Economic Resilience and Sustainability - Vol. 2 Factors Influencing Consumer Attitude Toward E-commerce: The Case of the Republic of North Macedonia

In an era of globalization and numerous opportunities for growth and development, e-commerce represents a revolution in the many marketing benefits for companies that market their products and services online. Nevertheless, the benefits of e-commerce cannot be realized without proper marketing strategies. Companies are constantly looking for methods to study consumer behavior in e-commerce to comprehend how the consumer makes decisions to purchase products and services. This information helps business managers understand the reasons behind the customer’s purchase or rejection of a product or service. This research paper discusses how various factors influence e-consumers purchasing behavior. The Theory of Planned Behavior (TPB) is used as a theoretical framework to describe consumers’ behavior in the online environment. The results indicate that in the Republic of North Macedonia, citizens are aware of the benefits of electronic purchasing of products and services and revealed that consumers’ attitudes toward e-commerce significantly impacted their intent to purchase products and services.