ABSTRACT
The main objective of this chapter is to introduce the background context of consumer behaviour in Europe in the digital era. Digital technologies influence people’s activities in many areas of life (including the ways in which people decide about what and where to buy depend on the development of technologies and the Internet). The main method used in this chapter is a literature review of scientific papers and statistical data.
The findings present the changes that have occurred in consumer behaviour in part as a result of the continuous development of information and communication technologies that have led many buyers to move from offline to online purchases. This process has led to a huge increase in e-commerce transactions since the turn of the decade via the development of digital tools such as social media, artificial intelligence, and the Internet of Things. The persistence of some gaps (gender, generational, digital) and their impact on digital consumers’ behaviour is also discussed.
