The online shopping cannot be considered as an emerging trend because it has become a standard way of doing business. The focus of online retailers’ interest should be aimed at the customer behavior during purchasing process. The aim of this paper is to describe and analyze the use of Internet in the pre-purchase stage of customers in selected countries. We found that there is a significant negative correlation between development indicators of nations and the use of Internet in pre-purchase stage of shopping. Furthermore, there is a significant difference between European and Asian consumers using Internet during pre-purchase stage in several observed activities. |
