Nowadays, it is so much easier to interact with each other (two-way communication) from all over the world as never before. This possibility has only been available for a few people – for the military at first – but after some decades, it became accessible to everyone. Online customer demand increased a lot, for example by the big boom of Web 2.0. by Mark Zuckerberg’s Facebook and by the introduction of Steve Jobs’ iPad. This topic is of interest, because companies from all over the world would like to find the most effective and cheapest methods to reach and keep their online consumers (worldwide). Therefore, they need to discover more about their consumers’ behaviour without generating high expenditure. This article focuses on the behavioural analysis of the online consumer (non-representative) population between Hungary and the USA. The background for my research consists of the awareness of the contents of e-markets. The analysed questionnaire was given out online (N=932) and people with high incomes (outliers) were excluded. Before the analysis of the database, I presumed that the consumers have a focus on online selling products and/or services. In this research we will examine the differences and identities of the behaviour of Hungarian and American customers based on online purchases. I have used Factorial ANOVA to analyse my database and found answers to my research questions about the most popular online goods and/or services. Furthermore, the differences and similarities of the behaviour between American and Hungarian consumers have been examined.
The Hungarian Journal of Nutrition Marketing. 2018. 5 (2) 31-43.