Introduction

Abstract

In recent decades, the rapid development of networks and technologies in information communications has created a borderless digital world. Information and knowledge gaps between countries are reduced or closed by information networks (e.g., Legner et al., 2017). Falling information costs simplify communication processes and lead to enormous transformations in the production of goods and services. Thus, the world has become closely connected, and products and services can be delivered immediately and anywhere in the world through networks. The Internet offers exporters new opportunities since access to new markets is increasing, efficiency in accepting global customer orders is increasing, and the processing of inquiries is improving. Therefore, consumption is possible wherever there is Internet access (Ternès et al., 2015). As a result of digitized access to goods and services, more consumers are opting for electronic commerce (e-commerce) over traditional shopping channels, such as brick-and-mortar stores and direct sales. E-commerce represents all forms of digital transactions of business processes between companies and their customers via public and private networks (Schinzer and Thome, 2000). Accordingly, e-commerce includes all business processes in the fields of business-to-consumer (B2C), business-to-business (B2B), or consumer-to-consumer (C2C). According to Fritz (2000), electronic retailing or e-commerce is geared towards the “initiation, negotiation and/or handling of goods processes.” According to Chaffey (2015), the term “e-commerce” extends beyond the mere buying and selling of goods. He defines e-commerce as “all electronically mediated information exchanges between an organization and its external stakeholders.” Thus, in its definition, e-commerce includes not only the purchase process but also preceding and further aspects related to the purchase.