-
Zoya Ivanova
CLUSTER ANALYSIS OF E-COMMERCE
IN THE EUROPEAN UNION COUNTRIES
Abstract:
E-commerce is the fastest growing segment in the trade sector and is of ever-increasing importance to the economy of the European Union. However, huge imbalances occur between individual countries when measuring the intensity of this type of trade. In the context of the new realities, the aim of the present study is, based on cluster analysis, to segment and identify the differences between the EU Member States in the field of e-commerce, and on this basis to formulate corresponding conclusions. Cluster analysis is applied to selected indicators (I) for measuring e-commerce in the European countries—I1. “E-commerce sales of enterprises”; I2. “Value of e-commerce sales”; I3. “Internet purchases by individuals”. The clustering of the studied data refer to 2024. Technical processing and calculations are made using IBM SPSS Statistics. As a result of the study conducted, the 27 Member States are differentiated into four homogeneous clusters, which allows them to be interpreted as: leading countries in the e-commerce segment; countries catching up with the leaders; countries moderately advancing in e-commerce; countries in an unenviably lagging position.
-
Marajn Angeleski, Olivera Kostoska
DIGITAL LEARNING IN A POST-PANDEMIC ECONOMY: EVIDENCE FROM EUROPEAN COUNTRIES
Abstract:
Background: The Covid-19 pandemic has enabled countries to jump faster into the future of digital learning. However, the question arises as to what the lasting effects of the pandemic would be, in terms of what education will look like in the post-Covid era; will this way of learning become the ‘new normal’ or should the world immediately be returned to pre-pandemic mode of physical classroom.
Purpose: This article aims to address the above-mentioned challenge by examining trends, shifts, and changes in doing online courses or using online learning materials across European countries prior to the outbreak of the pandemic until the time when many countries removed the measures.
Methods: The analysis is based on Eurostat statistical data for 37 European countries regarding Internet use by individuals doing online courses and Internet use in general from 2019 to 2022. Aside from descriptive statistical analysis and distribution of data and trends, a cluster analysis is performed to examine how different groups of countries respond to pandemic-induced changes and how they can move forward in terms of digital learning practices. All statistical measurements are performed in the Python programming language using diverse set of libraries, including algorithm for conducting a cluster analysis.
Results/conclusions: The results suggest that during the temporary physical closures due to the pandemic, online courses were considered a safe backup system for learning and training, but the popularity of virtual courses declined as social restrictions began to ease. At the same time, the composition of clusters evolves over time, which points to changes in the dynamics of engagement in online courses among various groups of countries. Overall, the analysis made here represents a useful guide for formulating strategies to further promote and support digital inclusion and online education initiatives.
-
Ivan Marchevski, Krista Tsvetanova Neykova
THE CONSUMER CHOICE OF TOURISM PRODUCTS – SUSTAINABLE CRITERIA
FOR MARKET SEGMENTATION
Abstract:
The purpose of this paper is to empirically identify relevant and sustainable criteria for segmentation of Bulgarian consumers of tourism products in the process of making purchasing decisions. The study draws on original data gathered through an online survey of 898 Bulgarians, which was analysed using a range of statistical tests. Segmentation was performed using cluster analysis (hierarchical and non-hierarchical clustering). The analysis suggests that Bulgarian consumers of tourism products can be adequately and consistently segmented on the basis of five criteria: (1) their preferred mode of travel, (2) mode of planning and organising tourist trips, (3) the type of tourism they prefer, (4) the budget they normally spent for tourism and (5) their preferences regarding used sources of information. The market segments identified are directly related to a specific aspect of consumer choice in the purchase decision process. The results of this study can be used by providers of tourism services (tour operators, travel agencies, etc.) when defining the parameters of the tourist services they offer in order to influence consumer choice in the purchasing decision process.
