Exploring Consumer Experiences and Perceptions in the Online Shopping

Abstract

Recently, we are witnessing a remarkable increase in the volume of purchases made online, reflecting significant changes in consumer behavior and the global retail landscape. This study explores the online purchasing behaviors of Romanian consumers, and uses a qualitative methodology based on semi-structured interviews from a convenience sample of 10 participants. The findings reveal that Romanian consumers attach significant importance to brand reputation in their online purchase process, being prone to choose the brands that offered them a positive experience or those which have a good image. The price remains a decisive factor, as Romanian consumers carefully analyze the quality-price ratio, and so the quality of the product or service is also important, Romanian consumers showing a preference for products with high performance or durability. The study contributes to a better understanding of the way Romanian consumers interact with e-commerce platforms, discussing aspects such as the frequency of purchases, product and service preferences, decision-making factors, and potential challenges or barriers encountered in their online shopping experience.