Дигитална социология на интернет пазаруването в България
Digital Sociology of Internet Shopping in Bulgaria

Author(s): Simeon Kolyandov
Subject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Applied Sociology, Social Informatics, Environmental interactions, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: digital sociology; online shopping; online business; social structures; consumer habits
Summary/Abstract: Digital sociology studies how technology influences social interactions,including online shopping. In Bulgaria, e-commerce is expanding dynamically, with more and more consumers preferring online platforms for purchasing goods and services. This study analyzes the socio-demographic characteristics of online shoppers, their motivations, and the factors that determine their trust in digital retailers. The study examines how social networks and online communities shape consumer attitudes and influence decision-making. It also looks at social inequalities in access to online commerce and the challenges associated with digital literacy. In conclusion, the study offers a critical insight into current trends and opportunities for improving trust and security in Bulgarian e-commerce.

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