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PAYMENT-RELATED OBSTACLES EXPERIENCED BY YOUNG POLISH CONSUMERS IN DOMESTIC AND CROSS-BORDER ONLINE SHOPPING

R. Macik

Abstract

Background: Although forthcoming EU Geo-blocking Regulation should minimise the problem of customers discrimination in online cross-border trade, it will not resolve all obstacles experienced by consumers during shopping online abroad, including payment-related ones, that are leading to the dissatisfaction of consumers, being experienced typically late during the shopping process, after some effort and time. Paper goal is to investigate the occurrences of payment-related obstacles in domestic and cross-border B2C e-commerce, as well as deepen knowledge about the perception of such obstacles. Methods: Paper uses own research results on the background of e-commerce industry statistics and reports. A purpose sample of 438 young consumers from Eastern Poland has been interviewed using CAWI questionnaire. Data are explored using correspondence analysis and descriptive statistics. Results: Polish consumers prefer cash-on-delivery payment in online purchases most often, they like prepayments via instant or manual online bank transfers, and rather avoid to use credit/debit cards (used in less than Вј payments online). Such habits are creating the high possibility to experience payment related obstacles, mainly when geo-blocking practices exist. Difficulties like the lack of a preferred way of payment and technical problems during payment processing were common. However, the lack of acceptance of Polish credit/debit card and other obstacles were less frequent. Open-ended responses also reveal a general fear of paying the parties abroad, connected with language-related issues and uncertainty of exchange rates used by payment agents and banks, particularly in the group not involved in cross-border shopping online. Conclusions: Although the mass geo-discrimination will end shortly, many obstacles in cross-border online shopping will continue to exist. The localisation of web pages connected with the implementation of preferred payment modes should improve the satisfaction of young Polish consumers from online purchases from abroad.

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DOI resolver: doi.org/10.5593/sgemsocialF2018/1.6/S03.061

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