Differences in Online Consumer Behavior: A Multi-Dimensional Comparative Study in the Context of European Digital Commerce

The aim of this study was to analyze international differences in online consumer behavior. The analysis was carried out on a sample of 763 participants from the countries of Spain, France, Poland and Russia. Online consumer behavior was examined from the perspective of seven dimensions: shipping-related concerns and preferences, price sensitivity and perceived cost advantage, quality perception, security concerns, time-related benefits, availability and quality of information, and shopping service satisfaction. Data were verified using Average inter-item correlation, the Shapiro–Wilk test and Levene Statistic. Subsequently, Welch’s ANOVA and one-way ANOVA and the Games–Howell and Tukey HSD post hoc tests were applied. Statistically significant differences were fully identified in all examined dimensions. The largest differences were recorded in price sensitivity, shipping-related concerns and security concerns. The effect measurements, in addition to ANOVA and post hoc tests, confirm the significance of these differences. National context, shaped by culture, institutional trust and digital infrastructure, continues to influence online consumer behavior. The strategies that the businesses should adopt should focus on approaches that are tailor-made for a specific market. This means that adapting pricing models, strengthening trust (e.g., through secure payments and strengthening safe return policies), and adapting delivery options to local preferences can lead to improved customer satisfaction in cross-border e-commerce.