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The main aim of this article was to test the authors’ proprietary method (i.e., the conversion method applied to evaluate e-banking services that support sustainable development goals in households, communities, and society). The authors’ conversion method can be applied with the aim of maintaining a balance between households, producers, and public administration services in line with the principles of sustainable development of the information society in Poland. To achieve this goal, the authors identified the differences between the results obtained using the conversion method and the results produced by other methods such as TOPSIS, Promethee II, and PROSA involving the same group of respondents. A hypothesis was made about the existence of significant differences in the results obtained as part of the studies. The research was carried out on a sample of nearly 830 ratings concerning the 27 most popular electronic banks in Poland. As part of the survey, the respondents assessed 18 characteristics (attributes) of the selected banks using a simplified Likert scale. The study was conducted during the pandemic in Poland in 2020. The authors compared the results achieved in the case of the TOPSIS, Promethee II, and PROSA methods and the ones obtained with the application of the conversion method. Then, the ratings of the e-banking websites were arranged in descending order, and the distances between the positions in the rankings obtained by the conversion method and other methods were calculated. In addition, the R2 correlation coefficients were calculated for all combinations of the results received using individual methods. The results showed the greatest differences both in the absolute distances between the positions obtained in the ranking and the lowest value of the R2 correlation coefficient in the case of the conversion method in relation to the other methods. The limitation of the present research resulted from the fact that the study sample included respondents who were all members of the academic environment. The students analyzed in the study were part of a group supporting globalization processes where e-business solutions are widely used. However, the purchases of goods and services both local and foreign made by this group were often limited in scope and value due to a lack of funds. The research results indicate a potential need for improvement of the conversion method.

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Zasadniczym celem niniejszego artykułu jest specyfikacja zastosowania mechanizmów marketingowych w przestrzeni internetowej. Aby zrealizować powyższy cel przeprowadzono badania ograniczone do wybranej grupy użytkowników indywidualnych - studentów Uniwersytetu Warszawskiego. W pracy przedstawiono charakterystykę wykorzystania przez nich narzędzi marketingowych oraz ich opinie na temat przydatności tych narzędzi w szeroko pojętym e-commerce. Przeprowadzono dyskusję otrzymanych wyników oraz wyciągnięto z nich wnioski.

The main purpose of this article was to identify the impacts of globalization and information and communication technologies on the consumer behavior of a young population aged 18–34 before and during the COVID-19 pandemic. The research was conducted using the CAWI (computer-assisted web interview) method using convenient sampling involving students of the University of Warsaw. The survey was carried out in three stages: in March 2020, December 2020 and November 2021. The last cycle of research enabled the authors to examine the changes in consumer behavior trends nearly two years after the outbreak of the COVID-19 pandemic in Poland and compare them with the tendencies that could be observed in March 2020 and December 2020. The findings from all survey questionnaires indicate that the behavior of respondents is generally consistent with consumer trends established and described in several reports concerning the impact of the COVID-19 pandemic on people’s perception of globalization and consumer behavior. The main observation in terms of online purchases was that the growth itself was not very significant, but the frequency of purchases over the Internet increased. A similar trend could be observed in the case of using social media. Research of this scope was carried out in Poland for the first time, which proves the originality and value of this paper.