve optimal cost efficiency. | Zhao, Y., Zhou, Y., Deng, W. [95] Izmirli, D., Ekren, B., Kumar, V. [109] Benlian, A., Hilkert, D., Hess, T. [110] Marchi, B., and Zanoni, S. [111] Kim, T.Y., Dekker, R., Heij, C. [112] Knickrehm, M., Berthon, B., Daugherty, P. [113] |
3. Data and Methodology
- 1. Institutions;
- 1.1. Political environment;
- 1.1.1. Political, legal, operational, or security risk index;
- 1.2. Regulatory environment;
- 1.2.2. Rule of law index;
- 2. Human capital and research;
- 2.1. Education;
- 2.1.3. School life expectancy, primary to tertiary education, in years;
- 2.1.4. PISA scales in reading, maths, and science;
- 2.3. Research and development (R&D);
- 2.3.1. Researchers, full-time equivalent, per million population;
- 2.3.2. Gross expenditure on R&D, % of GDP;
- 2.3.4. Average score of the top three universities according to the QS world university ranking;
- 3. Infrastructure;
- 3.1. Information and communication technologies (ICTs);
- 3.1.2. ICT use index;
- 3.2. General infrastructure;
- 3.2.2. Logistics performance index;
- 3.3. Ecological sustainability;
- 3.3.2. Environmental performance index;
- 4. Market sophistication;
- 4.2. Investment;
- 4.2.3. Number of venture capital deals invested in (per billion PPP$ GDP, three-year average);
- 4.3. Trade, competition, and market scale;
- 4.3.2. Domestic industry diversification, based on manufacturing output;
- 5. Business sophistication;
- 5.1. Knowledge workers;
- 5.1.1. Employment in knowledge-intensive services, (% of workforce);
- 5.1.4. GERD financed by business enterprise (% of total GERD);
- 5.2. Innovation linkages;
- 5.2.1. University–industry R&D collaboration;
- 5.2.2. State of cluster development and depth;
- 6. Knowledge and technology outputs;
- 6.1. Knowledge creation;
- 6.1.1. Number of resident patent applications filed at a national or regional patent office (per billion GDP PPP as compared to the US dollar);
- 6.2. Knowledge impact;
- 6.2.4. Number of ISO 9001 quality certificates (per billion GDP PPP as compared to the US dollar);
- 6.3. Knowledge diffusion;
- 6.3.1. Charges for use of intellectual property (% total trade, three-year average);
- 7. Creative outputs;
- 7.1. Intangible assets;
- 7.1.4. Extent to which ICTs enable new organisational models;
- 7.3. Online creativity;
- 7.3.2. Country-code top-level domains (per thousand population, 15–69 years old);
- 7.3.3. Wikipedia yearly edits by country (per million population, 15–69 years old).
4. Results
4.1. Long-Term Dynamics
4.2. Econometric Models—Results
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Fixed Effects Model | Random Effects Model | |||||
---|---|---|---|---|---|---|
Variable | Coefficient | Std.Error | p-Value | Coefficient | Std.Error | p-Value |
MI | 8.412 | 27.534 | 0.761 | 89.154 | 10.056 | 0.000 |
d20 | 4.982 | 1.085 | 0.00 | 3.576 | 1.035 | 0.001 |
d21 | 9.843 | 1.670 | 0.00 | 5.861 | 1.134 | 0.000 |
constant | 44.269 | 13.181 | 0.001 | 5.669 | 5.098 | 0.266 |
fraction of variance due to αi: 0.947 | fraction of variance due to αi: 0.819 | |||||
Chow test: F(30.59) = 14.46; p-value = 0.000 | Breusch—Pagan LM test: chi2 (1) = 51.24; p-value = 0.000 | |||||
Hausman test: chi2 (3) = 4.46; p-value = 0.216 |
Fixed Effects Model | Random Effects Model | |||||
---|---|---|---|---|---|---|
Variable | Coefficient | Std.Error | p-Value | Coefficient | Std.Error | p-Value |
MI | 39.986 | 31.595 | 0.211 | 93.084 | 10.513 | 0.000 |
d20 | 5.336 | 1.245 | 0.000 | 4.410 | 1.145 | 0.000 |
d21 | 9.060 | 1.917 | 0.000 | 6.442 | 1.243 | 0.000 |
constant | 38.626 | 15.125 | 0.013 | 13.241 | 5.330 | 0.013 |
fraction of variance due to αi: 0.892 | fraction of variance due to αi: 0.797 | |||||
Chow test: F(30.59) = 12.48; p-value = 0.000 | Breusch—Pagan LM test: chi2 (1) = 49.57; p-value = 0.000 | |||||
Hausman test: chi2 (3) = 3.18; p-value = 0.365 |
Fixed Effects Model | Random Effects Model | |||||
---|---|---|---|---|---|---|
Variable | Coefficient | Std.Error | p-Value | Coefficient | Std.Error | p-Value |
MI | 6.279 | 7.279 | 0.392 | 16.499 | 5.576 | 0.003 |
d20 | 0.819 | 0.386 | 0.038 | 0.894 | 0.392 | 0.023 |
constant | 14.456 | 3.666 | 0.000 | 9.318 | 3.073 | 0.002 |
fraction of variance due to αi: 0.950 | fraction of variance due to αi: 0.938 | |||||
Chow test: F(30.60) = 45.22; p-value = 0.000 | Breusch—Pagan LM test: chi2 (1) = 62.55; p-value = 0.000 | |||||
Hausman test: chi2 (3) = 5.55; p-value = 0.063 |
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Roszko-Wójtowicz, E.; Deep Sharma, G.; Dańska-Borsiak, B.; Grzelak, M.M. Innovation-Driven E-Commerce Growth in the EU: An Empirical Study of the Propensity for Online Purchases and Sustainable Consumption. Sustainability 2024, 16, 1563. https://doi.org/10.3390/su16041563
Roszko-Wójtowicz E, Deep Sharma G, Dańska-Borsiak B, Grzelak MM. Innovation-Driven E-Commerce Growth in the EU: An Empirical Study of the Propensity for Online Purchases and Sustainable Consumption. Sustainability. 2024; 16(4):1563. https://doi.org/10.3390/su16041563
Chicago/Turabian StyleRoszko-Wójtowicz, Elżbieta, Gagan Deep Sharma, Barbara Dańska-Borsiak, and Maria M. Grzelak. 2024. "Innovation-Driven E-Commerce Growth in the EU: An Empirical Study of the Propensity for Online Purchases and Sustainable Consumption" Sustainability 16, no. 4: 1563. https://doi.org/10.3390/su16041563
APA StyleRoszko-Wójtowicz, E., Deep Sharma, G., Dańska-Borsiak, B., & Grzelak, M. M. (2024). Innovation-Driven E-Commerce Growth in the EU: An Empirical Study of the Propensity for Online Purchases and Sustainable Consumption. Sustainability, 16(4), 1563. https://doi.org/10.3390/su16041563