ANALYSIS OF PREFERENCES OF E-SHOPS CUSTOMERS

The article deals with basic online trade-relating questions. The chosen theoretical basis connects to the research task itself, which was to gain elementary knowledge about preferences of customers shopping on the internet. For the purpose of drafting this article, the authors focused on the research part, which discusses attitudes of online customers' towards prices of goods and services offered through this modern medium. Thanks to data collection techniques, such as CAWI and thanks to the results of an identical research carried out in 2010 we were able to gather information on the development in 2010 and 2011, which were than compared on the year-on-year basis. A favourable development of e-commerce reveals a great potential of online business.