TESTING THE ATTITUDE TOWARD THE USE OF E-COMMERCE BASED ON THE CUSTOMER’S EDUCATIONAL LEVEL: THE CASE OF THE REPUBLIC OF SERBIA

Abstract

The subject of this paper is to examine to what extent and in which way educational level influences the use of e-commerce in the Republic of Serbia, as well as, in part, to examine customer satisfaction with e-commerce. The main objective of this paper is to determine the level of customer use of e-commerce depending on their educational level, as well as to spot the areas which need to be improved in order to increase the degree of use of e-commerce in the Republic of Serbia. For the purposes of sorting and grouping the data in this study the statistical method has been used. All collected data were processed in the statistical software SPSS (descriptive and parametric analyses were used, as well as comparison of mean values, correlation and regression). Based on the results of the tests conducted it is to conclude that the respondents generally use e-commerce in Serbia on a small scale and that other technological advances are accepted to a greater extent than e-commerce. The respondents have very low confidence while using e-commerce. One of the reasons for such a situation is the fear of possible abuses or the fear that e-commerce is insecure. Therefore, in order to increase e-commerce in Serbia, one of the priorities should be work on increasing the security of participants in e-commerce to reduce the possible abuses. From the research a conclusion can be drawn that the level of education significantly affects the use of e-commerce in Serbia and that it should be constantly worked on raising the educational level of the citizens in order for them to be able to properly use the advantages that e-commerce offers.

Keywords: E-commerce, educational level, customer satisfaction, e-commerce security