Η συμπεριφορά του καταναλωτή στην ψηφιακή εποχή
The consumer behaviour in the digital era
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Keywords
Consumer behaviour ; Online shopping ; Personal data safetyAbstract
The purpose of this research is to investigate the behaviour of Greek consumers in the digital
age. More specifically, the investigation is related to Greek consumers’ habits when shopping
online, as well as to their perception in respect to the protection of their personal data during
digital purchases. For this purpose, to be accomplished, a primary survey with the aid of a
questionnaire takes place. In this survey 200 Greek consumers, who use the internet and who
come from all different regions from Greece, accepted the invitation to participate in the
research. From this samples’ responses it can be generally concluded that, especially when it
comes to the younger generation of the present Greek population, the internet has managed to
acquire its own position is relation to product/ and or services shopping. Indeed, modern Greek
consumers have chosen to trust online shopping, in spite of acknowledging that it is certainly
more “dangerous” than conventional stores when referring to the protection and use of personal
data. Thus, it can be said that certainly online shopping with its safety drawbacks and
convenience advantages is becoming a powerful factor in the Greek shopping market.