The Effects of Consumers’ Buying Behavior on the E-commerce in Highly Developed Emerging Market and Developed Market: The Case of Singapore and Austria

Jia Yun Moerth-Teo, Vito Bobek, Tatjana Horvat


The e-commerce is becoming increasingly essential and principally relevant in
the modern world, especially in the current pandemic. Due to the increased use
of the Internet, the growth of e-commerce has escalated. This research focuses on
the e-commerce environments of Singaporean and Austrian markets. It contains
an outline touching on the theoretical parts and the conduct of an empirical
study where the survey results from 206 participants were studied, analysed,
and compared. The statistical methods chosen for this research were the t-test
analysis and the correlation analysis. The empirical study served as a quantitative
discussion on both countries' e-commerce markets. The analysis of the completed
questionnaires provided a better and clear understanding of the buying
behaviours and their potential impact on the e-commerce markets in Singapore
and Austria. Considering the results from the comparisons, the research has also
highlighted some interesting findings and differences in the buying behaviours
of Singaporean and Austrian shoppers.


e-commerce, pricing, buying behaviours, consumers, Singapore, Austria

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