ABSTRACT:
The rapid growth of e-commerce in the digital era has fundamentally transformed consumer behaviour and marketing communication strategies. It has profoundly influenced both retailers’ business strategies and consumer behaviour patterns, while also playing a significant role in shaping the global economy. This study examines key psychological and communication factors that influence consumers’ intentions in the e-commerce environment. The theoretical framework integrates the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), extended by the constructs of Perceived Risk and Convenience. A quantitative questionnaire-based survey was conducted amongst 1,035 Slovak consumers from Generations Y and C, applying confirmatory factor analysis and partial least squares structural equation modelling (PLS-SEM). The findings revealed that aspects such as Perceived Usefulness, Subjective Norms, Attitudes Towards Online Shopping, and Convenience all exert significant positive influence on consumers’ intentions to shop online. In contrast, the aspect Perceived Risk was found to have a negative effect. The study offers valuable theoretical insights by contributing to the conceptual framework of digital consumer behaviour. The findings also offer practical guidance for e-commerce businesses in planning and optimising their marketing communication and sales strategies.
KEY WORDS:
consumer purchasing behaviour, digital environment, e-commerce, electronic commerce, online shopping, purchase intention
DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.6